Reasons why Japanese furniture and crafts are appreciated and not appreciated in the Taiwanese market

"Why is Japanese furniture so highly regarded in the Taiwanese market?"

"I want to know why Japanese crafts are so popular in Taiwan!"

"Why are Japanese furniture products appreciated, and why aren't they appreciated, in Taiwan?"

Recently, there has been an increase in companies in Taiwan that want to expand their business into Japanese furniture and crafts.

It's true that there's a strong sense of trust in Japanese products and an image of meticulous craftsmanship, making them easy to attract initial interest.

However, in practice, there are many cases where companies encounter obstacles such as "it has a good reputation but doesn't sell" or "buyers are interested but don't adopt it."

As a result, some companies seem to give up on entering the Taiwanese market or consider scaling back their operations.

Therefore, in this article, I would like to explain why Japanese furniture and crafts are appreciated in the Taiwanese market, and conversely, why they are not.

This is an important point for efficiently reaching Taiwanese buyers and consumers, so if you are considering entering the Taiwanese market, please refer to the information on this page.

Characteristics and commonalities of Japanese companies that are highly regarded in Taiwan

Let's begin by discussing the characteristics and commonalities of Japanese companies that are highly regarded in Taiwan.

We will delve into five specific reasons, so please read through each item to avoid missing out on this opportunity.

Designed starting from the challenges in the customer's life.

First, a key characteristic of Japanese furniture and craft companies that are highly regarded in Taiwan is that they design their products starting from the challenges of their customers' daily lives.

This is a very important point, and it's crucial to start with "the customer's problems" rather than "our company's strengths," including when describing your product.

Based on the living environment and lifestyle in Taiwan, we offer solutions to real-world challenges such as wood warping due to humidity, the difficulty of cleaning, insufficient storage space, and the inability to place large furniture in rental properties.

Naturally, buyers imagine "which customer segment this will sell to," and consumers imagine "whether it can be used in their own room."

Therefore, approaches that not only solve problems but also evoke images of comfort and well-being are highly effective, regardless of the country.

Conversely, if you approach what you want to create and your company's strengths in the same way you would for the Japanese market, the explanation will focus on specifications and techniques, weakening the reasons for local customers to buy.

Therefore, the reason why designing and approaching projects with the challenges of local life in mind is highly valued is because it is the focus of the project.

Articulating the basis of value, not just price.

Next, articulating the "basis of value" rather than just the price is another reason why it's highly regarded.

For example, products that are valued even when their prices are higher in Taiwan share some common characteristics.

It means that the "reason for the high price" can be explained by clear evidence, not just a feeling.

It's crucial to communicate things like material selection, processing precision, painting and finishing, durability testing, and repairability in language the other party can understand!

The important thing here is not to increase the amount of technical jargon, but to articulate the specific benefits for the user.

For example, it's recommended to delve into the user's advantages, such as "This wood is hard and resistant to scratches," "This finish feels nice to the touch and is easy to clean," or "This structure is stable and long-lasting."

*This also suggests that sales strategies that emphasize brand story and concept are effective.

In any case, if you can communicate the basis for its value, you can negotiate the price more smoothly.

Companies that are chosen based on satisfaction rather than price tend to enjoy long-term support in Taiwan. Therefore, to gain the trust and support of your brand, why not try articulating the compelling reasons behind your products or services?

Support proposals based on the assumption of long-term use (maintenance, repair, parts supply)

Furthermore, Japanese companies that are well-regarded in the Taiwanese market tend to provide support based on the premise that furniture and crafts will be used for a long time.

It goes without saying, but buying furniture and crafts isn't the end of the story.

Companies that are highly regarded in Taiwan proactively address and eliminate concerns that customers may have after purchasing a product.

Specifically, we will clearly explain maintenance methods (humidity control, cleaning, oiling, etc.), and clarify repair support in case of damage or breakage, the availability of parts, and the scope of the warranty.

