The Purpose Of MUJI To Attract Consumers To Buy Is Not Effective.

In order to reduce the cost and make the products more cost-effective, Muji has started to choose processing products in China or cheaper Southeast Asia. Besides, they can also reduce the price of goods by checking procedures, simplifying packaging, improving logistics and so on, which will enable more customers to buy MUJI products.

Despite the great pressure of competition, Muji still favors the Greater China market.

Data from the Muji parent company's good quality plan released in April this year show that

Business growth in East Asia, such as Taiwan and Hongkong, is strong, with overall sales reaching 83 billion yen, an increase of nearly 50%.

Among them, sales growth in mainland China was significant, clothing and cosmetics brands continued to perform strongly, and food sales also increased.

According to sales figures, about 60% of the East Asia Division is contributed by the Chinese market.

In addition, the number of shops in China has reached 160.

There are only a few customers in the physical stores, and there is no rush to discount.

Zhao Hongshan, director of marketing department of Beijing Institute Of Fashion Technology, shows that the proportion of price sensitive consumer behavior is decreasing, and consumer psychology is becoming more and more mature.

However, the contrast with mass price reduction is that there are few customers in the store.

Ms. Geng, who works at the nearby office building, is the iron chicken chicken powder. She came to visit the shop on the eve of lunch break. She felt a little surprised that the price of Muji was greatly reduced. "How did she not listen to her friends before?" according to Ms. Geng, "if there was a Muji sale in the first two years, friends soon passed the good news to her, and everyone went to the store to clean up the goods. At that time, there were so many people buying things at the store, and the checkout stations were queuing up."

Yesterday, more than half of the goods sold in the 4 Tier Muji store in the Wangfujing building were on sale.

According to the observation, there are three kinds of price cuts, one is the "SAIL" brand on the shelf, the price range is 30 percent off, the discount items include scarves, clothing, etc. the other form of discount is to buy a piece of 10 percent off, buy two pieces and 20 percent off, discount goods including clothing, bedding, snacks, desks, chairs, etc. third kinds of price cuts are new priced goods.

Beiqing Bao reporter saw in the store that some commodity prices were marked with three new scarlet words, and the new price was 10% to 31% cheaper than the original price.

Taking Ivory clock as an example, the original price is 290 yuan, the new price is 200 yuan, and the price reduction is 31%.

The large capacity ultrasonic perfume machine, the original price of each 648 yuan, the new price of 550 yuan.

Informed sources said that the price is similar to the local price in Japan, which is 17.8% higher.

It is understood that from 2014 to now, Muji has been reduced to about 10%-20% in five different categories of commodities.

The first few results were particularly good, because Muji was suddenly cut down because of its low price, which made fans rush around and rush in.

However, this year, Muji has yet to play a price tag, but many fans have not responded.

Analysis of the industry, relying on continuous price cuts, I am afraid it is difficult to retain Chinese consumers.

In the four quarter of last year, the sales growth of Muji in the Chinese market was 38.6%, 22.6%, 15.9% and 9.7% respectively, showing a gradual slowdown.

Zhao Hongshan, director of marketing department of Beijing Institute Of Fashion Technology, analyzed the reason why the market reaction was dull. This is mainly because the consumers are already knowledgeable and mature, so the price sensitive consumption behavior is gradually decreasing.

In addition, from the overall format, it is the same as that of all physical stores.

Also faced with a substantial reduction in passenger traffic situation.

As for the reasons for the big price reduction of Muji, Zhao Hongshan believes that it is mainly challenged by the low price competitors, and Muji hopes to retain customers by improving the price performance of the products.

She analyzed that the market impact of Muji is mainly from two aspects, one is Japanese style low priced entities, such as UNIQLO.

MUJI

It is characterized by plain colors, pure natural fabrics, simple style, comfort and versatile. "At this point, UNIQLO is very similar to Muji, but its price is cheaper."

Beiqing Daily reporter noted that the same is men's flannel lattice shirt, UNIQLO sells 149 pieces, and the retail price of MUJI is 198.

Another impact is the many copycat products on the Internet.

Zhao Hongshan pointed out that MUJI products' style is minimalist and therefore easy to imitate.

The reporter saw a single Shoulder Tote Handbag on the Internet. Its product design is very similar to Muji. Each price is 48 yuan, while the same bag is priced at 148 yuan in Muji shop.

MUJI has already been able to stand up for counterfeiting.

In its official website, Muji issued a solemn statement in August 2014: "at present, our company's subsidiary in mainland China is only one of the" Muji "(Shanghai) Commercial Co., Ltd.

By the end of 2014 6, there were 105 shops in major cities in China.

In addition, our company has not authorized any other company or individual to set up other subsidiaries, branches or shops in mainland China. Any other company or shop established by similar names of our company or Muji, MUJI, etc. has nothing to do with our company. "

MUJI is a good commodity without name. It was born in Japan in 1980, and it mainly promotes various kinds of high-quality goods, such as clothing, groceries, food and so on.

It is understood that the brand in Japan is a cheap route, but in China it has become a "light luxury" product.

Take the brand's sign product lazy sofa as an example. In China, the price is 1200 yuan RMB, and occasionally 25% off, and it needs fans to pay 900 yuan.

But in Japan's official website, the price is equivalent to RMB 650 yuan, and if it hits 25% off, the price will only be RMB 487.5 yuan.

Why does the same product differ nearly 2 times in the retail price between the two countries? The art director of Muji has told the media that this is mainly because China's tax revenue is relatively high and the cost of logistics pportation is also very expensive. Usually, the domestic pportation to the domestic market is more expensive than the domestic logistics fee, and the cost of human production and pportation links lead to a final price increase of at least 50%.

If the cost of facade rents and staff costs of major cities is included in the cost, the price will be even higher.