跨境电商平台出海目的地（Japan）：中老年为最大消费群体，跨境四小龙推出半托管模式有望提升市占率 头豹词条报告系列

Investment Rating - The report does not provide a specific investment rating for the cross-border e-commerce industry targeting the Japanese market [3]. Core Insights - The cross-border e-commerce platforms are rapidly developing in the Japanese market, with a significant compound annual growth rate (CAGR) of 36.52% from 2019 to 2023, and an expected CAGR of 23.34% from 2024 to 2028 [19][21]. - The Chinese cross-border e-commerce platforms, particularly SHEIN and Temu, are gaining market share in Japan, driven by their competitive pricing and innovative business models [18][29]. - The Japanese consumer market is characterized by a strong preference for quality products, high repurchase rates, and low return rates, with free shipping being a major driver for online purchases [6][7][20]. Industry Definition - Cross-border e-commerce refers to international commercial activities where trading entities from different customs territories conduct transactions through e-commerce platforms, involving electronic payment and logistics [4]. Industry Classification - The cross-border e-commerce platforms in the Japanese market can be categorized into comprehensive e-commerce platforms and independent websites [5]. Industry Characteristics - Key characteristics of the cross-border e-commerce industry in Japan include a focus on product quality, high repurchase rates, low return rates, and the importance of free shipping as a purchasing incentive [6][7]. Market Size - The market size for cross-border e-commerce platforms targeting Japan grew from 100.51 billion yen in 2019 to 349.12 billion yen in 2023, with projections to reach 1,435.78 billion yen by 2028 [19][21]. Competitive Landscape - The Japanese e-commerce market is dominated by three major platforms: Rakuten, Amazon, and Yahoo, which together hold approximately 70% of the market share [17][29]. - New entrants like Temu and SHEIN are rapidly increasing their presence in the market, leveraging unique business models such as semi-managed services to attract both sellers and consumers [18][29]. Consumer Insights - The largest consumer group in Japan is the middle-aged and elderly population, who prioritize privacy and information transparency when shopping online [13][20]. - Over 90% of Japanese consumers prefer shopping on comprehensive platforms like Amazon and Rakuten, highlighting the importance of these platforms in the market [19]. Policy Overview - Recent policies are aimed at optimizing the cross-border e-commerce environment, including support for the development of overseas warehouses and the promotion of new trade models [27][28]. Development History - The cross-border e-commerce industry has evolved through three main phases: the nascent phase (1995-2011), the startup phase (2012-2018), and the rapid development phase (2019-2024) [10][11]. Future Outlook - The continuous growth of the Japanese e-commerce market, combined with the introduction of semi-managed models by Chinese platforms, is expected to enhance market share and competitiveness for these platforms in Japan [23].