How to succeed in the Japanese food industry in Mexico, a new Corona evil? Tips for sales strategy due to changes in Mexican eating habits due to Corona.

The new colon virus in Mexico has greatly changed the dietary habits of Mexican.It was forced to respond to the country's Japanese food industry.By making good use of that change, it will be possible to expand sales channels.Outlaws the changes in the Japanese food market in Mexico and the food culture of Corona.

The Japanese food market where there is probably room for development

As of September 2020, there are about 1,000 Japanese restaurants throughout Mexico, of which about 100 stores offer authentic Japanese food.About 500 stores in Mexico, Mexico, about 200 stores in Gedalahara, Harrisco's third largest in Harrisco, the second -largest Montelay metropolitan area, and in the central plateau (Bahio area) in the Metropolitan Area in Newe Boreon and Japanese companies related to the automotive industry.Approximately 100 stores are about 100 stores in other areas.Mexico City has a population of 9.21 million (7 total population).50 % of Japanese restaurants are concentrated because of the absolute number of 3 %, 2020 national census) and the fact that there are many middle income groups.Guadalahara Metropolitan Area and Montelay metropolitan areas are almost equal to 5.27 million and 5.34 million, respectively, but Guadalahara has twice the number of Japanese restaurants.The headquarters of COMERCIAL TOYO, which is located in Harrisco, where the city of Guadalahara is located, is the headquarters of COMERCIAL TOYO, which has been imported, wholesale and retailing Japanese ingredients.It is listed that you are going around.In the metropolitan area of Guadalahara, the number of roll sushi stores arranged in a Mexican style is more than pizza stores.

On the other hand, the Montelay metropolitan area has a gathering of huge companies, such as Soriana, a supermarket chain representing Mexico, and a Coca -Cola bottling company.The development of the Japanese food market has not progressed due to the number of players dealing with Japanese ingredients.Nue Boreon, where Montelay is located, is in Mexico and the United States, and companies in the United States have a historic connection with the United States, and business people often travel on large cities such as Los Angeles, New York and Chicago, there.I had many opportunities to touch Japanese food.However, since March 2020, Mexico has expanded the new colonovirus infection, and the unavoidable traffic with the United States has become unable to travel, and the full -fledged Japanese food in Mexico (especially Montelei) is both eating out and medium -sided.It is becoming necessary.It is considered that the remainder of the Japanese food market in Mexico in 2021 is in Montelay.

The single price of the fast food chain is half price in Japan

When JETRO conducted a price survey at a retail store in Mexico, McDonald's big mac alone was 45 pesos (about 225 yen, 1 peso = about 5 yen), and the Starbucks coffee tool size was 32 pesos.It was about half the price of the price (see the table)

Note: 1 peso = about 5 yen.Source: Jetro research

In addition, other ingredients and foods are procured in Mexico and those imported from the United States in their neighboring countries are inexpensive.In general, when foods imported from Japan are retailed in Mexico, about 2 Japanese retail prices due to transportation costs and customs costs..5 times.For this reason, Japanese ingredients produced by Japanese food companies in the United States are easier for Mexican people to purchase.However, since the variations of US -produced products are limited, most ingredients cannot be procured unless they are imported from Japan.

Due to the increase in the number of corona injuries

In Mexico, light meals such as tacos and tortuta (Mexico -style sandwiches) are purchased at stalls on the street, and the culture of eating on the spot is rooted.On the other hand, the supermarket, like in Japan, had no delicate corner of the side dishes, so the culture of taking it home and eating it was not very rooted.According to a survey by Mexico's research company Marcaways, a survey of 10,000 Mexican people (implemented in June 2020, announced in August results), "We have eaten out a month before the expansion of the new Corona infection.In response to the question "Taka", 53 % for 1 to 3 times, 20 % for 3-5 times, and 9 % for 5-7 times, and more than 80 % of them were eating out (see Figure 1).

However, the spread of infection has become more serious, and restaurants have been completely or partially suspended in Mexico in April 2020, and the tendency for people's diet has changed.71 % answered the question, "Where do you want to eat?"Fast food stores were 17 % and restaurants were 6 %.The street stand was only 6 % (see Figure 2).As of June 2020, it was found that the need for medium meals (including self -catering) was increasing very much.

On the other hand, what kind of dishes have been chosen when taking them home for medium meals?According to Marcaways questionnaire survey, Mexican cuisine was 66 %, Italian and Chinese food was 11 %, Japanese food was 7 %, and fast food 5 %.The questionnaire is unknown because of the online answer, but the Internet penetration rate is overwhelmingly high in urban areas, so it can be seen that Japanese food is preferred, mainly among Mexicans in urban areas.(See Fig. 3).

The secret of success is local fusion and digital transmission power

The secrets and the most important thing for Japanese food companies to succeed in the Mexican market are finding a reliable partner on the site.Mexico local companies that import Japanese ingredients are limited.In addition to the aforementioned Comirsial Toyo, JFC DE México (100 % investment in Kikkoman), which has imported network from Japan and the United States as a base in Mexico, Kume Impolutasio, which has a strong connection to Japanese and supermarkets.There are Ness (KUME IMPORTACIONES).

Next, do not focus on Japanese or Japanese people, but to be Mexican.The total population of Mexico is 126 million, which is almost the same as the population of Japan, but the volume is about 32,000 in total between Japanese residents and Japanese in Mexico.For this reason, Japanese "Kaze" fusion dishes (fusion) dishes that match the taste of Mexicans are being developed one after another, but we will accept them as food culture and use them as ingredients without denying it.You should.

On the other hand, among the Mexican people, the image of "Japanese food = health" already has a high -conscious high -income group, which is effective in selling a Japanese brand.For that purpose, it is important to use SNS.According to the Mexican Online Sales Association (AMVO), the number of mobile phones contracts at the end of 2020 was 126 million lines, the same as the Mexican population (Note).It can also be found that about 80 million SNS account holders are using SNS.Therefore, when targeting the middle and high -income groups, digital marketing is progressing that uses SNS algorithms to display appropriate ads to account holders, rather than previous media such as television and radio.Since this trend has become more clear since 2020, when the corona was evil, marketing digitization is expected to continue as a new normal (new norm).