Japan

Selling and buying

Reaching the consumers

Marketing opportunities

Consumer behavior: Traditionally, Japanese have always been more aware of the quality and the renown of the brand name, and the features of a product and its quality. But with economic conditions becoming harder, the price is a more and more important factor in a consumer’s choice.
Customer service is an important element in a sale: extra technical explanations, keeping to delivery dates, etc.
The quality of the service rendered will depend on the way linguistic barriers have been raised and the way in which sales techniques have been adapted to the local population.
Consumer profile and purchasing power: Japanese consumers were traditionally rather reluctant to buy foreign products, but they have become progressively more open to them.
Japan’s consumers are rich, sophisticated and highly diverse in their interests and tastes, going from traditional needs to westernized desires. They value home comfort. They like goods to be meticulously presented, and to have exquisite packaging and very detailed instructions for use.
Consumers associations: Consumers' Organization of Japan
Japan Consumer’s Association
Portal to Japanese consumers association
Main advertising agencies: Dentsu
Hakuhodo
ADK international
Tokyu Agency
NTT Advertising

Distributing a product

Evolution of the sector: The Japanese distribution system is going through a crisis linked to three types of factor:
1. Protection standards and recourse to a system of licenses and permits impose heavy restrictions on the free development of stores. In particular, the setting up of hypermarkets is controlled by the Large-Scale Retail Store Location Law of 2000 and regulated by local authorities on the basis of environmental considerations.
2. The deflationist trend of the macroeconomic situation has eroded the margins of middle-men.
3. Information technology allows producers to be informed rapidly of fashion effects and the evolution of consumer tastes. To react quickly to changes in consumer trends, producers tend to develop internet sales platforms.
To learn about current trends in the Japanese retail trade, consult the Einnews.com website.
Market shares: Specialized stores represent almost all types of the outlets (88%), the majority of the sales (57%) and the employees in the sector (65%).
Supermarkets are in second position with a market share of sales of 30% although they only represent 9% of stores. Nevertheless, sales made by supermarkets have shown a negative rate of growth over the last few years.
The well-known foreign names are present on the Japanese market: Tesco, Metro, Toys’R’us, etc. But the Japanese do not easily accept foreign sales techniques. Carrefour paid for this and decided to withdraw from the Japanese market after having set up 8 stores.
Unlike supermarkets, small stores are doing well. The number of convenience stores, especially, is increasing, with a constantly growing volume of sales.
For further statistical information about the sector, consult the METI (Ministry of Economy, Trade and Industry) website.
Organizations in the retail sector: Japan Retailers Association
Japan Department store Association
Japan Council of Shopping Centers
Japan Federation of Service and Distributive workers unions

Market access procedures

International Conventions: Member of World Trade Organisation
Member of OECD
Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer
Wassenaar arrangement on export controls for conventional arms and dual-use goods and technologies
Party of the International coffee agreement 2001
International economic cooperation: Japan does not belong to any Customs Union. It is a member of the Asia-Pacific Economic Cooperation (APEC). It is a signatory to multilateral and bilateral agreements with many countries.
Non tariff barriers: Some factors limit access to the Japanese market for foreign companies: recourse to exclusively Japanese standards, the importance of personal relations in doing business, a regulation policy oriented towards preference for national products, etc.
Quotas exist for certain marine products, certain organic chemical products, explosives, certain pharmaceutical and medical products, certain animals and plants in respect of the Washington Convention.
An import license is necessary for products subject to quotas, dangerous products and perishable goods.
Some goods are prohibited from importation.
Customs duties and taxes on imports: Japan applies a Customs tariff which is among the lowest in the world. It is 3% on average.
The WTO gives a sheet summarizing the Customs tariffs of the country.
For complete details of Customs duties by classification of the products, consult the Japan page on the APEC site.
Customs classification: Japan uses the harmonized system.
As a reminder :
The Harmonized Commodity Description and Coding System, generally referred to as "Harmonized System" or simply "HS", developed by the World Customs Organization (WCO), comprises nearly 5,000 commodity groups, each identified by a six digit code. The system is used by more than 200 countries and economies as a basis for their Customs tariffs and for the collection of international trade statistics. Over 98% of the merchandise in international trade is classified in terms of the HS.
Import procedures: Import procedure is subjected to a computerized declaration. All the steps and documents to be produced are listed on the Japanese Customs website.
The Customs Counselor System assists companies with import procedures.
The case of samples: Goods that are used as and which qualify as samples are eligible for duty-free entry. In order to qualify, the total customs value should be 5,000 yen or less and the words "sample, not for resale" should be written on the commercial invoice. The goods should be marked or mutilated so that they can only be used as samples and not be sold.
For further information: Japanese Customs Office
Japanese Ministry of foreign affairs
Japanese Ministry of Economic, Trade and Industry

Organizing goods transport

Main useful means: Japan has 128 ports, including 23 main ports. They are situated all along the Japanese coastline.
Ports are the mainstay for 99% of Japan's foreign trade and 42% of its domestic distribution. Tokyo Bay (six harbors, including Yokohama and Tokyo), Osaka Bay (five harbors including Kobe and Osaka) and Ise Bay (five harbors including Nagoya) are known as the Three Major Bays. These bays handle approximately 35% of all port cargo in Japan.Japanese ports handle more than 3,090 thousand tons per year.

The total amount of international freight handled at airports in Japan is more than 3,100 thousand tons per year. Japanese Airlines carried approximately one third of the total amount of international freight.
Ports: Click here to visualize their location.
Airports: Narita International Airport
Kansai International Airport
Chubu Centrair international airport.
Sea transport organizations: Ports and Harbours Bureau
Maritime Bureau
Air transport organizations: Civil Aviation Bureau
Road transport organizations: Road Bureau
Rail transport organizations: Railway Bureau