Per capita online purchase spending: 1164 US dollars
Japan is the world's third largest economy with the third largest GNP in the world; Japan's basic environment is advance, which could be called as "fertile soilZ" for cross-border electricity supplier to grow up. According to the data, it is estimated that by 2022, the market value of Japanese e-commerce will exceed 113 billion U.S. dollars.
1. The Internet started early, online shopping habits is mature
It is well known that as the Japanese mobile Internet started early, fast development, as early as the functional era, Japan's mobile TV, mobile wallet, etc. have been widely used. Internet users ranked fifth in the world, the Internet penetration rate is as high as 94%.
Japan has a large proportion of Internet users and is on the rise; The major Internet users are concentrated in Tokyo. However, the cross-border shopping in Japan is concentrated in the Kanto region, Kansai relatively few. Some relatively underdeveloped areas in remote areas, cross-border shopping is also performance well, such as Hokkaido, Okinawa and other regions.
2. Consumers: value quality, high loyalty
Japanese culture emphasizes loyalty, according to Amazon Japan station seller Sally, once a price of 1388 yen backpack get a feedback from the buyer complained that its work is not fine, they said they can accept the high prices product, even in order to have a quality assurance and buy high-priced products. So get praise is the first thing to be considered when seller just entering the Japanese market. Sellers who specialize in selling non-branded products must be patient, understand consumers and take the time to build trust and gain a reputation as they enter the Japanese market.
At the same time, sellers need to understand that Japanese consumers place great importance on product information, packaging, delivery time and customer service when evaluating product quality and make purchasing decisions. According to Sally, the Japanese consumers pursue details is fantastic. For example, they may complain that the thread is not well-sewn nor pretty.
It is noteworthy that the Japanese consumers shopping peak is in July and December each year because Japan bonuses paid in these two months every year, the amount is not less than three months salary, this market situation is just to cater to Amazon July Celebration, and the holiday season in December – Christmas, Black Friday and Cyber Monday, which led to Japanese online shopping spending concentrated in the annual Christmas Eve and the winter after the big sale season.
3. the most popular category in Japan
In the current Japanese e-commerce market, the largest category is toys, hobbies and DIY products, in 2017, the category market value is over 220 billion US dollars. In addition, fashion accessories is one of the most popular online shopping categories, while e-commerce sales of food and drinks are also on the rise. Overall, high-quality products and high-profile brand products are in high demand.
(1) Toys, hobbies and DIY products
From Hello Kitty to Japanese-style heaps of salt, toys, hobbies and DIY categories are Japan's most popular electronic merchandise categories. Among them, most e-commerce sellers publish their products mainly on animation and game character-related products. Popular sub-categories include stationery, lucky amulets and video games.
(2) Furniture and Appliances
The second most popular category in Japan's e-commerce market is furniture and home appliances, of which home decor and kitchenware are the largest sub-categories.
(3) Food and Healty care
Although most Japanese consumers still buy groceries (especially fresh food) in the store, it is not common to buy snacks and foreign foods online also. This is mainly because of online shopping convenience, and some foreign products can not be bought in Japan. In addition, health care products from the United States and French skin care products are particularly devastating in Japan.
(4) Electronics and Media Products
Although Japanese consumers like to try in physical stores before buying electronics, they also view product reviews and prices on the e-commerce website.
(5) Fashion Accessories
Like other markets around the world, apparel and fashion accessories are also a growing category in Japan. Usually it is the category has the most listings and sub-categories on the e-commerce platform.
4. The popular shopping platform in Japanese
At present, Japan's electricity supplier has three largest market including Lotte, Amazon, Yahoo. Rakuten is Japan's largest local e-commerce platform, with more than 227 million products and almost all products available on the platform. Lotte platform has a large number of product images, high discount and integral items to encourage consumers to buy more products. However, many overseas sellers have opted to expand into the Japanese market through Amazon Japan. Amazon Japan and other Amazon platform has the same interface, but it has Japanese, English and Simplified Chinese versions. Currently, Amazon Japan has more than 200 million products on the station, and more and more popular among Japanese consumers.
5. Japanese consumers will use a variety of payment methods
Japan has no prominent third-party payment platform, direct bank transfer and credit card payment is very common. However, it is understood that Japanese consumers are more willing to use cash and credit cards when shopping in physical stores. On the other hand, payment for mobile devices and e-purse payments are also on the rise. In addition to credit cards, Japanese consumers also like to use cash on delivery to pay for online shopping.
6. Holiday promotion season is clear, lucky bag is creative
Japan's promotional season and the country's holiday are exactly the same. Most Western festivals, such as Christmas and Valentine's Day, are very popular in Japan. In recent years, Halloween has also gained a high reputation among young consumers.
During the festival, clothing, gifts, decorations and holiday must-haves are the most popular. Although most parts of the world are using New Year's Eve fireworks on January 1, Japanese consumers will choose to buy traditional Lucky bags. Lucky bags are gift bags, there will be randomly presented products, or discount products, discounts are usually more than 50% of the listing price. Consumers usually book Lucky bags from early November. The products in Good luck bag can be food, underwear, etc., basically any lucky-related products are very popular, so the sale of lucky bags need to be creative.