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I n spite of the fact that this is
the year of the chicken, you have decided to muster your courage
and challenge the Japanese consumer market. However, those who have
attempted to get their hands on domestic source Japanese market
survey data likely know that this information is all well hidden
and all in Japanese.
The following is an introduction to the top 10 hit products of
2004, predictions, about hit products for 2005, forecasted business
trends for Japan in 2005, as well a few other interesting tidbits
for niche-market possibilities.
According to DENTSU Inc., Japan's top advertising agency, the year
of the Monkey, 2004, rung out the following top 10 hit products
1) Large flat-screen television
Average price: ¥700,000
2) Japanese Major League Baseball and related goods
Products general price Range: ¥500 - ¥250,000
3) The Japanese book and movie 'Shouting out for love from the center
of the world'
Price: book ¥2,000, DVD ¥4,000
4) Hard Disk DVD recorder
Average price: ¥70,000
5) Kurosu (vinegar from unpolished rice)
Average price: ¥2,000
6) Nigari (liquid extract obtained during tofu processing products)
Average price: ¥1,000
7) Soy Milk
Average price for one Carton (1000 ml): ¥400
8) Bae Yongjun (Korean Actor, referred to as Yon-Sama in Japanese)
Products general price range: ¥1,000 - ¥25,000
9) The movie 'The Last Samurai' DVD
Price ¥3,000
10) Fixed package pricing (especially for internet related services,
etc)
Average monthly service cost: ¥7,800
As you can see, the above line-up includes everything from health
products to electronics to leisure activities to people. For 2004,
Dentsu determined consumer key words to be 'leap', 'progress', 'optimism',
'recovery' and 'new start' and consumer theme colors to be bright
oranges, reds and blues.
What does Japan's top advertising agency predict to become this
year's hit products?
Almost everything and almost anything related to the following:
A) Cultural border transgression items such as casual philosophy
and mutton
B) Self-impression goods such as profession and national baseball
leagues and the Pink Panther
C) 'Culture zapping' or cultural mixing products and experiences
such as the scheduled April visitation by the Dalai Lama to Japan
and the opening of another international airport in central Japan
D) Products and experiences that review Edo Period (1600-1868) and
the Meiji Period (1868-1912) Lifestyles such as yoga-style breathing
and the Aichi Prefecture World Fair
E) Products and services that provide diversification for enthusiasts
such as new mobile phone game machines, bars and restaurants where
owner and pet can dine together and entertainment experiences for
people going solo.
F) Self-improvement products and experiences to produce health and
beauty from the inside out such as anti-ageing supplements, cosmetic
solutions, a positive view of later year marriages and rose champagne.
G) Any and all products, services and experiences that fuse the
new with the old and take a second look at 'genuinity'.
Based on the results of an Internet survey, Dentsu determined consumer
key words for 2005 to be both similar to those of the past year
with 'progress', and 'optimism' remaining, as well as totally different,
with the appearance of 'don't overdo it' and 'be natural'. The theme
color for 2005 was determined to be green, representing a desire
to 'be calm, natural and ecological'.
As a society, the 'Asian-Power' mentality that saturated the 2004
market has been dispelled this year by an active interest in South
America and Africa. The 2005 market expresses a desire for culture
zapping in the form of absorbing and combining.
In regards to gender differences in trends, Dentsu's survey noted
that both sexes show a motivation towards 'simplification' and 'naturalization'
of their lifestyles. However, women are seen to be increasingly
interested in doing so alone for as long as possible, and thus the
negative image of later-age marriages will change.
In terms of industry and economics in 2005, Nikkei Business Publications
Inc. predicts that the three major trends of 'breaking-free from
a deflation economy', 'moving from reduction management to creation
management' and 'increasing importance of fair and transparent management'
will develop in Japan's business sector. Once such business practices
are established Japan is certain to become less evasive to and even
more appealing to foreign market opportunities.
Japan is showing signs of a desire to loosen its tie and undo its
top button in 2005. Do you have a product or a service that can
bring a sense of the old and the new, world-wide cultural fusion
and 'self' to the Japanese people? If so, the consumer market of
2005 is waiting to embrace you.
If you happen to have a farm in Africa that raises green sheep
on feed containing anti-ageing supplements, I would only ask 'what
are you waiting for?!'  |
