Crazy Shop MUJI Become Fast Food Products?

"If we want to say what MUJI has done in the past year or so, the biggest thing we feel is that we should continue to push shop."

Matsui Chusan said, "Muji" to build overseas 4 times the number of local stores planning is very critical, "we must achieve such a goal, this is our direction of business reform."

If it is not well done or stagnated, it will return to the tragedy of 2000. This is the consensus reached by the company.

MUJI fans are mixed.

A Muji shop has become more and more good. On the one hand, it has been a good thing. But the Zen, slow life, too fast and too many stores have the risk of being reduced to fast moving goods and high staple goods.

MUJI has paid too much attention to the Chinese market.

At the end of 2013, there were no 100th stores in China. Only 12 shops were opened in December, and the speed was amazing. In that year, 45 stores were renovated or newly opened. The progress of these two years is increasing.

On the calendar of the Muji China team, besides opening shops, opening shops (occasional exhibitions, mainly headquarters activities), busy site selection, shop opening, selection of a site and opening of a store.

The book "Muji reform" tells the story of Muji, which was founded in 1980s and reached its peak in 1999. However, it quickly fell to the trough before and after 2000, and then slowly revived.

At the worst time of Muji printing, more than half of European shops were closed for a short period of time, including Asian stores in Hongkong and Taiwan. All of them closed in 2001. They lost 3 billion 900 million yen a year and were on the verge of bankruptcy.

They reflect on their own problems: blind expansion, blindly pursuit of the number and size of stores, but can not maintain normally.

Such a lesson will be made to bet on whether the Muji in the Chinese market will repeat itself? Matsui Chusan said at the flagship store in Chengdu, "how does MUJI decide where and when to open a store?" they have a MUJI GRAM, a total of 13 volumes and 2000 pages, which manage the whole enterprise, stores and employees, and update them in real time. "28 shop benchmarks" include the calculation of store area, location, pedestrian flow and regional consumption level.

Why can MUJI promote many stores at the same time? "We will adjust according to the situation of the Chinese market, and may become 25.

Partners, Peking University Research Institute will help us complete these calculations, and 90% of our decision making shops in China are successful.

He said, Muji will adjust its previous decisions and implementation according to the Japanese practice. "We have Chinese market, and enterprises must be able to adapt to the local market."

It is no longer just sending 20 of the 100 chief Japanese divisions overseas, "which often leads to slow decisions on the overseas scene". The 80 people also need to be sent overseas, so that they can make contributions to expand overseas stores in the future.

No printing in Japan is actually a grocery store on the street, but it is a boutique in China, with a standard area of seven hundred or eight hundred square meters, containing three thousand or four thousand SKU, and about 10 official employees. It is responsible for supervision and inspection, and more than 50 part-time employees are specifically executed.

As dot products become more and more dense and products become more and more popular, can MUJI remain attractive to minority elite users? Is it going to fall into the predicament of Yamamoto Teruji's "similar to other brands"?

Without the success of "user insight" and product development magic, localization in China is not very high.

In 2011, their market survey found that the popularity of microwave ovens in China was quite high, so a cooking silica gel pot was introduced.

But the Chinese are used to microwave heating rather than cooking. This Japanese best seller is selling poorly.

Matsuzaki Kyo disclosed that after Muji completed the global management of the information management system, starting from 2017, Muji will localize the global market as the focus of enterprise development.

Kimi Masaki holds two pens respectively. His left hand is an ordinary ballpoint pen with a purple red pen, and his right hand is a pparent plastic shell without print, and a ball point pen that can see a refill.

"What do you think the two pens will be liked by more customers?" he pushed forward with his left hand holding the purple red pen. "It's this one. Maybe 9 of 10 people will buy this kind of pen. Only one person will buy the pparent pen produced by us."

He explained, "we believe that products are made for sale.

It is not accurate, so we have made such a product without characteristics, which is acceptable to everyone.

But this idea will affect the customers' time, and we say to customers who are willing to buy pparent pens, do you like this pen? Right? We still have the same watches and the same feeling package.

We are doing our work like this.

But "we have more products of the same feeling" is not plain sailing. Muji has been entangled in color usage.

If you are careful enough, you will find that the 2014 Muji clothing products are obviously more colorful and have more distinctive clothes, but this has not been continued this year.

"We think that is problematic and adjusted in a timely manner."

Matsuzaki Kyo said.

Insist

It seems contradictory to meet customers' needs more diversified, "because there is still a demand for sales."

Kimi Masa said that even if only 10% of people, Muji must insist on themselves.

"Chinese people like red, but we will not produce many red products.

MUJI can be run to today, not for a certain class, a certain kind of person production.

MUJI is MUJI, like our people, when you go back to MUJI here, if you go forward, you will not see MUJI, but we have been waiting for you here, we do not need to follow you.

However, Muji accelerated the expansion of stores, coinciding with China.

Slowing down or even shrinking under the impact of e-commerce.

Matsui Chusan said, "Muji's store performance is much better than that of the electricity supplier. Consumers prefer to pay for the touchable products."

In Japan, online sales account for only 7% of MUJI, and this figure is smaller in overseas markets.

In 2013 and the first half of 2014, the official website and the flagship store of Tmall were opened by Muji, but sales were very low.

Kimi Masa said, "we do not use e-commerce as a means of sale, but as a means of communication.

MUJI is MUJI, others can not have the same thing, many enterprises will worry about the Internet, because others have the same product to sell.

He used a word to generalize the imprinted philosophy of design: "desire".

"Design must be deeply influenced by the nature of desire.

Desire is the starting point of creativity.

If an object is created to satisfy people's expectations, the essence of expectation will affect the essence of goods.

And desire is often inert, so it is necessary to restrict and educate desire.

He described MUJI products as "pparent glasses", which would be enriched by integrating different elements in different environments.

"Muji is coming to China. What kind of scene will the glass look like? We are looking forward to it.

I have always advocated that MUJI products should be like water, which is full of clear water in a pparent glass. It is simple, natural and clean. Everyone wants to drink it and drink it.