- Japan used to export a great deal of pottery to European countries and the United States, before the appreciation of the yen. Most was fancy, for interior use and as gifts. In tableware, famous brands like Noritake, which had been used for receiving guests, became too expensive to afford, and only businesspeople from Europe and the U.S. would buy them for themselves in Japan. A limited amount of bone china was imported from the U.K. at that time.
- The situation has changed significantly, however, with the appreciation of the yen. The amount of pottery exported has been reduced, and what had been export-oriented production has been shifted to production for domestic use. This has resulted in over-production and a surplus of goods on the Japanese market. Prices have fallen.
- Japanese manufacturers that had set up factories in Taiwan and Korea, and entered into joint ventures, started to withdraw as wages rose overseas and the yen slipped from its peak strength. Whole salers and trading companies similarly cut back on purchases because of rising wages and prices overseas, and falling prices in Japan.
- Other reasons for decreased imports from overseas are as follows:
- Dimensions and designs are different as a result of different eating habits.
- There are minimum-order requirements, whereas the Japanese market requires a wide variety of items in small quantities.
- Products from overseas are usually fired at lower temperatures than Japanese products, and are thus easily broken. (In one case, one-third of a shipment of imported pottery was found broken on arrival.) This negates the advantage of a low price. Japanese manufacturers have tried to give technical suggestions in this regard, but without success.
- The time and labor involved in handling foreign goods are considered not worthwhile when domestic products are readily available and involve no similar problems.
- Brand-conscious Japanese consumers favor famous domestic names.
- Further to the reasons in "4-(a)" above, Japanese people tend to change their tableware every season, with a special appreciation for the appearance, which is quite different from the general attitude abroad. Moreover, when overseas manufacturers try to make traditional Japanese designs, the designs often end up looking somehow Chinese instead. Overseas manufacturers eager to penetrate the Japanese market must research and understand Japanese tastes. They must supply products that match Japanese sensitivity.
- Some boutiques and supermarkets are selling, and some restaurants are using, imported products from Vietnam and China at present.
- Those imported products have not had a serious effect on the domestic industry, however. The pottery industry has not been significantly influenced by imports so far.
- In pottery, simple, natural designs are the most popular now.
- A new material has been developed in Japan that floats on water. It is very handy for use by the elderly because it is so light. On the other hand, many people prefer the more massive ceramic ware, with its feeling of substance. A flowerpot that is thick, light, and floats has been created, but it has the disadvantage of being easily blown over in strong winds.
- Overseas enterprises wishing to find a large market in Japan should concentrate first on interior items, such as vases, dolls and ornaments, rather than tableware. Meanwhile, they should study the designs that are popular in Japan.
- As can be seen from the foregoing, the Japanese market is a difficult one for foreign manufacturers to approach. They are concentrating on selling in Europe and the U.S. at the moment, as they prepare to enter the Japanese market eventually.
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