VanMoof brings a Dutch take on mobility to Japan - Part 1
A Dutch e-bike manufacturer adjusts its offering to succeed in Japan
Dutch manufacturer VanMoof is famous for its stylish and cutting-edge electric bicycles. The e-bike maker launched in Japan in 2017, before expanding to other Asian cities in 2018. VanMoof’s Tokyo store currently sells two models of e-bikes - the original S3 and the X3, for smaller riders - both with a distinctive design that integrates batteries and lights into the frame. We spoke with David Robert, Brand Content and Marketing Manager at VanMoof to learn how VanMoof entered the Japanese market and convinced style-conscious consumers to buy its premium products.
In the first part of this interview, we discuss why VanMoof chose Japan for its first venture into Asia, and how it overcame the challenges of entering the Japanese market. In part two we will discuss what makes Japanese customers different and how VanMoof is aiming to make cities more sustainable.
Despite the challenges, Japan was VanMoof's first choice market in Asia
mct: Japan is the first country in Asia with a VanMoof brand store (Tokyo) and a certified workshop (Osaka). Can you describe the thought process that led VanMoof to make this move in Japan?
DR: VanMoof is originally from Amsterdam. Naturally, our first steps when going global were in similar European markets that looked promising. But at the same time, when looking at cycling penetration and potential to impact a market, unexpectedly for many people, Japan appeared at the top of the list. Despite having a very efficient mobility infrastructure, many people use the bicycle on a daily basis, making it one of the top three countries in the world in bicycle usage, together with The Netherlands and Germany.
The other reason why Japan made sense for us is the density of its cities and large population; we are a very city-focused bicycle company. We don’t sell mountain- or road-bikes. We focus on city commuters. Japan has a lot of daily city commuters and we believe that getting around could be much better with bicycles. That’s why Japan was a perfect fit.
mct: What opportunities do you see in Japan, for VanMoof and other foreign companies?
DR: We think Japan is a very interesting and particular market. Japanese consumers are very curious in nature, especially for new foreign products. At the same time Japanese society is generally very interested and knowledgeable about new trends, new fashion, new tech, making the level of expectation for new products and services very high. This curiosity and required level of quality is what excites us about Japan. If you want to be the best in your field, Japan is the best location to test and push the limits of the consumer experience. Succeeding in Japan, which may be hard for foreign companies, makes it easier for your organization to be successful anywhere.
Local laws and ergonomics necessitated an adjusted offering
mct: What were the most significant challenges that VanMoof faced when entering Japan?
DR: There are a couple of challenges we came across when coming from the Netherlands to Japan; first, as expected, we had to adapt to the local regulations, for example adjusting the motor and other technical aspects of the bike to fit local laws.
On the product and usage side, we had a product that ergonomically was designed for Dutch streets and Dutch riders. The bike is really big. It’s designed for big bike lanes, big spaces, big apartments and tall people. So we had to redesign the bike to fit the reality of Japan and the expectations of our Japanese customers (narrower streets, smaller apartments, smaller riders, etc.) without compromising our technology.
Our VanMoof model X was born out of this process of local adaptation to Tokyo. It’s more compact than the S, with a new frame shape, smaller wheels and all the smart features of the previously standard model.
mct: What advice do you have for companies seeking to bring and/or grow their business in Japan?
DR: Don’t come to Japan and expect things to just happen. Because they may happen eventually, but it will take much more time and effort than if you prepare and try to understand the market and what consumers expect from your product. Understand the customer to understand how to adapt to their behavior and expectations.
mct’s take: Although customers for premium products in Japan are receptive to uniquely designed foreign brands, they set a high bar for quality and service. This makes Japan a tough but rewarding sandbox for organizations that want to polish their offerings for a global audience. VanMoof’s approach to meeting Japanese consumers’ expectations led the company to question its assumptions and adapt in ways that might not have happened if it had focused exclusively on the European market.