Contents:
▼ Stylish Old Driver Album: Looking at Consumer Trends from the Local Perspective of Japanese Consumers
▼ Popular sub-categories in the Japanese fashion category and related operating tips: men's clothing, women's clothing, men's shoes, women's shoes

OL is simple and loves makeup. Gentlemen are casual and stylish, and even a small fishing vest can trigger Japanese fashion!
As one of the centers of Asian fashion trends, Japan's fashion industry is quite developed, and clothing culture has become an indispensable part of Japanese life. At the same time, young people are increasingly accepting Western culture, so fashion tastes are gradually converging with European and American groups. However, due to differences in body shape, climate, and lifestyle, Japanese fashion trends still have their own unique characteristics.

If you don't do your homework carefully, you'll hit rock bottom!
With so many fashion items competing for trend C, how exactly do Amazon sellers choose in Japan?Hurry up and ask the old stylish driver!

Hello everyone, the stylish old driver is here. It is my mission to keep up with global fashion culture and pass on the latest trend insights to Chinese sellers!Get in my car and listen to my fashion stories.
You may have known about Japan's world-famous local culture for a long time — cherry blossom viewing, tea ceremony, anime, etc., and you may be familiar with Japan's peak sales season throughout the year, but the consumer market is changing rapidly. Whether in terms of local history and culture or newly nurtured trends or niche culture, there is still poor information for most sellers.
The stylish old driver reminds all sellers that they can better grasp local consumption trends from a local perspective:
Demand for fashion items spawned by the geographical environment

A country's geography and climate create the unique lifestyle and product needs of local people. Japan is located in the northwestern part of the Pacific Ocean and consists of thousands of islands. The land is completely surrounded by the sea. It is a veritable “island nation.” Abundant marine resources have given birth to the characteristic that Japanese people love fishing, which also includes business opportunities for product selection.

There are 30 million people fishing in Japan, accounting for about one-third of the total population. In Japan, fishing enthusiasts are called “fishing enthusiasts,” “anglers,” etc. Many Japanese celebrities also love fishing. For example, Japan's ARASHI team leader Satoshi Ono is an in-depth enthusiast. As a result, Japan has a wide variety of well-made fishing gear and fishing apparel products.

In recent years, people all over Japan have worn this fishing vest, which has strong outdoor performance, and it has become a fashion trend among young people. Today, when “functional” clothing styles are popular, the improved fishing vest retains the multi-purpose pocket design. The material is lighter and thinner, which is both functional and full of retro fashion, greatly improving the appearance of the clothes.

This trend has also spread to some established outdoor brands. An outdoor sports brand launched a Japan-limited black label branch line last year, and collaborated with Japanese designer Kobayashi Keisei to design a fishing vest priced at 20,000 yen. Even though the price was high, this jacket sold out immediately after it went on sale, making it hard to find it all over the internet.

Photo Credit: GO OUT magazine

Tips for old drivers

From national movements to national products, Japan, as a country with a high sense of rituals, may have huge business opportunities in every aspect of life. It is recommended that sellers can dig deeper into the unique lives of Japanese people and clothing needs in specific situations, as an entry point.

When you think of Japan, people naturally think of keywords such as clean and tidy. Marie Kondo, famous for her philosophy of storage, was selected as “2015 World's 100 Most Influential People” by “Time Magazine”, further bringing storage culture into the wider public eye.

In Japan, makeup has become a “national culture.” Most Japanese girls learn how to wear makeup at an early age. From the age of 8 to 80, they have to wear makeup even when putting out trash. If you don't wear makeup, it's considered rude. Faced with the use of cosmetics for different occasions and the need to touch up makeup anytime, anywhere, cosmetic bags of various sizes and functions are just what you need.

Photo source: Japanese women's magazine “Sweet”

Furthermore, women of all styles and ages will also pursue different styles of cosmetic bags. Makeup bags are not only a necessity, but also an item for Japanese women to promote style and individuality. Girls share their newly bought makeup bags on every occasion to show off their fashion taste. In a comprehensive survey of women of all ages by Japanese fashion magazines, cosmetic bags ranked second in the “Top 10 essential items in women's bags.”

However, don't think makeup is a woman's patent; in Japan, many men also have a makeup bag. Women's cosmetic bags are full of makeup products, while men's cosmetic bags are mostly items to keep themselves “clean”. This is because Japanese people value the first impression of being clean and fresh when working outside. Maintaining a meticulous appearance at all times is difficult without the essential tools to carry with you.

