In a recent exclusive interview, Tina Li, President of iKitbot Japan, shared insights into the company’s strategic approach to entering the Japanese market, particularly in the competitive field of commercial cleaning robots. This discussion is part of the “Talks about Going to Japan” series by 36Kr Global, which highlights the experiences of Chinese enterprises successfully navigating the complexities of the Japanese market.
iKitbot, founded in 2021, focuses on research and development, as well as manufacturing of commercial cleaning robots. Its flagship product, the “ONE PRO” series, is tailored specifically for Japan’s demanding commercial environment, addressing the country’s unique challenges, including its aging workforce. With the average age of cleaning staff exceeding 53 years, the urgency for automation solutions is paramount.
Despite the high demand, the Japanese market is known for its stringent service standards. IKitbot did not opt for the typical fast-paced approach often associated with Chinese companies, but instead took a methodical route, emphasizing thorough implementation and adherence to local standards. Since entering the market in April 2024, iKitbot has secured orders worth hundreds of millions of yen, successfully integrating its products in high-end hotels, hospitals, and supermarkets.
Understanding the Japanese Market
Li explained that the rationale behind choosing Japan as a primary market stemmed from the intersection of pressing demand, favorable policies, and a significant competitive gap. The introduction of robots in this sector is not merely about cost-efficiency; it’s about addressing a survival crisis due to labor shortages. As the Japanese society promotes digital transformation, there lies a remarkable opportunity for Chinese service robots to fill critical gaps in the market.
One of the unique features of the Japanese market is its conservative nature, especially among business customers who prioritize reliability and after-sales service over low prices. As such, iKitbot adopted a strategy of “not causing trouble” to customers, which became the cornerstone of their product standards. This respect for local market expectations has been crucial in establishing a foothold.
Strategic Implementation and Challenges
iKitbot’s strategy goes beyond just providing advanced cleaning machines. The company aims to maximize human-labor substitution by replacing traditional working methods entirely. This approach involves transforming Japan’s highest cleaning service standards into machine algorithms, ensuring that what is delivered is a comprehensive cleaning productivity system rather than a basic tool requiring constant manual input.
Building trust within the Japanese market posed significant challenges. Li noted that initial proof of concept (POC) trials in Japan lasted two months, where customers evaluated not just cleaning efficiency but also noise levels and the seamless integration of the machines into their existing operations. The support from the Japan External Trade Organization (JETRO) was pivotal in this process, as it provided crucial market insights and helped the company establish a local presence.
Future Prospects and Market Expansion
Looking ahead, Li views Japan as both a critical market driven by an aging population and a testing ground for global expansion. The company plans to deepen its partnerships in Japan and launch variations of its products, such as large-screen and UVC disinfection versions, tailored to specific needs while maintaining stringent quality standards.
iKitbot has already expanded its operations to over 30 countries, achieving significant global cleaning area coverage. Their strategy of focusing on regions with real labor shortages has allowed them to make inroads into first-tier cities and high-profile establishments.
- Established a Japanese office and local after-sales service systems to enhance trust and operational efficiency.
- Participated in over a hundred real-life trials to fine-tune product performance before mass production.
- Emphasized the importance of local partnerships and personal involvement in global operations.
Tina Li offers valuable advice for other companies aiming to enter the Japanese market: prioritize safety and stability over cost-effectiveness, respect the lengthy verification processes, and engage directly with local partners who understand the market landscape. As iKitbot continues to navigate the complexities of this unique market, its experiences may serve as a blueprint for other enterprises aspiring to succeed in Japan.
For more information on iKitbot and its innovative cleaning solutions, visit iKitbot’s official website.