Do not dismiss distribution in Japan

In recent years, many international brands entering Japan assume that direct-to-consumer models are inherently superior.
Online sales, influencer marketing, and brand-owned channels are often seen as more efficient and margin-preserving than working with distribution partners.

In Japan, this assumption frequently leads to missed opportunity.

The Japanese distribution network is extensive, long-established, and deeply embedded in how products reach the market.
These channels are not simply logistical intermediaries.
They carry relationships, credibility, and access that are difficult to replicate independently.

Brands often focus on distributor margins without fully accounting for the true cost of operating alone.
When marketing spend, customer acquisition, logistics, customer support, and operational overhead are considered, the margin difference is often narrower than expected.

More importantly, distribution partners provide reach and trust that cannot be accelerated through digital activity alone.
Acceptance into established channels signals reliability and commitment, particularly in categories where buyers value continuity and proven track records.

This does not mean that direct-to-consumer models are ineffective in Japan.
Rather, relying on them exclusively can limit scale and visibility.

Brands that succeed in Japan often pursue a dual approach.
They maintain direct channels for brand control and insight, while working with distribution partners to access breadth, stability, and institutional trust.

In Japan, distribution is not an outdated model.
It is a parallel system — and ignoring it often slows growth rather than preserving it.