MUJI: Claiming "Break Off" But Want To Have More

In the MUJI Chengdu flagship store, there are 57 kinds of food products, which are displayed on the 3 floor and MUJI Cafe doorway.

Food is a large and complex category. Since the Fukushima nuclear power plant accident in 2011, Muji has encountered numerous difficulties when importing food products from overseas countries.

Food is one of the four core departments of Muji. It played a very important role at the beginning of Muji, and largely shaped its style and status.

In December 1980, Muji was released as a self created brand of Japanese supermarket.

At the beginning, there were two representative commodities: "letinous edodes" and "canned salmon".

Its letinous edodes bags are of different shapes and sizes.

Such a common thing was a pioneering undertaking in the highly prosperous Japan at that time. The letinous edodes pieces sold in the supermarket were abandoned, and they were expensive, and when consumers bought them, they went home to cook or to break them.

The 2000 edition of Muji printing company wrote: "Muji" has condensed the whole idea of the company, that is, standing on the consumer's standpoint, re examining the starting point of creating goods and providing quality products at a lower price.

With this concept, Muji has launched an advertising slogan "reasonable and cheap", advocating that "people do not rely on brand and packaging to choose products. This is not only a combination of warm lifestyle, but also an important attitude".

Since then, this shock concept has been deeply rooted in the hearts of the people. More and more people are returning to the essence of life and thinking about the real value of commodities.

"Canned salmon" is a similar story.

In the past, manufacturers only caught fish maw when they were producing canned salmon, giving up fish heads and fish tail.

The Muji salmon can be made from a whole fish, emphasizing "no waste" and "maximizing".

At the entrance of the Shanghai office, there is a famous advertisement poster, which reads, "salmon is all salmon".

Wang Wenxin said, "in 1980s, Japan was rich before the bubble economy. Ordinary people would not think of saving and eliminating waste. At that time, the emergence of Muji is actually an anomaly, putting forward a completely different way of thinking."

As a graphic designer in the field of "Muji's father", Tanaka said: "naive will not feel inferior in the face of luxury, because simplicity implies intelligence and sensibility, and it has a proud world.

If we can understand such values and spread outwards, we can use less resources to go to a richer life with more beautiful consciousness.

Wang Wenxin feels that this sentence perfectly interprets the concept of Muji. "I agree with MUJI's basic concept of life and commodity development. I also believe that no matter what happens, don't give up the beauty.

People who know will know that simplicity is actually a beautiful world.

In 2012, sales of all kinds of miscellaneous products all over the world dropped significantly. The net sales of Muji have increased to 187 billion 700 million yen (about 11 billion 920 million yuan), and the operating profit has increased to 18 billion 400 million yen (about 1 billion 160 million yuan).

He said, "by making the design as simple as possible, creating things that are suitable for all kinds of living environment and any crowd, let 18 year old singles and more than 60 year old couples feel that this is very good, which is the quality of Muji."

But economizing and modesty have encountered Chinese consumers who need more.

They lingered in the Muji shop, sighing and buying different products again and again, and then plunged into the world of MUJI: a sleet free bed, an imprint quilt, a wake-up alarm clock, waking up, wearing a Muji, using a toothless toothbrush, cleansing milk, make-up water, eating a Muji free curry, planting a Muji, riding a Muji bike.

The corner of the Chengdu flagship store has a prominent corner, with a comfortable right angle stockings promoted by 49 yuan and 3 pairs.

The product was developed in 2008 and has been proud of Muji since its sale. It has reached an astonishing number of tens of millions of pairs. In 2012, it has accounted for 0.9% of the Japanese socks market share.

There is also a famous "Hiroshima chair" which is designed by Fukazawa Naohito.

This wooden chair is named after its origin in Hiroshima, Japan, and is now a household utensil widely known.

The seemingly simple appearance is unique in that "sitting on wooden chairs for a long time usually makes people feel uncomfortable, but the design of the chair in the back of Hiroshima is very comfortable, and it will not be tired after sitting for a long time," Wang Wenxin said.

The price of MUJI products is high and low, but there is one thing in common: through functional and design changes, it looks ordinary, but it is unique enough to meet the needs of customers.

"We want consumers to think that this is enough."

Kimi Masa said clearly.

Over the past few years, the concept of "breaking away from home" has been popular in China. "In the era of excess substance and emphasis on individuality, we need to respect users and not let products interfere too much with users' lives."

Breaking = breaking something that is never needed, giving up the excess waste, leaving = the attachment to objects.

This seems to be the best without print.

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Kimi Masa said, "there are many commodities in the world, not for easier use, but for selling better and more popular.

The pursuit of the essence of goods makes MUJI not obsolete in the rush.

Unlike the previous state of Japanese consumption, "but I think some things are common", Wang Wenxin said that although China's economic growth has slowed down, it is still very fast. In terms of consumption behavior, some capable people are spending explicit, buying brand-name clothes, bags and cars.

"But we have observed that Muji customers will think about what kind of life they want and return to the origin after living to a certain level.

This is our opportunity to grow in China.

In Muji, it seems that if a person is willing

His life shows that he has a certain understanding of consumption, such as buying a good bed, buying sheets and quilts of organic cotton, such consumption is not explicit.

Like Japan, Japan still needs to continue to communicate with customers in a "good way" without printing on the Chinese market, but on the other hand, customers themselves are changing.