Actions of Russian exporters to enter the markets of Japan and Vietnam consist of 3 stages – Christopher Miller

Источник: The DairyNews
During the conference organized by the Federal center AgroExport, Manager of World Bank program in Russia Christopher Miller noted the key success factors in the Japanese market, highlighting success, efficiency, stability of supplies, personal relationships, pricing policy, brand differentiation and partnership with a trading or purchasing company, The DairyNews reports.

The expert noted that the quality level of products should be high, stable and meet the expectations of Japanese consumers, who have the highest requirements for products on the market, and if problems arise, the exporter should promptly take corrective actions, including withdrawal of the product. At the same time, Japanese importers require compliance with all the terms of the agreements and timely delivery. To do this, exporters need to strive to build long-term relationships with their Japanese partners.

Christopher Miller added that due to higher duties, Russian exporters have to lose part of their profits, at least at the initial stage, in order to enter a large market and compete with the combined companies. Therefore, due to the specifics of the Japanese market, it is important to interact with the right partner.

In such a complex and diverse market as the Japanese cheese market, brand strategies are of particular importance. Even for undifferentiated products such as block cheeses, Russian exporters will have to present a differentiating factor that will encourage Japanese consumers to work with new suppliers. As with expensive cheeses, it is necessary to find the right niche or suitable related products for this category in order to attract the interest of Japanese business partners, - said the Head of World Bank programs in Russia.

In this regard, he created a map of the Russian exporter's actions to enter the markets of Japan and Vietnam, dividing the process into three stages. First, they need to prepare by evaluating the company's compliance with exports, determining the sales product, strategies for entering a specific market, and so on.

'The second stage consists of actions on the territory of the Russian Federation that must be taken to export products to Japan or Vietnam. These include enterprise certification, product certification, and logistics organization. As a result of the second stage, the company gets the right to supply dairy products to these countries,' said Christopher Miller.

The final third stage consists of customs clearance of products: registration of exporters, customs clearance of exports, including registration of veterinary and accompanying documentation. According to the results of the third stage, products are exported from the territory of the Russian Federation.

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