From a buyer's perspective, products with vague "after-sales support" are difficult to handle because they carry the risk of being caught in the middle with the store when complaints arise.

Of course, from a consumer's perspective, the more you want to use furniture for a long time, the more you worry about "what will happen when something goes wrong."

Therefore, it's important to clearly define warranty terms in a concise format, create a list of replacement parts, and provide estimates for repair time and costs!

By clearly defining this kind of user support, it will lead to peace of mind for both users and buyers, and help the company become established and accepted in the Taiwanese market.

Photos, videos, and dimensional information are provided for added peace of mind.

Furthermore, providing concrete information such as photos, videos, and dimensions of the product increases customer confidence.

In the Taiwanese market, and indeed in other overseas markets, brands that offer concrete and specific information are the ones that are strong.

Especially with furniture, size and texture are crucial, but if there are few photos, limited angles, or rough dimensions, it's easy to imagine making a mistake after purchase, and the item will be ruled out as a candidate.

Conversely, clearly showing the installation image (size that fits the room), details (legs, joints, finish), weight, and packaging size can alleviate concerns for the buyer.

Especially in cross-border transactions, the psychological factor of "returns being a hassle" is very strong, so the level of detail in the pre-sale information significantly impacts sales.

*The more readily available and reusable materials are for the buyer to use on the product page, the easier it is for them to adopt the product.

If possible, including "overall images from four directions + five detail images + two usage scene images + one video" for each product will alleviate post-purchase concerns and help establish the brand as a safe and reliable brand in the eyes of both consumers and buyers.

Translating the sales story into something that customers "understand"

Finally, being able to convincingly convey the story behind your sales approach is also a crucial point for gaining recognition in the Taiwanese market.

While storytelling is a powerful tool in sales, when conducting business negotiations in Taiwan, it's more effective to focus on providing convincing evidence rather than emotionally moving stories.

Simply talking about the craftsman's passion or the history of the production area may pique interest, but it doesn't directly translate into a reason to buy.

Companies that are well-regarded in the Taiwanese market tend to present their stories by linking them to "that's why it's easy to use," "that's why it lasts a long time," and "that's why it's repairable."

For example, the value of handcrafted work isn't just about the time it takes; it can be broken down into various benefits such as the feel of the material, the rounded edges, the ease of grip, the beauty of the finish, and the way it ages beautifully.

This can also help convey the appeal of furniture and crafts to consumers, and buyers can use it in their sales pitches.

It's recommended to use concise and easy-to-understand anecdotes like "Who did it?", "What did they do?", and "What happens to the user?" as sales stories.

Remember that organizing things in this format allows value to be conveyed even across different cultures, making them more likely to be appreciated in the Taiwanese market.

Characteristics and commonalities of Japanese companies that are not well-regarded

Japanese companies that struggle in Taiwan often share a recognizable set of characteristics worth understanding.

While many furniture and craft companies are highly regarded in the Taiwanese market, there are some companies that simply cannot be recognized.

Companies that are experiencing a slight slump in growth, or those considering entering the Taiwanese market, should check each item and avoid the "points that will lead to poor performance."

The explanation is insufficient, assuming that "Made in Japan" simply means "high quality."

One characteristic of Japanese companies that makes them less likely to be well-regarded in Taiwan is that they tend to rely too heavily on the brand power of being "Made in Japan."

While Taiwan has a positive impression of Japan, becoming complacent about it can hinder business negotiations.

The idea that "it's made in Japan, so it's safe" is just an initial impression, not the crucial reason for making a purchase decision.

Buyers, in particular, want the words to explain things to customers in-store, and consumers, who make their own judgments based on social media and e-commerce, tend to avoid products with little information available.

Japanese companies sometimes adopt a vague approach, such as "you can tell by looking at the actual product" or "we'll just try to convey a sense of high quality through photos."

However, in the Taiwanese market, even if you see the actual product, its value is difficult to convey unless you can articulate "what makes it good and to what extent."

