At Retailbound, we help clients launch their product brands with retailers in North America. For product brands that want to expand to Asia, we highly recommend they work with Unlock APAC, Asia’s leading sales agency. This month, we sat down with Aurelien Joly, the Founder and Managing Director at Unlock APAC to ask him the following questions.
1. Tell us more about Unlock APAC? What is your role at the company?
Unlock APAC is a market-entry consultancy agency that focuses on helping innovative brands launch and scale their presence across the Asia-Pacific (APAC) region. We work with a range of industries, from consumer electronics to lifestyle products, and specialize in both offline retail and e-commerce strategies tailored to the unique dynamics of the region.
As the Director of Unlock APAC, my role involves overseeing the company’s operations and strategic partnerships across APAC, guiding brands through market entry, and facilitating their growth in the region. I also manage relationships with key stakeholders, including distributors, retailers, and local market experts, ensuring that our partners have a seamless and effective launch.
2. What are the key cultural and consumer behavior differences brands should consider when entering the retail market in Asia compared to Western markets?
One of the biggest differences brands need to consider is the diversity within the APAC region itself. Unlike Western markets, APAC encompasses a wide range of cultures, languages, and consumer preferences. A strategy that works in Japan may not resonate in Southeast Asia or Australia, so tailoring your approach for each market is essential.
In terms of consumer behavior, Asian consumers tend to value brand reputation and trustworthiness, and word-of-mouth, influencer marketing, and customer reviews often carry more weight than traditional advertising. Moreover, there is a greater demand for localized content and products. Offering customized, culturally relevant experiences is key to success in this region.
3. How do local regulations and trade policies across major APAC countries impact foreign brands entering the retail sector?
Local regulations and trade policies can significantly impact how foreign brands enter APAC markets. Each country has its own rules on product standards, certifications, labeling, import taxes, VAT or GST, and currency. For example, China has strict import and customs regulations, while Australia and New Zealand have stringent health and safety standards. Countries like Japan and South Korea require detailed product information in the local language for consumer products.
Understanding these regulations is vital for avoiding costly delays and ensuring smooth market entry. That’s where local expertise becomes essential—either through partnerships with local distributors or consultation with agencies like ours that specialize in navigating these barriers.
4. What role does e-commerce play in the retail market entry in Asia, and how should brands balance between online and offline retail strategies?
E-commerce plays a massive role in APAC, particularly in markets like China, where platforms like Tmall, JD.com, and WeChat are dominant. In Southeast Asia, platforms like Shopee and Lazada are extremely popular. The region has seen a rapid shift toward online shopping, accelerated further by the pandemic, making it a critical channel for market entry.
That said, the balance between online and offline retail strategies depends on the specific market. In countries like Japan and South Korea, brick-and-mortar retail still holds significant importance, while in markets like Indonesia or Malaysia, e-commerce can be a more affordable and effective entry strategy. I recommend a hybrid approach where brands establish an online presence to build awareness while gradually expanding into physical retail through strategic partnerships.
5. What do you recommend as the correct path of entry for smaller brands that want to enter the Asia market?
For smaller brands, starting with high-potential markets like Japan or Australia is often a smart approach. These markets are mature, have well-established retail sectors, and offer a mix of both traditional and e-commerce channels. Japan, with its tech-savvy consumers and demand for high-quality products, can be an ideal launch market for brands that emphasize innovation and quality. Meanwhile, Australia offers a more Westernized consumer base, making it a great stepping stone for brands that are new to the APAC region but familiar with Western markets.
Smaller brands should focus on understanding the local consumer preferences and regulations, which differ significantly from Western markets. Partnering with local distributors or agencies with on-the-ground experience is key to navigating these complexities. E-commerce platforms like Amazon in both Japan and Australia can offer a cost-effective way to test the market before expanding into physical retail. Additionally, smaller brands should be prepared to invest in localized marketing and customer service to build trust with consumers in these competitive markets.
By focusing on one or two such high-potential markets, smaller brands can establish a foothold and refine their approach before scaling to other parts of the region.
6. What do you know or like about Retailbound? How is Retailbound different from other agencies you have met over the years that help innovative product brands launch with retailers in the US and Canada?
Retailbound stands out as an agency with a strong focus on helping innovative product brands break into large retailers in North America. Their deep understanding of what retailers like Walmart, Best Buy, and Target are looking for gives them a competitive edge. What I like about Retailbound is their holistic approach—they don’t just stop at getting the product listed, but help manage the entire product lifecycle, from pitch to scaling in stores.
Compared to other agencies I’ve encountered, Retailbound offers a more personal, hands-on service with an emphasis on long-term partnerships. They are genuinely invested in their clients’ success, ensuring brands are not just launched but are sustained and grow over time.
