LED Lighting Products Enter Japanese Market Strategy

First, Japan's LED lighting certification standards
According to a survey conducted by Datai, Japan has no official LED lighting product safety standards and certifications. The Japan Electric Lamp Manufacturers Association has prepared Japanese Industrial Standard (JIS) raw data on the safety specifications of LED lamps, but this will not be approved until next year. At present, low-priced LED lighting occupy the entire market, and the introduction of an LED lighting standard is imminent. Now overseas companies wishing to enter the Japanese market can refer to the following two certification standards.

1, JIS certification (Japanese Industrial Standards)

JIS certification is a nationally recognized and voluntary standard based on the industry standard law. The measurement method of the JIS certification standard needs to check the aspects such as model, size, function and product safety. When the quality of a product conforms to the JIS standard quality assurance, it can be successfully delivered to the Japanese market. Currently, overseas markets have a total of 12 countries and regions accepting JIS certification standards: Korea, North Korea, China Taiwan, China, Indonesia, Philippines, Myanmar, Thailand, Vietnam, Malaysia, India and Mexico.

2. PSE certification PSE is a secure mandatory certification for companies that want to enter the Japanese electrical market. PSE has two types of certification marks: PSE Diamond certification mark (mandatory certification) is used to specify the product, PSE Circle certification mark (voluntary certification) is used for non-designated product certification. And this certification is only Japanese manufacturers or importers take responsibility, not foreign manufacturers, so in Japan this certification is very strict and has a high reputation.

Second, the Japanese market sales strategy

Chinese companies can only enter the local LED lighting market in Japan if they have obtained PSE certification (mandatory certification). Japanese companies care more about the after-sales service of products, so domestic companies can choose to cooperate with local agents before entering the Japanese market.

The rigorous and authenticated image of the Japanese people has gone deep into the hearts of people. Under the principle of “domestic priority”, Japanese customers often have high quality requirements for imported products. In the face of the Japanese market where quality is pursuing perfection, domestic companies must only start from the ground of quality and must avoid any false or exaggerated information. Answering Japanese customer questions or introducing products to Japanese customers should be based on truthfulness and reliability. Although it is difficult for Japanese customers to develop, it is relatively easy to maintain after successful development, and the credibility of Japanese businesses is still very good.

Third, Japan's LED product sales channels

At present, the sales channels of Japanese LED products are relatively concentrated, mainly in supermarkets, distributors, and engineering projects. The proportion of these three distribution channels exceeds 80%. All other channels account for less than 20% of the sum. Therefore, before entering the Japanese LED market, it is still necessary to understand and become familiar with these three major sales channels.

Fourth, the Japanese LED lighting market demand
According to a survey conducted by TSI, Japanese LED lighting is mainly used in residential buildings, offices, factories, commercial facilities, and road lighting, among which there is a large demand in the industry. LED lighting products are used earlier in the office and public facilities than home lighting. According to predictions from Tec analysts, in the next few years, the demand for LED lighting in the fields of construction, billboards, and traffic signals will gradually increase.