MUJI Crossover Is Not For Making Money But For Brand Experience.

MUJI cross boundary restaurant is to open up second profit points. Do you want to make money from restaurants? Obviously not. It is said that the "chicken powder" consumed by Chengdu restaurant (MUJI MUJI calls the pump name) reflects that its restaurant consumption is not expensive, and it is difficult for restaurants to earn much money according to the materials and decorating grades.

In fact, in the view of food review, Muji has opened a restaurant, undoubtedly to strengthen and pass on its brand culture, and create a brand experience community for its consumers.

There is a Chinese saying that eating from one person can best see one's accomplishments.

In the view of food judge, eating is the most relaxing and the best way for people to "show their true colours". Therefore, the brand can create a space for eating, and it is also easy to infiltrate its brand culture, so that consumers can be virtually infected.

MUJI's brand connotation emphasizes simplicity, simplicity, environmental protection, and people oriented concept.

This concept of product itself is also a concept of life worth advocating.

Chengdu

Restaurants, each table table is a big "vegetarian" word - this is not a vegetarian meaning, but a Japanese "vegetarian", refers to the natural cooking method of food itself, less oil, less sugar, less salt.

Obviously, the intention of a drunk is not to sell food, but to create a food space with a simple, concise and environment-friendly concept, and create a philosophy of life with its ideas. From selling products to selling culture, it firmly grasped the hearts of fans.

Coincidentally, at the end of last year, Coca-Cola opened the world's first theme restaurant "Oriental Pearl Coca-Cola happy restaurant" in the Oriental Pearl TV Tower in Shanghai.

Food review Jun found that there are many brands of cross-border restaurants such as MUJI products, such as the famous French skin care brand L'OCCITANE at the end of 2012, opened L'OCCITANE coffee in Taiwan, France famous.

The other cafe was also opened by iainas Bay.

Marketing scholars have found that brand communities can enhance brand experience and enhance brand loyalty.

All of these enterprises are obviously promoting brand loyalty through building brand communities.

Food review Jun retrieves Muji's network performance, no

China's official website can not be opened, and it appears to be lagging behind in the mobile Internet. But its market performance is reversed. There are no logo, no advertising, no spokesperson's "three noes" products, global sales are over 10 billion, and there is a continuous fever in China, with 30 new stores opening in 2015.

Under such a clamor of "channel is king", Muji has used its power to create brand experience community and strengthen brand identification.

In the view of food critics, the popularity of mobile Internet, consumers directly to producers, is precisely the channel of disintegration, and the urgent need is quality content. Muji does not need to worry about what channels consumers are passing through. He is worried about how to make his unique product culture accepted by more people, so he puts the idea into the diet to influence his customers.