MUJI: Plain Will Not Feel Inferior In The Presence Of Luxury.

Although foreign brands come to China, prices tend to be more expensive, because in addition to costs, tariffs, marketing, logistics and so on, the price does worry the business that is not printed in China.

For example, the largest proportion of clothing sales in China is clothing. Compared with all other markets, China has the highest percentage of clothing sales, which exceeds 50% of the total sales.

Matsuzaki Kyo thought, "when people improve their living conditions, they always wear their own clothes and dress well. There is room for them to pay attention to other details in their lives."

Obviously, it is easier to spend thousands of dollars on buying a new season wool coat than buying a furnishings for improving the taste of home.

For example, people who have just begun to contact with Muji will have a psychological withdrawal from dozens of Yuan notepad and ballpoint pen.

In addition, large scale solid wood furniture without print is often sold tens of thousands of dollars, and it is also sold in the Chinese market.

"Not only in the mainland market, but also in the US, Europe and Hongkong, which are higher than those in Japan."

Matsuzaki Kyo told reporters that because the national conditions are different and the cost is different, it is more difficult to have the same level with Japan in a short time. "One thing I want to do now is to adjust the price ratio of overseas countries.

Start with strategic commodities, such as selling 100 yuan in Japan, and selling 110 yuan overseas.

In this way, we can achieve our overall price advantage.

Since October 2014, the first "new pricing" campaign has not been launched in China. For the category of groceries, we choose some products that customers will repeat, such as tableware, comfortable sofa, cleaning and cleaning products, and reduce the cost through a large number of procurement and replacement of origin, etc., for a price cut of 15% to 20%.

In the first quarter of this year, we made second rounds of "new pricing" for clothing categories.

"This is just the beginning. We will inspect all products to see if there is room for price reduction. Ultimately, we hope to be the same price as Japan," Wang Wenxin said. "We do not want customers to come here for half a year."

The price is just a reflection of the barrier between Muji and the Chinese market, and Chinese consumers have complex feelings about the brand.

MUJI was originally a resistance posture of "anti system" and "anti trend". After the rapid development of Japan's economy and its ups and downs, it met people's demand for daily, natural, low-key, omission of all excess decoration.

It does not worship the brand, it comes directly to the essence of life.

But without printing in China, the trend has gone to the opposite side.

When the Japanese domestic market has been saturated, the huge Chinese market has become the focus of Muji.

At the end of 2013, 100th shops in Muji China opened and fourth president Kimi Masaki came to ribbon cutting.

He made an analogy: "China's population is 10 times that of Japan, and now there are 100 stores in China, actually only 10 stores in Japan."

According to the 400 shops without printing in Japan, it is reasonable to regard 1000 stores as medium and long term plans in China.

Kimi Masaki hopes that the sale of Muji in overseas markets will take up the total.

70%, of which China will account for 60%.

In an extremely grand way, Muji has announced the upcoming explosive development in China.

In December 12, 2014, a flagship store with an area of 3141 square meters and four floors up and down was opened in Chengdu.

If converted to a retail term, it equals roughly 1000 Ping, which is almost the same as that of the largest shop in Japan.

This is not only a place to sell goods, but also a centralized display of Muji concept and aesthetics.

It is located in the core area of Chengdu - Chunxi Road business district, where the property is located in Ocean Pacific, and is one of the new commercial coordinates.

Unlike Taigu, Sanlitun, Beijing, the whole block of Chengdu's Taigu lane is surrounded by the great CI temple with a history of 1600. The pparent glass walls are covered with black tiles, with the beauty of modern and historical, busy and quiet.

Kimi Masa said clearly that the status of Chengdu's Western Gateway, the introverted temperament of the Tai CI temple, the location of shops at the entrance to the street and the attitude of Chengdu people to enjoy life are the factors that make the world flagship store settled here.

In such a large space, Muji has displayed over 5000 commodities, almost bringing together all the elements that the brand wants to show to Chinese consumers, including MUJI Cafe and IDEE for the first time to enter the Chinese market, the latter being the Japanese home brands purchased by Muji in 2006.

Some Chinese products, such as bicycles and air purifiers, are also selected here.

In the most obvious position, aromatherapy lamps, hard case boxes and beauty care products are the most popular products in the Chinese market.

Of course, there are also limited products to highlight the uniqueness of flagship stores.

Unlike the Muji base stores, the flagship store's decoration was painstakingly made by Japanese interior.

Sugimoto Takashi himself worked on the knife.

Each layer has different installations of art, or scattered or hanging or elaborate, gorgeous and exquisite, while pparent large cubes are divided into small units of different themes.

Before opening,

Do the last inspection.

According to the design line of the store, he strode through a total of four layers of shopping space, and finally sat on the dining area sofa of MUJI Cafe. He made an unexpected comment: "this shop is beautiful, maybe a little too beautiful."

It is perfect in the case of newly opened business, but to really get out of the taste and feel, we need to constantly improve our staff in operation and make it more grounded.

Just like a bowl of noodles, it's beautiful when soup and noodles are served, but it's still a bowl of real noodles.

He introduced the large chandelier on the top of the center of the shop. The gorgeous and bright ornament is actually made up of one pparent color soup lady (hot water bag), which is the most common daily necessities under the beautiful appearance.

"MUJI does not like luxury two words, luxury stores will let people come in and feel very nervous. What we want to do is not to let anyone feel any pressure."

At the end of March 2015, Matsui Chusan said that after opening a number of overseas stores, how to pmit MUJI's "worldview" in a more complete way has become a common consideration inside the brand. That's why MUJI flagship store was born at the right time. "MUJI"

After that, they will also open such a "world view image store" in more cities such as Shanghai and Beijing.