Matsui Chusan, President Of Good Planning, Talking About The Design Of MUJI

At the end of last year, the MUJI flagship store in Chengdu ocean launched a wave of discussion. It also added a "label" to Chengdu's tourist city and the reason for MUJI's fans travel destinations. MUJI GRAM is a handbook used by brands to manage enterprises, stores and employees. MUJI updates these documents every 3 months and then gives them to employees. This includes a whole set of calculation rules involving shop standards.

In a corner of the Chengdu square, a large wave of MUJI fans gathered quietly and orderly, and a gentleman sitting in front of me kept murmuring. Then the host announced the lecture and signing activities of Muji reform. The gentleman got up and walked up to the platform to applaud. This is a small-scale activity, but attended by Mr. Matsui Chusan, the president of the good planning project, who really pulled MUJI out of the quagmire and made it into a world-class lifestyle brand.

　　 1. what should we do after Chengdu's world flagship store: Shanghai and Beijing?

Although MUJI has already answered many questions about why he chose to open the world flagship store in Chengdu, Mr. Matsui gave a different answer this time: choosing Chengdu is a good fate, and the same stores will open in Shanghai and Beijing in succession.

Matsui said that after opening many overseas stores, how to pass MUJI's "worldview" in a more complete way has become a common consideration within the brand. This is why the MUJI flagship store was born in Chengdu at the right time. But this does not mean the end of a phase. After that, MUJI will open such a "world view shop" in more cities. The Shanghai store will be the fastest. As for Chengdu, we will open a new store in Yuecheng city this year.

　　 2., the partners of Peking University will help us decide to open a store, and 90% of them are successful. If we want to say what MUJI has done in the past year or so, the biggest thing we feel is that we continue to push shop. How did these stores open? How did MUJI decide where and when to open a store?

"We have a benchmark of 28 shops, which includes the measurement of the area, location, stream of people, and consumption level of the district." Mr. Matsui explains why MUJI can promote many stores at the same time. "They will adjust according to the situation of the Chinese market, and maybe become 25 or other, because we still have a partner. The Institute of Peking University will help us to complete these calculations, and 90% of our decision making shops in China are successful."

　　 Three Physical store The performance is much better than that of the electricity supplier. Consumers prefer to pay for the touchable goods.

When MUJI settled in Tmall last April, it formed the dual online channel of "official network mall" plus "Tmall flagship store", which gave more convenient choices to users who had no physical stores nearby or simply did not want to run. In terms of the environment, the electricity supplier is also attacking the business of physical shops to a lesser extent. So MUJI, who has been in the fast paced shop, will not worry less and less people come to the store. Shopping Mr. Matsui shared two figures for us: in Japan, online sales accounted for only 7% of MUJI, and this figure was smaller in overseas markets.

Matsui said MUJI believes that their consumers choose products according to their lifestyle and the form of products purchased. They feel that their target consumers must be those who prefer to hold things in their hands and feel the touch, so they will not worry about no one visiting the shop. In other words, MUJI feels that the attraction of their stores is very large, and the enjoyment of consumers' shops is irreplaceable. Of course, some people would like to buy products on the line. Matsui tells us that these customers may be old customers of MUJI, and they buy more large products online, such as beds and sofas, which always need to be delivered, so they can't move to the store.

　　 4. MUJI did not specializes in China. Design Nor will it do it.

Previously, we saw the unique steamed spareribs of panda T-shirts, China Limited Edition bicycles and Caf & Meal MUJI MUJI in the flagship store of MUJI Ocean Pacific in Chengdu. Are these MUJI special designs for Chinese people? Mr. Matsui ponder over this problem and tell us: No.

He said that for MUJI, all products, regions and consumers are unified, consistent and equal. MUJI will not specifically design for anyone, because they want to serve all those who love and identify with MUJI's life aesthetics. If you have to say what to do for a certain market, MUJI's idea is also simple: expand the products that are well sold in this market, and reduce the less popular products and categories.

In this way, many of the products we mentioned before seem to be exclusive products, which are temporary product adjustments for the market, rather than the real design of MUJI. It is for this reason that they will become even more valuable.

　　 5. if you think MUJI is expensive, it is because "reasonable" is not cheap.

As for the sensitive topic of price, we have talked with MS. Wang Wenxin, general manager of MUJI China, and Mr. Matsui, in addition to this message, said that "the price of MUJI will be lowered in China", we also hope that we should not equate the "reasonable cheap" that MUJI emphasizes with "cheap", because "being reasonable" is what MUJI really wants to convey.

"It makes sense to balance the quality and the price," Matsui said. "MUJI has been pushing the quality of products to ensure that they are the same thing that you buy in department stores, but the price is only 70% of the department stores." He took a towel, for example, mentioned that MUJI first tried to turn traditional thin towels into thick towels used in factories. Although they felt thick and warm, they were quickly eliminated because of their uncomfortable rubbing, and subsequently updated India cotton as their main material. "Now we have a look at the towels of MUJI, and we have a version of water that can be retractable. This is what we did when the consumer hadn't thought of it. We must go ahead of us and do the good products, not the expensive ones. "

Towards the end, Mr. Matsui suddenly talked about his real rival with MUJI in the field of groceries, which is exactly the Swedish household brand IKEA, which is familiar to all of you. PK In his view, "MUJI is a brand that always pays attention to the essence of plain life, and insists on producing and selling itself and having good executive power. This is the secret for MUJI to win the competition and win the market."

Finally, Matsui, who is the president of the good plan, shares his own MUJI products, counting the MUJI beds that he owns at home. He also talks about putting some bottles and toiletries neatly in the bathroom, including everything in use and everything in the MUJI store. "When they are arranged neatly together, it will make people feel very comfortable. This feeling will not be thought before users really see it. Because they were really beautiful when they were placed together, and this speech from Matsui also brought our laughter, because his expression seemed to have a "satisfaction of obsessive compulsive disorder".

This time, Mr. Matsui and his fans shared a series of work he had completed since he took over MUJI, so that everyone could hear his favorite brand walking step by step, and he also revealed many interesting stories and details during questioning and subsequent media interviews.