Redefinition of consumption behaviors in Japan: from Image to Value

Redefinition of consumption behaviors in Japan: from Image to Value

The Japanese market has, in the last two decades, experienced important upheavals, accentuated by the 2008-2009 financial and economic global crises. In parallel, the Japanese recently developed new behaviors of consumption that have already had a visible impact on various sectors, including fashion and luxury items, distribution, media and information business. In addition, these evolutions, combined with an economic context without precedent, give rise to a radically transformed market. The study identifies the new tendencies of consumption in Japan and their effects on various sectors of industry as well as remedies and advice to better prepare the coming decade. Japanese consumers have adopted new ways of consuming and interacting with their environment. The reasons for those changes are multiple and cannot be explained solely in terms of diminishing disposable income and the economic downturn. (110 pages of analysis, 78 figures, frameworks, CEOs interviews, case studies, forecast)

Scope

- Covers consumption evolution in Japan and contains advice for any business interested in Japanese consumers' behaviors evolutions
- Supported by the key macroeconomic and demographic data affecting the market
- Supported by description of technologies, distribution and media evolutions


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Companies Mentioned

@cosme
Accordia Golf
Acecook
Aeon
All about
Apple
Asics
Bandai
Benesse
Bookoff
Branding
Cariru
Carrefour
Cartier
Chanel
Coca-Cola
Cyber Buzz
Daikokuka
DeNA
Diesel Japan
DonDonDown
Ebay
Elle
Enigmo
Facebook
Family Mart
Fast Retailing
Forever 21
FrancFranc
Fujifilm
Fujitsu
Gree
Gilt Japan
H&M
H2O Retailing Corp.
Hachette-Fujingaho
Hermes
Honda
Ikea
Isetan Mitsukoshi
Ito-Yokado
J Front retailing
J-Phone
JR East
Kakaku
KDDI
Kodansha
Kyoto Denim
Lawson
Loft
Louis Vuitton
LVMH
Maruchan
Mc Donalds
Meiji Seika Kaisha
Mixi
Muji
Myspace
Navitime
Nekore
Nifty
Nintendo
NTT Docomo
NTT Resonant
Oisix
ORB
Panasonic
Prada
Printemps Ginza
Rakuten
Realfleet
Recruit Co.
Richemont
Sagawa
Sanyo Shokai
Seiko Watch
Seiyu
Seven & I Holdings
Sharp
Suntory
Takashimaya
Taspo
Three F Co
Tiffany
Tokyo Girls Collection
Tomy Co.
Toyota
Unicharm Petcare
Uniqlo
Wal-Mart
Yahoo! Japan
Yamato
Zara

Executive Summary

Introduction

I - Facts and figures about the Japanese market: the starting point of new consumption behaviors

1- Macro-economic factors:
1.1 An economic power
1.2 High disposable income
1.3 Japanese are risk-takers and spenders
1.4 Aging population
1.5 Japan as a center for innovation
1.6 The Japanese car market in full transformation
2- Technology
2.1 Robotics
2.2 Green technologies
2.3 The Internet development
2.4 The mobile development
3- Information, knowledge and advertisement: the role of new Internet media and their impact on consumer behavior
3.1 Online communication in Japan
3.2 A return to strong consumerism
3.3 New media shaking up the public relations industry
3.4 Specificities of the Japanese web services
3.5 Implications for business and marketing
4- Distribution – reorganization of the retail industry
4.1 The struggle of traditional large-scale distribution channels
4.2 The growth of non-store retail sales

II- New core concepts in the Japanese consumer behavior: from Image to Value

1- “Image” loses significance
2- Emphasis on the individual
3- Responses and interaction
4- Development and education
5- Impact of the crisis and price sensitivity

III- On-going evolutions of Japanese consumers’ behaviors

1- Decline of the luxury market and boom of fast-fashion brands
1.1 A fading market
1.2 Luxury goes online, second-hand and rental
1.3 The fragmentation of the wallet
1.4 Brand power will remain
2- Secondhand goods add up
2.1 Specialized secondhand stores
2.2 C2C online auctions:
3- Cultural and social cocooning
3.1 Social cocooning
3.2 Cultural cocooning
3.3 A trend here to last
4- Self-improvement consumption
5- The environmental dilemma
5.1 The “green” products: durable goods
5.2 The “green” products: soft goods
5.3 The dilemma
6- A winning industrial interaction – Integrating new skills

IV- Prospective business environments

1- Disposable income and consumption
2- Consumption intents towards different sectors
3- Facilitators of a new consumption
4- Low resilience of new behaviors
5- Winning interactions