Furthermore, in many Japanese companies, employee travel is decided on a temporary basis, so they must carry the toiletries they need to use on a daily basis. At this point, a good-sized cosmetic bag is essential. Japanese male celebrity Yoshida revealed in an interview what she had in her portable cosmetic bag. The rich content was amazing: it turns out that Japanese boys are also so “exquisite”!

Today, department stores in Japan usually sell cosmetics bags exclusively for men. Even big fashion brands are producing textured “toilet bags” (which can be translated as toiletry bags) for men this year. However, compared to cosmetic bags used by women, men's cosmetic bags are light in color, mostly dark. However, the majority of cosmetic bags found in online shopping are still biased towards women's needs. Breaking through conventional thinking and digging deeper into men's undiscovered and unmet needs — such as men's cosmetic bags and toiletry bags — may be surprising.

Tips for old drivers

From mainly women to universal coverage, cosmetic bags reflect the influence of local Japanese culture on people's consumption habits as a reflection of Japanese storage culture and display of personal style. It is recommended that sellers can learn more about the details of Japanese people's lives, increase the diversity of designs to meet the preferences of local consumers, explore the needs of new people who have not yet been met, and enrich their product selection.

In 2018, Japanese KOLs began posting their own evaluations and presentations on air conditioning clothing on Japanese social media. Some videos have even been viewed by over 200,000 people, quickly bringing them into people's eyes, making them a hit that everyone wants to own!Despite being expensive, air conditioning clothing remains very popular.

An air conditioner suit, simply a jacket with a built-in air conditioner fan, can keep people fresh at all times. This invention, which combines technology and life, became a hit through social media exposure, attracted everyone's attention, and spawned huge consumer demand. Also, through social media sharing, layers have sparked a matrix boom.

Tips for old drivers

Social media has long been more than just a platform for sharing lives; it is also a compass for current trends. You should pay attention to popular search terms on the local internet, and trendy items sought after by young people.

Follow the old driver to understand Japanese consumer trends and popular preferences from the perspective of local consumers, then pick the right fashion products and get on the “Neon Man's Shopping Cart” first!

Also, due to the impact of the epidemic, sellers may wish to prepare autumn and winter products in advance to cope with changes in demand. Hurry up and save this extremely rich fashion note; read it carefully to get the most out of the opportunity!

Customer portraits
• Market target audience: Target customers cover 18-50 years old, mainly young and middle-aged customers aged 28-35. In the casual top category, the younger generation of Japanese customers is becoming more and more international. Asian characteristics are no longer obvious, and they are getting closer to European and American customer groups
• Consumer behavior characteristics: The younger generation in Japan focuses on cost performance while pursuing personalized fashion. Since casual social activities usually occur in densely populated urban areas, street fashion is an important driving force when shopping; on the other hand, they tend to choose comfortable, skin-friendly materials that are comfortable and convenient to wear; in addition, some basic models are also favored by young people if they can quickly switch to business wear

Product selection suggestions
• Style:
►T-shirts: round neck, v-neck, long sleeve, short sleeve, 3/4
►Sweatshirt: zipper pullover, hooded or unhooded, loose fit
►Casual shirt: usually used as an outerwear, the style complements the figure, and a chest pocket
• Material: cotton, polyester
• Price range:
►T-shirts: 1000-3000 yen
►Sweatshirt: 2000-5000 yen
►Shirt:1000-3000 yen

