MUJI: No Logo Is Another Logo.

"The promotion of a brand culture to a wide range of consumer culture is a unique phenomenon."

Zhuang Songlie said.

To be armed with MUJI products is to represent the maturity of consumption concept? Brand master Wally Olympus cautioned: "even if Muji is a No-Brand Brand, you can't deny that it is still a brand."

Wang Wenxin also discovered this point: "we started out as No Brand and came all the way, and now unexpectedly become a very obvious Symbol."

MUJI, a Japanese brand with Zen Aesthetics and craftsman's temperament, is in line with the needs of the times.

"What is Japan's pursuit of beauty? It's snowing in winter, lying in the hot spring, the sun is setting down, there are two persimmon trees in the yard, the leaves are on the top, and one or two persimmons are hanging on the branches, one of which may be bitten by a bird.

This kind of beauty in natural beauty is not perfect in its beauty.

Itou Tada, general manager of Shanghai Logistics China Co., Ltd., general manager of Shanghai, described his understanding of the concept of "Tuo Jing".

He believes that Tuo Jing aesthetics is a key element in Japan's pursuit of world fashion trends, and Muji is a commercial success story.

The stillness, which is natural, unpretentious, simple and empty, is the mark of furniture on the years, the moss in the corner of the courtyard, the slow tea movement and the flower arrangement in bottles.

The aesthetics of Tuo Jing originated from the Zen thought of China in history.

Interestingly, after thousands of years of forging in Japan, Tuha blended with Japanese customs and conquered China in reverse.

After more than 20 years of development, the impact of "Muji" has been weakened. In order to enhance the brand concept and maintain the vitality of openness, it has not launched the Found MUJI and the World MUJI project in 2003. The latter refers to collaborate with some famous designers in the global arena.

On the day of Muji's flagship store in Chengdu, Wang Wenxin guided visitors to the shops.

Asked by reporters, she pointed out that the white, gentle, simple style rice cooker on the shelf of the shop and the shelves beside the food stacks, and the negative "MING" furniture were supervised by Japanese designer Fukazawa Naohito.

His design proposition is to display all the functions of the product with the least elements.

But the goods from the famous designer never label the designer's name.

"The relationship between Muji and designers is very unique. If a famous company uses a well-known designer, it will be exaggerated. Consumers will rush to buy the designer. But in Muji, it is clear that we do not promote sales by designers and brands. This is strictly observed."

Wang Wenxin said.

Original research said, Muji is making a book called "plain hand time". It introduces many stories of design from the beginning of its business. "The characters in the book are not created by us, but are circulated among ordinary people. We extract them, using articles and pictures to inspire people's imagination.

It is not the strength of MUJI products, but the power to guide people to think.

"The lack of originality has long been lacking," says Jin Chang Bao, an industrial designer who focuses on Muji printing.

And the brand as the foundation, Chinese people's aesthetic and consumption will inevitably present the unconscious side.

Under the influence of apple and Muji, simplicity is overpraised, and a large number of independent designers and their small refreshing and healing products have sprung up in China.

"The era of Logo is gone forever."

Gucci Group CEO Patrizio di Marco believes that the new rich class is more picky. Compared with the pure geothermal love Logo, they turn their attention to the uniqueness and high quality of goods, and tend to use some "thoughtful" and "meaningful" brands to arm themselves.

Mintel, a market research firm, believes that today's Chinese consumers grew up in the period of great economic reform. They are "very changeable and hard to build strong brand loyalty".

Lingjia, who served as director of marketing communications in Micheal Kors (MK) Greater China, has witnessed this.

Two or three years of rapid popularity in China, "not long ago was a very Chic brand, but now it is felt that people are beginning to hate it appearing too frequently on the street."

MK spent more than 10 years in the United States to cultivate the market, and gradually formed a clear style of workplace women.

"But this kind of rhythm is impossible to achieve in China. You must hurry up, increase brand exposure as much as possible, and win customers in a competitive environment."

The consequence of this is that customers are only superficial followers.

Japanese consumer experience

The baptism has returned to simple and simple life under the economic crisis. Muji is the product of the times.

But Chinese consumers are still in the stage of strong desire, chasing fashion and brand worship. No Logo's Muji is being misplaced as a powerful Logo.

MUJI is not only happy to see its success, but also has some helplessness to be misread.