Matsui Chusan Talks About MUJI Products

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 start of the lecture and signing of "the reform of imprinted goods", and the gentleman got up and walked up to the platform to meet the applause.

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.

This time, Mr. Matsui and his fans shared a series of work he has completed since he took over MUJI, so that everyone can hear his favorite brand walking step by step, and he also revealed many interesting stories and details in the field questioning and subsequent media interviews. We will pick them up one by one and share with you.

From founding to the first peak of development, Mr. Matsui thought that "reasonable reason is cheap".

The reason for this success is the core concept of the brand as a whole.

Some precious

Matsui is also at the scene to teach you the trend of earnings and stock movements. For example, although there seems to be a sales increase in 2000, investment interests and common interests are declining. This is actually a sign of decline, so MUJI really hit hard in 2001.

In a series of

Among those measures, Mr. Matsui specifically mentioned the two major projects of World MUJI and Found MUJI, which he believes is a good way to help brands maintain their vitality.

Fans at the scene are happy and nervous to see Mr. Matsui, and of course ask questions.

Signing session.

Although the author of the Muji reform is not Mr. Matsui, it is based on the dialogue with his interview, which can be said as a story about how Matsui Chusan saved MUJI.

In 1996, Kevin Plank, a rugby player in Maryland, invented a non cotton tights to dry quickly and solve the sweat problem of professional male athletes.

At present, Under Armour has sold more than 3 billion US dollars. The product line includes men's wear, women's wear, children's wear and sports shoes, which are sold all over the world.

In the near future, it also acquired two fitness App, MyFitnessPal and MapMyRun, to build a mobile Internet fitness network.

Under Armour, senior vice president of Menswear, children's wear and accessories, Glenn Silbert recently shared the spirit and future plan of Under Armour at the men's summit forum, and said frankly, "this is only the first step in the long march. We still have unlimited opportunities."

Silbert:Under Armour will continue to focus on sports experience, which is also the driving force for the company to further respond to changing needs.

Survival in competition can make us stronger.

Publicity, courage and fearlessness are our culture and our attributes.

Silbert: this white T-shirt has opened up a new world, which makes people realize that clothes can really improve athletic performance.

Other products also follow suit, but nowadays, such products have become a category themselves.

Silbert: what athletes wear today is what they wear.

This is a new normal trend of sportswear.

Silbert: the team has never forgotten its original intention, but it is far from the goal.

Founder Kevin Plank emphasized that Under Armour is a new brand every six months.

Although the essence remains unchanged, we are changing all the time.

Silbert: the trend and trend change is impermanent, but we will continue to lead the fashion because of strong brand performance and innovative connotation.

For us, the most important thing is the increasing demand for athletes and sports, so we have the opportunity to solve their problems, and constantly changing demands.

Moreover, we would like to say: beware of swindlers.

It's not difficult to design cool equipment, but it's not easy to design a product that makes you really comfortable.

It is revealed that Under Armour's latest SpeedForm running shoes (below) have better comfort and shock absorption effect, and this shoe was born in a bra factory! You know why you want to ask why, because bra knows best how to create comfort.

Silbert said that the most promising category might be

。

Five years ago, if I told you that we were going to do a T-shirt that could take body temperature, measure heart rate and track fitness, you would say I was crazy, but now I can touch it.

Silbert compares the body to the car: when the engine is turned on, the driver knows whether to fuel or not, whether to overhaul and how much the tire pressure is.

But we don't know anything about our body.

This is simply unreasonable.

But wearable devices and Internet fitness applications can change all this.

From sportswear to sportswear to the latest mobile phone App, Under Armour relies on these changing node patterns to keep moving forward.

Silbert said that in the past year and a half, the company is committed to "informational armour".

The company has hired over 400 employees to specialize in this field, and has established a community of over 137 million active users.

There are only 5 App on the market who dare to say that they have 500 million users, but they all belong to social software, and no one does this in the field of fitness.

If the package of contents, products and information is provided to users, it will open up a new world in the field of fitness.

Finally, Silbert concluded: "the current sports wear and sports shoes business is still the focus of the future, but what drives us to allow us to define the future is unremitting pursuit of innovation and limitless possibilities."

Under Armour, from the birth to the defeat of Adidas, has become the second largest sports brand in North America, and it only took 18 years.