Therefore, it is important to transform quality into a "comparable form" and make it easy to understand aspects such as "durability, feel, maintenance, warranty, and repairability."

Presenting information in a way that is easily understood by both users and buyers is a crucial point in the Taiwanese market as well.

The descriptions of materials and techniques are abstract.

Another reason why Japanese companies fail to gain recognition in the Taiwanese market is that their explanations of materials and techniques are too abstract.

This relates to the previous point about the product descriptions being vague or ambiguous, but furniture and crafts are less likely to be appreciated if the materials and techniques are unclear.

Simple explanations like "We use good wood" or "We use traditional techniques" may be understandable in Japan, but they may not be as effective in Taiwan.

If the price remains abstract, it cannot be justified, putting the company at a disadvantage in comparisons.

A common mistake is to spend a long time talking about the "amazingness" of the materials or techniques, and then becoming complacent.

Overseas, there is a particular emphasis on the inherent merits of the product itself, so abstract content tends to be overlooked.

When describing the type of wood, use advantages such as "resistant to humidity changes and less prone to warping"; for painting, use "easy to clean"; and for techniques, use "less prone to wobbling and easy to repair."

Furthermore, if you clearly define the basis for the benefits, including materials, techniques, and, in some cases, numbers, you will be accepted as a company and product that are valued, rather than being undervalued.

The target audience is vague, and it's unclear who it will resonate with.

Finally, the target audience is vague, and it's unclear who this will resonate with; this is another point that requires attention.

A common reason why products fail to gain traction in the Taiwanese market is the lack of a clear target audience.

For example, the broader the target audience, such as "Taiwanese interior design enthusiasts," the more vague the appeal becomes, resulting in a booth or product page that fails to resonate with anyone.

Buyers want to visualize their target customers and the store layout in detail, while consumers choose products that match their own rooms and lifestyles.

However, if the target market is vague, the size range, color options, price range, and suggested usage scenarios may be mismatched, and the product will lose out when compared to similar products.

It's best to start with an approach that matches a specific group of people, such as "space-saving furniture for smaller homes" or "storage products made from humidity-resistant materials."

Starting with a specific point that resonates with a particular segment of the market and then expanding the product line from there will make it easier to gain recognition in the Taiwanese market as well.

If you underestimate this, your brand won't be recognized, your products won't sell, and your expansion into the Taiwanese market will be difficult, so be careful.

[Note] Please be aware that the competition is not limited to Japan.

As a side note, I should mention that competition in Taiwan is not limited to comparisons between Japanese brands.

When companies try to expand their Japanese furniture and crafts into the Taiwanese market, some may only see Japanese brands as their competitors.

Of course, it's important to consider Japanese brands as competitors, but in Taiwan, furniture and crafts from various countries are becoming increasingly popular.

Consumers have many options, including Scandinavian designs, local Taiwanese brands, and curated select shops.

Taipei also has select shops that stock items from designers and artists, and discerning consumers are very particular about "where they buy things."

If Japanese companies continue to talk about the good points of Japan but fail to demonstrate their advantages compared to the appeal of their competitors, products whose advantages are not articulated in a comparative setting will inevitably get lost in the crowd.

By understanding the competition's playing field and then focusing on and highlighting your company's strengths (tactile feel, durability, repairability, materials, size design, and proposal capabilities), you can create appeals that resonate with users.

These issues can sometimes be identified by properly checking competitors outside of Japan, so be sure to thoroughly review your company's furniture and crafts competitor research and implement competitive strategies!

Points that Taiwanese buyers and consumers are looking at

From here, we will delve into the points that Taiwanese buyers and consumers look for.

Some of you may have a general idea of the "required points" from the points covered so far, but I would like to explain some points from a slightly different perspective.

Buyers prioritize turnover rate, reproducibility, and complaint tolerance.

Taiwanese buyers tend to evaluate Japanese suppliers on a specific set of criteria—knowing them changes how you pitch.

Taiwanese buyers check not only the quality of the product, but also whether it's a viable business.