Hot season
March-October

Management suggestions
• Page and selling points:
►T-shirts: Pursue a soft texture that is gentle on the skin, antibacterial and odor-resistant, and the neckline and cuffs are not easily deformed. T-shirts are mostly black, white, and gray as basic colors for business use. Care should be taken to ensure that the sleeve length and length are appropriate and will not exceed the shirt. Casual T-shirts are available in a variety of colors if they are solid colors; if they are printed, pay attention to creating a street fashion feel. Neckline tags can be considered heat transfer printing instead of physical tags to increase comfort
► Sweatshirts: Mainly plain, black, gray, dark brown, navy blue, and white. If it is a color print, focus on the quality of the print design. The overall page style should be stylish, pay attention to color fastness, fabric thickness, and printing details at the pocket; metal holes can be used at the neckline drawstring to emphasize the details of the cuffs, shoulders, and hem to increase the overall sense of quality; the lining of the sweater should feel good to the touch
►Shirts: mainly navy blue, military green, and gray; the fabric is breathable and not easy to wrinkle; chest pockets, collar, and cuffs can be distinguished in detail
• Promotions:
Basically, promotion nodes can be used throughout the year. Last year included Valentine's Day in February, sports season from March to May, etc., while large-scale events were concentrated in the second half of the year, including Prime Day, Black Friday and Cyber Monday in the fourth quarter, Christmas, etc.
• Supply chain and logistics:
The traditional industrial belt is concentrated in Zhejiang, Guangdong, Fujian and other places. However, in recent years, many regions in China have gradually formed production bases of a certain scale, and it is not difficult for sellers to find supplies. Therefore, if sellers want to stand out, they should pay more attention to cultivating their own grasp and understanding of Japanese street fashion to develop their own aesthetic ability and design ability

Customer portraits
• Market target group: Market target audience: Target customers cover 16-50 years old. However, it is mainly for young and middle-aged customers between the ages of 28 and 35. And with the progress of informatization and economic conservatism, the younger generation of Japanese customers is also getting closer to European and American customer groups
• Characteristics of consumer behavior: In choosing autumn and winter jackets, we pursue simplicity, convenience, and functionality, and shift from pursuing high-end brands to pursuing cost performance and functionality; the style design also favors European and American styles, no longer adhering to a one-size-fits-all formal sense, but instead emphasizes warmth, leisure, and fit

Product selection suggestions
• Style: Subcategories include down jackets, coats, jackets, and vests
►Down jacket: the style is mainly based on fit, and warmth is the basic requirement
►Coat: simple style, mainly for business needs to match the suit, in pursuit of texture and slim fit
►Jacket: Mainly plain, forms a casual style that matches trench coats and knitwear. The overall design is simple and slim
►Vest: V-neck sweater vest, matching shirt suit, electric vest
• Material:
►Down: polyester
►Coat: wool, polyester, nylon, cotton
►Jacket: polyester, cotton, nylon, polyester, fleece
►Vest: polyester, wool, cotton
• Price range:
►Down jacket: 5000-40000 yen
►Coat: 3000-20,000 yen
►Jacket: 3000-7000 yen
►Vest: 1500-3000 yen
►Electric vest: 1500-6000 yen

Hot season
September to February of the following year

Management suggestions
• Page and selling points:
►Down jacket: The color is mainly pure and dark colors, black, navy blue, and military green; emphasizes characteristics such as warmth, waterproof, and wind resistance. The hooded collar design increases warmth; emphasizes the details of the cuffs and hem, and the convenience of the inner pocket design
►Coat category: The color is mainly black, gray, beige, dark brown, and khaki; usually worn with a suit. The page emphasizes a textured visual experience, emphasizing fashion and craftsmanship details
► Jackets: The colors are mainly gray, dark gray, khaki, beige, navy blue, dark gray, and dark green; mainly spring and autumn jackets, which pursue lightweight warmth, highlight the design of the collar, cuffs, and hem, where warmth and flexibility coexist; basic storage pockets are sufficient to add small details such as a pen sleeve; conventional vests are mainly for business wear. Electric vests have gradually become popular in recent years. The vest has a built-in carbon fiber heater, which can adjust the temperature control level, and uses electric fabric with strong moisture permeability; The vest has a zipper design, which is easy to put on and take off. Customers seek lightness, softness, good insulation, and not easy to deform Features; Batteries require PSE certification; attached pictures should clearly show the structure and function of clothing, reflecting safety and professionalism
• Promotions:
Mainly focused on the second half of the year, especially winter promotions such as Black Friday, Online 1, Christmas, and New Year
• Supply chain and logistics:
China is a major producer of down jackets and coats, and the industrial belt is mainly concentrated in Zhejiang and Guangdong

Customer portraits
• Market target audience: Target customers range from 16 to 50 years old. However, it is mainly for young and middle-aged customers between the ages of 28 and 35. And with the progress of informatization and economic conservatism, the younger generation of Japanese customers is also getting closer to European and American customer groups
• Characteristics of consumer behavior: When choosing pants, Japanese male customers are increasingly inclined to be casual, comfortable, and fit. Even when commuting, most consumers choose business casual models rather than commuting occasions, and they also need to focus on convenience, such as waist design, pockets, zippers, etc.

