in JAPAN Ceramic Products Market Prepared by: Sonia PUPAZA · 2 Topic 3 Contact 11 Topic 4 Tableware Opportunities Ceramic Products Market in Japan Original, unique, ethnic, functional,

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Ceramic Products Market in Japan

Ceramic Products Market in JAPAN

Prepared by: Sonia PUPAZA [email protected]

www.EUbusinessinJapan.eu

mailto:[email protected]

mailto:[email protected]

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Intro

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Trade Trends Tableware Housing

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Bioceramics Recommendations

Table of Contents ●Trade Trends●Tableware ●Housing●Bioceramics●Recommendations

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Intro

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Trade Trends


EU Ceramic Production by value


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Trade Trends


EU Ceramic Exports to Japan by value


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Trade Trends


EU % of Total Japan Imports by Place of Origin (2015)

Total Japan’s Imports by Value

Tableware (Ceramic) 17%

Tableware (Porcelain) 20%

Wall&Floor Tiles 23%

Sanitary-ware 4%

Refractories 15%

Technical ceramics 11%


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Intro

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Tableware Trends



● HORECA usage - middle ranged products● Replacing damaged products - 100 Yen Shops● Gifting - focus on single items● Gifting - various celebrations (Christmas, Halloween…)● Consumers types: office-ladies, housewives, salary-men, silver● Consumers spend large sums on things they truly want● Consumers-Men started to shop high end niche design products● Print media has a strong influence● Products style: minimalist, romantic-floral, ethnic, Japanese modern● Products should posses distinctive appealing features● Products size should be adapted

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Tableware Retail System



Department Stores: Isetan, Mitsukoshi, Takashimava, Daimaru, Matsuzakaya, Sogo, SeibuGeneral Merchandise Stores: Ito-Yokado, Aeon, Daiei and SeiyuLifestyle Stores: Franc Franc, Afternoon Tea, Loft, Tokyu Hands, Muji, Tokyo Interior, Nitori.Home CentersDirect Marketing

E-commerce: Rakuten, Amazon Japan, Yahoo JapanDirect mail catalog: Senshukai, Cecile, Belluna, Mutow, ... TV shopping: The Shop Channel, QVC

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Tableware Challenges



● Diversity

● Shorter shelve life

● Cheaper Asian copies

● Limitations for mass-production goods

● Excessive/Individual

● PackagingSecuring adequate inventory

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Tableware Opportunities



● Original, unique, ethnic, functional, adapted products

● High-end designed products targeting men

● Japanese already know and embrace European lifestyle

● Japanese changing lifestyle

● Lifestyle Shops increased popularity

● e-commerce and TV shopping widely used

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Housing Characteristics



● Average house age ~ 30 years

● Retain 0 value after 10-15 years

● Japanese are unattached to building, but to land

● Secondary House Market <15% market share

● Japanese buy once in a lifetime

● Do not fix but “scrap and rebuild“

● Ready-made mass customized houses

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Housing Trends



● Housing units stock is slightly increasing

● Houses stock % of total decreased in favor of apartments

● Secondary House Market ~ 14%

● Government measures (2012) to double the secondary house

market by 2020

● Demand for office spaces in major cities slightly increasing

● 2020 Olympics a motif for new hotels and renovations

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Tiles Imports Challenges



● Buildings short lifetime

● Constant design renewal necessity

● After-sale services are needed

● Japanese consumer lack of awareness

● Adapting to the Japanese needs

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Tiles Imports Opportunities



● Japanese consumer interested in Western style homes

● Architectural design offices and home builders increasing

interest in foreign lifestyle

● Increasing number of Western style hotels

● Large stock not necessary (negotiable)

● Internet re-housing shops

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Dental Implants Trends



● Increasing number of dentists● More women enter dentistry domain● Increasing number of dental clinics● Aging population● Changing perception of dental implant benefits● Increasing public awareness and interest in dental care● Predominant premium dental● Increasing number of CAD/CAM milling centers

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Bone Implants Trends



● Increasing number of medical clinics● Increasing number of doctors specialized● Increasing public awareness of treatment options● Health insurance covers the procedure● Aging population ● Increasing number of patients in need● Increasing number of people opting for joint replacement

surgeries as the surgeries become minimal invasive● Increasing demand for large joint replacements● Demand for high quality products and customized products

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Bioceramics Challenges



● High costs to register a new medical device● Time consuming regulations● No recognition between EU & Japan regarding GMPs● Introducing the newest products● No medical insurance for dental implants● Pricing & reimbursement for Joint Replacement providers● Japanese are very conservative (doctors and patients)

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Bioceramics Opportunities



● Improved Authorization Process● Growing awareness and demand for dental implants and

joint replacement ● Most implants & related technologies are imported● Aging population, in need for medical treatments● Afford the costs and willing to spend● Absolute size of the potential market● Increasing number of clinics and training centers● Increasing use of modern technologies

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Recommendations



● Choosing Shop/Office Location

○ the proximity to shops with similar or complementary

products

○ the area is visited by your targeted consumers

○ office space in the right building

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Recommendations



● Adapt your Product to the market needs○ Demand for single item○ Short life-cycle○ Large variety○ Adapt the size of products○ Severe Quality control○ Prepare a story for your company, products○ Explain important features○ Brand it and emphasis EU image○ Do not rely entirely on your partners to chose from your products

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Recommendations



● Pay attention to Consumers` behavior

○ Attracted by exotic, novelty and brands

○ Easily influenced

○ High expectation for complimentary services

○ Minimum concern about price

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Recommendations



● Visit & Exhibit at Fairs

○ Attend trade fairs in Europe

○ Attend trade fairs in Japan

○ Attend presentations during fairs

○ Company presentation opportunities

○ “Match-making” opportunities

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Recommendations



● Business Partner○ Find a way to communicate in Japanese○ Personal relationship before business relationship○ Get recommended and show commitment○ Accept small orders for start○ Keep a close contact and supply fast all needed information○ Avoid exclusivity in agreements○ After setting business - need a communication representative○ Lobby is needed

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Thank you for your attention!

Questions?

For later questions or remarks you may contact me by email: [email protected]



in JAPAN Ceramic Products Market Prepared by: Sonia PUPAZA · 2 Topic 3 Contact 11 Topic 4 Tableware Opportunities Ceramic Products Market in Japan Original, unique, ethnic, functional,

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