Strategy For Muji To Turn Into Boutique

Advocating the "Internet + draught" and the seven character proverb, "Chairman Lei Jun, who focuses on the word of mouth", exposes a secret desire: millet has to do Muji or IKEA in the field of intelligent hardware. He admired Tongrentang's genuine goods, the reputation of the sea fishing industry, the high efficiency and low gross profit of Costco. In fact, he even envied Muji's philosophy of Zen life, IKEA's rich product line and their successful global shop model.

The fans of MUJI products (blessed with Muji) are blessed. Those who want to learn from Muji have noticed that the new overseas plan for Muji is: "overseas stores will be 3 times more than Japan's." At the end of March this year, Matsui Chusan, the third president of Japan's MUJI, said at the 2015 China clothing forum. At present, there are more than 400 shops in Japan, and there are about 300 shops in overseas markets.

Among them, China has entered the mainland market for 10 years. Since its first store in Nanjing West Road, Shanghai, in July 2005, it has opened 128 stores over the past 10 years, covering 38 cities (up to the end of 2014), making China the largest number of overseas markets with the largest number of MUJI shops, and contributing 10% of its total global sales.

Matsuzaki Kyo, Minister of overseas affairs of Muji and chairman of China region, travels abroad more than 200 days a year, busy with site selection and shop inspection.

"Starting in 2015, we will speed up our opening up in China, opening 30 to 35 new stores a year. There are already two shops in the city. We will add one or two stores, and we will add five stores to the cities where there are no shops. " Matsuzaki Kyo, Minister of overseas affairs of Muji and chairman of China region, told reporters.

The reason for Muji's confidence in the Chinese market is obvious. It has a "fan base" beyond imagination. From business elite to literary youth, from the returnees, designers to the middle class, a large number of followers can be seen everywhere. Moreover, they do not necessarily live in those 38 cities, or even necessarily buy a Muji product. clothing Stationery, cosmetics, household goods... There are more than 7000 kinds of products in Muji, and the design concept of "no print children" has been summarized as "Emptiness" by MUJI art director.

In the 2015 China Fashion Forum, Yuan Yan said that Muji has displayed the material in people's daily life in a new design language, Visualize and awaken. "Products are like fruit on trees, so we usually pay attention to fruits, but the energy of products is not concentrated in fruits, but also in soil. The quality of soil is equal to the quality of desire, and desire is related to the education of ordinary consumers.

"I am a fan of Muji, and my family has many of its products." "Light speed and vibration," said Mi Qun, partner of China venture capital.

"I like some products without printing, such as a milk pot. The technology level in Japan is very high, and the details will make you feel good." Chuang Song Li, founder of sculpture Time Cafe.

A Muji fan cried in WeChat's circle of friends: "I lost my Muji box!" there are six small spaces inside the kit, which are suitable for placing three doses a day. The reason for her distressed is, "because it's MUJI."

The medicine can't stop. No printing Fever is still spreading. Simplicity has become a high-end consumer, but slow life is fanatical expansion. Like many famous foreign brands in China, the Life Style Store faces five big "out of control" styles: the cool style is exciting, the minimalist is not cheap, claiming that "break off" but want to have more; no label has become the biggest label; Minority personality But the mainstream is flooding. MUJI is like a mirror, showing the dislocation of quality consumption in China.