LyrArc Article Gist
The domestic market is declining as Japanese consumers spend even less than before. Household spending declined by 3.5% in February, as unemployment went up to 4.4%. This means recovery based on domestic demand picking up is not going to happen. Exports declined by 46% in February 2009. Even though policymakers are trying to revive the domestic market, Japanese companies are looking for innovative ways to increase exports. Panasonic is making products specifically for emerging markets like China and Vietnam. In cars the domestic market is weak as younger Japanese are not showing an interest in buying new cars. Sales have gone down by half from the peak reached in 1990, and an industry organization expects sales to go to the lowest since 1977. Toyota saw overseas sales double since 1998, but Japanese sales declined by 10%. Sales of beer are declining as Japanese are shifting to drinking wine, so Kirin came up with a cheaper beer flavored drink in 2005 that did away with malt altogether, bought a winemaker. It is expanding overseas with $1.26 billion to raise its stake in Philippines beermaker San Miguel, and $1 billion in National Foods, an Australian company. Japanese are also becoming poorer in a relative sense, with Japanese income per capita not in the top five, it is now 19th in the world. And as the nation's birthrate declines, companies that make diapers like Unicharm are making diapers for the elderly, and products for pets called litter sheets. And Unicharm is expanding its network in China from 300 cities to 500 cities, is targeting the 18 million babies born in China, as well as selling diapers in South East Asia.