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].

你认为自己独具慧眼，总有人比你更早出手。 真理虽然在少数人那里，但少数人也并非独自闯关。 支付能力强，信用卡普及，高客单价也无妨； 物流基础设施好； 互联网普及率高； 服饰、美妆、生活杂货消费需求稳健； 虽然线下消费太发达，但电商基础好，不少老年人也有电商购买经历。 我愿把Temu作为中国电商出海日本的极致案例分析。 在日本朋友的建议下，我尝试了拼多多的海外品牌Temu，进而也了解着另一家出海电商SHEIN，并且在今年6月30日TikTok Shop日本发布之后开始了持续 观察。 中国电商出海日本，看似难度不大。咱们行动力强，成功经验足，在日本，哪怕难以重现前面20余年中国电商的凶猛之势，复制粘贴出一个直播带货的雏 形，似乎也不在话下？ 带着对中国企业出海成功的期待，同时也抱着咱们有能力服务好日本用户的信心，写点自己的思考，信息量和观点略多。 一 我们对日本市场虎视眈眈，因为它的硬件条件绝佳： 第一次用Temu，我的午餐时间就被它"毁了"。新用户点进去就是"抽奖大转盘"，拜系统设定所赐，我得到了6件产品免费（100％OFF）的消息，并且被带 到挑选那６件免费产品的页面。 推荐页只有推荐，没法搜索，高达1-2万 ...