A Failure in Globalisation Rika Fujioka fujiokaosakaueacjp 1 Globalisation of Retailing A few successful retailers in globalisation 2 Sales rank Ratio of o verseas store Ratio of overseas sales ID: 672391
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Slide1
Japanese Department Store: A Failure in Globalisation
Rika Fujiokafujioka@osaka-ue.ac.jp
1Slide2
Globalisation of Retailing
A few successful retailers in globalisation
2
Sales rank
Ratio
of o
verseas
store
Ratio of overseas sales
Countries
of operation
Mitsukoshi(Japan)
63
35.7%
1.4%
7
Eaon
(Japan)
17
1.1%
11.2%
4
Muji
(Japan)
-
29.6%
11.9%
15
Wal
-mart(US)
1
43.0%
24.2%
13
Carrefour(France)
2
78.5%
54.2%
26
Tesco (UK)
4
43.6%
24.0%
13Slide3
The Early DevelopmentLate 19
th CenturyVanguard of Foreign Trade in JapanImport Western Products Trade Textile Products
Early 20
th
Century
Transform them into Department Stores
Catch Up with European Stores
3Slide4
Declining Sales during WWⅡ
Consumer demand
Little merchandise
Clerks been inducted
Limited sales area
4
Table 1: Total sales of All department Stores (thousands of Yen)Slide5
Activities in Manchuria
Tap New Growing Market‘Gaisho’ Department and Trading Department Meet the Demands of Japanese Army and Concern in Manchuria.
5Slide6
Mitsukoshi’s DevelopmentOpen a Branch
In Seoul in 1906In Dalian in 1928Rely on Sales in Overseas Branches
Store (7500
㎡
)
Sapporo(Japan)
2.9 million Yen
Dalian (China)
6.8 million Yen
Seoul (Korea)
11 million Yen
6Slide7
In the Era of High Economic Growth
7Slide8
New Forays into Europe and US
For Domestic Store’s MerchandiseUnderstand Fashion TrendFind New Fashion BrandsFor
Gaisho
Customers
Loyal Customers
→
Ethnic Enclave Market
8Slide9
Ethnic Enclave Market
London Mitsukoshi Opened in 1979Target: Gaisho customersJapanese Tourists
Japanese Residents
In transition
After the 9/11 terrorist attacks in 2001
Tourist Decreased in Number
Japanese Economic Depression
Expatriate Employee were Younger and Fewer.
9Slide10
For the department stores’ development
Either Close or Change the StrategyFrankfurt and Munich closed in 2008London expanded customers to include Asian customers.
Role of Overseas Branches
Domestic Strategy
For Loyal Customer
For
Upmarket
Merchandise
10Slide11
Development in Asian Countries
Cater for Japanese Tourists and ResidentsHong KongAdaptation into the Local marketIsetan’s Hybrid store in Singapore
Mitsukoshi in Taiwan
11Slide12
For Further DevelopmentDid Complementary Strategy for Domestic Market
Need Full-scale Global StrategyAsian Developing CountriesDecline Population in Japan
Yet to Work Out a New Strategy
12Slide13
Conclusion
What Did Globalisation Mean to Japanese Department Stores?Focus on Growing Market and SalesSufficient Domestic MarketLack of Standardisation
Contribute to Heighten the High End Store
13