Informasi Pasar Jepang
Pada tahun 2022, Jepang adalah ekonomi terbesar nomor 3 di dunia (GDP: USD 4,872 triliun), peringkat 4 dalam total ekspor, peringkat 5 dalam total impor, ekonomi nomor 27 dalam hal GDP per kapita (USD 38.214 per kapita) dan ekonomi paling kompleks nomor
December 7th, 2023
A. Perekonomian Jepang
Pada tahun 2022, Jepang adalah ekonomi terbesar nomor 3 di dunia (GDP: USD 4,872 triliun), peringkat 4 dalam total ekspor, peringkat 5 dalam total impor, ekonomi nomor 27 dalam hal GDP per kapita (USD 38.214 per kapita) dan ekonomi paling kompleks nomor 1 menurut Economic Complexity Index (ECI) (OEC, 2022).
B. Potensi Pasar Jepang
Potensi impor terbesar Jepang ditempati oleh komoditas terkait komponen LED, smart card, dan sirkuit terpadu elektronik yang menjadi komoditas ekspor terbesar Jepang dengan realisasi yang baru mencapai 71%, obat-obatan ritel yang baru terealisasikan 64%, produk unggas dan peternakan sebesar 45%, komponen produksi kendaraan bermotor sebesar 63%, mesin pemroses data sebesar 85%, dan sebagainya. Komponen terkait smart card, sirkuit terpadu elektronik dan lampu LED menunjukkan perbedaan absolut terbesar antara ekspor potensial dan aktual dalam hal nilai, menyisakan ruang untuk merealisasikan ekspor tambahan senilai USD 7,2 miliar.
Secara agregat, Jepang merupakan mitra dagang Indonesia yang sangat penting, menduduki posisi 3 sebagai importir (USD 16 miliar) dan eksportir (USD 15 miliar) dengan partner share sebesar 9,64% sebagai importir dan 9,14% sebagai eksportir.
Sementara itu, Indonesia menempati posisi ke-8 mitra dagang terbesar Jepang, dengan Indonesia yang mencatat surplus perdagangan sebesar USD 4,16 miliar dari ekspor Jepang ke Indonesia sebesar 13,98 miliar dan impor Jepang dari Indonesia sebesar USD 18,14 miliar.
Produk dengan potensi ekspor terbesar dari Indonesia ke Jepang adalah nikel matte, udang dan produk laut beku, kayu lapis, panel veneer & kayu laminasi sejenis. Indonesia memiliki kapasitas pasokan tertinggi dalam minyak sawit yang tidak termasuk minyak mentah. (International Trade Center, 2022).
C. Standar Pasar Jepang
Untuk dapat memasuki pasar Jepang, UMKM Indonesia terlebih dahulu harus memenuhi standar market Jepang yang merupakan market dengan skor kompleksitas tertinggi di dunia, menurut Economic Complexity Index (ECI) oleh OEC (OEC, 2022). Persyaratan keamanan, peraturan proteksionis dan bea cukai adalah hambatan entri yang paling umum ditemui.
Pada dasarnya, produk ekspor ke Jepang diatur dalam 1) Undang-Undang Perlindungan Tanaman, 2) UU Sanitasi Makanan, dan 3) UU Kepabeanan (JETRO 2011). Business culture di Jepang juga patut dipelajari untuk mempermudah proses ekspor. Kegiatan impor market Jepang umumnya dilakukan melalui setidaknya satu importir, yang kemudian diteruskan ke satu distributor. Bisnis di Jepang mengutamakan kontak personal, maka dari itu pendekatan secara personal merupakan cara yang paling efektif untuk membangun kemitraan dan kepercayaan importir lokal terhadap UMKM.
Berikut adalah dokumen-dokumen yang harus dipenuhi produk UMKM untuk dapat memasuki pasar Jepang secara legal:
1. Submitted to: Quarantine Information Office, Ministry of Health, Labour and Welfare (Plant quarantine under the Plant Protection Act):
a. Application for import ispection
b. Phytosanitary (inspection) certificate issued by the plant quarantine service of the exporter
c. A copy of bill of lading (B/L), invoices, etc. (Submission may be required)
2. Submitted to: Departments responsible for surveillance of food imports of Quarantine Stations, Ministry of Health, Labour and Welfare (Food sanitation inspection under the Food Sanitation Act):
a. Notification form for importation of foods
b. Material/ingredient table
c. Production flow chart
d. Table of analysis results issued by the designated inspection institute (if there is a past record of import)
3. Submitted to: Local customs offices (Customs clearance under the Customs Act):
a. Declaration of import
b. Invoice
c. Packing list
d. Bill of lading (B/L) or airway bill
e. GSP Certificate of Origin (*only for imports from prefentially treated countries, discussed in III. Taxation System)
D. Karakteristik Pasar Jepang
Tingkat impor bahan pangan serta tingkat kedaulatan pangan Jepang mencerminkan kebutuhan serta keterbukaan dan keingintahuan konsumen Jepang terhadap produk-produk pangan asing yang diproduksi negara-negara mitra, termasuk Indonesia.
