Introduction.
Among the wide variety of markets in the world, Japan and France (and the European market) differ greatly in the way they view "new products. In Japan, the development and release of new products is at the core of corporate activities, while in the French market, the cycle is extremely slow.
These differences go beyond mere cultural differences and have a significant impact on manufacturers' business models and marketing strategies. This article explains the differences in consumer trends for new products in the Japanese and French markets, and details the benefits and points to keep in mind for manufacturers considering expansion into France and Europe.
For example.
In Japan, a visit to a bakery will reveal a new product lineup every month, with limited-edition flavors and seasonal promotions frequently offered. This is evidence that consumers are sensitive to "newness" and are always looking for change. Many companies are introducing new products to the market one after another, anticipating consumer needs.
In France, on the other hand, the situation is different.
For example, it is not unusual for a certain long-established bakery in Paris to have a product lineup that remains virtually unchanged even after more than 10 years of operation. The classic products have been loved for many years, and consumers support them.
This trend is not limited to bakeries, but is also common in supermarkets, cosmetics stores, and daily goods sections. Consumers' emphasis on "reliable staples," rather than frequent replacement of new products, is having a significant impact on companies' product development strategies.
Conclusion.
These characteristics of the French market also represent a great opportunity for manufacturers.
They can reduce their upfront investment in product development because they do not have to introduce new products every month, spend on advertising, and adjust their inventories to the fashion cycle.
In other words, the higher the perfection of the product itself, the more likely it is to "sell for a long time" in the French market. This is a very gratifying factor for building a stable business model. This is a particularly attractive market for small and medium-sized manufacturers, as it allows for cost-efficient product development.
In the French and European markets, there is a conservative culture that does not approve of "new products!
France, hurdles to entry into Europe
However, it is also true that there are various barriers to entry in Europe, such as time differences, culture, business customs, regulations, and language. As a result, there is a tendency for companies to shy away from European markets compared to Asian and U.S. markets.
However, this is nothing more than a stereotype. In fact, the purchasing power and brand orientation of the European market is at a very high level compared to other regions, and if you do your research and work with local partners, you can expect stable sales in the long term.
Another characteristic of the French market is that once a product is liked by consumers, it tends to sell well for many years. Because the "new product" culture is not so strong, once a product is accepted, it has strong staying power.
France, through the hurdle of entering Europe.
In particular, once you have a sales track record in Paris, your brand power will increase dramatically. This is because Paris is a city of global influence in many areas, including fashion, food, culture, and art.
Sales performance in Paris is more than just a number. It becomes a kind of status symbol that says, "This product sells well in Paris," which has a strong impact on subsequent expansion into Asian and Middle Eastern markets. As a result, it is possible to expand sales channels without getting caught up in price competition, while maintaining brand value.
Wealthy Asian and Middle Eastern consumers tend to gravitate toward European brands
A look at the purchasing trends of affluent consumers in Asia and the Middle East reveals a strong yearning for European brands.
French brands such as French wine, Swiss watches, Louis Vuitton, Chanel, Dior, and Hermes are overwhelmingly favored in the fashion industry. In the arts, there is a strong interest in classical music and ballet.
As described above, there is a deep-seated trust and admiration for European brands, so manufacturers looking to expand into Asia and the Middle East must first establish a sales track record in France and Europe, as this is the quickest route to increasing brand value.
European expansion is the first step for "new products that sell for a long time
In the French market, there is a culture where staying the same leads to trust. In other words, the fact that products do not need to be constantly "renewed" is an ideal environment for aiming for "once a product sells, it sells for a long time.
Companies can also build a business model that ensures stable sales while reducing marketing and manufacturing costs. This is also an approach that matches European values of "delivering really good products for a long time," rather than simply "creating new products.
summary
In the French and European markets, "new products" are not necessarily short-lived; rather, once accepted by the market, stable sales can be expected over the long term. This is a major characteristic of the French market that differs from the Japanese market, and it is an opportunity for manufacturers to develop a solid business while reducing the burden of upfront investment.
In addition, the sales performance in Paris will be a powerful weapon in the subsequent expansion into Asia and the Middle East, contributing significantly to the enhancement of brand value. In terms of future global expansion, entering the French market is an extremely attractive option.