How Do MUJI Products Seize The Market With "Frigidity"?

In the late afternoon, it drizzled and drizzled, waiting for the queues of customers who had not queued up for a long queue. It was like attending a movie premiere. They were looking around with excitement and excitement. This is the 755 flagship shop of MUJI Shanghai.

In the Huaihai Road, the three floor of the building is integrated into many forward-looking perspectives, and there is also a concern about MUJI Books. No wonder too loud crowd will be an obstacle to the hidden meaning of the market.

MUJI is a brand highly dependent on people. It relies on specific concepts, depends on approaching life, and relies on the promotion of user desire quality, and relies more on the design of many hearts.

This is what I know about MUJI and what it is.

1, conceptual survival

The concept of Muji can be the source of our discussion.

In an exchange event organized last week, I have just asked you: when it comes to "lifestyle", which brand do you first think of? Friends say it is Muji.

Interestingly, the little buddies actually spend less on MUJI, and some of his ideas attract him.

Nowadays, we can find many friends who are just like this friend -- "consumers of values".

Some brands also have similar situations.

For example, let's take a look at the discussion of Tesla or hammer phone's "feelings" in social media. The size of its population is several times higher than that of commodity consumption. If these two are not restricted to mass production, they will still get better results.

With more fans, the brand has the opportunity to become a phenomenal level of conversation.

Opening a customer's purse starts with opening their minds and mouth. From this perspective, the MUJI away from the concept is not worth talking about.

2, the "focus" and "emptiness" of "mirror brand".

But what is the concept of MUJI?

The process of finding this answer began to become dull and hard, and the result was more close to different opinions.

A retired Chinese teacher thought that MUJI represented "nature" and "comfort"; while another friend who bought wooden storage boxes felt that the ingenious design that could be inserted at all levels left a "creative" impression on MUJI.

To broaden the broader view, the feedback from the friends around you, the answers that will be obtained, will include "practical", "environmental", "simple", "natural", "healthy", "low key", "minimalist", "heart", varied and varied...

Mr. Trout is not happy! If a brand needs to have a focus in the consumer mind, how can MUJI be so much?

Friends who are confused here can extend their thinking based on the following two points: one is the official footnote written in the "What is MUJI" - "just like an empty container", it is because of its simplicity and blank space that the ultimate freedom of all people can be born.

The implication is that, according to my understanding, it is also a philosophical proposition on the horizon poster: a brand art without brand should be an expressive context that does not express, hoping that an "empty" brand can accommodate all people's understanding and generate their own cognition.

So MUJI's efforts to implant the mind are different from other brands. They seem neither a product nor a feature, nor are they the kind of position emphasized, which can affect the state of consumer decision making, but more of an "Enlightenment".

This is the second point:

"What they pursue is the ultimate" so good. "

MUJI is the "right" word, rather than advocating "this is good". This word is a restrained choice, but this is not a choice to give up, but a confident choice.

What we are talking about is that we can provide the most satisfying value at the lowest level. This is the ultimate "so good".

So, after a big circle, what is the concept of Muji?

To put it in a nutshell, Yu believes that it should be "let people see the feasibility of a more reasonable way of life for themselves."

To put it another way, through MUJI, users should see themselves as mirrors. What the Muji reflects is the subtle consideration of users' reality and vision of their lives.

Nowadays, many brands start to label themselves as a "lifestyle" brand, but this kind of publicity is closer to the popularity, and there is no foundation of "deep sense".

The difference between MUJI is that it can abide by its "middle", which is neither pedantic nor popular. But the most fundamental difference is that it has a very solid conceptual foundation. MUJI is, after all, a brand discussing the rationality of life style.

This kind of "rationality", which is understood by users as reasonable material, reasonable design, reasonable function and reasonable experience, is easy to help users to see whether the demand and "desire" are reasonable, and examine whether their "living state" is reasonable.

When these single products constitute a "collection", its rationality should not be reduced; this is very good in the new flagship store of MUJI; for example, in the handling of books, the books about "fashion" are all "embedded" in the selection of clothing scenes, and other books dealing with travel and home related books are not the same.

For example, some goods are placed arbitrarily, like throwing them on the table or turning an electric oven, and finding a book related to baking. This kind of wonderful display is like a direct response to the idea of "looking at goods from the perspective of a living rather than a producer"; when you are tired and sitting down, you will find that the books placed in the cupboard, just like the use scene at home, a travel box that has been put into clothes and sketches, has been "ready to go", seems to have taken a big step forward in the rational consideration of the actual use of the product.

