- Direct selling declined by 1% in value terms in 2014. Over the course of the last decade, demand for direct selling in Japan has been declining consistently due to various factors. Whilst retailing channels in Japan become increasingly diversified and Japanese consumers have more options to shop, direct selling is incapable of offering unique advantages. In particular, the impacts of internet retailing as well as the omnichannel trend are becoming prevalent in the direct selling industry, with many direct selling companies now present in multiple retail channels. Some of the leading direct sellers, such as Noevir and Pola Cosmetics, offer internet retailing without the need to register as a member in traditional ways, for example through the existing members, etc.
- Japan Consumers Cooperative Union (Co-Op) maintained its leading position with a 26% value share in direct selling in 2014. Co-Op is the aggregation of various consumer unions across Japan, including regional unions such as Co-Op Mirai, U Co-Op, Pal System, as well as student union and medical union, etc. As of 2014, Co-Op operates in multiple channels including catalogue homeshopping, direct selling, internet retailing and a limited number of brick-and-mortar stores. According to Euromonitor International’s definitions, homeshopping is the largest channel for Co-Op in value sales, followed by direct selling which covers the sale of Co-Op’s private label products. Co-Op offers a wide range of private brand label products, which are traditionally known for high quality and safety, sourced from contracted producers in Japan. Amid the increasing consumer concerns about food safety, Japanese consumers highly regarded Co-Op’s products. In addition, its convenient system of regular orders and delivery has been recognised by the elderly and consumers in rural areas who have limited access to shopping facilities.
- Direct selling is projected to see a negative value CAGR of 2% at constant 2014 prices, over the forecast period. The very nature of the direct selling business model may not suit the changing demographics and lifestyles of Japanese consumers in the future. Working individuals often leave their homes vacant during the day, which results in limited opportunities for traditional direct sellers which conduct face-to-face home visits. Nuclear families, the household types amongst which such a trend will likely prevail, are on a rise, as seen in the number of single-person households and single-parent families which are forecast to increase by 1.9% and 4%, respectively, between 2014 and 2019, according to Euromonitor International’s Countries and Consumers statistics. Moreover, increased security in urban apartment buildings is another obstacle for direct selling companies when attempting to access Japanese homes during the day. Japan’s urban population, especially consumers with higher income, tend to live in secure apartment complexes with security guards and digital entry pass codes, making it challenging to conduct traditional household visits. With such multiple barriers in the way, there is no growth driver expected to reverse the long-term declining trend for the direct selling industry.
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Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Japan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Direct Selling industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.
The Direct Selling in Japan market research report includes:
- Analysis of key supply-side and demand trends
- Detailed market shares for international and locally-based retailers
- Historic values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- Who are the leading retailers in Japan?
- How important is direct selling in Japan?
- How is the direct selling channel being affected by the growth of internet retailing?
- What strategies are direct sellers employing to compete in a multi-channel environment?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Retailing market research database.
Table of Contents
Direct Selling in Japan - Category Analysis
- Table 1 Direct Selling Agents 2011-2013
- Table 2 Direct Selling by Category: Value 2009-2014
- Table 3 Direct Selling by Category: % Value Growth 2009-2014
- Table 4 Direct Selling Company Shares: % Value 2010-2014
- Table 5 Direct Selling Brand Shares: % Value 2011-2014
- Table 6 Direct Selling Forecasts by Category: Value 2014-2019
- Table 7 Direct Selling Forecasts by Category: % Value Growth 2014-2019
Retailing in Japan - Industry Context
The macroeconomic trends cause Japanese consumers’ preferences to become increasingly polarised in 2014
Omnichannel strategies continue to gain importance amongst retailers
Realignment of retailers greatly changes competitor landscape of Japanese retailing industry
The record-high number of foreign tourists drive sales for Japanese retailers
Channel boundaries expected to be increasingly blurred over the forecast period
KEY TRENDS AND DEVELOPMENTS
More companies employ ‘Omnichannel’ strategies to aim for synergy effect of multiple retailing channels
Consolidation and collaboration accelerate amongst retailers to create larger and more versatile businesses
The record high number of foreign tourists drives retailing sales in 2014
- Table 8 Employment in Retailing 2009-2014
- Table 9 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
- Table 10 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
- Table 11 Sales in Store-based Retailing by Channel: Value 2009-2014
- Table 12 Store-based Retailing Outlets by Channel: Units 2009-2014
- Table 13 Sales in Store-based Retailing by Channel: % Value Growth 2009-2014
- Table 14 Store-based Retailing Outlets by Channel: % Unit Growth 2009-2014
- Table 15 Sales in Non-Store Retailing by Channel: Value 2009-2014
- Table 16 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
- Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
- Table 18 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
- Table 19 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
- Table 20 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
- Table 21 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
- Table 22 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
- Table 23 Retailing Company Shares: % Value 2010-2014
- Table 24 Retailing Brand Shares: % Value 2011-2014
- Table 25 Store-based Retailing Company Shares: % Value 2010-2014
- Table 26 Store-based Retailing Brand Shares: % Value 2011-2014
- Table 27 Store-based Retailing Brand Shares: Outlets 2011-2014
- Table 28 Non-Store Retailing Company Shares: % Value 2010-2014
- Table 29 Non-Store Retailing Brand Shares: % Value 2011-2014
- Table 30 Non-Grocery Specialists Company Shares: % Value 2010-2014
- Table 31 Non-Grocery Specialists Brand Shares: % Value 2011-2014
- Table 32 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
- Table 33 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
- Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
- Table 35 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
- Table 36 Forecast Sales in Store-based Retailing by Channel: Value 2014-2019
- Table 37 Forecast Store-based Retailing Outlets by Channel: Units 2014-2019
- Table 38 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
- Table 39 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
- Table 40 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
- Table 41 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
- Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
- Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
- Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
- Table 45 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
- Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
- Summary 1 Standard Opening Hours by Channel Type 2014
- Table 47 Number of Shopping Centres/Malls 2011-2014
- Summary 2 Research Sources