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Asia - Department of Commerce

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Doing Business in Japan
2010 Road Show Presentation
Presented by Sumio Shibata
State of North Carolina Japan Office
1
Population
Japan 127
million
Tokyo Metropolitan
Area : 33 million
Osaka Metropolitan
Area : 21 million
KANSAI
Greater Nagoya :
15 million
Fukuoka : 5 million
Hokkaido : 5 million
2
Ties to the U.S.
• Japan is the United
State’s 4th largest Export
Market, after Canada,
Mexico and China.
• Second largest foreign
investor in the U. S., with
more than $230 billion
invested, second only to
U. K.
• The U. S.-Japan alliance
is a cornerstone of U. S.
security interests in Asia
and is fundamental to
regional stability and
prosperity.
(Source: U.S. Commercial Service / 2010 Country Commercial Guide)
3
Japanese Subsidiaries in the Piedmont Triad
Region (Manufacturers only)
4
クリスピー・クリーム in Tokyo
NC Investment in Japan
5
Top 10 U.S. Exports to Japan
(2009)
Optical, Medical Instruments
5,850
Aircraft, Spacecraft, And Parts
5,328
Industrial Machinery, incl. Computers
4,489
Cereals
4,168
Electric Machinery
4,049
Pharmaceutical Products
2,279
Meat
2,008
Inorganic Chemicals
1,913
Oil Seeds/Grain/Seed, Fruit
1,715
Plastics
1,404
0
1,000
*Total Export : $ 51 billion (2008 : 65 billion)
Source : WISERTrade
2,000
3,000
4,000
5,000
6,000
7,000
Unit : $ 1 million
6
NC Exports to Japan (2010)
 NC is 10th among all
US states for exports
to Japan
 $1.5 billion in NC
exports to Japan
 Japan is 4th largest
market for NC
exports
(HondaJet at GSO)
(Source : SMARTrade)
7
Emerging Sectors for NC Export
• 1) Biotechnology
• 2) Nanotechnology
• 3) Renewable(Green) Energy
• 4) Senior Market
8
1) Biotechnology/Pharmaceuticals
in Japan
• Market size of Biotech
industry : $24.3 billion in
2008 (+27.9% over 2007)
• Leading sub-sector :
medical biotech $6.85
billion (Source : Fuji Keizai)
• <High growth potential>
Therapeutic antibodies
Molecularly targeted
cancer therapies
• Japanese pharmaceutical
companies eagerly seek
new drug candidates and
pipeline identified or
developed by US biotech
companies to be further
developed into new drugs
(Source : U.S. Commercial Service)
9
Biotechnology/Pharmaceuticals
(cont’d.)
Key market segments for
Biotech
 Medical Care
 Food
 Bio Tool & Information
(Bioimaging analysis
equip., DNA Chips,
Protein/Gene Analysis
Equip)
 Environment & Energy
10
1) Biotechnology/Pharmaceuticals
 World second largest consumer
of pharmaceuticals
 American pharmaceutical firms
have a market share of almost
20%
 Japan’s aging population is
generating increased demand
for pharmaceutical treatments
for cardiovascular problems,
metabolic, gastrointestinal,
CNS. Generic drugs have
good potential
11
2) Nanotechnology
• METI’s Strategic Technology
Roadmap 2009 designated
Nanotech as one of most
important fields(*) in science
and technology to promote R
& D investment in the public
& private sectors.
(*) Life Science, Information
& Communications,
Environmental Sciences,
Energy and etc.
12
(The Ministry of Economy, Trade, and Industry)
Nanotechnology (cont’d)
• Market :
$60 billion in 2010 (estimated)
$230 billion by 2015
Market Segment :
Electronics, Energy/Environment, Medical
Applications, Measurement Instruments
2015 (billion of US$)
Electronics
72
49
Energy/Environment
Medical
Applications
33
Measurement
Instruments
0
(Source : Nomura Research Institute)
25
20
40
60
13
80
Seven-Eleven Eyes 20,000 Green
Stores Worldwide In 5 Years
• LED technology for signs and
lighting, generate electricity from
solar power, and feature hot-water
systems utilizing waste heat from
air conditioners. Some will even
have rechargers for electric
vehicles
.
