Japan is one of the world’s most populated countries. Its economy is also one of the most prosperous. This year, many people in Japan will be hitting the mall to shop for the big holiday sales. With the resurgence of interest in all things Japanese at the moment, it is a perfect opportunity to learn more about the country and its remarkable culture.
In modern Japan, tradition blends with innovation. For centuries, the country has been known for its exquisite craftsmanship and dedication to detail. Today, as in the past, Japan is a shopper’s paradise. With Tokyo being the world’s biggest city, it’s no wonder that all signs point to big spending.
In 2020, as the world tries to find its feet once again, it seems fitting to visit the home of the rising sun and take a look at how Japanese shoppers behave. In this blog post, we will explore the digital marketing tactics used by Asics Japan, a leading athletic footwear and apparel brand. We will examine the elements that make up their multi-channel marketing strategy as well as how they use social media to gain traction and engage with their consumers.
The Rising Sun: An Overview of Japanese Business
Japan is often seen as a company’s dream market, due to the strength of the Yen and the country’s affinity for luxury goods. Brands from all over the world look to Japan for innovation and quality, which has helped make it a prime destination for the digital marketer.
While its economy is amongst the most profitable in the world, it wasn’t always the case. Prior to the start of this year, the world’s third-largest economy was in dire straits. Its stock market had declined by nearly a third in value. Foreign investment had all but dried up. Companies were cutting back on their expansion plans. Consumers were also feeling the pinch as the country’s main export, manga (comic books) – which are largely created by Japanese companies – started to lose its appeal. Things are looking up now that the world is at the start of a new era.
It’s a far cry from the 2020 Tokyo Olympics, which will see the country showcase its thriving culture and high-tech industry to the world. With a bit of nostalgia, we can take a trip back in time to visit Japan’s capital during one of the world’s biggest sporting events. The opening and closing ceremonies will consist of traditional Japanese dances, spectacular fireworks displays, and the chanting of “O-neko-nee, o-neko-nee” (お兒ねんねえ,お兒ねんねえ). It is hoped that this year’s event will help raise awareness of the city’s rich history as well as showcase the cutting-edge innovation of Japanese companies.
The Asics Brand
Asics is one of the world’s leading sports brands. It was founded in 1949 and is headquartered in Tokyo, Japan. The company designs and manufactures footwear, apparel, and accessories for a variety of sports. Its products are designed to improve athletic performance while also looking luxurious and comfortable enough to be enjoyed by the everyday person. The company is also known for creating innovative sports technologies that are designed to enhance athletic performance. Just like Japan as a whole, Asics is a well-known brand for its quality and dedication to innovation.
Asics is currently one of the world’s most popular and sought-after athletic brands. It is especially famous for its Japanese kobukuro (極太鐘) running-themed jewelry and has been the subject of many popular culture references over the years. Some of the brand’s biggest successes include the Gel Saga, Gel Nimbus, and Gel Horizon, all of which were designed to improve athletic performance while also protecting feet from the heat and dampness of the outside environment. The Gel Saga in particular was inspired by the manga and anime series of the same name. It was first launched in 1968 and is named after the leader of the rebellion in the anime. His name is Gel Saga. While the manga and anime series are set in the present day, the Gel Saga from Asics is a product of today’s Tokyo and still sells well today.
The 2020 Campaign Strategy
In order to grow and expand its business globally, Asics set out on a plan to become “the digital marketing agency for athletes and active people”. This entails creating compelling content to engage with consumers, gain brand equity, and ultimately drive sales. In pursuit of this goal, the company designed a digital marketing strategy that blends traditional offline and online tactics. It’s a strategy that focuses on gaining brand awareness, connecting with customers, and driving sales through digital marketing.
Hygiene And Awareness
As with any successful brand, hygiene and awareness are key. In order to ensure that its consumers are doing their bit for the environment, Asics promotes good hygiene as well as encourages people to be mindful of where their waste goes. The brand also sets up free clinics where people can get tested for HIV, as well as provides clean needles for the uninsured. All of these efforts help to drive home the brand’s sustainable message: One, where products are concerned, and two, that it is possible to reduce one’s carbon footprint while still enjoying life as usual.
Omotesando And Tokyo
Omotesando is a famous shopping street in Tokyo. It connects Harajuku with Yurakucho. The street is lined with international brands, as well as popular Japanese stores. Omotesando is a five-minute walk from Tokyo’s biggest subway station, Shibuya. This makes it easily accessible by visitors from all over the world.
In the middle of the 20th century, Omotesando was largely a residential street. Many international and Japanese companies established offices there. These days, it’s one of the city’s biggest commercial hubs, hosting a variety of shops, cafes, and restaurants. In 2020, thanks to its position as the city’s premier shopping destination, as well as its worldwide fame, Omotesando is always abuzz with footfall, day or night.
Creative And Content
On the subject of creative and content, it’s important to remember that Asics is a sporting brand, so its marketing strategies are likely to revolve around sports. As previously mentioned, the brand is particularly famous for its Japanese kobukuro (極太鐘) running-themed jewelry. This is likely to form the basis of many of the brand’s marketing materials, both online and off-line. The company releases an annual report detailing its digital marketing tactics each year, so interested parties can keep up with progress.
What are the main takeaways from this blog post?
Firstly, Asics is a brand that understands the digital market. It is the agency for athletic brands seeking to expand their reach, attract new customers, and increase revenue. Secondly, Asics’ marketing approach is highly focused on brand awareness, connecting with customers, and driving sales. These are all crucial tactics for any brand, but they are especially important for an athletic brand, which is likely to be targeted at people seeking quick wins in a competitive space.
Thirdly, due to the pandemic, people are now shopping online, which provides new platforms for brands to reach their target audience. If your brand is seeking to take advantage of the virtual shopping experience, now may be the right time to start, especially if your target audience is largely located in one place.
And last but not least, Asics is a brand that cares about the environment. The company promotes sustainable practices and runs its own clinics and workshops to provide services to people who need them. It also encourages customers to be mindful of their carbon footprint, as well as where their waste goes. All of these small acts add up to make a big difference. In this fast-paced world, where marketing strategies are constantly evolving, it is important to be mindful of how you are affecting the environment, both now and in the long term. And as we know, the planet cannot afford to lose any more businesses.