Product selection suggestions
• Style:
casual pants, wide-leg pants, work pants
• Material:
►Lounge pants: cotton, polyurethane
►Wide-leg pants: lightweight ones use cotton and linen; thick ones use wool/cotton blends
►Workwear pants: cotton
• Price range: 1500 to 4000 yen

Hot season
All year

Management suggestions
• Page and selling points:
►Wide-leg pants: plain or simple striped design in black, gray, brown, etc., with an elastic waist design, pockets, no extra decoration, you can choose to use an elastic closure or release on the ankle; the page creates a casual, relaxed, and personalized style
► Slacks: Can be used for commuting and leisure, mainly in plain colors; the fabric is stretchy, shapes the slim profile of the legs and meets comfort needs, focusing on the details of the legs, pockets, and zippers. The pockets are deep and easy to store, have good breathability, good elasticity, strong quality and are not easy to wrinkle; the surface shows the effect of wearing at multiple angles
►Workwear pants: black, dark gray, dark brown, khaki, navy blue, military green; 6 or 8 pockets; work pants have many zippers and pockets; the page shows the quality of details
• Promotions:
Basically, promotion nodes can be used throughout the year
• Supply chain and logistics:
The industrial belt is mainly concentrated in Zhejiang and Guangdong. In recent years, many other regions in China have also gradually formed large-scale production bases

Customer portraits
• Market target audience: Target customers range from 18 to 50 years old. However, it is mainly young and middle-aged workers aged 28-35
• Characteristics of consumer behavior: The workplace is the most important life scene for Japanese men, and it is also the scene they value the most psychologically. Therefore, when it comes to workplace image, white-collar workers should highlight their sense of texture and elitist to create a professional and capable image. The blue-collar (or professional) class favors choosing professional clothes and workwear that match their work environment and characteristics, highlighting professionalism and functionality

Product selection suggestions
• Style:
►Suits: mostly three-piece suits, suits, vests, pants
►Shirts: Most are five-piece sets or three-piece sets, and regular and crop terms are available to choose from
►Air conditioning clothing: long-sleeved, short-sleeved, and sleeveless, composed of an air conditioner suit, fan, charging cable, battery, and charger. It blows air through 3D three-dimensional circulation to flow a large amount of air along the surface of the body, accelerate sweat evaporation, and quickly achieve exhaust and heat dissipation
►Knitted cardigan: V-neck cardigan, midi length to optimize the figure
• Material:
►Polyester and wool blend for suit
►Air conditioning suits, woolen cardigans, shirts
►Polyester, cotton
• Price range:
►Suit: The price of a three-piece suit is 5000-10,000 yen
►Shirt: 1500-3000 yen for a single piece, 3000-7000 yen for a set
►Wool cardigan: 1500-6000 yen
►Air conditioning suit: 3000-18000 yen

Hot season
All year

Management suggestions
• Page and selling points:
► Suits: Mainly plain, black, navy blue, gray, navy blue, solid color, checkered pattern; shoulder design with shoulder pads improves narrow shoulders and shoulder defects unique to Japanese people; the length can be designed to be slightly shorter to increase the visual effect of leg length; highlights the detailed pattern of the lining and details of the neckline and cuffs; the fabric does not deform, does not cause pilling, and shapes a slim figure
►Air conditioning clothing: The colors are mainly light colors such as white and gray; use high-density quick-drying fabrics, fire-resistant, and have UV protection; the fan and battery are designed to be lightweight and weigh about 200g, and the battery requires PSE certification; pay attention to details such as zipper quality, cuff and hem tightness, reserve storage space for pens and smoke; attached pictures should clearly show the structure and function of the clothing, reflecting safety and professionalism
►Business shirt: pure white, light blue, light gray, striped; the attached picture should highlight the detailed design of the neckline, shoulders, cuffs, pockets, buttons and hem. The collar and cuffs are combined in various designs and colors to make the overall shirt look elegant
► Woolen cardigans: mainly in plain colors such as gray, navy blue, khaki, and black; create a sense of luxury through textured details, especially for the details of the sleeves and hem. Be careful not to leave too tight on the hem to make it easy to fold. With button accessories of the same color, soft and skin-friendly, pilling ball technology
• Promotions:
Basically, promotion nodes can be used throughout the year. In particular, New Year's Day, April and October admission days, etc. In addition, traditional annual promotions such as Prime Day, Black Friday and Cyber Monday in the fourth quarter, Christmas, etc.
• Supply chain and logistics:
The traditional industrial chain is concentrated in places such as Zhejiang and Guangdong. In terms of supply selection, care should be taken to select manufacturers with certain export experience to the Japanese market to ensure that they meet the strict requirements of Japanese consumers in terms of product details, packaging, etc.

