Case Studies of Successful Foreign Brands in Japan
ASOS
ASOS, a British online fashion and cosmetic retailer, sought to expand its presence in Japan's competitive fashion market. To achieve this, ASOS launched a dedicated Japanese website, offering a fully localized shopping experience that included Japanese language support, yen currency, and local payment methods.
This ensured that Japanese consumers could navigate the site and make purchases with ease. Recognizing the importance of reliable delivery, ASOS partnered with local couriers to provide fast and dependable shipping, which is crucial for the fashion industry. They also implemented easy return policies, catering to the preferences of Japanese consumers who value hassle-free returns.
To build brand awareness, ASOS collaborated with popular Japanese fashion influencers and bloggers, leveraging their reach and credibility. These influencers helped promote ASOS products, making the brand more relatable and trustworthy to local audiences. Additionally, ASOS invested in targeted marketing campaigns on popular Japanese social media platforms such as Instagram and Twitter, ensuring that their advertisements reached the right audience effectively. By prioritizing localization and utilizing influencer marketing, ASOS successfully carved out a significant share of the Japanese online fashion market.
Kusmi Tea
Kusmi Tea, a French premium tea brand headquartered in Paris, expanded into the Japanese market in 2017. Leading the premium tea market in France, Kusmi Tea sought to successfully enter Japan through a localized eCommerce approach.
Kusmi Tea faced the challenge of localising its French eCommerce website for Japanese consumers while maintaining global brand aesthetics. Key requirements included language translation, local payment methods, and compatibility with Japanese shipping services.
Using Shopify, Kusmi Tea built a Japan-centric eCommerce site. The strategy focused on translating content into Japanese and incorporating local payment options. Integrating features specific to the Japanese market, including local shipping solutions, ensured the site was functional for Japanese consumers. Additionally, maintaining brand consistency across the site reflected Kusmi Tea’s global brand aesthetics.
The localized eCommerce site led to significant market penetration and increased sales in Japan. Enhanced brand recognition and a positive customer experience contributed to strong customer loyalty and repeat purchases.
BabyBjörn
BabyBjörn, a Swedish brand known for its baby products, entered the Japanese market around 2000 through a local distributor. Initially, they sold their products through local physical retailers. Around 2010, BabyBjörn set up their own Japanese subsidiary to gain more control over their market presence and launched online sales channels with Amazon and Rakuten.
Recognising the shift in shopping behaviors, especially during the COVID-19 pandemic, BabyBjörn focused on online sales, with a significant portion of their sales now coming from online channels. They emphasized the fit of their products to Japanese needs, such as highlighting the benefits of baby carriers in urban environments where strollers might be impractical.
BabyBjörn also relied heavily on search engine marketing, SEO, and social media marketing. They used influencers to reach recent mothers or mothers-to-be, which proved effective in driving traffic and sales conversions. Their strategy of combining online and physical sales channels allowed them to target different customer segments and build local credibility.
One of BabyBjörn’s key strategies was to focus on a single exclusive partnership when first entering the market, ensuring dedicated marketing efforts and avoiding the pitfalls of widespread but unsupported distribution. This approach, coupled with their emphasis on localizing product information and adhering to Japanese safety standards, contributed to their success in Japan.
Popular Couriers
Overview of Major Courier Services in Japan
Japan boasts a highly developed eCommerce industry supported by efficient and reliable courier services. Some of the top courier companies in Japan include:
Yamato Transport
Established in 1919, Yamato is one of the largest courier service providers in Japan, handling approximately 1.8 billion packages annually. They offer a wide range of services, including freight, cross-border shipping, and specialized shipping.
Sagawa
Founded in 1957, Sagawa is a major logistics company in Japan, providing transportation, express delivery, international shipments, and tracking solutions.
Japan Post
As the official postal service provider in Japan, Japan Post operates a vast network of 27,000 post offices and over 50 logistics hubs worldwide. They offer parcel delivery, mail services, and dedicated solutions for eCommerce businesses.
Nippon Express
Established in 1937, Nippon Express offers a wide range of services, including surface transportation, freight, specialized transportation, supply chain management, and eCommerce delivery solutions.
Schenker-Seino
With a legacy of 140 years, Schenker-Seino offers comprehensive logistics solutions, including freight, cross-border shipping, and customs clearance, catering to over 200 countries.
FedEx
A global logistics giant, FedEx processes approximately 12.5 million packages daily, offering services such as doorstep delivery, international shipping, customs clearance, and bulk delivery.
DHL
Part of the Deutsche Post Group, DHL handles around 1.8 billion packages annually and offers freight, surface transportation, cross-border shipping, and sensitive item delivery.
UPS
United Parcel Service (UPS) is one of the largest courier companies globally, delivering to over 220 countries. They provide bulk shipping, special deliveries, and internet-based shipping management.
