Sourcing

Starting an Online Store in Japan: Taobao Product Selection Guide for the 20+ Female Market

The Japanese e-commerce market has enormous potential, especially for young women aged 20-29, for whom online shopping has become an integral part of their lives.

Chinese products, with their high cost-effectiveness and wide variety, are increasingly popular in Japan. Taobao, as China's largest e-commerce platform, gathers a massive amount of high-quality goods, providing unique advantages for entrepreneurs looking to start an online store in Japan.

I. Customer Profile Analysis

1. Target Market:

Focus on women aged 20-29, who are budget-conscious online shopping experts, willing to spend on personal growth, prone to impulsive purchases, avid stock-pilers, and engage in "associative" shopping.

2. Consumer Behavior:

Enthusiastic Online Shoppers:

They follow the latest trends and embrace new information and lifestyles, with over 85% of their consumption occurring online.

Budget-Conscious Buyers:

Their consumption primarily fulfills essential needs, with an emphasis on saving money and cost-effectiveness. They are savvy shoppers, prioritizing affordability and reusability in their daily necessities, clothing, and food, and prefer high cost-performance Chinese goods.

Emphasis on Personal Growth:

They value spiritual consumption and are more willing to invest in personal growth and future investments, such as purchasing study materials that aid in their work.

Impulsive and Emotional:

They tend to make impulsive purchases due to product advertisements, bundled promotions, or friend recommendations.

Stock-Piling Habits:

They often engage in intense stock-piling during discount seasons in July and August, and in January for New Year's lucky bags, and highly value "point rewards."

Socially Conscious Consumers:

They are concerned about their environment, society, and community, and look for labels such as organic, eco-friendly, and handmade when shopping.

"Associative" Shopping:

While practicality remains a key consideration, their purchases often involve "association" and "bundling." For example, buying a cooking pot may lead to purchasing related items like ladles, oven mitts, aprons, and even cake molds.

Self-Investment and Rewards:

They are increasing their spending on self-investment and are willing to spend on "reward consumption." They are sensitive to trends and prioritize credit card security and convenient returns/exchanges.

II. Product Selection Recommendations

1. Clothing and Lingerie:

Recommend business suits, dresses, shirts, and other professional attire, as well as lingerie and loungewear.

a. Preference for basic colors like black, beige, white, and gray.

b. Emphasis on materials like cotton, polyester, and wool. High-quality, comfortable fabrics are the primary purchase motivation for intimate apparel.

c. Popular price ranges: Dresses/shirts: $20-$50, business suits: $30-$180, lingerie/loungewear: $25-$50.

2. Shoes and Bags:

Recommend basic and outdoor sports shoes, as well as practical everyday items like eco-friendly bags, backpacks, tote bags, and wallets.

a. Preference for basic colors like black, beige, white, and gray.

b. Emphasis on materials like synthetic leather, rubber, velvet, fabric, cotton, and canvas.

c. Price ranges:

Shoes: $20-$100, bags: eco-friendly bags: $4-$15, backpacks/tote bags/wallets: $20-$150.

3. Furniture and Home Textiles:

Preference for space-saving, foldable, and easy-to-assemble small furniture and home goods, such as bedding sets, thin mattresses, fitted sheets, beanbag chairs, office chairs, and desks.