MUJI, Famous For Its Cool Sex, Is Selling Vegetables Again? What Happened?

The Japanese parent company, the parent company, announced a message that they will start selling fresh food starting in 2017.

Yes, Muji, known for its cool sex, sells vegetables.

MUJI sold dishes will be consistent with the "low value" trend, the continuation of the cold wind - the plan shows that Muji will be sold directly through the origin, to buy the "irregular vegetables" which are not welcome by the general stores.

In addition to the fact that vegetables are not up to standard, Muji also plans to target farmers' backlogs of vegetables.

That is the willful beauty of "Muji" as a Muji for sale, not only in Japan, but also in the general downturn of the world's retail industry.

By the end of August this year, the net sales of the Muji parent company's good plan had increased by 5.9%, although the growth rate over two digits in the first quarter of this year has declined, but it is enough to envy countless retailers.

This started in the 80s of last century.

What magic did it make in just a few decades, from Japan to the rest of the world? Or let us try to return to the era when Muji appeared.

Before the 80s of the last century, before the appearance of Muji, Japan was at the peak of the bubble economy.

The unusually prosperous economic scene has given people the impetus to pursue life beyond their capabilities, and the rapidly rising middle class of Japan is running in the wave of "bubble consumption".

At that time, Tanaka Yasuo, a four year student in Law School of Hitotsubashi University, once published a novel called "crystal".

The protagonist of the novel is a female college student living in Tokyo.

In the novel, a large number of brand names and annotations are listed.

This novel is also known as "brand novel".

Until now, the novel is still considered to be an accurate reflection of the Japanese economy, which was already expanding at that time, and the fanaticism of ordinary Japanese people in pursuit of brand.

The spread of popular brand upsurge has stimulated and encouraged the development of brand business in Japanese society. A remarkable result of this trend is that popular brands are getting more and more popular, and they are becoming increasingly "home" in their cooperation with retailers.

Against this background, many retailers have to develop their own brands to deal with the pressure of negotiation with brands.

For example, in 1978, DAE Rong Department Store in Japan developed a private brand "no brand" with 13 kinds of food, and then launched its own brand "savings" based on daily necessities.

MUJI is also a product of being forced to come out under the "commercial war", and in this wave of its own brand, it belongs to a late start brand.

In December 1980, Muji was released as a self marketing brand of "Xi you", a large supermarket operator.

At the very beginning, MUJI products were sold in only 40 categories, including toilet paper, instant coffee and so on, including 9 kinds of daily necessities and 31 kinds of food.

During this period, Muji was only on sale at Xi You's food and daily necessities, as well as the West Wu department store and the family convenience store.

There is not much difference between today's WAL-MART supermarket's own brand "Hui Yi" and "Jian Shi".

But because of the late start, Mui Yin's parent company Xi you group had the opportunity to fully see the market.

MUJI was launched in 1980, a year of dramatic changes in the world economic situation.

In December 1978, the second oil crisis broke out, and the worldwide economic crisis first spread to the developed countries.

Japan, which is in a period of rapid development, has been hit hard and its economic growth has suddenly slowed down, which soon affects the personal consumption market.

At that time, the Japanese market, on the one hand, produced a lot of excess, but on the other hand, the prices were high.

The middle class who used to be the main force in the rapid development of consumption, because of the impact of the economic crisis, has greatly shrunk in revenue, so we have to calculate the value and price of commodities.

The negotiations with branding have no advantage. Retailers have to take their own brand as the main force in this consumer war.

Therefore, most of the private brands were selling at low price.

However, the "quality of life" that the middle class has been nourished and raised by the brand craze is hard to give up in a short time. Those private brands with no characteristics and only low price labels are not attractive to the anxious middle class.

At that time, a representative of Xi you group named Diqing two also recognized the change in the consumption era. So when he developed his own brand goods, he identified two conditions: "improving the quality of commodities" and "lowering the price of commodities".

With the impact advertising slogan "reasonable and cheap", 40 kinds of MUJI products have been displayed in front of people.

The advertisement poster reads as follows:

It can be said that the practice of binding the brand with a certain life attitude from the beginning has laid the foreshadow for the impaction of Muji on the whole consumer market.

At that time, when the middle class wanted to save money and unwilling to give up the consumption of taste and quality, Muji gave the group a new consumption explanation and consumption choice.

In 1980, the first poster theme of Muji was "reasonable cheap".

Low price and high quality were originally a pair of contradictions, but for the middle class who had entered the economic mire at that time, they had great attraction.

At the same time, all the efforts of Muji, at the same time, were to keep low prices while trying to avoid "rustic" and "petty".

Among them, the "letinous edodes film", the representative product of Muji early, is the best example.

At that time, the letinous edodes films sold in Japanese supermarkets were basically the same size, arranged in a neat and beautiful fashion, and the outer packing was almost gorgeous too. Letinous edodes

MUJI only provides letinous edodes with different shapes, sizes, and only wrapped in plain paper bags.

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By writing the reasons why the price is low, Muji has made people realize that the size and shape of letinous edodes slices will not affect its essence when buying, because in the final stage, letinous edodes should be chopped, but those with neat and uniform size will add a lot of extra cost to choose for the need.

This persuasion of consumers to buy low-priced goods is not backward, but to restore the essence. It helps Muji quickly become the best seller in the market. It made the middle class who was in financial difficulties believe that the brand is just a symbol, the more expensive it is in packaging and other garish aspects, the more it shows its intrinsic value is not high.

In Japanese, Muji is no brand.

Kinouchi Jungxiong, who was involved in the development and operation of Muji at an early stage, summed up in an enterprise's publication in 2000: "Muji" has condensed all the company's philosophy, that is, to insist on providing quality products at a lower price.

Today, Muji is not only a commodity of style, but also an attitude towards life.

From its initial appearance to a popular brand, Muji has, to a certain extent, represented changes in the Japanese economic environment, and now this change may take place in China.

In the first quarter of Muji's performance, sales from the Chinese market increased by 30.1%, the highest among all regions.