Research on Distribution Strategies to Penetrate Emerging Markets in Asia

Keywords: Thailand, Vietnam, China, distribution, sales channels

I am researching distribution management and marketing in Southeast Asia and China. The main focus of my research is on channel strategies in the consumer goods sector in Asia. I compare and analyze Japanese, Western, and local consumer goods manufacturers in Asia regarding how marketing channels (distribution routes) are created for consumer goods such as daily necessities and cosmetics, from manufacturers to wholesalers and retailers to consumers, and study what channel strategies are suitable for Asia. In particular, Japanese companies face challenges in finding appropriate local partner companies and building suitable relationships. Additionally, online sales are growing rapidly in Asian countries, even more so than in Japan. New business models that integrate online and offline (stores) in unprecedented ways, as well as promotional strategies utilizing live commerce, are emerging. From my research, I want to emphasize that Japanese companies and people should completely move away from viewing Asia as a latecomer and instead learn openly from the new changes occurring in Asia.

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