Marketing in Japan requires understanding key cultural differences. Geography plays a major role, with over 25% of Japan's population concentrated in the Tokyo area. Distribution strategies must account for high population density, expensive real estate, and consumer preferences for convenience stores over supermarkets. A long history of adapting foreign concepts through improvement and innovation also influences the culture. Younger urban professionals, especially women in Tokyo, represent an important consumer market.
Nalaka Gunawardene - New Media & Old Minds? - Univ of Kelaniya, 25 May 2012Nalaka Gunawardene
Presentation by Nalaka Gunawardene (Science writer, Blogger and Media Watcher) at National Media Summit, University of Kelaniya, Sri Lanka, on 25 May 2012, during session on New Media Policy Challenges and Responses.
re:Kreators is a European platform for city makers and public developers. Key partners are Holzmarkt Berlin, KÉK Budapest, ZOHO Rotterdam, Make a Point Bucharest, Shuffle London, Darwin Bordeaux, PB34 Copenhagen and Pakhuis de Zwijger Amsterdam. This brochure describes the new type of civic lead urban development of these re:Kreators.
1. We believe in a way of living in the city that is interesting, affordable and just. We create thoughtful places with care. We create values: money, social, welfare and artistic.
2. We generate diverse ownership - mentally, emotionally and legally; diverse groups feel at home in and feel ownership over our places.
3. We Create places that lift everyone’s spirits, and drive people beyond what they would normally come across. Our places are open, inclusive and brilliant.
4. We Look for true change. We are not interested in just pop-up, get people’s hopes up and leave. We use the existing energy, build on existing quality, structures and re:kreate by smooth transition.
5. We take a step beyond bottom-up or top-down: we build partnerships between these worlds.
https://citiesintransition.eu/transition/rekreators
Navigating the Digital Spice Route UX LX 2012ma718
Experience principles for cross culture projects.
The growth of the Internet has been expanding rapidly, breaching new audiences with their own unique customs, languages, and practices. Are we prepared to cater to the 3 billion or so new users logging online? Using the Internet as a digital spice route to connect to these new markets, we will consider key experience principles when creating websites, mobile experiences etc when catering to these audiences on a global scale.
With increasing demand from eastern markets, we need to revaluate how we create digital experiences that not only appeal to western channels but to also accommodates eastern audiences. This presentation will be drawing on my years of experience as a Chinese UX practitioner, with projects designing user experience solutions for high profile European, Middle Eastern and Asian clients along with an in-depth understanding of Asian customs and thinking processes.
DATA CULTURE What are the strategic and cultural data you wish to see freely ...Fabernovel
The French Ministry of Culture and Communication launched a public consultation concerning its Open Data strategy:
What are the strategic and cultural data you wish to see freely available for use?
FABERNOVEL decided to answer by writing scenarios mixing the use of Open Data and disruptive technologies such as Google Glass or 3D printing.
We focused on the wide diversity allowed by data to be opened and their potential impact on the French cultural economy.
This answer has to do with FABERNOVEL’s previous realizations in Open Data sector : creation of the first applications for national open data platform data.gouv.fr and the organization of Opendata Lab for Parisian transit organization RATP, a two-day hackathon aimed at developing new RATP technologies.
http://www.fabernovel.com/2013/10/25/autumn-data-culture-our-answer-to-the-french-ministry-of-culture-and-communication/
Experience Principles for cross culture projects - Navigating the Digital spi...terryhma
Experience principles for cross culture projects.
The growth of the Internet has been expanding rapidly, breaching new audiences with their own unique customs, languages, and practices. Are we prepared to cater to the 3 billion or so new users logging online? Using the Internet as a digital spice route to connect to these new markets, we will consider key experience principles when creating websites, mobile experiences etc when catering to these audiences on a global scale.
With increasing demand from eastern markets, we need to revaluate how we create digital experiences that not only appeal to western channels but to also accommodates eastern audiences. This presentation will be drawing on my years of experience as a Chinese UX practitioner, with projects designing user experience solutions for high profile European, Middle Eastern and Asian clients along with an in-depth understanding of Asian customs and thinking processes.
This presentation is all about HKD that is Hong Kong Disneyland, its background, Hong Kong Tourism, Operations, Negative Publicity and HKD's Response.......:)
