Zhang Xiangdong Talks About The Influence Of Muji On Him

In the past successful lifestyle brands, Muji, Nike and so on can be said to have affected the whole world.

Why do these brands grow and grow so influential?

In mid March, he was invited to visit headquarters in Tokyo by Muji. He was able to have talks with Muji. Mr. Kimi, chairman of the management, such as Mr. Shenze implants, and Mr. Xia Feng, general manager of China region, were also invited.

Besides, specific business cooperation has given me more clear answers.

Not to mention all the Muji designs, which are well known, these books are read enough.

Before the Spring Festival, I saw Mr. Kimi for the first time. He told a story: many years ago, a MUJI PP cabinet was completely copied by other companies in the Japanese mainland. The company was furious and told the court that the judge had read all the information about their design, research and development and production. He said, "you can not explain that this product can only be produced and sold by you, because this product is simply the simplest and most natural storage box."

After losing the lawsuit, they all ran to drink and celebrate.

Mr. Xia Feng is the general manager of the Chinese region. He graduated from Shanghai. He went to Tokyo to read a master's degree. After graduation, he worked in Muji, until today.

At the end of the talks, Xia Feng took me to visit the largest store in MUJI, Tokyo. He repeatedly told me that he was his favorite, a special money losing project, that is, to recycle clothes for sale.

This project is totally unprofitable. Muji has placed it in the most important position at the door.

Xia Feng said, according to statistics, the whole world's clothing is enough for all the population to wear for many years, but it is still being produced and sold. Muji uses this project to let more people introspection and reduce consumption.

Xia Feng said he would like to serve the company for so many years, because the company will always do it.

Beyond these things.

Having read "redesign", "design in design", or paying close attention to design, should be deeply impressed by Mr. Hara Keya's design concept of "the essence of life".

Unfortunately, I did not see Mr. Hara, but he took pictures of Muji this year on the wall of the Muji shop, and the photo of the president's office hung on the famous horizon of the wall, which has the unique aesthetic feeling of MUJI.

In the form of Art Committee, the selection criteria of products are determined: simple, high quality, returning to the essence of life, without LOGO.

It is these seemingly unrelated commercial principles that have become the aesthetic of Muji, become a unique value concept, and have been recognized by many people, thus realizing the vitality that business brand dreamed of.

At this point, NIKE is the same, but NIKE's values and aesthetics are fighting, struggling and fighting.

Interestingly, this kind of aesthetics began to appear in the sub culture field.

With regard to this point, I would like to make another time to write our views.

Yes, China has arrived at the time of consumption upgrading.

The time of brand establishment may even be the time point for the establishment of a global lifestyle brand. However, under the recognition of quality identity and values, a real and viable brand can grow.

700Bike is lucky that bicycles are good containers for life attitude. It is a natural way of life, representing simplicity, happiness and freedom.

It is the attitude of life that people yearn for.

What we need to do is to express this attitude with products.

In consumer brands, the most valuable thing is not to grow fast, but to live long.

We know that spirit lives longer.

I didn't see the original research, but after reviewing the products of 700Bike in the Art Committee, I met Mr. Shenze's founder. His English is very good. Our bicycle is rated as "Great work!" I am very happy.

I said his work was very inspiring to me. I also had his famous hanging rope switch hanging machine. He shook hands with me and said he would participate in our bicycle design later.

There is another story at the end. First, I want to make some notes. Later I heard a friend who was studying in Japan told me that in Japan, people pay close attention to objects.

At noon that afternoon, Mr. Kimi asked me to have lunch at the sushi restaurant opposite to MUJI headquarters. He asked me if it was difficult. I said it was very difficult. In China, people's attitude towards life is still in the searching stage. Most people do not know what they want, and bicycles need people to be confident first.

He wanted to say that MUJI had gone through the same difficult road. You will succeed. Then he took off his watch and gave it to me.