Research and analysis

Japan: A smart way to help UK companies April 2014

Published 16 April 2014

This research and analysis was withdrawn on 18 June 2014

This document is no longer current.

Export to Japan (www.exporttojapan.co.uk) is a digital platform providing market information, expert insight and access to a range of online services for UK Exporters. It is a partnership between the UKTI team in Japan, British Airways, the British Chamber of Commerce in Japan and 24 other private sector partners. William Hague helped launch the site during his visit to Tokyo last October: www.exporttojapan.co.uk/william-hague .

Since the visit, Export to Japan has become established as a key channel for market-entry support to UK companies. Around 10% of all UKTI Japan services to UK companies since July have been delivered through the site. We expect this to rise to 25% by next year. Representatives from 562 companies have signed up to the site in the first 6 months, generating a far greater number of new leads than existing HMG-only digital platforms.

The analytics are powerful. Market analysis, webinars, reports and other valuable contents can be accessed by member companies signing-in, meaning that we know exactly which British companies we have supported and which services are most popular. Feedback from companies has been positive.

0.1 Public-Private Partnership

Export to Japan is a genuine partnership between UKTI and the private sector in Japan and the UK. A Project Board provides partners with direct ownership over the site outcomes. Willie Walsh, chairman of International Airlines Group, recorded a personal welcome message for UK companies coming to the market. Many of the companies approached commented that it was a positive surprise for the Embassy to be taking such an “entrepreneurial approach” to helping exporters. The demand to be a part of it is widespread.

The benefits of partnership are clear:

• we have significantly extended our reach: partners actively promote the site to their own (larger) networks, with their media contacts and on their own websites. Some examples: PwC ran a promotional campaign in all their 20+ UK offices in November. British Airways persuaded JAL and Finnair to extend a 10% flight discount to all their UK-Japan routes as well. Meltwater emailed more than 20,000 companies directly through their database about the site, British Airways several times that number. A high proportion of visitors to the site come via referrals from others.
• we have improved the range and quality of our services. The 26 partners have each provided an exclusive discount for UK companies that can be downloaded via the site. Combined, these are conservatively worth £7000 to UK companies and include reductions on practical things that exporters need: flights, hotels, PR support, accountancy, office rental and business consultancy. See all the partners offers: www.exporttojapan.co.uk/partners/business-offers (sign-up required).
• we are providing a greater depth of market analysis to companies. Partners write articles, host webinars and brief new companies coming to Japan.

0.2 Commercial Diplomacy in Action

Export to Japan ensures that the expertise of the whole of the Japan network can be harnessed for the benefit of UK exporters. Prosperity, Political, Media and Nuclear colleagues have all provided reports, articles and videos for the site, and I record regular dialogues with business figures and others. Because we know exactly which UK Exporters watched, listened or downloaded this information, the UKTI teams can focus on analysis that UK exporters genuinely want and need.

0.3 Next Steps

Our long-term goal is for Export to Japan to become a ‘virtual’ Business Centre, delivering a range of digital market entry services to UK companies. It is already delivering value to a significant number of UK companies, with strong potential for growth, development and replication.

0.4 Disclaimer

The purpose of the FCO Country Update(s) for Business (”the Report”) prepared by UK Trade & Investment (UKTI) is to provide information and related comment to help recipients form their own judgments about making business decisions as to whether to invest or operate in a particular country. The Report’s contents were believed (at the time that the Report was prepared) to be reliable, but no representations or warranties, express or implied, are made or given by UKTI or its parent Departments (the Foreign and Commonwealth Office (FCO) and the Department for Business, Innovation and Skills (BIS)) as to the accuracy of the Report, its completeness or its suitability for any purpose. In particular, none of the Report’s contents should be construed as advice or solicitation to purchase or sell securities, commodities or any other form of financial instrument. No liability is accepted by UKTI, the FCO or BIS for any loss or damage (whether consequential or otherwise) which may arise out of or in connection with the Report.