Summary of Research Findings

This research found out that major 3 shoe retailers had 2,862 stores in Japan and population per store was 44,104 against entire population in Japan* as of January 2022. Number of stores by prefecture was larger in the order of Tokyo, Kanagawa, Saitama, Chiba, and Aichi prefectures. Population per store was larger in the order of Fukui, Shimane, Ehime, Yamaguchi, and Tottori. The Regions of Chugoku and Shikoku showed relatively large population per store, while Osaka and Hyogo had relatively small numbers of stores when considering large population in those regions.

The research found out that major 4 sporting goods retailers had 607 stores in Japan and population per store was 209,382 against entire population in Japan* as of December 2020. Number of stores by prefecture was larger in the order of Aichi, Tokyo, Chiba, Fukuoka, Kanagawa, and Osaka prefectures. Population per store was larger in the order of Tokyo, Nara, Kanagawa, Osaka, and Kyoto. There were areas with store distribution not matching the proportion of population, such as larger number of stores in Aichi than Osaka.

*Population per prefecture in the research on 3 major shoe retailers was quoted from "Preliminary Results of Population Census 2020" by Ministry of Internal Affairs and Communications, and that in the research on 4 major sporting goods retailers from "Population Census 2015" by Ministry of Internal Affairs and Communications.

Noteworthy Topics

In accordance with declining domestic population, demand for sporting goods and sporting shoes is projected to decrease. On the other hand, as the changes in movement of people in the coronavirus crisis having brought about predicament in store operations located in the vicinity of railway stations where used to be regarded as a good location, the market does not seem to shrink equally nationwide, but differently, according to local features and locations. Conforming to the changes in market environment, swift scrap & build (i.e. destructing the outdated stores and creating the new ones), or shifting of business forms are required.

In addition, especially in the coronavirus crisis, the existence of ecommerce has become more significant than ever before for sporting goods and shoes, just like other consumer goods. Each company should not only to focus on ecommerce but to stimulate consumer demand by improving customer attraction at sales floors in physical stores.

Research Outline