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Writer's pictureStephan Gachet

Navigating Market Entry in Japan: A Strategic Approach by Sun Nano


Japan, one of the world’s largest economies, presents vast opportunities for DeepTech and advanced materials companies. However, entering this market requires more than just introducing a product; it demands a deep understanding of Japanese business culture, distribution networks, and strategic adaptation. Sun Nano, with its years of experience in business development and market insights, offers tailored strategies based on your Technology Readiness Level (TRL) . This ensures companies align their market entry strategies with the maturity of their technology while addressing the unique challenges of the Japanese market.

 

Technology Readiness Levels and Tailored Market Strategies

 

Technology Readiness Levels (TRLs) help businesses evaluate the stage of their product’s development and align their strategies accordingly. In Japan, the business ecosystem’s complexity necessitates a thoughtful approach at each stage, and Sun Nano provides a roadmap that addresses both TRL stages and Japan-specific market challenges.


  • TRL 1 - 2 The initial phases are not supported by Sun Nano services. Your specific requirements can be handled by one of our R&D partners.

 

  •  TRL 3: Early Development and Market Research

During the initial phases, it is important to concentrate on developing an understanding of the market by conducting surveys, gathering feedback from customers (VOCs), and collaborating with Japanese firms to gain insights and validate technologies. Utilizing this data will help you narrow down specific applications, thereby enhancing the likelihood of fitting into the market.

Securing a local representative to conduct these investigations and establish connections with target companies is crucial. If this is not feasible, consider joining local accelerators such as JETRO (Japan External Trade Organization) or EU-Japan programs. Additionally, engage with your local embassy or chamber of commerce to access networking opportunities and connect with key players, including major OEMs. This foundational work will pave the way for advancing to the subsequent stages of the TRL scale.

         

   •   TRL 4-7: Prototype Development and Partnership Building

During these stages, you possess a functional prototype and have identified potential market segments. While Japan shows greater receptivity towards your technology, paying meticulous attention to details is essential. A common error is to prematurely approach high-profile OEMs, particularly in the realm of deep tech. These OEMs might be hesitant to embrace new materials, processes, or expertise that could disrupt their established production lines.

Instead, focus on forming partnerships with tier 1 and tier 2 companies. These collaborators can introduce innovative solutions to their clients and advocate for your technology within the OEM community. Having a local representative dedicated to exploring the B2B landscape of Japanese SMEs will be invaluable. Active participation in trade shows and involvement in local technology associations will also aid in expanding your network. While distributors can be beneficial, their resources may be limited at this stage unless your product is close to being market-ready.


  •  TRL 8-9: Scaling and Full Market Entry

After establishing an MVP or a successful product in your domestic market, you are better positioned to enter Japan. The next step is to capitalize on your achievements and build credibility. Presenting case studies and testimonials from other markets is crucial, as Japan values demonstrated success.

Collaborating with distributors at this stage will facilitate network expansion and the creation of a sales strategy tailored to Japan, given their understanding of the local industry's nuances. It is essential to have a local representative for customer support and to collaborate closely with the distributor to target the right audience and refine the sales approach. Providing high-quality service is imperative in the Japanese market, along with responsiveness in the local language and time zone. Additionally, product adaptation may be necessary to meet specific Japanese requirements.



Integrate the Japanese Business Culture of Keiretsu and local partneship (TRL4 to 9)

 

Entering the Japanese market means understanding more than just the regulatory landscape; it requires deep integration into the country’s business culture. Two concepts central to success in Japan are keiretsu networks and distribution channels.

 

 Keiretsu Networks

Japan’s business environment consist in network of companies tied by cross-shareholdings and long-term partnerships called Keiretsu. These networks, which often control various aspects of the supply chain, can be difficult for foreign companies to penetrate. However, Sun Nano’s established relationships with local businesses provide a gateway into these networks, allowing companies to benefit from the efficiencies and shared resources that keiretsu offer. Collaborating with keiretsu members can help foreign firms overcome market entry barriers, as these partnerships often extend from manufacturers to distributors .

 

Distribution Channels and Local Partnerships

 Distribution in Japan is characterized by a preference for face-to-face business dealings, smaller retailers, and loyalty-driven relationships . These traits make establishing local partnerships crucial. Sun Nano assists in identifying and forming relationships with trusted distributors and agents who have deep market knowledge. The team’s experience with navigating Japan’s intricate distribution networks helps foreign companies gain faster market access and avoid common pitfalls such as misaligned pricing or market misperception .