1. Struktur Market Jepang
Secara struktur, market Jepang adalah market yang matang dan inovatif dari segi ritel, pelayanan, pengolahan, dan distribusi. Pada tahun 2017, nilai total industri ritel Jepang mencapai JPY 52.453 miliar (USD 474,3 miliar) (USDA Foreign Agricultural Service, 2018).
Berikut tipe distributor yang potensial bagi UMKM Indonesia:
a. Superstores
Superstores (supermarket dan mal) merupakan jalur distribusi dengan pangsa pasar nomor satu di market Jepang dengan pendapatan JPY 13.151,8 miliar pada tahun fiskal 2019 (Seven&i Holdings Japan, 2019).
b. Konbini (minimarket)
Gaya hidup konsumen Jepang, terutama di perkotaan ditopang oleh keberadaan toko- toko kecil yang menjual barang-barang sehari-hari, yang dikenal dengan nama konbini (convenience store) atau minimarket. Selain dari aspek kenyamanan dan ketersediaannya, konbini juga memiliki daya tarik bagi konsumen Jepang dari segi keunikan barang-barang yang dijual.
c. Department Store
Meskipun memiliki citra kelas atas dengan produk-produk mewah, department store menjadi salah satu opsi distributor yang dapat dimanfaatkan UMKM Indonesia. Kesempatan bagi UMKM Indonesia terletak pada keberadaan depachika atau lantai bawah tanah department store yang didesain untuk menjadi pusat penjualan makanan siap santap, kue dan kudapan, serta oleh-oleh makanan dan minuman lain seperti saké Jepang.
d. E-commerce
Penjualan e-commerce mulai menjadi dominan di Jepang, terutama setelah pandemi COVID-19 dapat menjadi opsi bagi UMKM Indonesia untuk memasuki market Jepang. Dilihat dari sisi pendapatan, Jepang adalah pasar terbesar ketiga dunia untuk e-commerce, dengan pendapatan tercatat USD 128 miliar pada tahun 2021, di atas Inggris dan setelah China dan Amerika Serikat (eCommerceDB, 2021).
e. Specialty Stores
Meskipun tidak termasuk deretan pelaku pasar dengan market share terbesar di Jepang, terdapat berbagai specialty stores yang dapat memenuhi permintaan-permintaan niche (khusus) di Jepang yang potensinya dapat dimanfaatkan UMKM Indonesia.
f. Toko Halal dan Etnis
Indonesia memiliki advantage dibanding dengan negara-negara pesaing, di mana produk Indonesia umumnya mencakup dua kategori sekaligus: Halal dan etnis. Produk-produk Indonesia di Jepang juga dapat ditemui di toko yang mengedepankan konsep Halal, etnis, maupun toko Indonesia dengan target pasar utama diaspora Indonesia di Jepang.
2. Preferensi Market Jepang
Market Jepang secara umum memiliki preferensi terhadap komoditas berkualitas tinggi dan memilih konsumsi kualitas dibanding kuantitas. Namun, pasar Jepang sat ini telah mengalami sedikit perubahan sejak melambatnya perekonomian pasca krisis ekonomi 1998, di mana populasi Jepang terutama kawula mudanya memilih produk yang lebih murah dan diproduksi secara masif, meskipun tanpa mengorbankan kualitas (Export Enterprises SA, 2022).
a. Kualitas produk (bahan baku, pengolahan, pengemasan)
b. Pengaruh budaya
c. Keamanan dan kesehatan pangan
d. Nilai sosial
e. Kodawari (menaruh perhatian terhadap proses menuju kesempurnaan)
E. Studi Kasus Komoditas Kopi
Berdasarkan data potensi ekspor Indonesia, kopi merupakan salah satu komoditas potensial yang dapat diekspor ke Jepang (ITC, 2022). Potensi ekspor kopi juga didasari data pada yang menunjukkan bahwa konsumsi kopi Jepang menempati peringkat keempat di dunia pada tahun 2020 dibawah Amerika Serikat, Malaysia, dan Mesir. Besarnya konsumsi kopi Jepang dan keragaman kopi Indonesia menjadi sebuah peluang bagi UMKM Indonesia untuk dapat melakukan ekspor produk kopi baik dalam bentuk biji kopi maupun kopi yang telah diproses (roasted) ke Jepang.
