it's not easy, but some american firms are making it in japan : exports: pampers have succeeded because procter & gamble changed them to suit the marketplace. - super absorbent polymer for plants
In a crowded community pharmacy, there is a box of turbid Oriental herbal drinks next to it, with a pile of large plastic packages with faces and signs familiar to millions of American parents. "Pam-
As said in Japan ---
Pampers diapers for AmericaS. consumers--
It is one of the more common species in Japan: not only sell, but also sell good American products.
When opinion polls show that Americans are becoming increasingly upset with the onslaught of Japanese products and money in the US, one trend is starting in another direction.
IBM and McDonald's are the best
The famous example of American products produced in Japan, the same is true of Domino Pizza (
Minute delivery guarantee);
Shek blade; Oreo cookies; Kodak film; M&Ms; Nike shoes;
Blue jeans from Levi's
Microsoft computer software; Haagen-
Ice cream Daz and mclinney.
There are several kinds of Tabasco sauce. Coca-
Cola makes more money selling soft drinks in Japan, including its manufacturing --for-
According to analysts, there are more canned coffee and oolong tea in Japan than in the United States.
Very few companies say it's easy.
In fact, some people have recently chosen to bail out because the operating costs here are high and it takes a long time to build up, which makes them discouraged. But even U. S.
The trade negotiators acknowledged that this could be done.
A comprehensive study of a successful foreign company prepared by the United StatesS.
The embassy used in recent trade negotiations concluded that foreigners can be here, but the combination of "government regulations, lack of antitrust enforcement and traditional business practices makes the process extremely difficult
The "Pampers" experience here shows what it contains.
P & G.
In 1977, diaper manufacturers created the Japanese disposable diaper market, and in a few years they almost lost to more creative Japanese competitors.
Now, after a costly redesign of business practices and the product itself, Pampers have become the best
Sell the brand again.
"It's a completely different game," said Ronald G . "
Pierce, president of P & G Far East.
"This is a rough road.
But today, after years of hard and expensive study, we are a factor here.
"When Pampers arrived in Japan in 1977, it was actually the only disposable diaper on the market.
Japanese mothers rush to get rid of the mess of diaper washing and snap up.
In the next few years, Pampers occupied the market.
However, these diapers are imported from the United States and are not adapted to the needs of Japanese consumers without any modification.
They are made entirely of pulp and large in size, which makes it difficult for them to be transported, and then it is difficult to store in small apartments in Japan, and they often leak, which makes them at night or out
At the same time, Japanese companies did what Japanese companies have done over the years when they showed promising new developments: they revised it and made it better.
Japanese companies have developed a more compact, absorbent diaper that Japanese mothers prefer
The absorbent polymer is basically a powder that absorbs and converts the liquid into a gel.
After four hours of use, instead of getting wet, leaking diapers, they made a diaper, in the box, half the size of Pampers, on the baby, absorb the liquid, let the child dry, it is not easy to appear diaper rash.
They made a better mousetrap.
It has just completely changed the industry and Procter & Gamble;
It was not seen coming, "said Joy Walbert, an analyst at brother Solomon. in Tokyo.
Japanese diaper brand in a few months-
"Moon" and "Meris "--
Swept the market.
Pierce admitted that by 1983, "Pampers have actually closed down . "
Competition is combined with other problems of P & G;
He said, "In fact, we are very close to joining hundreds of foreign companies that have failed to successfully enter the Japanese market.
Pierce declined to discuss the financial situation of P & G Far East.
But it's obvious in the middle.
1980, the company is not only in the diaper area, but also needs to make major changes.
This means a better study of the quality of Japan
What consumers want.
It also means building closer relationships with wholesalers and retailers to make them feel like they are part of the company and are more loyal to the product. P&G;
Has entered the complex distribution system in Japan earlier;
Now, it is also starting to offer expensive services that are unheard of in the United States, but is expected to be in Japan, such as 24-hour delivery.
Most importantly, however, it means making better products.
In 1985, p & g launched its own Super version.
Water absorption Pampers.
"We are far behind and we are only doing this step by step," Pierce said . ".
It's an expensive time-
This consumption process has stopped other foreign companies from worrying about the Japanese market.
It also produces a diaper that Americans living in Japan say is softer and more compact ---better--than U. S. -made Pampers.
Today, according to Pierce, Pampers are the best --
Selling disposable diapers in Japan
Walbert and other analysts at Salomon estimate that the company's market share is about 25%. P&G;
And a couple of the best.
Also selling products here, including top products in JapanShampoo for sale
Rinse combination, a compact laundry detergent, and one of the most popular products of last year, whisper sanitary napkins.
According to Walbert, whispers are very popular because of P & G;
Did a few years of market research with the Test team and came up with a product that would suit the needs of Japanese women, such as having a package with little noise when opened.
The result is P & G;
Japan now has more than $1 billion in sales and could soon replace Germany as the company's largest overseas market.
Another benefit of P & G, according to Walbert;
Japan's big rivals are now busy defending the flank and have little time to challenge P & G;
In the United States and other markets.
Pierce said he believes the Japanese market is not as closed as many critics think.
If a company is willing to adapt to Japanese products and ways of doing business and is willing to accept the fact that it takes time and money to set up in Japan, he said.
"It's different from our point of view.
"We accepted these differences and found a way to break through," Pierce said . ".
"You can't launch something here that works in another country and expect it to sell.
"It could be a long and tiring process, but" our experience shows that the market is open enough for us, "he said.