Japanese National Brand Muji

Founded 21 years ago, Muji has been supported and affirmed by consumers since its first flagship store in Castle Peak in Tokyo in 1983. After many years of intensive cultivation, there are 121 direct outlets and 146 distribution centers in Japan. It is a real national brand and is the largest Life Style Store in Japan.

According to the results of the Japanese local survey, Muji has the brand sentiment of 51.1%, ranking the top because it can provide shopping with a sense of comfort, a sense of popularity and a reasonable price.

From the original dozens of commodities to about 5000 kinds of commodities today, from toothbrushes to cars (yes, cars, and Muji March), food to electrical appliances, from eyeglasses to Meal Muji restaurants, from real stores to Muji.Net in the Internet world, has become a complete life shop. Everything from morning till night can be MUJI.

In the morning, you can wake up in the "Muji" robe, wake up in the "Muji" bed, brush your teeth with the "Muji" toothbrush, drink the coffee made by the "Muji" coffee maker, sit on the "Muji" sofa, and listen to the music of "Muji" music.

Everything is simple, not kneading, not artificial, but seriously caring for our needs.

In 1980s, Muji put forward a very advanced idea, which reminded people to appreciate the beauty of raw materials and materials.

When the trend of aesthetic aesthetics is more beautiful, Muji is going the opposite way, constantly reducing and eliminating: removing trademarks, removing unnecessary processing and color, simple packaging, and simply leaving only materials and functions.

This is a refreshing effect for the yup people who are tired of pursuing fame and luxury.

"Emphasizing spirit and playing simplicity" becomes the root of Muji's success from product sublimation to cultural level.

What is more important is that when Muji first launched the strategy of taking the middle class as its main target, it succeeded in creating a cultural image with its own taste. The image of the minority is the love of the Life Style today.

For example, Muji designers have observed that beds occupy an important position in the generally small Japanese living rooms. Sleeping, reading, eating, watching TV and even entertaining friends may be on the top.

So we developed a mattress with 4 short bed feet, which can be retracted as a sofa, with a bed bag similar to the sofa cloth, so that the host will not feel awkward when he entertains guests.

For example, they observed that the last thing people read before going to bed was to take off their glasses and turn off the bedside lamps. The next morning's first move was to fumble with their hands to find glasses.

So we develop the bedside lamp to the central depression, so that the glasses can be leaned against the lamp post conveniently.

"We have only one goal in design: meet the needs of life.

It's very simple, but it's very difficult. "

The Muji designer said.

Moreover, Muji snacks are also full of knowledge.

Like maple syrup biscuits, Muji persisted in using only ten wheat flour produced in Hokkaido, because it was found that low pollution, balanced climate and low salt content in the area were conducive to the growth of wheat. At the same time, in order to conform to the principle of "low processing", Muji was not superstitious that the whiteness of wheat flour was higher and the grade was higher.

MUJI also attached great importance to the texture of the material.

It is said that their designers often travel around the country to find the most concise and practical good materials, and purchase in large quantities to reduce costs.

In the first two years, they found Xinjiang's tenth cotton and made their home clothes. The market reaction was excellent, and won good reputation and sales results.

The emphasis on environmentally friendly recycled materials and the simplification of packaging to the most basic state have also made Muji a champion of environmentalists.

Matsui Chuji, President of Muji, likes to use the word "idea" frequently.

The so-called "good plan" is to integrate clothing, daily necessities, food and other commodities into a market under the same concept.

A concept and a variety of goods are the biggest difference between us and other companies.

"Marketing is how to approach the feelings and thoughts of customers as close as possible.

Therefore, the company attaches great importance to information exchange with customers in the development of commodities.

From the two concepts of commodity development and two-way information exchange, we see the unique marketing strategy of the good plan.

In marketing strategy planning, the most important thing is to collect and analyze customer information.

The good planning company collects 6000 customer intelligence from each of the following 4 channels.

Internet pages (500 pieces), letters and telephones received by customer centers (1500), postcards (1000 pieces) attached to commodity catalogues, and information contact cards (3000 pieces).

The above 4 channels best reflect the good plan business strategy is the catalogue channel.

"Muji" as a retail enterprise, mainly rely on shop sales, all our stores have set up a catalog of all commodities.

There are few retail businesses that do that. "

President Matsui said with pride.

Please look at this number again - 7 million 150 thousand.

This is the total number of copies of the Muji catalogue published in 1998.

The promotion cost of Muji is about 2% of sales.

MUJI promotional and promotional fees are about 1 billion 900 million yen a year, about half of which are 900 million to 1 billion yen.

Catalogues are classified into six categories: clothing, furniture and household appliances and knitted fabrics, kitchens and table articles and household goods, health care beauty, stationery and bicycles.

95% of the catalogue is directly obtained by customers from stores.

Customers are filled with the latest product information from the store's catalog.

Clothing is the main battlefield for the development of new commodities. About 70% of the commodities are updated every year and turnover is quite fast.

MUJI can be divided into three types of planning and development, which are susceptible to market and seasonal changes.

That is: seasonal commodities (sales period is 60 days), seasonal products (sales period is 90 days), and annual commodities (sales period is six months to one year).

Among them, the seasonal commodities, which are the main objects of summer and severe winter, are short of sales time, and the failure of commodity planning will directly bring about business losses.

In order to minimize the deficit, marketing activities must be directed and prudently carried out. No matter what the most popular products are, they will not "unconditionally develop" unconditionally.

The development of MUJI products has consistently implemented the principle of "unified concept".

In the development of MUJI products, the conditions for the design, raw materials and prices of the commodities concerned must be observed.

For example, we strictly abide by the design principles of no pattern, lattice, stripes and so on, and only use black and white, brown and blue colors.

No matter how popular the fashion is, it will never exceed design principles to develop products. "

The persistent pursuit of development concept has created a brand image of Muji.

China is a large production base for its garments, and 100% of the best printed fabrics in MUJI products are produced in China, and 70% of garments are also produced in China.

Another 20% are produced in Japan, and the rest 10% are produced in Asia and other countries.

Garment production in China is carried out in accordance with the contract of production entrusted with Chinese enterprises, and there is no direct operation or capital contribution.

This is because we must maintain flexibility in operation and, in order to best respond to changing business environment, must maintain a high degree of flexibility and adopt a flexible business strategy. This is the basic policy for Muji to build foreign production plans.