PHÂN TÍCH THỊ TRƯỜNG THỦY hải sản tại NHẬT bản NHỮNG THUẬN lợi và KHÓ KHĂN TRONG XKTS SANG NHẬT bản e

PHÂN TÍCH THỊ TRƯỜNG THỦY HẢI SẢN TẠI NHẬT BẢN NHỮNG THUẬN LỢI VÀ KHÓ KHĂN TRONG XKTS SANG NHẬT BẢN I INTRODUCTION Japan is one of the largest seafood consumption markets of Vietnam, with a turnover of more than 842 million USD in 2006 (occupying more than 25% of total seafood export turnover) This year, as forecast by the Ministry of Commerce, Vietnam’s seafood export turnover to Japan could reach 900 million USD If the annual average growth rate is still maintained at 8.5-9% as currently, up to 2015, Vietnam’s seafood export turnover to this market will reach to 1.2 billion USD In which, frozen shrimp is accounted for the largest proportion in the structure of export to this market Currently, shrimp is Vietnam's the most important seafood exported item (accounting for nearly 50%); in which, Japan market accounts for about a half; the squid item is accounted for nearly one third of total seafood export output to this market in 2005 it accounted for 20.000 / 62.000 ton) So, evaluating the role of Japan market for Vietnam’s seafood export market for the last five years and forecast from now to 2015 is a very important for Vietnamese seafood enterprises in particular and Vietnam fisheries sector in general II SEAFOOD MARKET CONSUMPTION IN JAPAN: System consumption: In Japan, at least 70% of seafood products are distributed through wholesale markets, but most imported frozen seafood products such as tuna, shrimp and salmon are distributed via specific channels Quantities traded in the major markets (trading centers in 10 major cities) for years from 2003 to 2004 have decreased by 8% compared to years ago, the average price decreased by 9% There are two types of sea wholesale markets governed by the laws of market, including central seafood wholesale markets (markets for more than 20 thousand people, managed by the General Fisheries Administration and the local wholesale markets (managed by province and/ or municipal agency) In addition, in Japan there are smallscale fish markets without being governed by the scope of the law on seafood (www.fistenet.gov.vn) Consumption trends Items consumed the most are respectively tuna, shrimp, squid, seabream and salmon In terms of consumption, the trend is in favor of seafood products, especially for the marine fish (pelagic), followed by the shelled mollusk, demersal fish, crustaceans and other marine fish Products strongly consumed than other are processed fish and fresh fish products, the frozen products have been lower consumed Some Japanese traditional products are strongly consumed and relied heavily on imports because domestic supply is insufficient to meet the increasing demands such as products “Sashimi” and “Sushi” from tuna, eel, grouper or shrimp, squid, octopus Japan is consumption market of “sushi” shrimp and “sashimi” tuna largest in the world Sushi and Sashimi are the most favorable traditional dishes of the Japanese people In addition, it also mentioned for the traditional products preferred in Japan as “surimi” and other products made from “surimi”, also consumes with a big quantities These are products made from minced fish or shrimp made into items such as shrimp imitation, crab imitation, fried fish or other cakes made from fish, etc Consumption: Seafood consumption in Japan decreased over time since 1995, possibly be calculated by the total domestic seafood productivity plus with imported seafood volume minus exported seafood volume Average seafood consumption per capita of Japan is always topped in the world In 1993, consumption of seafood per capita is 67.8 kg, five times compared to the world average (13.4 kg / person per year) Every year, each household in Japan spends about 37,000 yen for the fishery food, accounting for about 13% of the total consumption of seafood In 1995 -1998 period, the seafood consumption per capita in Japan reached the highest level as 70.4 kg / person per year, bigger than the American (20.9 kg / person per year) However, from 1998 to the recent time, Japanese seafood consumption has dropped dramatically, partly due to the weak economy, household income of the Japanese reduced, other parts of the domestic output is limited by the narrowness of scope and scale of fishing operations III TRADE RELATION DEVELOPMENT PROCESS BETWEEN JAPAN AND VIETNAM: On January 27th 1973, the Paris Agreement was signed, ending the U.S war in Vietnam, until September 21st 1973, after much effort, the Government of Vietnam and Japan has signed a Agreement and formally established diplomatic relations between the two countries and also from that relationship, trade relations between Vietnam and Japan has opened to a new page And over the past 30 years, trade relations between Vietnam and Japan has been divided into three stages: In the stage of 1973 - 1975: Period before the reunification of Vietnam: Although the two countries Vietnam and Japan has established formal diplomatic relations, due to the simultaneous existence of two different political institutions in the South and in the North, the cooperation in general and trade efficiency in particular between Japan and North Vietnam was only at a certain level of development Two-way trade volume between the North of Vietnam and Japan reached 50 million USD in 1974 and increased to 70 million USD in 1975 In the stage of 1976 – 1986: Since 1976, Japan has occupied the position