Your Ultimate Checklist for Positioning Yourself in the Japanese Market

Are you thinking about expanding your business to Japan?

Getting into Japan requires thorough research and a deep understanding of the local market. The Japanese audience has unique preferences, and what works elsewhere might not succeed here.

Once you have decided to launch your product and brand in the Japanese market, it is time to focus on how you are going to position your brand. The goal is to connect with your Japanese audience and build long-lasting trust to ensure your brand thrives in the market. Start by learning more about your audience and tailoring your approach to fit Japan’s distinct culture and expectations.

The Japanese market is already crowded, so positioning your brand is key to standing out from the competition. It is crucial to build your brand with your market goals and positioning in mind, and to keep in mind that connecting with your audience and building a strong relationship with them is very important.

With so many buzzwords out there, it can be hard to figure out where to start. That’s why we’ve put together this simple checklist for you! Use it as a handy guide to understand what you need to position yourself effectively and succeed in Japan.

Understanding the Japanese Audience

Before we dive into our checklist, it’s important to first get to know your audience in Japan. This is the first step to positioning your brand for success. While every product and brand has its own unique target audience, we plan to share a general overview of the customer base you can expect in Japan.

• Quality Conscious Japanese consumers value quality over quantity. With a long tradition of craftsmanship and a focus on perfection, they expect nothing less than the best. Offering a high-quality product and highlighting this in your brand is the foundation to success in this market.

• Loyal to Brands They Trust Japanese consumers tend to make cautious decisions to avoid risk, which means they often stay loyal to brands they know and trust. Earning their trust can lead to long-term customer loyalty.

• Research-Oriented and Low Return Rates Japanese consumers tend to research extensively before making a purchase. They carefully compare products, read reviews, and consider recommendations to minimize risk. This behavior typically results in fewer returns since they are confident in their purchasing decisions upfront.

• Influenced by Peer Recommendations and Reviews In Japan’s collective culture, shoppers place a lot of trust in reviews and recommendations from people they know. Positive feedback from others can go a long way in influencing purchasing decisions.

• Appreciative of Attention to Detail and Perfectionism Just like with quality, Japanese consumers appreciate brands that focus on details. This goes beyond the product itself; it includes packaging, listing information, and customer service that all reflect care and precision.

• Perfectionist Buyers with High Expectations While return rates may be low, Japanese buyers are particular about receiving products in perfect condition. Even minor flaws, such as small damages to packaging, can lead to returns. Ensuring impeccable quality control is essential to meeting their expectations.

Checklist: How to Position Your Brand in Japan’s Market

Winning the trust of Japanese shoppers might seem like a big challenge, but it doesn’t have to be hard! Understanding where your brand stands among competitors will help you plan your entry into the market smoothly and effectively.

• Do your research
  The first, and one of the most important steps, is to conduct market research. Take a look at what your competitors are doing; who their target audience is, how they’re positioning themselves, and what strategies they’re using to sell their products.

• Adopt your brand strategy
  Based on your findings, you might need to make adjustments to your product, like tweaking the name or refining your branding.
  Here are some key points to consider:
  • Localize your brand name and messaging: Make sure your brand or product name is appropriate and easy to pronounce in Japanese. Look out for any unwanted or negative meanings and take cultural nuances into account in your messaging.
  • Emphasize quality and reliability: Be sure your branding and marketing efforts highlight the quality and reliability of your product. For example, if your product has any well-known certifications, make sure to showcase them in your marketing materials.
  • Build trust and long-term relationships: Build strong customer relationships by offering loyalty programs and exceptional customer service. Run campaigns to get customer feedback. Many shops on Rakuten Ichiba offer incentives for customers to leave reviews, which can help boost the store’s credibility.
  • Align with Japanese aesthetics and trends: Even if your product’s branding connects well with your audience in your home market, it might not resonate the same way with Japanese consumers. Make sure your packaging and design align with Japanese preferences, and they are consistent across all touchpoints.
  • Leverage local trends: Keep an eye on seasonal trends and local events to stay relevant. Many successful international brands recognize the importance of seasonal marketing in Japan and adjust their strategies accordingly.

• Develop a Strong Online Presence
  Ensure your listings are localized and packed with all the details Japanese consumers expect and value. Marketing strategies in Japan differ from those overseas. You’ll often see multiple CTAs (Call to Actions) and realistic product images featuring real people using the product.

• Protect Your Brand
  Ensure that your positioning and marketing strategy fully comply with Japanese regulations and laws. Japan has strict regulations and a unique legal framework that govern how businesses can operate and market their products. Non-compliance could result in costly penalties, reputational damage, or delays in market entry.

• Consider Initial Market Positioning
  Be realistic about your initial market position. You will be competing against Japanese brands who are already fully established here. Come up with feasible goals, invest in research and partnering with a local expert, and be patient with your progress. Do not be afraid to invest in regular market testing and readily evolve based on your learnings.

• Invest in Cultural Understanding
  The Japanese market offers great potential but comes with unique challenges. Partnering with a local expert can provide valuable insights into the culture, which is key to building trust with Japanese consumers.

How COVUE Can Help?

At COVUE, we focus on enabling brands to enter the market on the right foot.

We can support brands like yours with understanding the best approach to the Japanese market by collaborating on an in-depth market research to understand how to play in the Japanese market and to develop successful strategies for Japan.

Market research is a critical first step in your journey into Japan, and we’re here to ensure you’re set up for success. Reach out to us today and discover how to get started!