Customer portraits
• Market target group: Customers are concentrated in 18-40 years old, represented by customers aged 18-30
• Characteristics of consumer behavior: Japanese consumers have high requirements for the quality of skin-friendly textiles and clothing. The comfort of underwear and pajamas is the primary motivation for purchasing, followed by the shaping function

Product selection suggestions
• Style:
►Underwear: without underwire > with underwire. Designs such as invisible underwear, bras without underwire, and comfortable materials are more popular with Japanese consumers; among shapewear, designs such as lace trim and gathering functions are all popular among consumers
►Pajamas: Split > One-piece
• Material:
►Underwear: cotton, silk
►Pajamas: modal, silk, coral fleece
• Price range:
►Underwear: 1000-2,500 yen
►Pajamas: 1500-15,000 yen

Hot season
All year

Management suggestions
• Page and selling points:
The colors are mainly monochromatic. The best-selling colors are white, flesh-colored, pink, red, blue, gray, and black
• Promotions:
New Life Themes in April, Mother's Day in May, Prime Day, Black Friday and Cyber Monday in November and December
• Supply chain and logistics:
►China is a major underwear producer. The industrial belt includes Shantou, Nanhai, Shenzhen, Zhongshan, Jinjiang, and Yiwu
►Design ability: Having certain design ability will be easier to meet the needs of the Japanese market

Customer portraits
• Market target group: covers 18-40 years old. The customer status can be an office worker aged 20-30, or a full-time housewife between the ages of 25-40
• Characteristics of consumer behavior: Japanese consumers like light and elegant shapes. In addition, Japan's climate is mild, lightweight clothing is more popular. At the same time, Japanese people pay attention to workmanship and have strict requirements for product details

Product selection suggestions
• Style:
Because women's tops include short sleeves, long sleeves, knitwear, sweaters, etc., the season span is quite large and will cover all seasons. Among them, loose > tight
• Material:
Cotton, lace, chiffon, acrylic (sweater). Among them, natural materials such as ramie knitwear, ramie, polyester cotton shirts, and ramie cotton dresses are more popular
• Price range:
1680-7000 yen

Hot season
All year

Management suggestions
• Page and selling points:
The colors are mainly monochromatic. The best-selling colors are white, khaki, pink, green, blue, gray, black, etc.
• Promotions:
New Life Themes in April, Mother's Day in May, Prime Day, Black Friday and Cyber Monday in November and December
• Supply chain and logistics:
Some places of manufacture of women's tops, such as Hangzhou and Guangzhou, are supplied all over the world and are relatively easy to purchase. In addition, sellers can pay more attention to Instagram's top KOL outfits and find suppliers that can accept customized production in the industrial belt

Customer portraits
• Market target audience: Women's jackets can be divided into thin windcoats, woolen jackets, and down jackets according to different seasons. Customers are concentrated in the 18-40 age group, represented by customers aged 18-30
• Consumer behavior characteristics: Japan promotes gentle and cute styles. There are two popular styles: slim fit and loose fit

Product selection suggestions
• Style: loose fit > slim fit
Main design elements: bows, lacing, pleats
• Material: cotton, wool, cashmere, nylon
• Price range: 3000-30,000 yen

Hot season
October to January of the following year

Management suggestions
• Page and selling points:
Main colors Popular colors focus on khaki, green, navy blue, and black; use models that are elegant; selling points are suitable for commuting
• Promotions:
Starting with Prime Day, until Black Friday, Cyber Monday, Christmas in the fourth quarter of the second half of the year, and New Year in January of the following year, it is a hot season for outerwear
• Supply chain and logistics:
►China is a major producer of women's outerwear. Some places such as Hangzhou and Guangzhou supply women's outerwear worldwide, making it easier to purchase or customize styles
►Design ability: Having certain design ability will be easier to meet the needs of the Japanese market

