We’ve all heard of Black Friday, the US discounting event that’s gradually encroaching on markets across the globe, and you may even have noted the astonishing success of China’s ‘Singles Day’ discounting phenomenon.
But these aren’t the only overseas spending peaks, leading us to think that there is a growing consumer trend worldwide for short-term, frenzied shopping activity.
One of the next big events on the horizon is Japan’s bonus season, and it’s something more and more UK businesses are taking notice of.
Japan’s Bonus Season
Bonus season is just that – the time when Japanese workers are awarded a large annual bonus from their employer. Usually taking place in June or July, this well-established system has prompted an annual shopping bonanza as the people of Japan rush to the shops to buy the products they’ve had their eyes on all year.
Not to be outdone by their international counterparts, Japanese traders and online businesses are beginning to take full advantage of the timely spending boom, offering discounts on everything from luxury goods to leisure activities.
Cashing in on Summer Success
As barriers to global commerce begin to fall, now is the time for UK businesses to begin cashing in on the success of global discount events. Although only recently adopted in the UK, Black Friday has already made its mark on British e-commerce. In fact, last year (2015) alone UK shoppers spent more than £3.3 billion over the Black Friday weekend through high street shopping and Cyber Monday online shopping, making it a must for any business seeking a sales boost.
But as Japan’s bonus season looms, British businesses are ready to make the most of the latest discount trend. Although only recently of interest to businesses in the UK, Japan’s bonus season has long been the pinnacle of the year for many local companies. While it’s unlikely bonus season will make it over to UK high streets any time soon, this annual discount event can still prove to be a high point for retail businesses ready to retarget their marketing and reach out to Japanese shoppers on their own ground.
Preparing your Business
It doesn’t matter where you’re based; if you have the right marketing and operations in place there’s no reason you can’t get in on Japan’s biggest sales event. As an outsider in an already thriving market, you’ll have to make sure you’re well prepared before bonus season hits.
Your first step to securing profits for your business is enlisting the help of experienced translation professionals to help translate your marketing and internal processes into the target language (ok, we’re biased!).
Not only does this mean direct translation of the words, but the right translators will also factor in culture to ensure that the message you’re sending out to potential customers is appropriate.
Rather than sticking to your original marketing message, try working with translators to adjust your campaign message to project values that are likely to appeal to the Japanese market.
Once your marketing has been adapted to suit, it’s time to embrace Japanese shopping culture to ensure your success. Take note of the deal sites and online retailers that are bombarded with visitors over the season and consider these as additional platforms for your sales. Rakuten is a huge platform in Japan, on a similar scale to Amazon, and will be well worth any international retailer exploring.
Not only will you be in the spotlight as buyers begin to browse for the best deals, but you will also be making an early start in boosting brand recognition and encouraging a new market of customers to trust in your brand.
Bubbles Translation Services provides translation for companies the world over in both B2B and consumer markets. If Japan is on your company’s horizon, contact us today for an experienced translator who knows your target language and your target market.