• Turnover rate = the speed at which items are sold.

• Reproducibility = Can the product be supplied with the same quality and delivery time?

- Claim resistance = How likely are damages, color differences, and defects to occur, and can a quick response be given in the unlikely event that something goes wrong?

If the three points mentioned above are weak, even if the furniture or craft itself is very appealing, it may be avoided in the market.

Japanese companies sometimes mistakenly believe that buyers select products solely based on their "quality as works of art."

In reality, operational aspects are much more important, such as whether sales staff have materials to explain things with, whether POP displays and image materials are available, and what the lead time is for additional orders.

Therefore, it is effective to clarify the terms of trade and to show the supply system and response flow.

Simply including "estimated delivery date," "minimum order quantity," "warranty/exchange conditions," and "contact information" in your proposal will reduce buyer anxiety and make it easier to get a positive evaluation, so I recommend trying to improve these aspects.

Consumers look at factors such as suitability for the room, maintenance, and lifespan.

End consumers in Taiwan focus on different signals than buyers do, and both groups need to be addressed.

When Taiwanese consumers look at furniture and crafts, the most important thing they consider is whether it will fit in with their room.

Even if the design is good, I hesitate to buy it if the size doesn't fit, the color clashes with the room's decor, or it creates a feeling of being cramped.

Maintenance is also an important point, and factors such as resistance to humidity and dirt, ease of cleaning, and how easily scratches are visible are also considered.

Finally, the peace of mind that comes with long-term use (warranty, repairs, and parts) is another point that shouldn't be overlooked.

Consumers aren't necessarily doubting the quality; rather, they simply want to avoid disappointment. Therefore, brands that provide "information to prevent disappointment" are more highly regarded.

By understanding these points that users are looking for and addressing their concerns, you can be recognized as a beloved brand, so please try putting them into practice.

When a reason to buy arises, such as for gift-giving.

Targeting moments when there's a reason to buy—weddings, holidays, gifting seasons—dramatically improves conversion.

To increase sales in the Taiwanese market, it's effective not only to target people who "want" the product, but also to aim for the "moment when a reason to buy arises."

Typical times to target are when people move to a new home, relocate, or get married, as well as when there is demand for gifts!

Furniture, and even handcrafted items, are often chosen as gifts, and when they combine a compelling story with practicality, they are more likely to be selected by consumers.

Companies that are highly regarded in the Taiwanese market are preparing proposals that are timed to coincide with this situation.

For new homes, we offer a "size selection guide" and "room-specific recommendations," while for gifts, we provide price ranges and meanings categorized by "purpose (housewarming gift, grand opening gift)."

Furthermore, providing peace of mind regarding wrapping and delivery, as well as ensuring reliable delivery dates, will accelerate purchases during peak seasons.

By organizing your product line by "use," you can gain support from a wider range of customers. Instead of classifying products, consider focusing on "classifying reasons for purchase" to elevate your message in the Taiwanese market.

An efficient approach to gain recognition in the Taiwanese market.

In this article, we've discussed the reasons why Japanese furniture and crafts are appreciated and not appreciated in the Taiwanese market, while also touching on the points that consumers and users look for.

To reiterate, the Japanese furniture and crafts that are highly regarded in Taiwan are not chosen simply because they are "good products," but rather because they "effectively convey their quality and alleviate any concerns the buyer may have after purchase."

That's why companies that are highly regarded position their products based on the challenges of their customers' lives, articulate the basis for their pricing in concrete terms, and offer peace of mind that includes maintenance and repairs.

Furthermore, we will enhance the photos, videos, and dimensional information, transform the story from an emotionally charged narrative into a compelling one, and localize it to suit Taiwan's language, units of measurement, and daily life.

Conversely, companies that are not well-regarded often assume that "it's made in Japan, so people will understand it" or "it's high quality, so it should sell." These companies fail to compete effectively and miss out on opportunities due to practical factors such as size, delivery time, shipping, and warranties.

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