MUJI: Quality Is Not " Good Quality "

Recently, the Xiamen industrial and commercial bureau announced the quality inspection of footwear products in circulation in 2014. The results showed that many famous brands came on the list.

The two footwear products were listed on both low wear resistance and peel strength.

Reporter investigation has learned that the brand is not qualified for the first time.

Second times? No, tenth times.

So, how many times have the Muji samples failed to check the unqualified records? The AQSIQ has made statistics for us.

Recently, AQSIQ held a press conference to announce routine data and issue consumer tips.

Spot checks ZARA, Hermes and other brands more than 10 times unqualified.

Liu Shiyuan, deputy director general of the inspection and supervision department of the General Administration of quality supervision, inspection and quarantine, introduced the supervision and spot check of the first phase of import and export commodities outside the catalogue in 2014. Our country's spot checks on imported commodities are divided into catalogues and catalogues.

And this announcement is outside the directory, that is, a few commodities that may be sampled at random.

The result shows that the number of imported commodities in the country, Italy, Japan, Vietnam and the United States are relatively large, and the unqualified rate is relatively high, reaching 42.48%. The unqualified products are mainly concentrated in the clothing category. The main reasons are the label label, the fiber content and the color fastness.

And spot checks of up to ten unqualified products, such as the top luxury brands such as Hermes, and some brand names such as Muji, and so on. It seems that in the clothing industry, the price is expensive, and the quality is not necessarily good. This inevitably discourages consumers' confidence.

Compared with other fast fashion brands, Muji has a good reputation in the eyes of consumers.

And the brand itself is never known as fast fashion.

On a shopping recommendation website, there are more than 200 recommendations on Muji, with tens of thousands of people concerned.

Few consumers expressed dissatisfaction after the purchase of the drying list.

Encouraged by the hot market, the current Muji is accelerating expansion in China, and entered 38 cities at the end of 2014.

Facts have proved that Muji now has not only a wide range of fans but also a broad market prospect.

Why does this brand make consumers love it?

The reason is that our consumers have a sense of trust in the quality of Japanese products. I believe readers have heard of the strict quality control in Japan.

At the same time, Muji has pursued simple expression in design, and everything has returned to the commodity itself, thus winning the love of the fashionable young artists.

In the name of fame, it is difficult.

Do MUJI products value our market?

If we attach importance to it, why is the rate of unqualified sampling of brands so high? Why do we accelerate the expansion process in China if we do not pay attention to it?

Not long ago, there was another thing that made people laugh.

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Act as

MUJI has launched an oak bench, priced at 1000 yuan in China, because the bench is too plain, attracting netizens' comments.

And because of this incident, consumers have finally discovered the general pricing strategy of the brand in two different countries. If the product is priced at 10000 yen in Japan, its selling price in China is 1000 yuan, which is very easy to calculate.

But the exchange rate between Japanese yen and RMB is not a simple ten fold relationship. After exchange rate calculation, it is more expensive to buy products in China than Japan.

Because the average level of consumption in Japan is high, there is not much response to this commodity, and when commodities enter the country after such a price adjustment, it is inevitable that consumers will be heated.

Under pressure, the company adjusted the price of the bench in the Chinese area to 700 yuan, and launched the oak armchair with a price of 4000 yuan.

How exactly do MUJI products treat product quality and how do they perceive consumers?

The reporter tried to contact Muji staff.

Who is in charge?

Unfortunately, in Muji shops, staff are reluctant to respond positively to the quality of products.

So how does the enterprise declare itself?

The reporter contacted the staff of the enterprise, while the other side said that the responsible person was not there.

I thought it was bad luck. After searching for relevant news, it was discovered that the brand had never said a word about its quality problem.

In July 2014, the Beijing Bureau of industry and Commerce announced the results of a new batch of clothing sampling. The Muji was found to be unqualified for color fastness. The Legal Evening News reporter tried to ask for reasons for Muji, and no reply was received as of press release.

In October of that year, the reporter interviewed the company on the quality of clothing. The company responded to the person in charge.

MUJI has not issued any statement or explanation of any unqualified product.

This can't help reminiscent of what the company's responsible person has been busy with.

Compared with traditional clothing brands, fast fashion brands can not guarantee quality very fast because they are fast, and in recent years, many fast fashion brands are regular customers on the list of products that fail.

But "fast" is not an unqualified reason. No matter whether the traditional brand or the fast fashion brand, as long as it meets the national standards, its quality can be trusted. No matter how the business mode changes, the product must be manufactured according to the national standard.

MUJI has never claimed to be a fast fashion brand, but often sits in an unqualified list with fast fashion brands. This is really unthinkable.

What is more unbelievable is the consumer's evaluation of Muji brand.

Most consumers think Muji is very designed, and when it comes to quality,

Many said: "the quality is absolutely guaranteed, because one of the three main concepts of Muji is quality inspection is very strict."

"The quality of things is not bad."

"Pajamas, this kind of thing is Muji, better than other brands."

Why is the consumer's impression opposite to the scientific test report?

Perhaps this is the reason why Muji choice has been silent on negative news.

The media often hope that the manufacturer can explain the unqualified events. Once the other party has a response, the interview is easy to make "lottery". In the long run, the enterprises that often publish relevant information have become the pronoun of quality inconsistency, while most of the silent brands are in the corner of the net page. Only when the insiders carefully scrutinize, will they be surprised like the discovery of the new world.

To solve this problem, we need to start with the MUJI products themselves. The business operators should understand that concealment of quality problems will lead to public trust. Do not know how Muji can handle similar news in Japan, does it also mean that the responsible person is not there?