Survey of attitudes regarding consumption behavior and cross-border EC usage in Cool Japan-related fields, conducted by 1,821 overseas customers using cross-border EC
*BEENOS Co., Ltd.*
Press release: September 3, 2024
**
Survey of attitudes regarding consumption behavior and cross-border EC usage in Cool Japan-related fields, conducted by 1,821 overseas customers using cross-border EC
*63.2% answered that “Japan is cheaper” and 57.5% “planned to travel to Japan within a year”
What is your desire to consume Japanese content such as anime, games, manga, and visiting Japan? *
BEENOS Co., Ltd. (TSE Prime: 3328) is the overseas purchasing support service “Buyee” operated by BEENOS Group.
We conducted an “Awareness Survey on Cross-Border EC and Japanese Culture” among 1,821 overseas customers who use
“https://buyee.jp/
The “New Cool Japan Strategy” announced in June set out a policy to expand overseas expansion in areas such as content, inbound tourism, food, and beauty from the current 19 trillion yen to 50 trillion yen in 2033. Among them, fields related to Japanese content such as anime, manga, and games are always very popular categories on Buyee. BEENOS announced “Cross-border EC x Topics for the First Half of 2024” on August 22, 2024 (Thursday), gaining insight into overseas consumers from Buyee purchase data in key areas of the new Cool Japan Strategy. . In this survey, we will explore how overseas consumers perceive Japanese culture and the use of cross-border e-commerce, focusing on areas related to the new Cool Japan strategy, from a different perspective than Buyee’s purchase data.
BEENOS cross-border EC service site https://service.beenos.com/
* [Survey Summary] *
■Survey on awareness of Japanese culture and Cool Japan content ・The culture that made them interested in Japan was “anime” 65.2%, “games” 42.8%, “manga” 42.5%
・The appeal of Japanese culture is “anime” 71.5%, “Japanese food” 61.0%, “manga” 57.6%
・60.3% have “traveled to Japan at least once” in the past
・57.5% of respondents said they are planning to travel to Japan within the next year
■Cross-border EC usage trends
・Price difference: 63.2% say “Japan is cheaper” and 13.4% say “Japan is more expensive”
・When using cross-border e-commerce, 71.0% said they “checked the exchange rate,” and 66.8% said “weak yen increases purchase opportunities.”
・The categories of products purchased through cross-border e-commerce are “anime” 52.4%, “games” 34.5%, and “fashion” 31.0%
・Product genres that they would like to repeat are “Anime” 55.3%, “Games” 40.2%, “Music” 33.6%
・54.0% said they “use cross-border e-commerce at least once a month” and 81.0% said the purpose of purchase was “for personal collection purposes”
・“I would like to purchase from the official website even if it is expensive” 93.1%
・When using cross-border e-commerce sites, 67.3% are concerned about “high reliability” and 66.8% are “low shipping fees”
・68.9% of respondents said it was easy to obtain information on new products, 49.7% said they used YouTube, 46.7% used Instagram, and 41.7% said they used X.
*If you use the survey data of this release, please specify “BEENOS”. *Related release: “BEENOS announces “Cross-border EC x Topics for the first half of 2024””
https://beenos.com/news-center/detail/20240822_bns_pr/
* ■Awareness survey on Japanese culture and Cool Japan content* *
The culture that first made them interested in Japan was 65.2% of respondents’ anime, 42.8% of respondents who viewed games, and 42.5% of respondents who viewed manga, and 61.0% of respondents ranked Japanese food as the top three attractions*
When asked about the culture that led them to become interested in Japan, with a focus on areas related to Cool Japan, many users answered that their interest was sparked by content such as “anime,” “games,” “manga,” and “music.” I answered.
Also, when asked about what they find attractive about Japanese culture, 71.5% of respondents said “anime,” followed by 61.0% for “Japanese food,” and 57.6% for “manga.”In addition to content, “Japanese food” came in second place. Masu. Furthermore, after content-related genres, “tourist destinations” were cited as one of the attractions by 44.9% of respondents, indicating that the interest in Japan that arose from content tends to extend to experiences. * 60.3% have “traveled to Japan at least once” in the past, 57.5% “plan to travel to Japan within the next year”*
When asked about the number of times they have traveled to Japan, 39.7% answered “0 times”, followed by “6 or more times” at 26.9%, and “1 time” at 11.7%. 60.3% of respondents answered that they had traveled to Japan “at least once”, indicating that traveling to Japan is a familiar experience for those using cross-border e-commerce.
Also, when asked if they were planning to travel to Japan within the next year, 57.5% answered “yes” and 42.5% answered “no,” indicating that more than half of the respondents were planning to visit Japan. It can be seen that many cross-border e-commerce users who purchase products from Japan are visiting Japan.
In a past survey, 49.9% of travelers had actually visited a physical store of a shop they learned about through an e-commerce site while traveling, and 49.9% of them had actually visited the physical store of a shop they learned about through an e-commerce site. The rate is 35.4%, and as the number of visitors to Japan increases, we can expect an increase in the number of contact points for travel agents and travel agents through cross-border EC.
* Reference: * * https://beenos.com/news-center/detail/20230907_bcr_pr/*
* ■Cross-border EC usage trends*
* Regarding the price difference, 63.2% said “Japan is cheaper” and only 13.4% said “Japan is more expensive” *
When asked about the price difference between their home country and Japan, more than half (63.2%) answered “Japan is cheaper,” while only 13.4% answered “Japan is more expensive.” It became.
