In March
2001, the Japanese government officially confirmed the description of
the Japanese economy using the phrase "yuruyaka na defure jootai,
"meaning" experiencing the effects of continuous, gradual deflation,
"for the first time since the end of World War II. With this announcement,
the word "defure" entered the popular vocabulary. Japan is well
known for the high price of everything related to food, clothing, and
housing, and, especially in the cities, one is forced to use quite a bit
of money living day today. With the bad times for business seeming to
continue without end, consumers are now being forced to curb their spending.
As a natural result they are seeking out "inexpensive but quality"
merchandise.
An economy experiencing deflation is not necessarily healthy and can even
end up in collapse. Still, considering the high prices they had to pay
up until now, consumers are happy when they find it easier to obtain "inexpensive,
quality " merchandise.
Half-price Weekday Hamburgers
The
"hamburgers half-price on weekdays" sale begun in February 2000
by the fast-food chain McDonald 's has been much talked about. From Monday
to Friday, a hamburger (regular price \130)
is \65, and a cheeseburger (regular
price \160) is \80.
According to McDonald's Japan the strategy was effective, increasing visitors
to its restaurants 18. 3 percent over the previous year to an aggregate
1. 318 billion in 2000. Gross sales increased to a record figure of approximately
\430 billion.
The McDonald's half-price campaign triggered similar sales not only at
other hamburger chains like Lotteria, but at the gyuudon (beef
bowl) chain Matsuya, which cut the price of its regular-size gyuudon
bowl from \400 to
\290. Lowered prices are also spreading to restaurant menus and
the o-bento (boxed lunches) sold in convenience stores.
UNIQLO
While
sales in the apparel departments of department stores and large-scale
supermarket chains have fallen off, the casual-wear apparel store Uniqlo
has been growing rapidly. The Fast Retail Company, which operates Uniqlo, handles
everything from design, to manufacture, to sales, applying thoroughgoing
cost-reduction and quality control management. Ninety percent of its products
are manufactured in factories in China. The secrets to its success are
astonishingly low prices, simple designs that can be worn by young and
old alike, good quality materials and stitching, variety of colors and sizes, and
skillful advertising featuring popular entertainers. The popularity of
Uniqlo's already well-liked fleece jacket (\1, 900)burgeoned
after the array of colors was increased from the former 15 to 50 last
winter, and 25 million jackets, three times the 8. 5 million sold the previous
year, were sold. With seasonal hit products such as chino slacks and T-shirts, its
popularity has remained strong, although some people object to the impersonality
and uniformity of the brand.
100-Yen
Shops
Shops featuring a wide variety
of merchandise all uniformly priced at 100 yen (although consumption tax
is added to total purchases)are known as 100-yen shops. Now quite ubiquitous
in urban areas, some 100-yen chain stores have made their appearance as
well. Known for the variety of their merchandise, they sell household necessaries, food
products, stationery supplies, cosmetics, sewing notions, and many other items. Shoppers
are inevitably disarmed by the low per-item price and enjoy picking up
one item after another, often buying more than they need. In Tokyo's Shibuya
district the chain store Daiso does a flourishing business from a building
of four stories above ground and a basement stocked completely with 100-yen
goods. The store is always filled with the young people who flock to this
entertainment center of the city.
Original text : The Japan Forum Newsletter no 22 "Japanese
Culture Now" September 2001.
beef
bowl) chain Matsuya, which cut the price of its regular-size gyuudon
bowl from \400 to
\290. Lowered prices are also spreading to restaurant menus and
the o-bento (boxed lunches) sold in convenience stores. 
