NghiêncứuxuấthàngdệtmaysangthịtrườngNhật I VIETNAMESE COTTON SCARVES RESEARCH With the advantage of human resource and various materials as well as long – term experience, Vietnam is considered to be a potential country in textile At recent, Vietnam has produced many high – standard cotton scarves which are appropriate to export Those products were made from natural materials without using chemical and they had to pass many strict quality tests before going on sale Therefore, such products have excellent quality such as: smooth, safe for skin, hygroscopic, antibacterial, hard-wearing One of the best things that persuaded the consumers to prefer using those products is their safety and health protection Almost cotton scarves were made from natural materials using one hundred percent of cotton, bamboo, oak wood, soy, silk, active fiber from coconut coir…etc…so that they can prevent the users from ultraviolet, bacterium and be friendly with environment Based on these strengths, cotton scarves are really one of the potential export products of Vietnam However, due to the small margin benefit of cotton scarves so cotton scarves production companies should pay more attention to allocated system in export market when entering a new international market II THE STRATEGY OF EXPORT COTTON SCARVES TO JAPANESE MARKET 2.1 EXPORT MARKET RESEARCH: Exporting products to international market is challenge to the Vietnamese companies but also give them a lot of opportunities to perfect themselves Japanese market is quite potential enormously for Vietnamese companies According to the latest statistics released by the Ministry of Planning and Investment, Japan is the second biggest export market (after America), containing twenty percent of Vietnamese total export turnover In many recent years, Vietnam has continued exporting surplus to Japan In 2004, export turnover of Vietnam to Japan reached 4,5 billion dollars and 9,9 billion dollars in 2006 2.1.2 Japanese Market: According to the Global Competitiveness Report, Japan has continuously ranked high levels in investment and competitiveness environment, especially it ranked tenth in 2012 Japanese market seems to be hard to enter but it is quite potential and large In business, Japanese companies always concentrate on modernizing and changing the technique as well as focus on the credit of goods and allocating products Japanese consumers have high demand for quality, durability, credit and comfort of products But they are willing to pay at a higher price for goods that have good quality and guarantee excellent services after sales Nowadays, Japanese people have had a trend to purchase goods which protect health and environment That trend has been making a huge impact on almost products such as textile products, leather products, food, arts and crafts, and even packaging So it proved that the concept China and One (90% products made by Chinese and 10% left made by the other countries) would exist no longer If Vietnam can take this advantage, its market share in Japanese market will probably reach 20% - 30% Besides, according to the partnership agreement between Vietnam and Japan, agricultural products, aquaculture, textile, steel, electronic components will get the tax rate at 0% if they can prove the origins Thus, export market share to Japan increase from 10% to 20% in 2013 2.1.3 Investment environment: Japan is one of the biggest export textile market of Vietnam, with 11% total turnover and the average annual increased speed approximately 12% Vietnam has begun to gain the favorable tax at 0% since 2010 Vietnam – Japan relationship Geography, distance, transportation: Japan lies in the Eats of Asia, the West of Pacific It contains main islands: Honshu, Hokkaido, Kyushuy and Shikodu and many chains of islands and about 3900 small islands Japan total square is 377,815 km2, ranking 60th in the world The transportation system has many advantages, especially sea transport that boost the development in business and transferring goods between two countries Market scale – based on the population Japanese population is about 127 million people There is a harmony in language and culture Japan is one of the countries which have the most elderly in the world It can be seen clearly that Japan is an enormous market for Vietnamese business Culture, consumer habits: The Japanese highly appreciate the tradition and culture In Japanese society, the elderly are respected by the younger Japanese people love nature and beauty They also obey the law and have high nation pride However, it is a very tough market with many strict rules set on the goods’ quality If Vietnamese business can enter in Japanese market, they will have a long – term solid business relationship Legal environment: Japan is operating under the civil law (business regulations are part of national law) The economy is run under nation’s instruction Up to now Vietnam and Japan has signed many agreements to create legal lounge to boost the economic, trade, investment and travel cooperation between two countries III COMPETIVE STRATEGY Product Strategy: Japanese people consider products’ quality and appearance in each age and season Such habits affect directly the products and productions of almost companies To meet with that demand, productive companies must be equipped well, guarantee safety and hygiene “Image Position” Strategy Coming from the reason that Japanese people favor the credit