Kitchen Market Japan 2009

An Expert's View about Domestic Appliances in Japan

Posted on: 2 Mar 2010

Kitchen Market Japan 2009

Kitchen Furniture in Japan 2009 Market Size Japan is the 2nd largest retail market with 127 million consumers. It is the 2nd biggest kitchen market in the world (behind US) with more 1.8 million units sold per year. The market appeared stable in the years 2006-2008, with a slight increase of 1-2 per cent per year. The high number of kitchen units sold per year are a result of high activity in construction and remodeling market for private buildings in Japan. Main reason: in Japan, a home is built usually for one generation, the average life-span of a building in Japan is just 30-35 years. 2 MAR 18, 2009 History of kitchen in Japan The Japanese kitchen look has changed drastically in the past 30 years. This depended much on historical changes in the Japanese society. Before World War II., Japanese families followed a very strict patriarchal system. There was a proverb ?Man should not enter into the kitchen.? It meant men should behave as leaders of the family, kitchen is the place for the women. In these days, seat position and turn of eating were fixed according to hierarchy as like father and grand father should be 1st, first son 2nd, grand mother and other children 3rd and mother last. Toady, Japan?s society is much different. 3 MAR 18, 2009 History of kitchen in Japan After World War II., the Japanese economy had a revival like a miracle. Still the hierarchy in the family was somewhat kept. In the 60s people started buying TVs and refrigerators. Western culture had been taken into the life. Stainless steel was started to be used for sink. The typical Japanese kitchen of that time was a separated place where the family would hide the cooking from visitors. And still, a kitchen was considered as the place for house-wives to prepare meals only. Kitchen in Japan today look much different. 4 MAR 18, 2009 History of kitchen in Japan After the ?bubble economy? of the 90s, Japanese people started to think about real life. On one other hand company started to hire women as reasonable employees. One the other, fathers started to realise that they have to share the house work to make marriage work. It was also realised that use of kitchen and in-house eating can be a driving part of a modern family. Finally, kitchen started to be not the place for women anymore, but important a communication space. Today, the kitchen is the centre of a Japanese home. It is bigger, roomier and well designed. 5 MAR 18, 2009 Kitchen Styles in Japan There are basically 3 type of kitchen styles popular in Japan today. 1. Closed style kitchen - Tradition Type Smoke and noise by cooking can be hidden. There?s no need to clean up by a sudden visitor. It is possible to focus on cooking, however communication with the family almost not possible, distance from dining is comparatively long. 2. Open style kitchen - Modern Type 1 Layout can be set freely. Cookers can see dining & living room, so that communication with the family is quite easy. This style could get good reputation from family has older person or child. As there is no partition, it is needed to install a strong ventilation system, and oily stuff as like grilling fish and meat are sometimes bring cooking dirt into the living area. Families have to make a effort to clean up often. 3. Semi-open style kitchen - Modern Type 2 Kitchen area is partly separated by a hanging shelf or half closed by a counter. This style can partially solve the problem of smoke/smell, but still appears open. It is possible to keep communication with the family during cooking. 6 MAR 18, 2009 Kitchen Styles in Japan One major Japanese kitchen manufacturer surveyed Japanese kitchen user (2007, 622 married females) What kitchen do you Closed Semi-open Open If renovating your house, for currently use? which kitchen would you decide? 31.8 33.1 35.0 General ?622? 17.2 52.7 30.1 (%) 32.3 28.4 39.4 Age 20s ?155? 15.5 51.0 33.5 29.0 36.8 34.2 Age 30s ?155? 15.5 59.4 25.2 39.4 27.1 33.5 Age 40s ?155? 21.9 54.2 23.9 26.8 40.1 33.1 Age 50s ?157? 15.9 46.5 37.6 32.0 32.9 35.1 Having a child ?487? 