In addition, the flagship store uses wood inside the reinforced concrete structure. It does not hesitate to take a deep approach to the wall and coerce the consumption scene. It also gives more consideration to the rationality proposition of "how to live in harmony with the electronic media and the industrialized environment".

In this way, the environment and scene design in shops is just like the material, production process and packaging of every product, and becomes a language to talk about "reasonable life style". Every aspect of Muji will reflect the thinking behind this language faithfully.

4. How does MUJI convey ideas?

Today, brands such as MUJI that talk about "reasonable lifestyle" will take an increasingly advantageous position, because the center of these discussions is the deep value of users, the deeper spiritual needs, the thinking of "what we want to achieve" and "how life can be better"; in this process of thinking, the brand has become a friend of users.

For example, when MUJI advocates embracing pure cotton and returning to nature, Under Armour, however, focuses on the "emotional and spiritual value of users" by shouting "cotton is our enemy." it forms two kinds of positions which are quite different from the ordinary attitude of life. However, such as early apple talks about "creativity", Starbucks talks about "third space", and Infiniti talks about "courage and love", which carries out the understanding of users' spiritual needs and has the value extension from shallow to deep.

MUJI, apple, Starbucks, Nike and Under Armour may be regarded as the heterogeneous species of human genes that are planted in the minds of users. Opposite to them, they are still the "most" people who are hesitant. For example, when a brand represents "cool tea leader" in our mind, when a brand means "smart smartphone" in our mind, this value output level is very limited, and even it can only play a role in specific consumer decision-making scenarios.

Similar thinking, I hope it will be difficult for the future brand to survive by occupying a concept. Once it is separated from the huge advertising expenditure, the brand that loses the ability to speak will eventually be unable to continue because of the lack of "value consumers".

To make "

With the increasing number of consumers, it is necessary to use effective consumer communication to make the concept of brand value resonate among the crowd. In this regard, the practice of Found MUJI is worth exploring.

The "Found MUJI", which is sometimes called "action", is selected through MUJI employees' in-depth investigation around the world, and then selected according to the brand's value. It is summarized as "exploring and discovering things with the vision of Muji."

The Found MUJI products displayed in MUJI new store include Ming style furniture, kraft paper notebooks from China, toolboxes from Japan, and glass bottles from European restaurants.

These have a cognitive base in the minds of the users in the country. What best represents the "simple", "reasonable", "practical" and "basic" things are plated into the world through the interpretation of MUJI, thus helping brands to express their products through products, as in the book "Muji design".

"The role of Found MUJI is not only confined to the purchase and sale level of goods, but the results of samples or photographs from different regions are released inside and outside the company to build a shared information system. This way conveys the entrepreneurial philosophy that has remained unchanged until now.

The role of Found MUJI as a medium of communication is equally striking.

5, bottom-up insights

Why do we have such an impact on such a broad population?

In addition to the above, there is a very important reason. Yu believes that the brand is equipped with a bottom-up "insight" system in terms of organizational form and mode of operation.

On the face of it, it is very reasonable to attribute the success of MUJI to a conceptual system consisting of super brains such as original research, Fukazawa Naohito, Koike Ichiko, Sugimoto Takashi and so on. But what is important is that MUJI does not rely entirely on such a single direction decision. The "middle" that MUJI takes is also reflected in its user perception like ant tentacles, so as to make the upper and lower hedge and seek a balance.

MUJI has set the IDEA PARK as an important channel to communicate with customers.

The Institute of life products is a two-way exchange and information exchange department through the Internet.

Among them, IDEA PARK solicited voice from customers, such as "have such a commodity," "this commodity can be improved this place," and so on.

In a year, IDEA PARK will receive about 8000 messages from customers, while the customer enquiry service (network, telephone) will receive 34000 feedback messages. Customers' opinions, customers' thoughts and necessary improvement plans collected by shop staff are all entered into the "customer view questionnaire".

There are about 6500 pieces of information in this part of the year.

To put it simply, this insight into the output of the system includes: MUJI's LED portable lights are integrated from users' creativity to commercialization. In addition, no matter whether the edge saw toothed shopping bags are changed to smooth design, so as not to scratch clothing and skin, or to introduce the same MINI for the classic "lazy sofa", these can promote the dissemination of ideas, optimize products and services, and have strong operational insights. They should not be despised by any brand.