Consideration of “Decision Premise” regarding Japanese Business Firms Entry into the Chinese Apparel Market

Abstract

The present study examines the necessary factors for a Japanese firm to enter the Chinese market. From 1995-2005, the Chinese apparel market greatly attracted Japanese fashion apparel firms. However, as of 2020, there are few examples of outstanding success in the Chinese market. We used text mining to compare the views of successful business owner and consultants (commentaries) in the Chinese market. We also performed "Quantitative Content Analysis" using the free analysis software "KH Coder". Entering the rapidly changing Chinese market is a risky and high-return business. The stylism supply, sales and financial results of products that can withstand this, especially the success of the business in the Japanese market, are prerequisites. Firms that meet this premise were rare in 2000. This is because there were few firms that satisfied the "Administrative kansei (affectivity)" was required to enter the market.