This year is the year of the Japanese Olympics. Many sellers have actually turned their attention to Japan. In this article, I will give a comprehensive analysis of Amazon Japan ’s consumer market overview, Amazon Japan ’s investment promotion policy, and the selection of the Olympic year.

When asking sellers, why not try the Japanese station, they may say that the language is difficult, talents are difficult to find, the selection of products can not find the way, etc., but do you really understand the Japanese station? And are there any good solutions to these problems?

This year is the year of the Japanese Olympics. Many sellers have actually turned their attention to Japan. In this article, I will give a comprehensive analysis of Amazon Japan ’s consumer market overview, Amazon Japan ’s investment promotion policy, and the selection of the Olympic year.

1. Japan’s domestic e-commerce consumer market

Looking at the global B2C market in 2019, the top five occupy 80% of the global market share, Japan ranks fourth in the world, and there is still much room for development and growth. In 2018, the size of the Japanese e-commerce market increased by 8.96% over 2017. The amount reached 179,845 billion yen, and the e-commerce penetration rate reached 6.22%.

Japan has all the characteristics of a mature e-commerce market: high penetration of Internet and broadband users, a high proportion of online shoppers, and high per capita online spending. Japan’s online retail market had sales of $ 96.5 billion in 2018, making it the second largest e-commerce market in Asia. By 2022, Japan ’s online retail sales will reach nearly $ 160 billion. By 2022, per capita online consumption will grow at a compound annual growth rate of 12.7%, and per capita consumption will reach $ 2,000 in 2022. Online shoppers are keen on consumer electronics, clothing and beauty products. From the perspective of per capita online consumption, Japan Per capita online shopping costs $ 1164, surpassing $ 1156 in the United States, and nearly double that in China. Therefore, we judge that the Japanese online shopping market has huge potential. In terms of user scale, Japan ’s online shopping habits have been developed. In 2017, the number of online shopping users was 76.4 million, accounting for 60.1% of the total population.

Judging from the proportion of e-commerce sales in Japan, small appliances, consumer electronics, clothes and miscellaneous goods, food and beverages, and furniture and household products account for a high proportion.

Except for categories such as books, books, audio and video, food and medicine, which are difficult for Chinese sellers to buy, several categories of consumer electronics, kitchen appliances, and home furnishings occupy a certain market share in the United States and Japan. Japanese stations can give priority to these categories.

A.Consumer electronics

In the United States and Japan, the hot-selling products of consumer electronics devices include mobile phone functional accessories, power banks, charging cables, sockets, screen protectors and Bluetooth headsets, among which wireless charging products have grown rapidly. In addition to the rapid upgrading and innovation of new technical specifications, differentiation and branding in this category have also become the mainstream trend.

Potential best sellers in Japan include car chargers, Bluetooth keyboards, voice recorders, headset storage bags, wireless chargers, and more. It should be noted that for products with wireless, wifi, Bluetooth and other functions (collectively referred to as electrical communication business products), the Ministry of Internal Affairs and Communications requires the Japanese government to apply for GITEKI certification (technical certification), and put the corresponding certification mark on the product. The Japanese Electrical Safety Law stipulates that electrical products must meet the corresponding electrical safety technical indicators, and PSE MARK is marked on the products. In addition, electronic products, especially those involving buttons and plugs, must be equipped with manuals in Japanese, which can reduce the return rate and customer service pressure.

Tips:

Japanese consumers prefer simple design styles, and black and white solid colors are preferred.

B. Small kitchen appliances

Small household electrical appliances are the kind of enthusiastic but entangled sellers. why? Because there is a new threshold, the weight is really good, and there are no obvious seasonal necessities, and the feasibility is very strong. Let me introduce you to a few products that sell well in the United States and are also easier to sell in Japan. There is basically no big difference in terms of specifications and functions. Those who have a related product supply chain can immediately sell to Japan.

In addition, there are some products with great potential, such as coffee machines or electric kettles. However, in view of the preferences of the Japanese, it is recommended that the Japanese station give preference to more compact styles and products with small size and capacity. Finally, remind sellers to pay attention to product compliance. Electrical products must also meet the requirements of the Japanese Electricity Safety Law mentioned above.

Tips:

Compared with the United States, Japanese houses have higher space utilization requirements, so compact and simple products are more popular.

C. Home improvement

Household products sold in the United States and Japan stations include hangers, clocks, pillows, towels and foot pads, umbrellas and other supplies. In Japan, plain products such as black / white / grey / khaki / off-white are more popular among Japanese consumers. They are very eye-catching in sales performance in daily and large-scale events such as Prime Day. On the upcoming Prime Day, sellers of these types of products are also requested to prepare in advance to lay a foundation for winning the peak season sales.

In addition, some of the existing hot-selling products in the US station also show great development potential in the Japan station. Such as simple style curtains, tablecloths, cushions; food storage, clothing storage, jewelry storage and other storage products; lightweight wooden furniture, ergonomic desks and chairs, multifunctional shelves, etc. The pace of life in Japan is fast, which can help consumers save time, and environmental protection and convenient products have great potential.

Tips:

Japanese household items that are practical, convenient, environmentally friendly, high efficiency, easy to store, and can enhance the happiness of life are often welcomed by Japanese consumers.

D.Sports category

Like Americans, Japanese people also enjoy outdoor activities such as mountain climbing, camping, and barbecues. However, unlike the US sports season, which is concentrated at the end of the year, the sales of sports categories in Japan fluctuate with the trend of temperature, and the higher the summer sales, the higher the sales peak before and after Prime day.

