陶磁器食器メーカーのアジア市場参入

ケーススタディの背景

A tableware company specialized in ceramic products, with hundreds of years of history, was looking for a rapid entry and growth in the Asian market. The company wanted to quantify the growth opportunity for its stylish tableware product lines in two target countries and identify an actionable go-to-market strategy. SIS worked with the senior executives to design the best solution for its business goals.

方法論

SIS developed a comprehensive tableware market entry feasibility and attractiveness study in two countries in Asia. The project involved in-depth discussions with distributors, retailers, and customers. This allowed SIS to gain insights into the trends, growing segments, and demand gaps in both local markets.

主な調査結果

SIS の主な調査結果は次のとおりです。

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. 西洋風の陶器食器が好まれ、特にモダンでありながらエレガントなデザインをミックスしたブランドが好まれる。
3. 2013年の両アジア諸国では、外国ブランドおよび輸入食器が市場全体の60～80%を占めている。中国と英国の企業が、選択された国の主な輸出国である。
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.