How to negotiate an apartment contract? (especially new construction)

It seems like there are tons of apartments available for rent and yet the prices haven't adjusted for the extra inventory on the market. Considering the wages, populate shrinkage, and vacancy rates I would have figured apartment prices would be lower. Owners seem pretty comfortable eating the carrying costs (holding an empty apartment) and not conceding on rent.

In the US I felt like I had all sorts of tools at my disposal in order to negotiate a better rate. Here I was only able to get 1 month free (still had to pay Key money, don't get me started).

Is this collusion on the owners' part? Meaning, they know if none of them lower prices we (us, renters) will have no choice but to pay through the nose. Are they bad business people losing money on empty apartments every month? Are they stubborn? Am I just terrible at reading the real story?

I'm feeling pretty clueless at the moment.

So, how does one negotiate here? What do landlords value?

Btw, I'm no where near Tokyo, Osaka, or Kyoto.

Thanks all