The Prospects and the Problems of Exporting Japanese Farm Products to China

Abstract

This paper examines the prospects and the problems of exporting Japanese farm products to China by considering Chinese consumer attitudes to Japanese apples in Qingdao city. In China, some well-to-do consumers buy Japanese apples around the time called "Memorial Day." The prices are more than 10 times that of the apples they usually buy. Of importance is not only the elegant appearance of the apples but also the taste. Safety is also of concern to consumers. This is indicative of the fact that differentiation in product is sought after. This differentiation is also a key notion in the Japanese market. In this sense, the potential in the Chinese market can be seen in the extension of the differentiation strategy developed for the Japanese market.