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MUJI Has Expanded In China, Speeding Up The Snake Year, Opening 35 Homes In The Mainland.

2014/2/5 11:29:00 132

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Less than P, the development of Muji in the Chinese mainland is like a speeding car on the highway.

Now, the car with a license plate number of "MUJI" should be able to drive itself fast and steady.

on the earliest flight from Japan to China, Kimi Masaki wrote the speech needed for the ribbon cutting of Suzhou Muji new shop opening in the afternoon.

As the fourth president of the company, he does not need to be so intimate with each new store opening.

The reason for his action is the significance of the new store, which is the 100th shop that Muji has opened in China.

This afternoon, he needed to open a new curtain on the development of Muji in China with the owner of the new store and Wang Shi, chairman of Vanke Group.

Kimi Masaki also visited Suzhou 25 years ago. P.

At that time, Jin Jing, who was still developing commodities for Muji, saw an ancient water village, and the road was not spacious.

Kimi went to inspect the factory without modernization, just a few low bungalows.

Today's Suzhou is a different look. When the new store is cutting ribbon, customers waiting to enter the shop need to use the store security to maintain order. After buying into the store, their shopping basket is full of higher price wool scarves and flannel sheets. Although three cash registers and six salesmen keep on working, customers need to queue for nearly ten minutes to pay.

The same day, the a href= "http://www.91se91.com/news/list.aspx ClassID=101112107102" > Jiangsu Changzhou < /a > shop also came to good news. The store created nearly 500 thousand yuan in the two days after the new opening.

The development of "P" in China may be another scene of the Japanese enterprise.

In the 2012 fiscal year, Asian regions including China accounted for 19 billion 300 million yen, accounting for 10.2% of Muji's annual revenue.

Of the 206 overseas stores in the year, 65 were in China.

It is important to note that Muji will hand over some overseas shops to local companies, while 65 stores in China will operate directly.

Apart from China, there are only 12 shops with the largest number of stores in Korea and the UK.

Less than P, the development of Muji in the Chinese mainland is like a speeding car on the highway.

In 2008, it had only 5 stores in the mainland, but it expanded to 100 in five years.

In 2013, Muji has opened 35 stores in the mainland. In December of the same year, it opened 12 homes in a single breath. You know, in Taiwan, more than 2 in overseas stores, the number of new stores in one year is at most three or four.

P obviously, mainland China has become the largest market for MUJI products overseas. Management has also tried to generalize methodology from the development mode of the mainland of China to the previously developed overseas expansion.

But is the car with the license plate number "MUJI" able to drive fast and steady?

intuitive turning point

the Chinese market can now have such an important position, which stems from Kimi Masaki's intuition in 2009.

Before 2009, the overseas business department, which accounted for 5% of the total number of Muji employees, managed the company to cover all overseas stores in the US, Asia and Europe. At that time, Jin Jing also visited the shops in China. "At that time, I felt a little bit...

They didn't really show MUJI. "

At that time, after the reconstruction of former president Matsui Chusan, Muji has reinvigorate its development and set up many systems to manage the stores, but these systems have not been pplanted to a few overseas stores, such as IT and logistics system of Muji in Japan. The sales, orders, gross profit and stock of the products on that day can be traced from above and have a uniform format.

At the time, however, the systems in overseas markets were different, and the data presented to headquarters were various, which made it impossible for headquarters to manage them effectively by using the experience of managing the Japanese market.

2008, < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > financial crisis < /a > let the MUJI products that have been sold in Japan stagnate. Kimi Masaki decided at this time to make MUJI products become truly internationalized.

One day in 2009, Kimi and overseas career minister Matsuzaki Kyo suddenly thought of an idea on the train. He gathered all the directors of the company to tell you that Muji has decided to internationalize. The remaining 95% of the company must support the work of overseas departments. In other words, the overseas market must completely replicate the practices of the Japanese market, including the use of Muji's core system and technology.

When the decision was made, it was almost 20 years since Muji set up its first overseas store in London in 1991.

In this regard, Kimi also proposed China's goal of opening 100 stores by 2013.

"That is the first time that the company has taken the Japanese system overseas.

In 2008, when China only had 5 stores, we could not understand his intentions when the president put forward this goal. This may be an intuitive judgment of him, and it is precisely because of the introduction of this system that we will have the development of the Chinese market today.

Mr Song Qi Xiao, who once served as Muji, China recalls.

the power of this decision may be seen from the speed of opening 12 stores in one breath last December.

Wang Wenxin, general manager of Muji China, told the weekend pictorial that although the shop speed was unprecedented, all shop opening plans were completed nearly a year ago.

"Japan has given us full support, because this is the directives of the president, which stores are drawn from Japan, which stores are drawn from Shanghai, and the display of VMD (Visual Merchandising) has done a very detailed division of labor a year ago."

Wang Wenxin P had not been in touch with the mainland market for a long time. It was not until June 2013 that she was pferred to Japan as general manager. She had been managing the Taiwan market before.

In order to get familiar with the mainland as soon as possible, Wang Wenxin spent the rest of his time visiting all the stores in addition to the weekly meetings on Monday and Tuesday.

"My biggest experience is that when the Chinese mainland economy takes off, people begin to attach importance to the quality of life. As long as they can let Chinese customers know what MUJI can offer them, they will be very happy to accept our goods and services."

The hypothesis of "P" is being realized at the speed of Muji's fast opening shop.

< a href= "http://www.91se91.com/news/list.aspx? ClassID=101112107105" > Muji "/a" product introduction at a glance, as well as different forms of display with other retailers, so that each store can become an information carrier for disseminate Muji.

MUJI has a very famous web page in Japan called "good life institute", which collects customers' opinions and expectations from the above, and also proposes a lifestyle related to the company's products.

Since the second half of 2013, the "good life research institute" has also appeared on the Muji China official website. On the webpage, there are articles on "sitting on the ground", "straight-line tailored clothes" and "home changing season". These proposals are more helpful for consumers to understand the uses of Muji products in the absence of a gap between Chinese life and Japanese life.