export-japan.com's newsletter 22nd August 2005 edition

Contents

Effects of the Decline in Number of Children Part 1 - from quantity to quality

Sales of slightly higher-end products and services targeting children are performing better because of the declining number of children and increasing number of working women in Japan. With more money to spend on less children, businesses are becoming very sensitive to their needs. Since Asics introduced a line of children's shoes, sales have been increasing thirty to fifty percent during these past few years despite their expensive prices ranging from 5000 to 6000 yen. The key to the line's success is in the company's quality customer service, offering shoes that are most comfortable and fit by carefully measuring the child's feet. Competitors in the industry such as Adidas have also taken notice of this new market and have introduced a line for babies. Besides products, there has been an increase in demand for services such as babysitting that provide more than just child care. Currently, there is high demand for babysitters that offer English, piano, violin, and other lessons, even though there is an approximately 1000 yen higher charge than an average babysitter. Furthermore, daycare facilities in office buildings are becoming popular among the increasing number of working parents for their convenience.

Featured Company - Namitei Co., Ltd.
Namitei Co., Ltd.

Namitei Co., Ltd. specializes in irregular shaped wire processing technology for the automobile, communications, shipbuilding, electrical equipment, civil engineering and construction industries. Namitei is also well known for its steel tripartite pieces (irregularly shaped steel wire pieces) for optical fiber undersea cable use.

To find more information about Namitei's heterotypic and steel wires, please refer to their website or send an inquiry.

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Effects of the Decline in Number of Children Part 2 - from children to adults

Businesses whose main target has traditionally been children are currently looking elsewhere for consumers due to the decline in the number of children. Tomy for example, which has long been a company focused largely on selling children's toys, recently began to shift its focus towards adults, selling reproductions of toy cars from thirty years ago and introducing a new clothing line. The frozen foods market is also strengthening its focus on business persons who currently make up 30 to 40 percent of their consumers. What was once a market that relied on producing side dishes for children's lunches, companies are putting emphasis on the quality of the ingredients, taste, and healthiness to capture a wider percentage of adult consumers. Also, a unique example is a beach that shifted its target from families with children to dog loving individuals. A dog friendly beach that opened just this summer has been receiving an overwhelmingly positive response.

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