Approximately 70% of overseas business managers at companies expanding into China feel that business models dependent on 'inbound consumption' from China have reached their limits or pose risks! AllWill Inc. conducts a 'Survey on Japanese Companies' Expansion into the Chinese Market'!

AllWill Inc. (Headquarters: Minato-ku, Tokyo; Representative Directors: Liang Chen, Tsutomu Saito), which provides support for cross-border business with China, has conducted a 'Survey on Japanese Companies' Expansion into the Chinese Market' targeting overseas business managers (men and women aged 20-65) at companies expanding into China. The survey reveals the awareness of these managers regarding business models dependent on 'inbound consumption' from China, the effectiveness of direct market expansion from a medium-to-long-term perspective, and the barriers and countermeasures involved in promoting such expansion.

＜Background＞

The recent decline in the number of tourists visiting Japan from China has forced Japanese companies that have benefited from inbound consumption to significantly rethink their strategies. Among overseas business managers at the forefront of the Chinese market, there is a growing sense of crisis regarding 'inbound-dependent' business models that rely heavily on external environments. However, there has been a lack of data regarding the real-time awareness of these managers concerning changes in the business environment and the specific hurdles they face when pivoting toward direct expansion. Therefore, AllWill Inc. conducted this survey to gain insights into these issues.

＜Survey Summary＞

・Approximately 70% of overseas business managers at companies expanding into China feel that business models dependent on 'inbound consumption' from China have reached their limits or pose risks, given the recent decline in visitors from China.

・More than half of the managers believe that direct market expansion is more effective for long-term sales and business growth in China.

・The top benefit of direct market expansion cited by managers is 'the ability to approach a broader target audience.'

・Approximately 75% of managers feel that it is difficult for companies currently focused on inbound business to actually promote direct market expansion.

・The main barriers to 'direct market expansion' are 'dealing with local laws, regulations, and country risk' and 'shortage of funds and personnel for expansion and operations.'

・The top three countermeasures to overcome these barriers are: 1st, 'Partnerships with local companies or agencies'; 2nd, 'Local market research and test marketing'; 3rd, 'Recruitment or internal training of specialized talent.'

＜Survey Overview＞

Survey Period: March 4 – March 6, 2026

Survey Method: Internet survey

Target: Overseas business managers at companies expanding into China (men and women aged 20-65)

Sample Size: 179 people

Monitor Provider: RC Research Data

*Percentages are rounded to the second decimal place, so the total may not equal 100.0%.