Core Viewpoint - The article discusses the challenges and strategies of Chinese e-commerce companies, particularly Temu and SHEIN, as they enter the Japanese market, highlighting the differences in consumer behavior and marketing strategies between China and Japan [6][81]. Group 1: Market Conditions - Japan has favorable conditions for e-commerce, including strong payment capabilities, high internet penetration, and a stable demand for fashion and beauty products [9]. - Despite the strong offline retail presence, there is a significant base of online shoppers, including older demographics [9]. Group 2: Company Strategies - Temu, launched in 2022, has rapidly gained traction in Japan with 15.5 million monthly active users by July 2023, largely due to aggressive advertising spending [16]. - SHEIN entered Japan earlier and has also seen success, with projections of over 8.39 million users by 2024, surpassing local competitors [17]. - AliExpress, while an early entrant, has struggled to compete effectively against local giants like Rakuten and Amazon Japan [18]. Group 3: Consumer Behavior - Japanese consumers exhibit cautious purchasing behavior, often conducting extensive research before making a decision, contrasting with the impulsive buying tendencies seen in Chinese consumers [61][62]. - The preference for PC-based shopping in Japan is notable, with over 50% of e-commerce transactions occurring on desktop platforms [62]. Group 4: Marketing Approaches - Chinese e-commerce strategies often include gamification and aggressive discounting, which may not resonate well with Japanese consumers who prefer clear and stable pricing strategies [36][37]. - Japanese e-commerce typically emphasizes loyalty programs and long-term promotional strategies, contrasting with the high-frequency promotional tactics common in China [37]. Group 5: Cultural Considerations - There is a significant cultural gap in social sharing and marketing approaches, with Japanese consumers generally less inclined to share shopping experiences or engage in social commerce [32][33]. - The article suggests that successful entry into the Japanese market requires understanding local consumer preferences and adapting marketing strategies accordingly [80][81].

Core Viewpoint - The article discusses the challenges and strategies of Chinese e-commerce companies, particularly Temu and SHEIN, as they expand into the Japanese market, highlighting the differences in consumer behavior and marketing strategies between China and Japan [4][72]. Group 1: Market Conditions - Japan has favorable conditions for e-commerce, including strong payment capabilities, good logistics infrastructure, high internet penetration, and stable demand for clothing, beauty, and daily goods [5][4]. - Despite the strong offline retail presence, there is a solid foundation for e-commerce, with many older consumers having experience with online shopping [5]. Group 2: Company Strategies - Temu, launched in 2022, has rapidly gained traction in Japan, achieving 15.5 million monthly active users by July 2023, largely due to aggressive advertising spending of approximately $2 billion by its parent company, Pinduoduo [12][4]. - SHEIN entered the Japanese market earlier and has become a well-known fast fashion brand, ranking in the top 5 for shopping app downloads on Google Play [13][4]. - Temu's strategy in Japan focuses on low-price subsidies and gamification elements, such as time-limited offers and lotteries, diverging from Pinduoduo's original social group-buying model [24][25]. Group 3: Consumer Behavior - Japanese consumers exhibit a preference for stability and safety in shopping, often conducting extensive research before making purchases, contrasting with the impulsive buying behavior seen in Chinese consumers [57][52]. - The Japanese market is characterized by a high loyalty to brands and a preference for PC-based shopping, with over 50% of e-commerce transactions occurring on desktop computers [53][56]. Group 4: Marketing Techniques - Temu and SHEIN utilize gamification to engage users, employing tactics like limited-time promotions and interactive elements to enhance user experience [30][36]. - Japanese e-commerce typically does not incorporate gamification or urgency in marketing, focusing instead on loyalty programs and straightforward pricing strategies [32][31]. Group 5: Competitive Landscape - The competitive landscape in Japan is challenging for foreign e-commerce players, as local companies have established strong brand loyalty and consumer trust [72][62]. - Temu and SHEIN must navigate cultural differences and consumer expectations, adapting their strategies to align with Japanese shopping habits and preferences [72][74].