French fancies: The Japanese and the French are locked in a high-spending mutual embrace. (Special Advertising Section).

Since 1993, Japanese imports of French goods have widened in tandem with an upswing in the level of Japanese direct investment in the French marketplace. The French government's export promotion campaign, 'Le Japon c'est possible,' aimed at Japan, as well as heightened efforts inside Japan itself to import more French merchandise, are two of the factors behind this uptrend in bilateral trade and investment. What kinds of French companies are succeeding here? A closer look reveals very internationally minded businesses that know quality and attention to the Japanese marketplace are global ingredients for success here.

Clasquin is a French overseas forwarding and logistics company with 35 offices worldwide and a thriving business in Japan. The company specializes in business between Western countries and Asia and is a leading company in the logistics services for French companies in Japan. "We are working in Japan with leading foreign companies coming from many different industries such as chemicals and crystal-ware, and we've helped some foreign exporters drastically increase their sales by providing them a cost-effective logistic platform to better service their Japanese customers," says managing director Yves Smadja. A classic example of Clasquin's valuable logistics service--it has helped a major multinational company with 10 warehouses in Japan import 800 containers per year, made its stock levels more transparent, and dramatically reduced its total logistics costs by completely rethinking and reorganizing its supply chain management.

ACI is a consulting company specializing in marketing and strategy, the coordination of commercial and industrial projects, international representation of companies, assistance to Asian companies in Europe, and assistance to Western companies in Asia-Pacific countries. "Due to the fact that some members of ACl's management are European, the company is highly active in operations with and on behalf of French companies," says Jacques Colleau, president. "We enjoy a background of 30 years of business in the Asia-Pacific region."

Strengthened by 150 years of manufacturing experience, Thuasne makes medical belts, elastic bandages, orthopedic supports (ankle and knee braces) and medical compression stockings. Thuasne has made itself an international reputation in the field of textile products for sports and medical applications. Thuasne's products have succeeded since they were introduced to the Japanese market ten years ago. The introduction was mostly through mail order, and sales have been increasing every year since then. Today, Thuasne is developing more innovative products for the medical sector. 'Faithful to its origin, Thuasne is committed to satisfying patients' needs," says Geraldine Humeau, Thuasne's Japan representative. 'The attention given to market expectations allows us to offer a complete product range for medical treatment and sports protection."

Berthier Associates Co. was launched in 1987, specializing in facility planning, design, installation and maintenance of modern workspaces. The company is based in Tokyo, but provides coverage throughout Japan. "Though not a large firm ourselves, large companies rely on us to create unique workspaces for them. We take great pride in our work. We are fanatical about quality and we want that quality to be visible: to our clients, to their employees, and to their customers," says Dominique Berthier. For 15 years the company's goals have always been the same--bring professional dedication to each project and give personal attention to each client. Berthier designs offices, lounges, showrooms and other facilities that are functional, attractive and most of all, livable. The company is famous for innovative design, but it insists it is much more than merely a good designer. "We are perfectionists. We plan each project down to the smallest detail, then we insure the same attention to detail from start to finish," s ays president Dominique Berthier. "Berthier offers our clients a turnkey service, including the coordination of outside suppliers and installation management. We set high standards, for ourselves and for our suppliers, and delivers cost savings without cutting corners."

Created in 1918, The French Chamber of Commerce and Industry in Japan is currently composed of more than 500 members and represents 95 percent of all French companies in Japan. This makes the FCCIJ the first European Chamber and the second biggest Foreign Chamber in Japan. With one-third of the membership comprised of Japanese companies, the FCCIJ is an important and powerful network of French and Japanese companies sharing the same interests. With a permanent staff composed of 17 people, the FCCIJ offers a wide range of services. "We are the partner of French companies that want to export their products and services to Japan by offering them commercial support," says marketing and advertising executive, Isabelle Brochard. "We also provide our members with recruiting and training services and regularly inform them about the FCCIJ activities through our bilingual online newsletter. And we procure information on business, culture and trends in Japan through our quarterly magazine France Japan eco," she says. " One of our main priorities today is to develop our services for our Japanese members. Another important activity is the organization of monthly meetings dealing with themes such as marketing, finance, politics, culture and economics. The French chamber also holds an annual gala in November, the biggest event among the French business community of Japan with more than 600 participants."

