1. If you are thinking of marketing a product in Japan, be sure that you know what Japanese consumers want, how they use the product, and even how they want it to look. Japanese consumers expect the products they buy to be of excellent quality and free of scratches, dents, or other blemishes. Even small cosmetic flaws are believed to reflect defects in the product's quality.
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2. Retailers in Japan are often permitted to send goods back to the manufacturer if they are damaged or do not sell well. Companies exporting to Japan should be aware of this practice and should be prepared to handle a significant volume of returns.
3. Advertising in Japan tends to emphasize an entertaining, soft-sell approach over an aggressive, hard-hitting one. The consumer is sought by indirect messages that appeal to his emotions, and the specific benefits of a product are rarely mentioned. Foreign firms have used this style of advertising in Japan to good advantage.
4. Space is almost always a major concern in Japanese shops and homes. The Japanese tend to shop often and buy products in small sizes rather than in bulk. Their appliances are scaled to the size of their living spaces.
5. Direct marketing through catalogs is booming in Japan. If you plan to do this, make sure you clearly state important information such as shipping rates and return policies. Accept checks in yen, and emphasize quality and service.
6. Make sure your products can pass all Japanese tests and regulations. Just because they pass tests in your home country does not mean that they will be accepted by Japanese standards, even if the tests in your country are more stringent. Bureaucratic regulations can be very time consuming, so be sure to check with appropriate agencies in your home country and in Japan to determine which tests your product must undergo and the length of time these tests will take.
7. The Japanese place great importance on attractive product packaging. Even an outstanding product will not sell well if its packaging is unattractive by their standards. Familiarize yourself with Japanese packaging styles, and compare your product to competing brands. Also be careful to choose colors and designs that appeal to Japanese tastes.
8. When exporting to Japan, it is advisable to go overboard when it comes to servicing orders. The bulk of your orders will be placed by facsimile. The Japanese will expect an immediate response to these faxes, which is a standard policy of Japanese companies.
9. Many Western exporters work with distributors or agents to help them market their goods in Japan. These specialists can assist with import and customs procedures, help prepare Japanese labels, do marketing in the Japanese language, and advise on packaging and reformulating for the Japanese market.