Behind The Surge Of MUJI Products, How Do We Grasp O2O?

MUJI has developed a shop guide for employees, MujiGram.

The guide comes from the book "declassified Muji" written by Matsui Chusan, President of the good quality program.

The guidelines have no rules, and every rule has a simple and plain understanding.

Like polite hospitality, there are many different understandings of "Politeness", which can be "warm and friendly in speech," or "pay attention to the use of honorific".

In fact, according to the guide, the definition of "courtesy" also includes: "the store needs to maintain the atmosphere of letting customers choose their products at their own pace", and requires that "no matter which store the customer goes to, they can get the same goods and the same services".

Standardized service processes enable noisy urban people to find a place for spiritual recreation here.

In commodities, Muji does not allow products to interfere too much in the lives of consumers. It has the ultimate pursuit of the essence of commodities, and tries to find ways to make life more convenient and tasty.

MUJI products designers visit customers, observe their daily life, find their needs and design inspiration.

For example, the designer observed that the last movement of ordinary people reading before going to bed was to take off glasses and turn off the bedside lamps. The next morning's first move was to fumble with hands to find glasses.

So we develop the bedside lamp to the central depression, so that the glasses can be leaned against the lamp post conveniently.

In addition to commodity development, Muji also attaches importance to display aesthetics, and knows that MUJI products without logo, no bright patterns, no advertisements and no spokesmen must conquer customers through commodity display.

For example, the bottom of a large shelf is a sales area, which should be convenient for customers to pick up goods; the middle level is the display area, which is used to convey product uses; the high level display area provides visual impact for customers.

Such standardized displays are not only neat, full and impacting, but also considerate of consumers' shopping habits.

In 2000, with the tide of Internet development, Muji started to set up online shops.

However, Muji consumers prefer to touch and perceive products in online stores. For such consumers, online shops provide them with a way to get to know their products ahead of time.

Therefore, for Muji, online trading platform is an extension of consumer services, so that consumers can feel MUJI products in all directions.

On the basis of in-depth understanding of the needs of consumers, there are three functions of MUJI products. First of all, the most important thing is to drain to the physical shops, let consumers go to the physical shops, and then communicate with customers. Finally, the sales volume of online shops.

In order to bring online shop traffic to offline shops, Muji will fully integrate online and offline.

"MUJI passport" is a very important link in the strategic layout of MUJI O2O.

In registration, it can connect to Facebook and Twitter ID, reducing the trouble of membership registration.

"MUJI passport" not only provides the functions of shops nearby, store inventory search, etc., but also provides the system of checking in points and commenting points of merchandise.

The most important thing is that "MUJI passport" integrates points from online shops and offline stores.

When consumers come to the offline shop, the bar code scanned on the checkout office can get the score of the shop sign and the corresponding consumption bonus points, that is, "MUJI mairu", which is similar to the "member growth value". Online shopping stores and online stores can spend 1 days to get 1 yuan. Online shopping can get 10 by signing in 1 times, and 10 items can be obtained by publishing a product review on the internet shop. The monthly shopping of members can get double "MUJI mairu". This kind of integration can accumulate to a certain degree and can get the corresponding grade and the "MUJI shopping integral" reward that can be purchased directly from the Muji.

This integral reward system has virtually increased the interaction between Muji and consumers, enhanced the stickiness of members, and also opened up the path of integration between online and offline businesses.

When you look at goods in Muji network shops, you can see links in the relatively significant location to see the goods in the library. After opening, you can see the list of stores in each street, and even though they are not real-time, they are relatively accurate.

(every hour for data update), click the store link can further see the offline store's inventory, contact information, geographic location and other information, if necessary, you can send the goods online, or you can buy the entity stores offline.

At the same time, the coupons issued by online stores can be used offline to meet the needs of consumers who understand the products through online stores and then shop to shop offline, increasing the utilization rate of coupons and importing more outlets.

Not only that, Muji has also developed a mobile APP "MUJI passport" that guides the sale of shops to offline shops.

In the daily offline shopping, often encountered such a situation, the goods they want to buy because of shortage can not buy in time.

This APP solves this problem just right.

"MUJI passport" provides the function of shopping guide, consumers can see the goods printed by Muji, and can also search according to the commodity name and commodity code, and choose the goods they want.

When consumers find their favorite products on "MUJI passport", they can see through the map very directly whether there are stocks in the shops nearby.

This is the most distinctive feature of "MUJI passport" APP, which provides great convenience from online to offline diversion, and is an important bridge to open up online and online.

The layout of shopping channels on line and offline has been realized. In the whole shopping cycle, consumers will leave a lot of information in mobile terminals, PC terminals and other channels.

In this era of critical data, Muji is particularly concerned about it.

Because the coupons issued by Muji online shops can be used offline, and the bar codes on coupons obtained from each ID are unique.

So, we can know how many people have been to shop by data.

Which shop people like to shop, what customers buy and what kind of life they live.

In fact, the analysis of each customer is very important. Only by understanding the customers' living conditions and needs can they better satisfy them, so as to achieve O2O accuracy and provide convenience for online to offline drainage.

From this, we can see that the road to success in the past two years is not without trace: adhering to the user centered concept of business and taking good customer relationship as the core of O2O.

On this basis, mining the genes that fit the needs of consumers' spirit, naive, serve as a link, layout O2O, and create a O2O mode with philosophy of life.