PROSPECTS AND OPPORTUNITIES
Small players expected to be eliminated in direct selling
Looking ahead to 2025 and beyond, the environment is expected to remain challenging for many direct selling companies, with sales expected to continue to decline in current value terms. Major players such as Amway and Yakult, which possess substantial foundations and a wide array of distribution channels, are likely to leverage their existing customer base and utilise e-commerce alongside various other distribution channels to maintain their competitiveness.
Addressing challenges of strengthened government regulations
The influence of government guidance on direct selling companies regarding solicitation and sales methods, along with the tightening of regulations on stealth marketing, is expected to impact the channel significantly. For direct sellers, utilising influencers and word-of-mouth has been crucial for driving demand.
Differentiation strategies through payment services and membership benefits
In August 2024, Amway Japan launched the credit card Club Amway Card in partnership with Life Card, introducing a range of enticing benefits for its users. One of the key features includes a 2% discount on purchases made with the new card.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Japan?
- Which are the leading retailers in Direct Selling in Japan?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Japan - Category analysis
KEY DATA FINDINGS
Headwinds in direct selling and their impact on sales of supplements
Regulatory guidance to Amway, and efforts to enhance transparency
Yakult’s initiatives to strengthen community welfare programmes
Small players expected to be eliminated in direct selling
Addressing challenges of strengthened government regulations
Differentiation strategies through payment services and membership benefits
Retail in Japan - Industry Overview
Retail in 2024: The big picture
Changes in the competitive environment in retail
Japan’s retail industry embraces digital solutions to combat labour shortages
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Hatsu Uri (“First Sales”) at New Year
Valentine’s Day
White Day
Mother’s Day
Father’s Day
Summer Bargains
Halloween
Black Friday and Cyber Monday
Christmas and Year-end Bargains
DISCLAIMER
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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