JAPAN | SOUTH KOREA | CHINA
PRACTICAL ASPECTS OF APPROACHING MARKETS
CASE STUDIES FROM THE HOME SECTION

The workshops for the House sector, under the theme ‘Practical Aspects of Approaching the Japanese, South Korean, and Chinese Markets’, took place on June 29 and 30, and were broadcast online via streaming.

The first day, based on the Japanese and South Korean markets, started with Mark Kum, from 2Advanced, a marketing and communication company based in South Korea. The expert in marketing and communication made an overview of the South Korean market in these areas, mentioning, for example, aspects that have changed with the covid-19 pandemic, namely the “go to market” models that saw a drastic decrease in face-to-face meetings in favor of online meetings.

In the second speech of the day, Nuno Teixeira, from Maersk, mentioned some logistical issues of paramount importance in the Japanese and South Korean markets, for which Maersk presents logistical solutions in 4 major areas (transport services, digital solutions, supply chain and logistics, financial services).

The next speech was taken by Dagmar Stock, from Messe Frankfurt, who made an overview of the importance of brands being present at fairs and shows in their target markets. Next, Dagmar Stock introduced the Interior Lifestyle Tokyo fair and gave some tips about participating in it.

On this first day, the workshop also included the testimonies of Sónia Fernandes, representing the textile company António Salgado, and Paula Sousa, representing the furniture company Urban Nick, who talked about their experiences in internationalizing to these markets.

On June 30, and with the focus on the Chinese market, Ken Lyu, from Sainclair, started the work, characterizing the Chinese market, highlighting its regional differences, to be taken into account when planning the internationalization process. He then framed the media sector in the country, in an intervention of paramount importance for the perception of the various opportunities and constraints of the media sector in China.

In the second intervention of the day, Jean-Yves Languillez, representative of Emotion Digital, spoke on the topic of digital marketing and Wechat in China, stating that the typical Chinese consumer is very demanding not only in the product, but also in the response time of the supplier company, so that compliance with timings is essential.

Nuno Teixeira, from Maersk, replicated on this second day his speech from the previous day, adapting it to the reality of the Chinese market.

The company Cutipol was the one represented as a testimony of success in the process of internationalization to these markets. João Pedro Ribeiro, company representative, spoke about the internationalization process of Cutipol, since its genesis in 2010, referring the challenges and the sales and activation channels used.

See below the complete video of the interventions.