17.5 52.2 30.4 31.1 34.1 34.8 Having no child ?135? 16.3 54.8 28.9 32.3 30.9 36.8 Working wife?220? 16.8 54.1 29.1 31.6 34.3 34.1 House wife?402? 17.4 52.0 30.6 100.0 Closed kitchen ?198? 26.8 47.5 25.8 100.0 Semi-open kitchen ?206? 13.6 59.7 26.7 100.0 Open kitchen ?218? 11.9 50.9 37.2 Conclusion? traditional designed kitchen become less popular, while semi-open style gains popularity. 7 MAR 18, 2009 Consumer Research Japan Which kitchen are you currently using? My Voice, a Japanese internet researching institute INAX conducted a research about consumer?s preferences of Takara kitchen brands in the end of 2007. Sun wave N onal/Matsushitaum Natiber of respondents: 14,363 Cleanup TOTO Male Female Total Tostem MIKADO Numbe Panasonic/ Matsushitar of Pa Yamaharticipants 6,607 7,756 14,363 Noritz Hitachi Housetec In per cent 46% 54% 100% Nasluck Eidai Beltecno Conclusion Toyo Kitchen(chart on the right) Kitchen House Japanese kitchen makers are very strong in the mass- Other domestic maker market. The big four are: Inax, Takara, Sunwave, and Foreign maker National. No System kitchen I don?t know Foreign brands are strong and increasing presence in the m No answerid-to high-end segment, mostly design & image driven. 8 MAR 18, 2009 Consumer Research Japan What was the most important factor to choose kitchen (currently in use)? My Voice, a Japanese internet researching institute It is user-friendly conducted a research about consumer?s preferences merchandise of the maker who can trust it of kitchen brands in the end of 2007. It has better storage Easy maintenance and cleaning Number of respondents: 14,363 Good design Better in functionalities it was recommended by house builder Conclusion (chart on the right) Good design sense Better after service can be expected Most Japanese consumers prefer functionality and I could confirm at showroom reliable suppliers (product quality, installation quality Wide variation for choose and service) when purchasing a kitchen. Famous maker Customer needs are supported New technology and fashion are taken in well The biggest buying impulses are: It is reputable among friend acquaintances 1) Func It is reputable among specialiststionality There is explanation carefully on the Internet 2) Product Quality It is good at PR and advertisement Questioned people are kitchen users Food specialists recommended 3) Storage Facilities Others 4) Design I have no idea No answer 9 MAR 18, 2009 Major Japanese Kitchen Brands Inax is a large group company in Japan, specialising on bath and kitchen furniture. Three brands: Link: Gran Piasse High-end model www.inax.co.jp IST medium model I600 for reforming Grand Piasse Inax are strong as total household furniture, toilet and bath brand. Also high sense of design. 10 MAR 18, 2009 Major Japanese Kitchen Brands Takara Standard is the top 2. About 20 percent market share, but often considered as ?old fashioned?. Link: LEMURE high-end model www.takara-standard.co.jp Frea Ritela medium model Edel reasonable Takara are competent for enameled steel products. However they are quite conventional and not so innovative and stylish. 11 MAR 18, 2009 Major Japanese Kitchen Brands Centenario high-end model highest grade Style Kitchen high-end model collaborated with TEPCO electric stove Link Rin? high-end model All stainless kitchen for professional look: www.sunwave.co.jp Sunvarie pitto Mid-range model Functional door pockets for storage Actyes Mid-range model Sustainable design kitchen ??? reasonable model Trend design and function Sunfurni Tio? Low price For limited space as like apartment Well life special For handicapped and aged person Clear series positioning, stylish and innovative. 12 MAR 18, 2009 Major Japanese Kitchen Brands National is a major electronics maker in Japan (Panasonic), three kitchen brands: XIMO high-end model ?Lighting design kitchen? Link ht Fit medium model 5 Type of plan is preparedtp://panasonic.jp/sumai/kitchen/ GENEO reasonable simple and designed Ideco free customize aluminum frame low price range New AP low price for limited space and apartment XIMO GENEO National are strong at electrical appliances. XIMO has high sense of design and lighting system. 