• Green technology is seen slashing
store energy consumption by as
much as 30% and will also cut
greenhouse gas emissions
(Source : Nikkei April 6, 2010)
14
4) Senior Market
Percentage of age 65
Comparison of aged population
and older
Japan 19.7(%)
2000
USA 12.3
Average Life Expectancy
Women Men
Japan 86
79
USA
79
76
• Average saving of households
of people aged 60-69 years
old: $245,000 (after debt)
• Average income : $59,000
(Source : JETRO)
15
Deflation Makes Older People
Key Consumers
• CPI in 2009 : -1.2%
• Households of
persons aged in 60s :
Net savings of
$230,000.
Consumption rose
1.2% in 2009
• Households of persons
aged in 30s : Net debt
of $19,700.
Consumption dropped
1.1% in 2009
(Source : Nikkei April 5, 2010)
16
Opportunities for NC Exporters
• Aerospace
• Computer Software
• Electronic
Components
• Medical Equipment
• Safety & Security
• Furniture
17
Aerospace
• Aerospace industry is
shifting the focus from
Defence (56%) to Civil
(44%) in 2008
• Japanese makers such
as Mitstubishi Heavy
Industries, Kawasaki, Fuji
are supplying 35% of
Dream Liner, or 787
content to Boeing
(Fuselage, and etc.)
• Best Prospects :
Aircraft parts and
supplies, Avionics
18
Computer Software
Best Prospects :
Smartphone
applications, security,
SaaS(*), Smart Grid,
Cloud Computing
(*)Software as a
Service
19
Computer Software (cont’d)
Key Elements to launching in the
Japanese market :
a) Localization : translation,
testing, customization
b) Support Capability : Japanese
language support is mandatory
c) Products Quality : High quality
control is a very important
consideration for Japanese
users
20
Medical Equipment
Best Prospects :
For chronic and lifestyle diseases,
medical devices
alleviate pain,
complement lost
functions, improve
quality of life.
21
Safety and Security
Best Prospects
:
• Biometric-related solutions
• Drug/explosive detection
equipment & systems
• Personal/container screen
systems
• Nuclear/biological/chemical
preparedness equipment
and medicines
22
Furniture
• Japan is 3rd largest
importer of NC
furniture after Canada,
and Saudi Arabia.
• Largest importer of
NC Mattress
• 2nd largest importer of
NC Wood furniture
Best Prospects :
a) Compact and highend, medium-high
furniture
(Area of average
Japanese house :
900 sqft. Vs. U.S.
house : 2,300 sqft.)
b) Unique furniture
23
Bottom Line
• World’s second
largest market
• Open business
climate with
transparency and
rule of law
• Resources ready to
assist your firm in
entering the market
The Japanese market is one of the most competitive
in the world. But if you find success in Japan, you
can use Japan as gateway to Asia.
24
Tips for successful entry
Preparation On Paper
Tips
before contacting potential partners
• Prepare written company information
●Company profile including company history
●Profile of president
●Sales/Statistics (incl. paid-in Capital)
●Your objective
• Product/Service information
●Emphasize positive aspects such as
Uniqueness, Originality
●Domestic Market Successes (Track Record)
25
Tips for successful entry (cont.’d)
Tips
Attitude aimed at success
• Communicate in simple English and
quick follow-up
• Stress uniqueness of Product
• Have patience with ”Trial and Error”
• Be flexible
• Keep schedules, promises,
commitment is key
26
Most Common Mistake
Made
by Foreign Partners
•
•
•
Tips
“Cold calling” prospective buyers in
Japan
The Japanese prefer to do business
with someone only when they have
been properly introduced
Rely on an introduction by a “gobetween,” such as the North Carolina
Department of Commerce
representative in Tokyo
27
What can the NCDOC Tokyo
Office do for you?
• We work seamlessly with ITD BDMs
(Business Development Managers) to
provide you with
–
–
–
–
–
–
Market research
Basic Translation services
Temporary office space in central downtown
Tokyo location
Trade show assistance
Logistics/lodging assistance
“Fast Track” partner search services
28
Where to start?
• Contact International Trade Division, NC
Department of Commerce
BDMs ( Business Development Managers)
tel. 919-733-7193
http://www.nccommerce.com/en/BusinessServi
ces/InternationalBusiness/InternationalTrade
Services/
• Contact Sumio Shibata, NC Trade
Representative in Tokyo
info@nctokyo.com
tel +81-3-3435-9301
fax +81-3-3435-9303
29
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