6. Geography Lesson #1 : open H.Q in Tokyo !
25% of national population
> 40% population below 40 years old
most key companies (advertising, distribution, law)
have their H.Q. in Tokyo
Advantage : need only 1 office in Japan to address most
of market, especially for consumer goods, fashion,
hightech, telecoms…
Hurdle : highly competitive environment :
7. Geography #2 High Density
Scarce Space
Innovation
8. Geography #2 High Density
Innovation : capillary Distribution
(CONVENIENCE STORES ‘conbini’)
9. Geography #2 bis High Density Urban Sprawl
Convenience stores @
train stations
Avg. 2 hours train /day CAPTIVE MARKET FOR :
Mobile phone services
10. Geography #2 bis
The mobile phone’s tiny screen is
capturing an increasing part of people’s
time. « Economics of attention »
Japan- mobile penetration
http://asie.atelier.fr/telecom/mobilite/article/chiffres-2006-de-la-telephonie-mobile-au-japon
12. Geography Lesson #2 : Distribution strategy
« Conbini « rather than supermarkets
http://www.youtube.com/watch?v=reGN92nSNbQ
Location Access Frequ. Of Avg. Surface References
visit Purchase
Supermarket City Car 1-2/week $100 >1000sqm >10,000
(France, outskirts
USA)
Conbini <5m. Foot 2-3/day $10 100sqm >1000
(Japan) From
subway
station
13. Geography Lesson #2 : Distribution strategy
43,667 convenience stores in Japan [2007] :
7-Eleven, Lawson (Mitsubishi Corp.), FamilyMart...
Items offered :
-most items found in supermarkets (“100 sq meter, 1000
items”)
- And :
* Courier, or postal service, photocopying, fax.
* ATMs.
* Utilities and other bills ; tax payment.
* Tickets :concerts, theme parks, airlines etc
14. Geography Some failed experiences :
4 stand alone stores, too
http://www.telegraph.co.uk/finance/2726058/Boots-ends-Japanese-
venture.html expensive (partner :
Mitsubishi Corp)
16. Geography Lesson #2 : Distribution strategy
DANONE relies on Mitsubishi Corp to distribute Volvic
17. The key role of Trading houses (GTC) in Distribution
sōgō shōsha? 総合商社
>50 % of Japan's foreign trade
- Domestic sales of the nine largest = 31% GDP
- Mitsubishi Corp. : largest company in Japan
18. The GTC : a key partner to access Japanese Market?
Real Estate Transportation
19. Geography #3 Expensive urban real estate
A large market for
Luxury brands …
why ?
In Tokyo :
€400/mois €1100/mois
Parking space, NOT covered Studio, 30 sqm
Avg Salary (30y university graduate : €2000)
20. Geography #3 Lesson #3 :
a large majority of young urban professionals
(especially female) live with their parents until mariage,
these ‘parasite single’ have very large purchasing
power
21. Geography #3 Lesson #3 : the main market is young
women living in Tokyo !!
‘selfish’
Elegant
casual
popular
http://107gou.seesaa.net/category/5172585-1.html
22. Geography #3 Louis Vuitton
Catering for young urban female employees…
Hermès
23. -The longest life expectancy
Demographics
-1 Mn people turn 65 every year since 2002
- Population starts declining
INNOVATION
26. Language and signs Lesson : Innovating by seeking simplicity
Retailing of household & consumer goods
Distinguished by design minimalism, recycling, no waste
and no-logo or "no-brand" policy.
*Mujirushi Ryōhin = No Brand Goods http://www.youtube.com/watch?v=qKVA_aM_Bgs
Shop in Paris
27. History + Culture
Centuries of ACCULTURATION:
(1)Discover/import a foreign product, concept (ceramics, tea, just in time)
(2)Improve and innovate on original product/concept
#1 : A relentless curiosity towards whatever is FOREIGN :
Fine foods
Brands
Traveling (‘la route des vins en Bourgogne’…)
28. History + Culture
#2 : seek PERFECTION in Services, Products, wrapping
very high standards in the services industry :
a challenge to foreign newcomers on the market
expectations in products quality.
packaging / wrapping .
29. History + Culture
出る釘は打たれる
deru kugi ga utareru
« the nail that sticks up gets hammered down »
30. History + Culture
#4 : Gregarious purchasing behavior :
31. History + Culture
#3 : a culture of gift making, celebration of effort and
shaming of difference.
Sankin kōtai (参勤交代 / "alternate attendance")
32. History + Culture
#5 : Leisure and Tourism bring you shame :
In 1999; 56% of trips <5day ;
29% : 6-10days
旅の恥はかきすて
(« conceal this shameful journey » )
http://www.chusho.meti.go.jp/pamflet/hakusyo/h13/gif/13213432.gif
33. History + Culture
Lesson #4
-A niche : alibi-seller
http://query.nytimes.com/gst/fullpage.html?res=9C02E7D9123CF932A25754C0A96F958260&se
c=&spon=&pagewanted=all
34. -A niche : alibi-seller
http://query.nytimes.com/gst/fullpage.html?res=9C02E7D9123CF932A25754C0A96F958260&se
c=&spon=&pagewanted=all
35. Distribution
-Types channels japan
-Train malls : Yokohama queens square
-http://www.qsy.co.jp/english/index.htm
-
-
36. Subway station.
Problem : how to get pedestrian
to come to the new commercial area,
‘Ebisu Garden Place’
‘Ebisu Garden Place’
37. Subway
Airconditioned, covered Walkway
« Garden Place »
38.
39. Reinventing the city : verticalizing the city’s functions
Atago
Roppongi Hills
Shiodome
Shanghai