MUJI Finished The 100 Store Plan In Mainland China Market

In December 28th, there were 100th shops in mainland China. Suzhou Vanke beautiful Plaza opened, which is also the third store in Suzhou.

In fact, in June of this year, Muji has announced that it will speed up the expansion of about 40 new stores in China this year, with a view to breaking 100 stores in China by the end of this year. At that time, because of the continued downturn in the retail industry, Muji's plan was interpreted by the industry as an expansion of the counter trend, and there was even more questioning. Obviously, so far, the Muji China 100 store plan has been successfully completed.

It is understood that in 2005, Muji landed. Chinese Market 。 In the 7 years and more than 66 years in 2012, there were 66 stores in China, averaging less than 10 a year. MUJI, which has always been low-key, has chosen to speed up this year, and has opened 34 stores in one year.

Kimi Masaki, President of the good planning company of Muji, said earlier that in its overseas expansion plan, China is one of its important markets. In order to better meet the needs of development, its advanced management positions, including CEO, are gradually being handed over to Chinese staff.

The reporter understands that the layout of its stores in the Chinese market is second only to that of Japan. It is reported that its goal of opening a shop in China is 1000, but when the specific time is reached, Muji has yet to give a timetable.

Previously, MUJI It has already indicated that the company will focus on the two or three line cities in China. In fact, the price of MUJI products is not low. Generally speaking, the brands that take the middle and low end routes are easy to expand in the two or three line cities. Price advantage and brand influence will become the "stepping stone" of such brands. As a result, its sales in Suzhou and other two or three tier cities are everyone's concern. Zhu Qinghua, a researcher at CIC light industry, once pointed out to reporters that unscrupulous printed products need to be adjusted if they want to expand to the two or three tier cities.

Zhu Qinghua said that unscrupulous prints are actually high-end "grocery stores" with a wide variety of products. In the Chinese market, its main competitors are basic life and life experience, and other daily necessities brands. In contrast, the advantage of Muji is mainly manifested in the fine texture of goods, the larger influence of brand image and the clear positioning. But to a certain extent, its development is also limited by the price of goods.

It is noteworthy that Wang Shi, founder of Limited by Share Ltd, a founder of Vanke's Suzhou shop, also attended the opening ceremony of 100th shops in the mainland of China in the same day. He also expressed the hope that he could cooperate with Muji in the future, and Vanke would also consider supporting the development of the comprehensive community type city under the premise of the main housing.