Jepang juga merupakan negara dengan urutan kelima dalam hal impor kopi Indonesia sehingga peningkatan impor kopi Indonesia oleh Jepang masih dapat dilakukan. Dari segi penjualan kopi, walaupun kopi Indonesia terutama yang dijual oleh UMKM telah masuk menjadi salah satu produk pada supermarket Jepang, rupanya hanya kurang dari 40% toko di Jepang yang memasok kopi Indonesia (House of Beans, 2022).
Beberapa gambaran kondisi ini menunjukkan bahwa kopi Indonesia masih sangat berpeluang untuk diekspor ke Jepang. Ekspor ini utamanya perlu dilakukan oleh UMKM Indonesia agar mampu memperluas cakupan pasar sehingga tidak hanya mampu memasarkan produk di dalam negeri, namun mampu untuk memasok ke luar negeri utamanya Jepang. Selain mengacu pada data konsumsi kopi dan potensi ekspor untuk Jepang, peluang ekspor kopi oleh UMKM Indonesia juga semakin besar karena adanya peningkatan dukungan kelembagaan yang telah dicanangkan oleh Bank Indonesia bersama pemangku kepentingan utama Pemerintah Indonesia di Jepang seperti Kedutaan Besar Republik Indonesia (KBRI) dan Indonesian Trade Promotion Center (ITPC). Inovasi dukungan kelembagaan juga telah dilakukan melalui pembentukan aggregator di Jepang yaitu “House of Beans” yang secara lebih rinci akan diulas pada bagian berikutnya.
Translation
Japan’s Market Information
A. Japan’s Economy
In 2022, Japan is the third-largest economy in the world (GDP: USD 4.872 trillion). It ranked 4th in total exports, 5th in total imports, 27th in terms of GDP per capita (USD 38,214 per capita), and the most complex economy according to the Economic Complexity Index (ECI) (OEC, 2022).
B. Japan’s Market Potential
Japan's largest import potential is associated with commodities related to LED components, smart cards, and electronic integrated circuits, which are Japan's leading export items. However, the realization of this potential has only reached 71%. Other notable examples include retail medicines, which have been realized at 64%, poultry and livestock products at 45%, motor vehicle production components at 63%, and data processing machines at 85%. Components related to smart card, electronic integrated circuits, and LED lights show the most significant absolute difference between potential and actual exports in terms of value, leaving room for additional exports worth USD 7.2 billion.
Overall, Japan is an important trading partner for Indonesia, ranking 3rd both as an importer (USD 16 billion) and exporter (USD 15 billion), with a partner share of 9.64% in imports and 9.14% in exports.
Meanwhile, Indonesia holds the 8th position as Japan's largest trading partner, recording a trade surplus of USD 4.16 billion as Japan's exports to Indonesia worth USD 13.98 billion and Japan's imports from Indonesia worth USD 18.14 billion.
The products with the greatest export potential from Indonesia to Japan include nickel matte, shrimp, frozen seafood products, plywood, veneer panels, and similar laminated wood. Indonesia has the highest supply capacity in palm oil, excluding crude oil (International Trade Center, 2022).
C. Japan’s Market Standards
To enter the Japanese market, Indonesian MSMEs must first meet its high market standards as Japan holds the highest complexity index globally, according to the Economic Complexity Index (ECI) by the OEC (OEC, 2022). Common examples of barriers to entry include security requirements, protectionist regulations, and customs duty.
Basically, the export of products to Japan is regulated by some laws, which are 1) the Plant Protection Law, 2) the Food Sanitation Law, and 3) the Customs Law (JETRO 2011). Additionally, understanding the business culture in Japan is crucial to simplify the export process. Import activities in the Japanese market are typically conducted through at least one importer, who will give the products to a distributor. Since business in Japan values personal contact, adopting a personal approach becomes the most effective way to build partnerships and trust between local importers and MSMEs.
Here are the documents that should be fulfilled by MSMEs products in order to enter the Japanese market legally:
1. Submitted to: Quarantine Information Office, Ministry of Health, Labour and Welfare (Plant quarantine under the Plant Protection Act):
a. Application for import ispection
b. Phytosanitary (inspection) certificate issued by the plant quarantine service of the exporter
c. A copy of bill of lading (B/L), invoices, etc. (Submission may be required)
2. Submitted to: Departments responsible for surveillance of food imports of Quarantine Stations, Ministry of Health, Labour and Welfare (Food sanitation inspection under the Food Sanitation Act):
a. Notification form for importation of foods
b. Material/ingredient table
c. Production flow chart
d. Table of analysis results issued by the designated inspection institute (if there is a past record of import)
3. Submitted to: Local customs offices (Customs clearance under the Customs Act):
a. Declaration of import
b. Invoice
c. Packing list
d. Bill of lading (B/L) or airway bill
e. GSP Certificate of Origin (*only for imports from prefentially treated countries, discussed in III. Taxation System)
D. Characteristics of the Japanese Market
The level of food imports and food sovereignty in Japan reflects the needs, openness, and curiosity of Japanese consumers toward food products produced by trading partners, including Indonesia.
