MUJI: "Reasonable Cheap" Is Not Cheap.

Before that, we saw the unique steamed spareribs of panda T-shirts, China Limited Edition bicycles, Caf & Meal MUJI in the world 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 particular market, the idea of MUJI 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.

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

About the sensitive topic of price, we have also worked with MUJI before.

Ms. Wang Wenxin, general manager, talked to Mr. Matsui. In addition to continuing the message that "the price of MUJI will be lowered in China", Mr. Matsui also hoped that we should not equate the "reasonable cheap" that MUJI emphasized with "cheap", because "being reasonable" is the idea that MUJI really wants to convey.

Matsui Chusan is changing the way the retractable towel changes.

"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 eraser and subsequently renewed.

As the main ingredient.

"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 spoke of his real opponent of PK in the field of groceries in MUJI, which is exactly the Swedish household brand IKEA, which is familiar to everyone.

In his view, "MUJI is a brand that always pays attention to the essence of plain life, and insists on producing and selling itself with good executive power.

The secret to win the competition and win the market.