of second largest trading partner (behind the former Soviet Union) in exporting goods to Viet Nam In 1978, the export turnover of the two countries reached 267.65 million USD During 1979 and 1982, trade relations between the two countries are not interrupted, but fell to 161.71 million USD in 1980 and 128.36 million USD in 1982 From 1983 to 1986, trade relation between Vietnam and Japan grew again and rose to 272.11 million USD in 1986, and Japan is one of the five largest customers of Vietnam In the stage of 1987 until now: The relationship between Vietnam and Japan entered a new stage with two characters as the firm increase of trading volume and the increasing interest of Japanese businessperson and companies for Viet Nam market In this stage, Japan ranked the first level among Vietnam’s 10 largest customers, including: Japan, Singapore, Hong Kong, Korea, Taiwan, Thailand, China , Germany, Switzerland and the United States (Vo Thanh Thu, 2004, page 16, 17) IV DISTRIBUTION METHOD PRODUCTS: Foreign exporters wish to bring products to directly penetrate the Japanese market must undergo many complicated stages, through many commercial chain links However, being offset for it, the exporters can fetch high prices, possibly access directly to the market to capture supply and demand in order to build competitive strategies for the products And currently, there are only a few large enterprises in Thailand, India, China built up direct distribution channels for seafood products in Japan market Over 80% of enterprises are exported through Japanese trading companies which have representative offices in Vietnam In Vietnam, there are over 10 Japanese seafood trading companies as Marubeni, Mitsui, Itochu, Sumitomo, Tomen, Nisshowai, Nichimen, etc These are general trading business companies All these companies have representative offices in Vietnam When the parent company in Japan wishes to purchase products, they will notify a representative office in Vietnam This office has all available information about the qualifications and processing ability of a number of Vietnamese seafood companies, they will ask to the company at the request of the categories of goods, quantity, quality amount Vietnamese companies will quote or offer (offer) Representative office of importing company in Japan will send a quote to the parent company in Japan Here, the companies will be based on reputation, pricing, processing qualification to select Vietnam partners and then authorize a representative office in Vietnam to negotiate and sign contracts By this exporting, the seafood products shall go through the Japanese importers and then to the wholesalers, restaurants, hotels, supermarkets, retailers and consumers Negotiations, transactions and signing of foreign trade contract can take place directly between the Vietnamese vendors and Japanese consumers that required by the importers or their representative offices in Vietnam Table: Distribution channel of Vietnam’s seafood products to Japan Wholesaler Vietnamese Plants Japanese importers Distributors Processing plants Advantages of this distribution method: - Low circulation costs Restaurants and supermarkets Retailers and Consumers International Business Management - 2012 Distribution channel shall be availably established to facilitate Vietnamese producers who have small operation scale, limited accessing capacity to market because it takes not much time and spends much cost for researching distribution channels Disadvantages of this distribution method: - Low export price, the exporters shall inactively launch price for their own products in Japan market, mainly have reference to exporting price of other countries - Name of Vietnamese seafood is not created by the majority of Vietnam’s export products to Japan are in form of raw or basically-processed condition, it will be processed through the processing plant in Japan and will bring Japanese trademark - It is not direct to access to the consumer thus it is difficult to capture changes in Japanese consumer’s tastes V COMMECIAL PROMOTION: Participation in the international exhibition organizations, especially the exhibition fairs that was held in Japan to help enterprises find information about customers, contacts with potential customers Also through the fair, many export contracts have been signed, many business partners and foreign customers have been identified In addition, enterprises are able to learn and collect information about products and marketing measures of other enterprise that are leading dominating in Japan In conditions that the enterprises, however, have a lot of financial difficulties, the fair participation is very limited In order to actively collect information, since 2003 there had some seafood export enterprises to actively open its representative office in Japan, directly find customers, get to know customer’s needs, especially study the ways of processing and consuming Japanese products to increase export processing product categories II ADVANTAGES AND DIFFICULTIES IN FISHERY EXPORT TO JAPAN: a Advantages of seafood export to Japan: - Traditional features in fishery import of Japan from Vietnam: Japan is considered as traditional market of seafood import with a long-term sales process Therefore, the Japanese is accustomed to processing and consumption of Nguyen Hong Son International Business Management 2012 seafood from Vietnam - Advantages from seafood import export tax to Japan; Since