Compared to the US station, many products can be sold directly to the Japanese station, but it needs to be prepared early in the first half! Especially since April, dinning chairs, tents, trolleys and other products required for outdoor barbecues, large fitness equipment with high unit prices, seasonal cool bags, sunglasses, diving glasses, etc. have begun to sell well. .

**Tips

Similar sports products are brought to Japan for sale. Pay attention to the seasonal characteristics of Japan and stock them in time.

2. Amazon Japan Investment Promotion Policy

Amazon Japan has been implementing the Sakura plan since 2019 to help Chinese sellers make their goods more accessible.

In 2020, an upgraded version of the Sakura Plan 2.0 was launched.

In 2020, the upgraded version of the Japanese station cherry blossom plan has the following preferential measures for sellers who registered and successfully launched the Japanese station in January-March:

• Account Manager 2020 Support
• Amazon 7 * 24 artificial Japanese customer service free trial for 3 months
• Listing videos and 360 display pictures are uploaded for free
• Advertising creation support and 5000 yen advertising coupon
• Japan station 7 days deal / LD / monthly deals / spring deals
• Fashion category reduced from 15% commission to 5% -8% commission discount
• Multi-site monthly discount

Its List’s translation optimization service and Amazon’s artificial Japanese customer service have greatly reduced the seller’s difficulty in opening Japanese stores, and the account manager’s year-round operation support and selection guidance can also help sellers obtain the latest Japanese station cutting-edge information and resource docking.

3. Japanese Olympic Yearly Selection

2020 is a rare Japanese Olympic year and a new traffic opportunity for all Japanese sellers. So which categories will become potential explosion models, the following also gives you some selection ideas.

A. Multilingual identification class

Before the Olympic Games, in order to welcome the influx of tourists from all over the world, there will be a large number of multilingual signage requirements, including road signs, toilet signs, business hours signs, free wifi signs, and even “there are coffee shops here” or “Olympic schedules” “For sale”, “Tokyo map for sale”, “For reservation phone, please call XXX” and so on, all kinds of places and businesses in Japan will need it. In particular, Chinese tourists are expected to be the main force of this passenger flow. Various Chinese, English, and Japanese business logos are already on sale. It is estimated that it will screen Tokyo during the Olympics!

B. Supporting games

Telescopes, products commonly used when watching games on the scene, binoculars will sell better, accounting for 90% of the sales; the price range is mostly between 2000-4000 yen, 10 times magnification, which can fully meet daily needs, More multiple magnification costs will be higher, leaving the best price range. Adjustable interocular distance, orbital material, outstanding comfort; weight, size, outstanding portability, whether or not packed. The current sales are relatively good seller monthly sales 2000+ orders;

PTZ, selfie sticks are not allowed in Japanese public places. PTZ has become the best photography accessory sold in Japan, anti-shake, selfie recording, vlog and other scenes.

Power bank, essential product

Sun umbrellas are also used as sun protection appliances. You can pay attention to the weather and UV levels in Japan. In fact, this year’s rain gear sales are also very good, but they are all umbrellas. Because of the impact of Japan’s climate this year, there are more typhoon weather.

Backpacks are mainly portable, and drawstring bags can also be considered. If there are multiple functions as selling points, such as with power bank, with fan

Small fan, Japan only sells 4 months a year, and the top product of the year is 4 months. In addition to handheld, there are multi-function fans such as ear-hung and water mist

Car refrigerator, car refrigerator is a new generation of refrigeration and refrigerating appliances popular in the international market in recent years. The US market is selling very well, and Japan has a clear growth trend. In fact, in the past two years, the entire car-related products in the Japanese market have grown well. Device, driving recorder, car refrigerator are all star items

Portable seats, picnic mats, tents, etc. can be extended

Anti-lost rope

Fans, whistle, little red flag, Yingbang stick, etc.

C. Sports outdoor products

Sports categories are generally related to events. Each Olympic Games will trigger a wave of national sports in the local area. This passion for sports will last from before the event to a long time after the event. Sellers can follow the following categories:

Training clothes, training pants The Olympic Games will drive the national sports boom, so this category of products will be very easy to sell. At the same time, there are baseball shirts, football clothes (custom models), rugby, badminton, tennis and other related resources can be prepared as soon as possible. But it must be designed independently and can be integrated into certain Tokyo elements. Football suits can be loaded from suits, custom models, and kids. Children’s clothing is a good entry point.

Sports socks, as a standard, is a good entry point. Very volume, it is recommended to package sales. Similar to socks and underwear, are basic products of the apparel category. If you don’t know what to do, you can start with these two products.

Sports plastic clothing, sports tights. These two models are high-volume products each year, and the sales volume in the recent climbing season has also increased significantly. These two products will have stable sales even during non-Olympic time

T-shirts with Tokyo elements can be tried by powerful sellers. Special attention must be paid to intellectual property issues.

Shoes, sports shoes, mainly sneakers, domestic sellers’ shoes are still mainly cost-effective, the price is recommended around JP 3000

Hats and fisherman hats are a hot item sold in Japan. Long hat brims are popular with users. The better sellers sell hundreds of pieces a month, and the sales are very stable. The related sunscreen products actually have sunscreen sleeves, etc.

Air-conditioned clothing, years of explosive products

sunglasses