1. Japanese Market Structure
In terms of structure, the Japanese market is mature and innovative in retail, services, processing, and distribution. In 2017, the total value of Japan's retail industry was JPY 52,453 trillion (USD 474.3 billion) (USDA Foreign Agricultural Service, 2018).
Here are the potential types of distributors for Indonesian MSMEs:
a. Superstores
Superstores (supermarkets and shopping malls) are the distribution channel that has the highest market share in the Japanese market with revenues of JPY 13,151.8 billion in the 2019 fiscal year (Seven&i Holdings Japan, 2019).
b. Konbini (minimarket)
The lifestyle of Japanese consumers, especially in urban areas, is supported by the presence of small stores that sell daily needs, known as konbini (convenience stores) or minimarkets. Apart from the aspects of convenience and availability, konbini also attracts Japanese consumers in terms of the uniqueness of the products sold.
c. Department Store
Despite having a high-class image with luxury products, department stores become one of the distribution options that Indonesian MSMEs can leverage. Opportunities for Indonesian MSMEs lie in the existence of depachika, the underground floor of department stores designed to be a centre for ready-to-eat meals, cakes and snacks, as well as food and beverage souvenirs, including Japanese sake.
d. E-commerce
E-commerce sales are becoming dominant in Japan, especially after the COVID-19 pandemic, and this can be an option for Indonesian MSMEs to enter the Japanese market. In terms of
revenue, Japan is the world's third-largest e-commerce market, with revenues of USD 128 billion in 2021, surpassing the UK and after China and the United States (eCommerceDB, 2021).
e. Specialty Stores
Despite not having the largest market share in Japan, there are various specialty stores that can meet niche demands in Japan, and their potential can be leveraged by Indonesian MSMEs.
f. Halal and Ethnic Stores
Indonesia has an advantage compared to its competitors, as Indonesian products typically fall into two categories: Halal and ethnic. Indonesian products in Japan can be found in stores that promote the concepts of Halal and ethnic, as well as in Indonesian stores targeting the Indonesian diaspora in Japan.
2. Japanese Market Preferences
In general, the Japanese market prefers high-quality commodities and prioritizes quality over quantity in consumption. However, there has been slight changes since the slowdown of the economy after the 1998 economic crisis, as the younger population in Japan tends to pick for more affordable and mass production products without compromising on quality (Export Enterprises SA, 2022).
a. Product Quality (raw materials, processing, packaging)
b. Cultural Influence
c. Food Safety and Health
d. Social Values
e. Kodawari (attention to detail and perfection in the process)
E. Case Study: Coffee Commodities
Based on the potential export data from Indonesia, coffee is one of the potential commodities that can be exported to Japan (ITC, 2022). The potential for coffee exports is also supported by data showing that Japan's coffee consumption ranked fourth in the world in 2020, following the United States, Malaysia, and Egypt. The significant coffee consumption in Japan and the diversity of Indonesian coffee are the opportunities for Indonesian MSMEs to export coffee products, whether in the form of coffee beans or processed (roasted) coffee, to Japan.
Japan is also the fifth-ranked country in terms of importing coffee from Indonesia, indicating that there is still potential to increase coffee imports from Indonesia to Japan. Despite Indonesian coffee, especially those sold by MSMEs, becoming one of the products in Japanese supermarkets, it appears that only fewer than 40% of stores in Japan supply Indonesian coffee (House of Beans, 2022).
These situations indicate that Indonesian coffee still has significant opportunities for export to Japan. This export is essential for Indonesia’s MSMEs to expand their market share, enabling them not only to sell market products domestically but also to supply internationally, particularly to Japan. Besides referring to coffee consumption data and export potential for Japan, the opportunities for Indonesian MSMEs to export coffee are also supported by increased institutional support initiated by Bank Indonesia in collaboration with key stakeholders of the Indonesian Government in Japan, such as the Embassy of the Republic of Indonesia (KBRI) and Indonesian Trade Promotion Center (ITPC). Institutional support also includes the establishment of an aggregator in Japan called 'House of Beans which will be discussed further in the following section.
