从户外运动、宠物经济到酒类贸易，日企挖掘中国“悦己消费”新机遇

Core Insights - The emerging trend of "self-indulgent consumption" in the Chinese market is attracting attention from Japanese companies [1][5] - The second "Japan Sake Month" event in Shanghai showcased over 1,000 Japanese alcoholic products, indicating a growing interest in Japanese beverages among Chinese consumers [1][3] Industry Developments - The event featured 81 exhibitors and was organized by the Japan External Trade Organization (JETRO), highlighting the importance of trade relations between Japan and China [1][3] - The event is now the largest Japanese sake trade fair in China, reflecting the increasing demand for Japanese alcoholic beverages [3] Market Opportunities - Japanese sake exports are projected to reach approximately 43.47 billion yen (around 2.09 billion RMB) in 2024, with a year-on-year increase of 6.37% in export value [4] - China remains the largest market for Japanese sake exports, with an expected export value of about 11.68 billion yen in 2024 [4] Consumer Trends - Young Chinese consumers are increasingly willing to spend on emotional or experiential purchases, driving growth in sectors like pet economy and outdoor activities [5] - The trend of "self-indulgent consumption" is noted as a significant factor influencing purchasing decisions among young consumers [5] Strategic Initiatives - Japanese companies are adapting their products for the Chinese market by incorporating local elements and targeting younger demographics [4][5] - Shanghai Takashimaya has committed 100 million RMB to enhance its offerings in the Shanghai market, reflecting confidence in the local business environment [5] Bilateral Economic Relations - The interdependence between Japan and China in terms of product consumption and imports is emphasized, indicating potential for further economic cooperation [6]