brand names, Vietnamese businesses must have reasonable image position strategies appropriate with Japanese consuming habits Thus, Vietnamese export products need to transmit a good message about their quality to help Vietnamese businesses to penetrate Japanese market Diversify goods strategy Japanese people are very strict customers They concern about the quality The priority that helps them to make choices is good quality products, good for health and beauty That can be seen obviously in the medium age and the young women So the Vietnamese businesses should pay attention to those factors to create the production system that can meet with Japanese’s demand Consequently, they need to diversify their products with clear features such as: Diversify products: - Cotton scarves for children - Cotton scarves for Spa - Cotton scarves to wrap hair - Cotton scarves for sports - Washing cotton scarves Diversify colors: Color is also a principal factor to attract the consumers The most important thing here is that the color should be the Japanese’s favorable colors It means they are the color of nature and safe for using Allocation system – Discount policy: Japanese allocation system has its own significant features which Vietnamese businesses need to concentrate on in order to adopt appropriate business policies that can intensify the volume of products While America’s population is 2,1 times as big as Japan’s and America’s square is 25 times as large as Japan, there is 1,6 million retail shops in Japan compared with 1,5 in America Many small shops is the areas of high goods density The average amount of staffs per shop is from to 49 and there is one shop in the area of one thousand people That ratio is higher than the others, such as 8,7 in France, 6,6 in German, 6,5 in the US and 6,1 in England Besides, departments and supermarkets in Japan also are retail stores, but it seems unproductive because of lacking flexibility In Japan, retail stores often does not have house They sell goods through internet, catalogue, phones, selling machine and delivery The sales of those activities is not much but it is increasing in some recent years In Japanese allocation system, there are medial retail branches between the producers and the consumers, much more than the other developed countries Japan has about 430 thousands wholesale We can find average 34 wholesale in the area of 10 thousands of people The average of wholesale between the producers and the retails in Japan is 2,21 that is times as high as in America Because of that, goods have to pass a longer road before it come to the costumers In allocation system in Japan, the relationship between the wholesale and the retails is very strong Through discount policies, the producers can control the retail price and remain the allocation retail system And the discount policies are usually implemented not only in the paying process like in European countries In Japan, the consumers absolutely can return the goods if they are original There is a close relationship between the producers and the sellers (the retails and the wholesale) The producers supply the wholesale with capital and the wholesale provide finance to the retails to set up the retail price Discount policies are implemented largely and comfortably The producers are willing to rebuy the products if such products are difficult to sell In turn, the retails just sell goods that the producers supply The disadvantages of allocation system: - Going through too many medial doors before coming to the consumers makes the retail price rise - The average retail price in Japan is 48% as high as in America and 55% in England That does not encourage the retails to change the trading methods It is also not productive when creating too many retail stores because it makes foreign companies afraid of investing in Japan - Moreover, Japan is deal with two opposite ideas One is loosening the principle of allocating goods and the other is protecting to remain old method While foreign countries has been putting pressure on Japan when banning Japanese goods from entering their markets, the Japanese official has been supporting the old allocation methods (remain traditional culture features, no need to drive to the supermarket) Understanding the consuming trend and the allocation system in Japan deeply will help Vietnamese companies soon find out the solutions to the limited points of Vietnamese businesses CONCLUSION To success in international market as well as in Japan’s, Vietnamese businesses need to prepare carefully together with take advantages from the experience of successful companies There are many different factors that affect the success but on basis, the priority is understanding Japanese culture and habits, market characteristics, and legal system According to that, all of the businesses’ policies, activities, products must integrate with the community cleverly Reference: http://www.vietnamplus.vn/Home/Kim-ngach-xuat-khau-cua-VN-sangNhat-tang-45/20128/156237.vnplus http://www.baomoi.com/Gia-tang-kim-ngach-xuat-khau-hang-detmay-sang-Nhat-Ban/45/6227782.epi http://reports.weforum.org/global-competitiveness-report-2012-2013/ ... http://www.vietnamplus.vn/Home/Kim-ngach-xuat-khau-cua-VN-sangNhat-tang-45/20128/156237.vnplus http://www.baomoi.com/Gia-tang-kim-ngach-xuat-khau-hang-detmay -sang- Nhat-Ban/45/6227782.epi http://reports.weforum.org/global-competitiveness-report-2012-2013/