Customer portraits
• Market target audience: Women's dresses include skirts and dresses. The season span is relatively large and will cover all seasons. Summer is the peak season, and customers are concentrated in the 18-40 age group, represented by customers aged 18-30
• Characteristics of consumer behavior: Japan is conservative, and in addition, the most popular dress styles will be loose. At the same time, since they are very concerned about their overall image and temperament, the dress design will have some highlights, such as a thin belt or waist design that reflects the waistline, or the lace-up design on the back will brighten up the garment

Product selection suggestions
• Style: loose fit > tight fit
The main design elements are: pleats, polka dots, lace+cutouts, back ties
• Material: cotton, denim, silk
• Price range:
►Skirt: 3000-20,000 yen
►Dress: 8,000-20,000 yen

Hot season
All year

Management suggestions
• Page and selling points:
Main colors The most popular colors are khaki, green, navy blue, and black; the models used must be elegant; the selling point is that they are suitable for commuting, and are also suitable for commuting shoes and bags
• Promotions:
New Life Themes in April, Mother's Day in May, Prime Day, Black Friday and Cyber Monday in November and December
• Supply chain and logistics:
►China is a major producer of women's dresses. Some places such as Hangzhou and Guangzhou supply women's dresses worldwide, making it easier to purchase or customize styles
►Design ability: Having certain design ability will be easier to meet the needs of the Japanese market

Customer portraits
• Market target audience: The main summer sports in Japan are swimming and surfing. All categories of swimwear have a large audience. Customers are concentrated in the 18-40 age group, represented by customers aged 18-30
• Characteristics of consumer behavior: Japan is conservative and has a flatter body shape, so there is less demand for swimsuits that show more than kinis. At the same time, since they are very concerned about their overall image, styles that are less revealing and can cover the body are generally popular among Japanese women

Product selection suggestions
• Style: Set > One-piece > Detachable > Bikini
Most of the suits are a combination of a one-piece jacket+bikini three-point (3-piece set), or a combination of a detachable top and bottom outer+bikini three-point (4-piece set)
• Material: Elastic fabrics, suitable functional materials such as UV resistance are more popular
• Price range:
►Set: 4000-5000 yen
►One-piece type: 1500-3000 yen
►Split type: 1500-3000 yen

Hot season
May-September

Management suggestions
• Page and selling points:
The main colors are cool colors such as blue, green, and black, but the colors are bright; the models used must be elegant and elegant, and require appropriate floral or graphics compared to vegan colors; the selling point is functionality such as amphibious use, complete clothing, and proper UV protection; some products come with a storage bag, so you can put in a jacket when you go out of the water. These small details are very popular among Japanese girls
• Promotions:
The April New Life theme event, June summer gift season, Prime Day, and August summer special are all popular swimwear seasons
• Supply chain and logistics:
►China is a major producer of traditional swimwear. Some swimwear production areas such as Huludao supply the world, making it easier to purchase or customize styles
►Design ability: Having certain design ability will be easier to meet the needs of the Japanese market

Customer portraits
• Market target audience: Target customers cover 20-50 years old, mainly 25-40 year old professionals
• Characteristics of consumer behavior: Japanese male consumers pay great attention to their social identity and want to appear as professional, clean, and capable in the workplace. Therefore, when choosing leather shoes, they usually choose classic models, which can be innovative in details, but they cannot affect the overall sense of formality and professionalism, and want exquisite workmanship to highlight high-end; in terms of price, Japanese consumers are slowly shifting from high-end and expensive to prioritizing cost performance.

Product selection suggestions
• Style: Oxford style, Derby style, Monk shoe style, Loafers style. Most of the styles are Oxford and Derby shoes, followed by Carrefour and Meng Ke
• Material: genuine leather, synthetic leather
• Price range:
►Synthetic leather material: 3000 — 5000 yen
►High-end leather material: 5000 — 10,000 yen

Hot season
All year

Management suggestions
• Page and selling points:
► The main colors are black and brown. The upper is mainly plain (two joints) and horizontal decoration (three joints), and some models have one-quarter brock carvings
► Main selling points: Good breathability; designed according to the golden ratio of Japanese men's leg shapes and shoe shapes; exquisite workmanship; good anti-slip effect; rich antibacterial and deodorizing colors, including classic black and fluorescent colors, in both solid colors and prints
• Promotions:
In addition to regular promotion points, such as Prime Day, Cyber Monday, Christmas, etc. Every year, New Year, April, and October are popular seasons for leather shoes. In April and October, there are promotions for joining the company day
• Supply chain and logistics:
China is a major producer of leather shoes. The leather shoe industry chain is concentrated in the Zhejiang region of the Yangtze River Delta, led by Wenzhou. It has a large number of enterprises and employees, from leather raw materials and product design to processing, production and sales