Japan granted Vietnam most favor nation rules in 1999, the import tax rate of Vietnam’s seafood to Japan has dropped significantly This increases the competitiveness of Vietnam’s fisheries on Japan market compared to other countries in term of seafood export - Support and encouragement policies of the Government for seafood export to Japan market: Japan market is ranking at number-one position in importing Vietnamese seafood and is considered as the long-term, traditional and potential market in the future Thus, Ministry of Fisheries and seafood exporting enterprises have paid much attention to this strategic market - In addition, the Government has introduced many policies to encourage the exploitation, aquaculture, processing and export of seafood - Vietnam Association of Seafood Exporters and Producers (VASEP), directly under Ministry of Fisheries, has held for enterprises to participate in the seafood fair in Japan to improve and enhance contact and introduction of Vietnamese fishery in Japan market b Difficulties of Vietnam as exporting seafood to Japan: - 1st difficulty: As the dependence on Japan’s economy as well as the fishing and aquaculture of other countries that export seafood to Japan: + Japan signs contracts to purchase seafood from Vietnam in USD, of which carrying out domestic sales in Yen Thus, the exchange rate of the yen against the U.S dollar has significantly impacted on the exporting ability of Vietnam’s seafood to Japan + Japanese economy in recent years has been in recession Therefore, the consumption of seafood, especially the high-class commodities has been reduced + In addition to Vietnam, there are many countries such as: Thailand, Indonesia, Myanmar, India, China have been exporting seafood to Japan market with many fishery goods relatively the same as Vietnam Therefore, in case that on good fishing season and capable of exporting seafood to Japan market with cheap prices, Vietnam will face many difficulties Therefore, Vietnam has been in a state of competition with other seafood export countries, and Vietnam’s seafood export shall be more or less dependent on this factor Nguyen Hong Son International Business Management - 2012 2nd difficulty: There are some existences in the trading style of Vietnamese enterprises that are unsuitable with Japan market: + Although Vietnamese seafood quality has much improved in recent years, there still exist uncertain situations in goods quality in exporting goods There are a number of factories to have taken Japanese customer’s confidence and then they began ordering with large quantities In order to increase the number of sales to Japan, this plant has acquired goods from other factories Consequently, quality of shipments is different and it led to loss of confidence and loss of customers Not that any seafood processing enterprise takes serious consideration to the Japanese customers’ claims and complaints on exported seafood quality Japanese consumers are very sensitive to seafood, here are some complaints that Vietnamese enterprises have received from Japanese customers:  Packing is in fault, even as a small fault  Expiry date is wrongly printed or unclear  Difference in weight and size of goods, whether the goods are excessively or insufficiently delivered (The Japanese consumer shall make complaints even in case of excessive weight)  Japanese customers are especially sensitive to contaminants (things such as: hair, husk, shrimp skin, shrimp legs and especially metal)  The Japanese places an importance on the signed contracts Meanwhile, some Vietnamese seafood enterprises still not take this problem seriously Sometimes, the contract has been signed, however, Vietnamese party has difficulty in performing and it shall unilaterally delay the delivery or cancel the contract This leads to the loss of customers and leave bad reputation to that enterprise in particular and to Vietnamese fisheries sector in general  The Japanese companies when initially making business relationship shall usually carefully investigate, survey, get to know and visit the aquatic plants, etc before placing business relations However, there exists a quite large part of enterprises which does not meet this process of Japanese customers - 3rd difficulties: Seafood consumption demands in Japan are very diverse, fussy and complicated Meanwhile, understanding on this situation of Vietnamese seafood enterprises is not deep so some opportunities have been missed Nguyen Hong Son International Business Management 2012 Japanese consumers’ cuisine is so sophisticated and strict There are some difficulties in Japan market of its own; however, to penetrate successfully it should have deep understanding process Understanding about Japanese seafood market is a very important factor in creation of adapted products to the needs of the Japanese However, the export seafood processing enterprises in Vietnam are currently still limited in this point - 4th difficulties: Methods of accessing and marketing of Vietnam to Japan market is not focused on According to surveys for seafood processing plants implemented at the end of 2004, only about 70% of the surveyed plant has actually fulfilled the following approach:  To make advertising through journals, VASEP  To take participation in international exhibition fairs in Japan and Vietnam  To have list of customers and directly introduce via email, fax, etc  To assign officials to Japan to get to know the needs, tastes, changes