* 71.0% of respondents said they “checked the exchange rate” when using cross-border e-commerce, and 66.8% said “the weaker yen has increased purchasing opportunities”*
When asked whether they check the exchange rate movements of the other country when purchasing products through cross-border e-commerce, 71.0% of respondents answered “yes.” In addition, when asked whether the opportunities to purchase Japanese products have increased due to the depreciation of the yen, 66.8% answered “increased”, followed by “no change” (32.9%), and “decreased”. The result was 0.3%. For overseas consumers who check the exchange rate when using cross-border e-commerce, it has been found that the depreciation of the yen, which has continued from 2022 onwards, is an opportunity to increase their desire to purchase.
*
The product categories purchased through cross-border e-commerce are “anime” 52.4%, “games” 34.5%, and “fashion” 31.0%. The product categories they want to repeat are “anime” 55.3%, “games” 40.2%, and “music” 33.6%*
When asked about the product categories purchased through cross-border e-commerce, 52.4% said “anime goods,” 34.5% said “game-related goods,” 31.0% said “fashion,” and 30.6% said “music (CDs/records, etc.).” Content-related products mainly ranked high, with anime goods standing out.
On the other hand, when asked about product categories they would like to purchase repeatedly through cross-border e-commerce, 55.3% said “anime goods,” 40.2% said “game-related goods,” 33.6% said “music (CDs/records, etc.),” followed by “fashion” at 31.4%. It has become. Although the results are similar to those for “product genres purchased through cross-border e-commerce,” “music (CDs/records, etc.)” surpasses “fashion” and is the opposite, indicating that collectible items are more likely to lead to repeat purchases. Masu. * 54.0% of people use cross-border e-commerce at least once a month, and 81.0% of people use cross-border e-commerce for their own purchase purpose*
When asked about the frequency of purchasing products on cross-border e-commerce sites, the most common answer (35.8%) was “about once a month.” 54.0% use cross-border e-commerce at least once a month, including 9.6% who answered “about once a week” and 8.6% who answered “more than twice a week,” and for respondents, cross-border e-commerce is It can be seen that shopping is a daily occurrence.
Additionally, when asked about the purpose of purchasing products through cross-border e-commerce, 81.0% said they wanted to use it as a collection for themselves, and 68.6% said they wanted a practical item for themselves. “Gift purposes” accounted for 20.6% of purchases for friends and acquaintances, and 18.8% of purchases for family members, indicating that cross-border EC users’ main purchasing purpose was “for themselves.”
*When using cross-border e-commerce, 93.1% of respondents said they would like to purchase from the official website even if it is expensive*
When asked about their thoughts on purchasing goods from popular Japanese content, 93.1% of respondents answered, “I would like to purchase from the official website even if it is expensive,” indicating a strong intention to purchase official goods.
* 67.3% of people are concerned about “high reliability” and 66.8% also consider “low shipping costs” *
When asked about what they are concerned about when using cross-border e-commerce sites, “high reliability” was the highest at 67.3%, indicating that cross-border e-commerce users place importance on whether or not the product is reliable. I understand.
Regarding things to be concerned about when using the service, 66.8% said “low shipping fees,” 60.7% said “many products available,” and 60.3% said “low fees.”
* 68.9% say it is easy to get information about new products, 49.7% use YouTube as a medium, 46.7% use Instagram, and 41.7% use X.*
Is it easy to get information on new products related to your favorite genre of Japanese culture? When asked this question, 68.9% of the respondents answered “yes.” By language, 94% of those who use traditional Chinese answered “yes,” while only 54% of those who use English answered, indicating that there is still room for
disseminating product information to English-speaking countries. I understand.
In addition, the media for acquiring information are “YouTube” at 49.7%, “Instagram” at 46.7%, and “X” at 41.7%, indicating that they use multiple SNS to gather information.
* [Survey overview] *
・Implementation period: July 18th to 25th, 2024
・Number of respondents: 1821 (Breakdown: Display language was English 1029, Traditional Chinese 589, Korean 203)
– Target respondents: Customers who have purchased a product on Buyee within one year from the survey start date and whose display language is set to “English,” “Traditional Chinese,” or “Korean.”
・Survey method: Online questionnaire
・Investigator: BEENOS Group
*About the global commerce business provided by BEENOS Group*
The BEENOS Group started its “Tenso.com” overseas forwarding service in 2008, at the dawn of cross-border e-commerce, and has cultivated unique know-how in areas such as overseas shipping operations and global customer support. In addition to building an overseas sales environment, we also provide support for acquiring and attracting customers, and our generous overseas sales support has been highly praised, with the total number of cross-border e-commerce support projects for domestic companies across the BEENOS Group totaling over 5,000 cases (*1 ). In addition, the overseas purchase support service “Buyee”
https://buyee.jp/
)” is popular for its high level of service, including its diverse delivery and payment methods, its low international shipping fees due to its unique logistics service to North America, Europe, and Asia, and its ability to combine products purchased from multiple sites. The repeat rate is high, and the number of members currently exceeds 5.5 million (*2).
(*1) BEENOS Group provides “Buyee”, “Buyee Connect” and dashboard, cross-border e-commerce related service “Tenso.com (
https://www.tenso.com/
), figures that include the number of store openings and listing support on overseas marketplaces, marketing and promotion support, cumulative total of BEENOS Group’s cross-border e-commerce support results for domestic companies, as of October 2023
(*2) Combined figures for “Buyee” and cross-border e-commerce related service “Tenso.com”, as of the end of July 2024
* [Overview of BEENOS Co., Ltd.] *
(1)Company name: BEENOS Co., Ltd.
(2)Representative: Seita Naoi, Representative Director, President and Group CEO (3) Head office location: 4-7-35 Kitashinagawa, Shinagawa-ku, Tokyo (4) Established: November 1999
(5) Capital: 2,775 million yen