Customer portraits
• Market target audience: Target customers can cover 18-50 years old, mainly male customers, mainly 20-35 years old
• Characteristics of consumer behavior: Japan's summer outdoor leisure and sports focus on water sports, such as seaside vacations, swimming, surfing, etc.; consumer demand for water shoes is also increasing. Therefore, breathable, quick-drying, easy to carry, and multi-use water shoes have become the primary demand for water shoes

Product selection suggestions
• Style: It is mainly divided into three categories: basic models with thin bottom, basic models with thick bottom, and models with shoelaces
• Material:
►Upper: polyester
►Sole: rubber
• Price range:
►Thin bottom basic model: 1000 — 1400 yen
►Thick bottom basic model: 1200 — 2000 yen
►Platform with laces: 1800 — 3000 yen

Hot season
July-October

Management suggestions
• Page and selling points:
► Rich colors, including classic black and bright colors such as fluorescent colors, both solid colors and prints
► Selling points: Lightweight, flexible and easy to carry; breathable, quick-drying, and fits the shape of the foot for a comfortable wearing experience; can adapt to the needs of multiple occasions, such as jogging, yoga, surfing, cycling, etc. The basic model with a thin bottom is more tested for beach leisure and vacation scenarios, while the thick bottom model can meet some basic daily sports and travel needs in addition to water sports
• Promotions:
Focus on before fall, major promotion points include June Summer Sale, Prime Day, August to September summer vacation, etc.
• Supply chain and logistics:
Water shoes are sports shoes. The industrial belt is mainly concentrated in places such as Fujian and Guangdong, which mainly focus on sneakers. Upstream and downstream enterprises within the industrial belt are fully equipped. Sellers can pay more attention to sports product exhibitions or new product launches, cultivate their own design capabilities, and find stable sources with processing capabilities in the industrial belt

Customer portraits
• Market target group: Customers cover 18-50 years old, mainly young people aged 20-35
• Characteristics of consumer behavior: When choosing sandals, Japanese women choose different styles for the occasion, which can be broadly divided into commuter style and casual style. When choosing commuter models, emphasis is placed on elegance and femininity. Advanced and classic colors are required, suitable for different outfits; casual options emphasize comfort, individuality, and avant-garde, highlighting the charm of legs and feet. In recent years, the design has been more simple, and no longer too much decoration or complicated sense of cuteness

Product selection suggestions
• Style: work sandals, sports sandals, beach sandals, casual sandals, platform sandals
• Material: synthetic leather, cowhide, polyester, etc.
• Price range:
►Work sandals: 2500-3500 yen
►Sporty sandals: 12000-17000 yen
►Beach sandals: 2500-10,000 yen
►Platform sandals: 3000-12000 yen

Hot season
May-October

Management suggestions
• Page and selling points:
The main colors are black and brown, the color is single, and the color is relatively dark; the design is simple and elegant, with few patterns and obvious embellishments, and mostly uses cross styles and woven designs; selling points generally emphasize comfort, elasticity, beautiful leg effects, highlight femininity, etc.; focus on usage scenarios, such as work sandals, which emphasize quietness, anti-slip, and durability; beach sandals focus on a sense of vacation and easy and convenient walking. Platform sandals and sports sandals highlight mixed and matching styles, popular fashion elements, and a sense of luxury. Catering to the different needs of Japanese girls
• Promotions:
Focusing on pre-fall, major promotion points include New Life in April, Prime Day, August Summer, and Back to School Day in September. Sellers are advised to test from March to May, and hot sales from June to September
• Supply chain and logistics:
China is a major producer of women's sandals. The industrial chain is concentrated in places such as Wenzhou, Shenzhen, Dongguan, and Chengdu. In recent years, places such as Henan, Shandong, and Qingdao have gradually formed a certain volume

After reading the old driver's introduction, are you aware of the spending habits of Japanese buyers?Hurry up and make use of selected products, join Amazon to open a global store, and wait for Japanese consumers to pick your debut!