in Japan that have ability to create opportunity or occur risks for Vietnamese seafood  Some other methods There are many plants that, perhaps due to budget limitation or not pay attention to marketing, have not invested in this operation Form aforementioned analysis, we are able to summary some main fishery existence during process of exporting seafood to Japan market as follow: - Existence in fishing and aquaculture of fishery:  Shortcomings and weaknesses of the means of fishing and seafood logistics  Fishing methods and management are still limited and influenced on yield and quality of seafood  Fishermen’s preserve of aquatic products is still backward and thus it have large impact to the seafood quality after fishing Meanwhile, Japan is the market that always locates the freshness at the first position  To make a plan of aquaculture is still spontaneous  It appears popularly phenomenon of putting banned impurities and chemicals into the seafood Nguyen Hong Son 10 International Business Management 2012 - Existence in seafood processing into Japan market:  Application of HACCP program has not been synchronously implemented, not yet met the requirements of Japan market - Existence in exporting seafood into Japan market:  Some Vietnamese seafood enterprises have not deeply understood on customs and business styles to Japanese  Methods of Vietnam’s marketing and accessing to Japan market has not been properly paid attention to CONCLUSION Vietnam is one of countries where have the largest aquatic resource in the world By great potential due to geographical location and favorable natural conditions together with the government’s policies and the activeness and creation of thousands of seafood production and business units that in recent years Vietnam seafood has really had a foothold on the world market, contributing to economic growth, create jobs for millions of laborers Having study on impact of the Japanese market for Vietnamese seafood exports is a very practical job because Japan is one of the largest seafood markets in Vietnam Although aquatic needs of the Japanese market is very big, there are much challenges with fierce competition from other countries in the region such as Thailand, China, Indonesia, India, under stringent control standards on food safety and hygiene, complicated distribution systems In order that Vietnam seafood could better penetrate into market, it is required to build up a proper development direction, taking into account all the factors inside and outside impacts on basis of domestic and international theory and practice On that basis, it is to build a system of solutions to implement that direction At a certain level, the project has met the aforementioned requirements REFERENCES 1) Ministry of Fisheries, 2005a, General report on implementation of State plan in 2005 and direction and duties of socio-economic development in 2006 of fishery sector Nguyen Hong Son 11 International Business Management 2012 2) Ministry of Fisheries, 2005b, Discussion conference report on evaluating results of aquaculture development program in period 2000 – 2005 and method for implementation to 2010 3) Ministry of Fishery, 2005c, Report of aquaculture result in 2004 4) Cao Thị Thu, 2003, Export Market Handbook – Japan Market, Commerce Research Institute 5) Mai Ly Quang, 2005, 250 Nations and territories in the world - Hanoi: World Publisher 6) Nguyen Van Nam, 2005, Seafood Import and Export Market - Hanoi: Statistics Publisher, 359 pages 7) Commerce Research Institute, 2003, Export Market Handbook - Japan Market Hanoi: Vietnam Labor and Society Publisher, 168 pages 8) Institute for Aquaculture Economy and Planning, 2005 – General planning for aquaculture development to 2010 and direction to 2020 9) Vasep – Aquaculture Trading Magazine 1-2 / 2003 10) Some used Vietnamese websites: www.fistenet.gov.vn ( Informatics Center – Ministry of Fisheries) - http://www.fistenet.gov.vn/details.asp?Object=1015030&News_ID=8546440 - ttp://www.fistenet.gov.vn/details.asp?Object=1015030&News_ID=23452924 - http://www.fistenet.gov.vn/VSTP/index_.asp?menu=market_N - http://www.fistenet.gov.vn/Xuat%5Fnhapkhau General Statistics Administration: http://www.gso.gov.vn/default.aspx?tabid=390&idmid=3&ItemID=4787 Ministry of Commerce: http://www.moi.gov.vn/News/detail.asp?Sub=4&id=18970 4) FAO, 2004, the state of world fisheries and agriculture in 2004 5) Ministry of Agricultural, Forestry and Fishery Annual report on the development in the Fisheries in FY 2005 6) Some used international websites: www.fao.org/figis/servlet/static?dom=root&xml=tseries/index.xml www.japantoday.com ( Japanese News) www.jetro.go-jp (Japan Commercial Promotion Organization ) -www.jetro.go.jp/en/market/reports/food/pdf/14.pdf www.maff.go.jp (Ministry of Agriculture, Forestry and Seafood of Japan) Nguyen Hong Son 12 ... customers’ claims and complaints on exported seafood quality Japanese consumers are very sensitive to seafood, here are some complaints that Vietnamese enterprises have received from Japanese customers:... place directly between the Vietnamese vendors and Japanese consumers that required by the importers or their representative offices in Vietnam Table: Distribution channel of Vietnam’s seafood... relationship, trade relations between Vietnam and Japan has opened to a new page And over the past 30 years, trade relations between Vietnam and Japan has been divided into three stages: In the stage of 1973