Japan and China are only separated by a sea. They have a large economy, steady e-commerce growth, a well-developed e-commerce system, strong demand, and also belong to Asian culture. These are all rare advantages for novice sellers!Furthermore, China is Japan's largest trading partner, and products from Chinese sellers are more popular with Japanese consumers!Are you excited?Quickly take a map of Japanese consumption, get started with Japanese consumer preferences, high-frequency scenarios, and popular products, and successfully launch Amazon's journey to Japan!

Open the Japan Consumption Map, the first stop to take you to know Japanese online consumers!
The share of Japan's mobile B2C e-commerce market has been growing rapidly year by year in recent years, reaching 39.31% last year [1]. What kind of consumers prefer online shopping?Which consumer group is growing the fastest?What are the preferences of Japanese consumers?Which online shopping do you like?If you figure out these questions, you may be able to successfully enter Amazon Japan.

Young people love to buy and buy online
According to the data, young people in their 20s and 30s in Japan are very adaptable to online shopping. The smartphone ownership rate exceeds 91.7% [2], and the use of other mobile devices is also very common. As can be seen from the high internet penetration rate, online shopping is an important channel for Japanese people to shop.

I love cost-effective Chinese products
China is the largest source of Japanese imports [3], and it can be seen that Japanese consumers are very receptive to Chinese products! Japanese people are frugal, pragmatic, and pursue cost-effective products, and high-quality and inexpensive Chinese products can meet this pursuit very well. Therefore, Chinese products are in high demand in Japan, and they have great potential.

Invest in high-quality e-commerce and keep cutting hands
Most of the online shopping places for Japanese consumers are integrated e-commerce. Among them, Amazon Japan is loved by Japanese consumers for its variety of products, perfect logistics services, and free delivery for members. And in order to cater to Japanese consumers' “obsession” with points, Amazon Japan launched a special Amazon customer points program. This plan is very popular with consumers in Japan, and it has also helped many sellers successfully attract Japanese consumers and quickly increase sales.

If you want to know more about Japanese consumers, please click 👉🏻 Amazon Japan Site Reveals Consumer Preferences! Turns out, they have so many little nine hidden in their hearts!

Japanese consumers like elegant and simple decoration styles, so most of the supporting furniture, household items, etc. are mostly light-colored, and the design should also be simple rather than complicated. Also, since Japanese apartment sizes are generally small, household items that are easy to fold, can be stored, and don't take up much space would be more practical.

Japanese cities are densely populated, and although public places are crowded, they are very orderly. Convenience facilities such as convenience stores, supermarkets, and vending machines can be found everywhere. Public transportation in Japan is very well developed. People mostly use subways, trains, etc., and only choose to drive on vacation. Small items commonly used for commuting and easy to carry often appear in public scenes in Japan.

The Japanese office scene is actually not much different from what we are familiar with; it is clean and orderly. Under the influence of the epidemic, a large number of personal safety protective equipment to guarantee workplace hygiene will appear in the office scene. Also, as more and more employees have recently begun to work from home, there is a huge demand for office supplies from home.

There is a mystery about choosing Japanese products. Let's take a look at what categories are worth paying attention to in Japan now and in the future!

During the pandemic, the Japanese government requested the closure of places for education, entertainment, and leisure. However, the willingness of Japanese people to travel declined markedly, and their willingness to travel to the workplace decreased by 27% [4]; the willingness to travel to train stations and transit stations dropped by 58% [5]. For Japanese consumers who are increasingly “staying at home,” increasing happiness at home, being satisfied and having fun at home, and ensuring smooth work/study have become the top three driving forces for consumers to buy. In the long run, they are also an opportunity point for sellers to make money.

Opportunity point 1: A small treasure for a cozy family
More and more Japanese stations are choosing to stay at home. In order to improve happiness in life, household goods, beauty, small appliances, and baking equipment are all regular customers in Japanese consumers' shopping carts.

As Japanese people spend more time at home, demand for home textiles, household groceries, household consumables, and interior cleaning products is getting higher and higher. Textiles and furniture have always been among the top categories of products imported from Japan, and belong to Japan's evergreen category.

The market for hairdressing and beauty products is large, the selection is rich, and the threshold is low, but it is necessary to pay attention to compliance requirements. In addition to common products, beauty products for men and some niche beauty needs are a blue ocean worth exploring. Chinese sellers have a good competitive advantage in terms of category and price.

Key products selected during the pandemic: As people have recently paid special attention to health, ambient air appliances and household items around disinfection are particularly popular. Popular products include disinfectant bottles, air purifiers, UV sterilizing lamps, etc.; among kitchen appliances, bakeware, and multi-function cooking machines are also growing in sales.

Opportunity point 2: Let's have some leisure and entertainment
In order to enjoy fitness and play at home, sports equipment and home games have begun to be widely used in Japanese families.

As gyms in public places close, indoor fitness equipment, such as push wheels and tension ropes, will be increasingly in demand.

Puzzle home game products, such as consoles, puzzles, collage, and card games, are growing at a very high rate.

Key products during the pandemic: As people get used to exercising at home, small sports equipment suitable for home use will show a high growth trend.

Opportunity point 3: “Mom doesn't have to worry about me studying to work anymore”
In addition to leisure and entertainment, more Japanese people are choosing to study and work from home, and a large number of consumers lacking home office equipment are shifting new consumer demand online.

Key products during the pandemic: PC accessories such as cameras, mobile phone/camera holders, and home security cameras, which are essential for studying and working at home, have shown a very high growth trend.

Chinese products have always had a price advantage in categories such as home furnishings, home appliances, consumer electronics, and other small accessories. In recent years, high quality has also gradually become an important consideration for Chinese sellers when selecting products. Seize the above opportunities and combine key products during the pandemic, and your products can also successfully sell big on Amazon Japan!

After three stops, you've got a good grip on the Japanese consumption map!What are you still hesitating about?Hurry up and join Amazon Japan!