13 MAR 18, 2009 13 Major Japanese Kitchen Brands Japanese kitchen maker ?Cleanup? has 6 series: Cleanup S.S. high-end model ?Stainless System kitchen? Cleanlady medium model 5 Type of plan is prepared Link: www Caplan reasonable simple and designed.cleanup.co.jp Colty limited space and apartment CS all stainless steel Duo low priced kitchen segment Cleanup highest model is focusing on movement on cooking, storage. Function and space are considered by the action of cooking. 14 MAR 18, 2009 Major Japanese Kitchen Brands TOTO is a large company specialising on bath and kitchen furniture. Three brands: Link: www Cuisia high-end model high sense of design 4 layout plans.toto.co.jp Legacess medium model 5 type of layout plan is prepared Style F reasonable simple and designed Frame Kitchen Reasonable and innovative free planned frame system of kitchen CS All stainless steel Duo Low priced item Toto are strong as total house hold furniture brand, toilet and bath brand, too. Also high sense of design and idea. ?Washlet?, an automated toilet system, was invented by Toto. 15 MAR 18, 2009 Other Kitchen Brands in the Japanese Market The logo list above shows most significant players in Japan, aside of the major Japanese brands. Foreign brands, mostly sell by image, modern design and excellent finish quality, not the price. Most foreign brands are marketing in the mid to up-market segment in Japan. Strongest importing countries in kitchen in Japan are Germany and Italy. 16 MAR 18, 2009 Market Overlook Mass Market Image Market Cleanup The scheme above symbolises the Japanese kitchen market segmentation. Basically, mass-market means Japanese volume manufacturers, while mid and high-end markets belong to stylish foreign brands with innovative design and excellent quality. Japanese makers try to imitate foreign kitchen designs to enhance brand images and product value in the market place. 17 MAR 18, 2009 Electrical Kitchen Appliances Major kitchen appliances makers in Japan Laundry cleaner fridge Micro- Rice kettle Coffee Mixing/ IH Dishwash Hot plate Audio computer Air machine wave cooker related cutting cooking er and condition oven/ machine visual er oven P O O O O O O O O O O PO PO O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O P O O O O P O O C O O O O O O O C O O O O O O O P O O P=premium, O=ordinal, C=cheap, especially strong in sales in Japan 18 MAR 18, 2009 Electrical Kitchen Appliances Other brands Laundry cleaner fridge Micro- Rice kettle Coffee Mixing/ IH Dishwash Hot plate Audio computer Air machine wave cooker related cutting cooking er and condition oven/ machine visual er oven P O O P P O P O P O TWINBIRD C C C C C C C C O C C C O O P=premium, O=ordinal, C=cheap, especially strong in sales in Japan Conclusion National is the home appliance brand name of Panasonic in Japan, and top player in kitchen appliances. National is the strongest player for housing construction projects (that use of electrical built in appliances). Foreign brands have a premier image, but synergy effect is looked small. 19 MAR 18, 2009 Few key points in regards to Japanese customers ? Extreme focus on quality and customer service ? Need to show long term committement to Japan ? Excellent distribution and service network a must ? Some adaption to the Japanese market often required ? Extreme need and request for technical information and documentation ? Close and frequent communication to partner and customers necessary to maintain well-working long-term relations ? Focus hard on hiring top people (a pool of very talented Japanese are available if you screen carefully). Use recruiting agencies and headhunters rather than printed or internet ads ? OK to take a premium price still, although market becoming more competitive 20 MAR 18, 2009 CCoonnttaacctsts G&S International Japan The Europe Japan Business Center Amenity D Building, 6-4-13 Soshigaya Amenity D Building, 6-4-13 Soshigaya Tokyo Setagaya-ku, 157-0072 Japan Tokyo Setagaya-ku, 157-0072 Japan phone +81-80-5519-1260 phone +81-50-5532-1298 email contact@gs-int-ltd.com email info@ej-bc.com web www.gs-int-ltd.com web www.ej-bc.com Business Development & Consulting in Japan
Posted: 02 March 2010