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MUJI Line Sets Up Service Bridge To Line Drainage.

2014/7/17 18:32:00 26

In 2000, P began to set up online shops in the tide of Internet development.

Up to now, more than 4 million 300 thousand registered members of Muji have been registered, more than 7000 items have been sold, and more than 110 thousand consumers have visited each day.

strong > but the original intention of Muji online is not to pursue sales, but also to care about services.

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> a > traditional < /a > the retail industry pays attention to the instant of paction and regards sales volume as everything.

But for Muji, it was already the idea of twentieth Century.

From consumers' impression of Muji brand, to the interest of commodities, and then to understand the commodities and realize the real purchase, finally use the commodity to form an evaluation.

MUJI hope that in this coherent link, improve the needs of consumers before and after sales, so as to establish friendly relations, not just the completion of sales.

therefore, the most important thing for Muji to do e-commerce is not to sell on line, but more to make it a front desk shopping guide, so that consumers can feel Muji and know MUJI products.

as a matter of fact, there are three functions of the network of MUJI products: the most important thing is to drain to the physical shops, let consumers go to the physical shops, and the second is to communicate with customers.

Muji does not offer more discount to registered users of online shops or offers completely different products from offline businesses.

According to the data, although there are more than 4 million 300 thousand registered members of Muji online shops, about 6 of the registered users of online shops are not online.

in Japan, Muji has 385 physical stores, and consumers are more willing to see the satisfactory products in the online shops than those who pay for them in the online shop. After that, they go to offline stores to buy goods, and understand goods from visual angles and tactile angles.

for such consumers, online shops are the way for them to know MUJI products ahead of time, and offline shops are the actual trading places.

line to line drainage

in order to orientate the flow of online shops into physical shops, Muji will fully integrate online and offline.

first, when you look at goods in Muji network shops, you can see links in the relatively prominent position to see the goods in the library. After opening, you can see the list of physical shops in each street, and even though they are not real-time, but relatively accurate inventory conditions (update every hour), click on the store link to further see the location, business hours, telephone and other information of the store under the line. If you want to get the merchandise in real time in the library, you can contact the store directly, so as to provide convenience for consumers to shop offline.

at the same time, if the online paction customers do not want to send the goods to their addresses, they can also pick up the goods at the offline stores, and the way they take them to the store can avoid freight.

secondly, coupons issued by online shops can be used offline.

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for example, in the month of registration of members of the online store, Muji will issue 500 yen coupons.

In the past, such coupons could only be used online, and the utilization rate was not high.

According to the data, the price of the online shop is 10 thousand yen, and the price of the entity shop is 2000~2500 yen, which shows that the charm of the 500 yen coupon is quite different for the customers and offline customers.

to this end, Muji has changed the system so that coupons issued by online shops can be used in physical stores to meet the needs of consumers who understand products through online stores, and then go to offline stores to purchase, increasing coupon utilization and importing more traffic for offline stores.

not only that, Muji has also developed a mobile phone APP for offline shopping shops.

In April 2013, "MUJI passport" was born. As of March 2014, the number of members reached 1 million 400 thousand.

With its advanced functions, "MUJI passport" won the gold award of "YAHOO Internet Innovation Award 2013 - enterprise intelligent machine APP".

App set up < a > Service < /a > bridge /p >

there is no doubt that "MUJI passport" is a very important link in the strategic layout of MUJI O2O.

> "MUJI passport" integrates the sales channel integrals from online shops, offline stores, etc., and provides functions such as check-in points, merchandise commentary points, shops nearby, store inventory search, etc., and it can connect with ID of Facebook and Twitter, thus reducing the trouble of membership registration.

in the daily offline shopping, often encountered such a situation, because they want to buy goods because of shortage can not buy in time, let salesmen help to pfer goods will have to wait for a period of time, and may not be able to pfer goods.

MUJI, the APP, solves this problem just right.

> "MUJI passport" provides the function of shopping guide, not only can we see the goods printed by Muji, but also consumers can search according to the commodity name and commodity code, and choose the commodities they want according to the type of commodities.

When consumers find their favorite products on "MUJI passport", they can see through the map very directly whether there are stocks in the shops nearby.

this is the most distinctive function of "MUJI passport" APP, which provides great convenience from online to offline diversion, and is an important bridge to open up online and online.

when consumers come to the offline store, they can get the barcode at APP and the corresponding consumption bonus points, that is, "MUJI Mairu", similar to Taobao's "membership growth value". Online shopping stores and online stores can receive 1 yen for 1 yen. Online shopping can get 10 by signing in 1 times, and 10 items can be obtained by publishing a product review in the online store. Monthly shopping for members' birthday can get double "MUJI Mairu". This kind of integration can accumulate to a certain degree, and can get the corresponding grade and the "MUJI shopping integral" reward that can be purchased directly from the Muji.

the reward system which communicates with each other has, to a certain extent, cleared the development path of integration under the line and online.

data is the best tool to realize O2O /p >

in the era of critical data, Muji has paid special attention to data.

because the coupons issued by Muji online shops can be used offline, and the bar codes on coupons obtained by each ID are unique.

, so we can know how many people arrive at which store they use, how much they like to consume, which stores they like, what time they buy and what kind of life they are living through.

In fact, the analysis of each customer is very important. Only by understanding the customers' living conditions and needs can they better satisfy them, thus achieving O2O, facilitating the drainage under the line to the line.

with the widespread popularity of social media, the topic of discussion is launched on Facebook and Twitte, and the reward activities such as coupons are issued to customers who participate in the topic. The way of O2O draining into offline shops has become very common.

As a result, the analysis of unstructured data in social media is becoming more and more important.

it is noteworthy that in social media, every customer will become a self media. His attitude can easily affect a group of people around him. The purchasing power of customers and his influence in social media are not very symmetrical. Those who occasionally buy your product or you never buy your products can not ignore the sound power.

in the concept of MUJI products, do not pay attention to the communication with every customer, do not talk about O2O.

Therefore, Muji has established good relationship with every customer as the core of O2O,