Despite the presence of successful and prominent French companies like the ones featured here, and the fact that France became the largest foreign investor in Japan during fiscal year 1999, France-Japan trade relations are not mentioned in English-speaking media as much as you would think. According to Luc Drevet, director of the FCCIJ, a survey carried outlast year in Japan showed that the image of French companies in Japan is very strong in consumer goods, but the public's image is less impressive in technological and industrial aspects. "We can see that the cliche about France is still very strong. So it is not surprising that the French performances in investment are not really sufficiently stressed by the press," says Drevet. Others agree, though it is evolving steadily, with Japanese companies realizing first-hand the value of French companies in these other sectors before the general public. "Even though France is one of the major foreign investors in Japan and may not be very well represented by the international press, Japanese people are now more aware of its presence thanks to very prominent personalities such as Carios Ghosn and more recently, Philippe Troussier," says Thuasne's Humeau. Up until recently, she says, the only companies thought to have a chance in Japan were those in fashion and gastronomy. Another reason, finally, could be simply because of language. "It may be because most international economic and financial magazines and newspapers write articles more often about English speaking countries," says ACI's Colleau.

DIRECTORY LISTING

ACI Japan

365-1 Shimomitsumata, Kazo-shi, Saitama 347-0007 Japan

TEL [phone]

FAX [phone]

Contact person Jacques Colleau

Email [e-mail]

- consulting in strategy and marketing

- coordination of commercial and industrial projects

- international representation

- assistance to Asian companies in Europe

- assistance to Western companies in Asia-Pacific countries

- outsourcing

Berthier Associates Co., Ltd.

Moto Akasaka Kobayashi Bldg 1F, Moto Akasaka 1-7-13, Minato-ku Tokyo 107-0051

Tel [phone]

Fax [phone]

URL www.berthier.co.jp

Contact person Dominique Berthier - President

Email [e-mail]

Registered First Class Architectural Office & Licensed Contractor. Berthier Associates designs attractive, functional, user friendly workspaces with turnkey service.

Clasquin Japan Co., Ltd

Japan head office: Peari Higashigotanda Bldg. 4FI.1-9-4, Higashigotanda Shinagawaku, Tokyo 141-0022

Osaka office: Mitsui Senba Bldg 1FI.1-2-8 Bakuromachi, Chuo-ku, Osaka 541-0059

Tel Tokyo: (81)-3-3280-7951 / Osaka office: (81)-6-6260-1292

Fax Tokyo: (81)-3-3280-7978 / Osaka office: (81)-6-6260-1297

URL none

Contact person Tokyo head office: Yves Smadja (Managing Director)

Osaka office: Fabien Giordano (Osaka Area Manager)

Email [e-mail] / [e-mail]

Clasquin is your Supply Chain Partner for Japan. We organize custom-made Supply Chain Solutions very adequate to your needs. Our strength is adaptability and buying power thanks to 15 years experience in Japan and a strong, reliable and efficient network of logistics providers.

French Chamber of Commerce and Industry in Japan

Iida Bldg., 5-5 Rokubancho, Chiyoda-ku Tokyo 102-0085

Tel [phone]

Fax [phone]

URL ccifj.or.jp and www.technofrance.org

Contact person Isabelle Brochard

Email [e-mail]

Commercial support, recruiting and training services, events and committees, publications: monthly newsletter online, quarterly magazine, directory and special publications.

Thuasne Japon

C/o Jitex, Toyo Hamacho Bldg 3F 2-5-1 Nihonbashi-Hamacho, Chuo Tokyo 103-0007

Tel [phone]

Fax [phone]

URL www.thuasne.com

Contact person Geraldine Humeau

Email [e-mail]

Based since its establishment in the Saint-Etienne region, the THUASNE company has become an expert in narrow elastic textile techniques. The company made a major strategic turn in 1950, when it became a producer of high added value finished products for the medical market: "elastic compression products". Today, THUASNE makes elastic compression bandages, medical belts, adhesive and cohesive bandages, orthopaedic supports (medical ankle and knee braces), as well as medical compression stockings and tights.