presentation
TRANSCRIPT
Lucky Bags in Japan
08BN130c Daiki Yoshikura 08BN122f Takahiko Yagashiwa08BN168m Genki Shirai
BT169 International Consumer Management
Fukubukuro (lucky bag)
Many goodsin a bag
On sale at beginningof the year
Cannot see what are in it→ judge lucky or not
Japanese do severe battlefor getting Fukubukuro ・・・
Why do they do that?
The first ○○ of the year is
a very big event for Japanese
First writing書初め
First praying初詣
First dream初夢
These are because・・・
New Year’s day isthe key of the new year
The logic behind these
Wish to pass the entrance exam
effort + luck = success
The luck’s unit is one yeare.x. There is yakudoshi (mean unlucky year)
So・・・
First shopping of the year→the beginning ○○ is most important
Cannot see what are in it →judge the luck of the year
Japanese buy Fukubukuro
Shibuya 109(2011)
Sales over 400mil for 4
yearsIncreased 10% compared to last year
64,000 customers
Still increasing their sales
What do they do?
Make lines
What do they do?
Exchange as soon as they buy
Skelton bags
http://blog.goo.ne.jp/meiten5/e/0dac3ae130eb6693154eefb6520b06ec
2008/12/17 Sankei
Fukubukuro that customer knows what it is in is being so popular.
Customer don’t want what they don’t need.Even its cheap.
Fukubukuro is changing
http://www.supotant.com/research/r101215.html
Takashimaya’s Fukubukuro
You can choose which product you want before buying it
Changes in FukubukuroBefore
-Have to go to the store to buy.-Going out as some kind of event.-Cheap and many items (some times not good).
New Trend
-Buy on Internet-Know what is inside before you buy-Product used for fukubukuro is not leftovers.-Reserved Fukubukuro
New way to buy Fukubukuro?
Internet related technologies being more evolved→ younger age people getting use to internet.
Customers prefer “certainty” than having the thrill of what they can get.
InternetReservedKnow what’s inside
Excitement
Saving
In the future…
People might need to wait for getting reservation for Fukubukuro…
Like taking the reservation for a seminar of a company.
How will the way of buying Fukubukuro will change? Young people have some
excitement for their shopping but on the other hand, many people prefer buying on internet.
More moving towards internet purchase in the future.
Thank you for listening