Wearable Electronics in Japan

PROSPECTS

Underperformance continues for wearable electronics in Japan

When wearable electronics were launched in Japan in 2014, it was said that they would set a new trend in consumer electronics. The reality has been somewhat different from the expectation.

Tokyo Olympics attracts runners to wearable electronics in Japan

The 2020 Tokyo Olympics offers opportunities in various consumer electronics categories, and wearable electronics is no exception. With the hype surrounding the event, more people are taking up running, and there is more demand from runners to monitor their routes, running time, heart rate and calories burnt.

Wearable electronics as a fashion trend has not been prevalent in Japan

In other markets, wearable electronics are growing their sales as they are used as fashion items, led by apparel manufacturers such as Fossil Group; however, this trend has yet to reach Japan. The main reason is the lack of brand awareness for Fossil in Japan.

COMPETITIVE LANDSCAPE

Apple remains the trend-setter in wearable electronics in Japan

Apple remained the leading company in wearable electronics in Japan in 2018. Apple Watch sets major trends in wearable electronics, with examples not limited to compatibility with the Suica system – a pre-paid contactless card system, which can also be used for transactions at convenience stores, vending machines and other retail outlets.

Garmin and Epson target runners

Garmin Japan and Seiko Epson surpassed Fitbit in terms of their retail volume shares in wearable electronics 2018, reflecting the running trend. Garmin is well-known for its precise GPS system, and Epson is the only Japanese brand which has a sizeable share in wearable electronics in Japan; these brands are both chosen by runners in Japan.

Fitbit targets companies

Fitbit struggled in the retail channel in Japan, and shifted to B2B solutions. Businesses in Japan started to invest in employees’ health, to help them achieve a high performance.

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