 

Trade shows are another critical component of building relationships and brand recognition in Japan. Exhibiting at a local trade show demonstrates a company’s commitment to the market and provides an invaluable opportunity to network with potential partners . Sun Nano supports its clients by coordinating trade show participation and ensuring promotional materials are localized to resonate with Japanese buyers.

 

 

Tailoring Export Strategies and Product Adaptation

 

Japan has reduced tariffs and simplified export procedures for foreign companies . However, foreign businesses still need to adapt their products and packaging to meet local preferences and regulations. Sun Nano ensures that clients comply with local standards, particularly in terms of quality control, packaging, and presentation. Japan’s consumers and businesses alike expect high-quality goods that are meticulously designed  . Sun Nano helps companies refine their product offerings to meet these expectations, ensuring a successful market entry.

 

A Tailored Approach to Success in Japan

 

The Japanese market offers immense potential for companies in the DeepTech and advanced materials sectors, but success requires a strategic, culturally attuned approach. Sun Nano’s expertise in business development, combined with its deep understanding of the Technology Readiness Levels (TRLs), keiretsu networks, makes it an invaluable partner for foreign companies looking to establish themselves in Japan.

 

How Sun Nano Can Help at Each TRL Stage

 

Sun Nano has developed a unique approach to business development support, particularly for companies in advanced materials and DeepTech. Depending on the TRL stage, Sun Nano provides a comprehensive suite of services aimed at accelerating market entry and boosting sales in Japan. Below are some of the key services offered:

 

TRL 3-5 - Validation and Partnership Development

For companies validating their technology in a representative environment, Sun Nano conducts market research, identifies potential target markets, and builds strategic partnerships with local companies for joint development and testing. In Japan, collaboration with local partners is critical for success, and Sun Nano’s deep industry connections make this possible.

TRL 6 - 7 Risk Management and Market Positioning

At this stage, Sun Nano helps companies manage risks by identifying potential roadblocks and developing mitigation strategies. Market positioning is another key focus, as the company benchmarks its products against competitors and works to identify unique value propositions that resonate with Japanese customers. Sun Nano’s team leverages Voice of Customer (VOC) surveys and in-depth market analysis to fine-tune a company’s market entry strategy. When the technology is ready for demonstration in an operational environment, Sun Nano assists in developing a go-to-market strategy, including sales and distribution plans. The company provides support in building a sales pipeline, managing customer relationships, and setting up distribution channels. This is particularly important in Japan, where building trust and long-term relationships with customers is essential.

TRL 8-9 - Full Market Entry and Aftermarket Support

For companies ready to launch their products, Sun Nano offers ongoing business development support, helping to manage customer feedback and establish aftermarket support systems. This ensures that companies can continuously improve their offerings and maintain a strong presence in the Japanese market.

 

The Sun Nano Advantage: Fast-Tracking Your Market Entry

 

Sun Nano’s global team of experienced business developers, with local reach across 11 countries, offers a key advantage for DeepTech and advanced materials companies. One of the most notable benefits of working with Sun Nano is the time-to-market acceleration. While traditional in-house sales teams or distributors require months to become effective, Sun Nano’s team can begin delivering results within weeks. The team is experienced in managing the complexities of the Japanese market, reducing the learning curve and helping companies achieve quick market penetration.

 

With a customer intimacy built through years of industry experience and a strong global network, Sun Nano bridges the gap between technical teams and the commercial world. Their expertise spans various industries, including flexible electronics, displays, healthcare, and automotive, making them well-positioned to assist companies at different stages of their market entry journey.


 

Conclusion: Your Partner in Japan

 

Entering the Japanese market is a complex process that requires careful alignment of strategy with the readiness of your technology. With Sun Nano’s expertise and deep understanding of local market dynamics, companies can fast-track their market entry, build critical partnerships, and achieve long-term success. By leveraging Sun Nano’s tailored services and strategic support, your company can navigate the unique challenges of the Japanese market and seize the opportunities it offers.

 

Ludovic Ferrigno, our partner at Sun Nano in Tokyo, Japan, specializes in business development for advanced materials and deep tech ventures, particularly in printed electronics, nano-materials, and specialty chemicals. With 22 years of professional life in Japan, he offers expertise in local networking, market entry strategies, and technical support, leveraging his background in companies like Nikon Essilor, Solvay, and Mitsubishi Chemicals. His focus includes industries such as PCB manufacturing, optical coatings, automotive, and IoT. Ludovic can help startups build a footprint in Japan through local collaborations and sales growth strategies.

For more information, visit Sun Nano's website.

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