Will Future Business Focus Or Spread Further?

Just like Taiwan sincere goods is not just a bookstore, it is also a

It is also a complex of real estate; Japan.

It's not just home grocery stores, it's also sold.

Food, books, coffee, fresh meat and chicken are beyond imagination. Muji is about to open the world's first cross border hotel.

"MUJI Hotel Beijing" project map

Will the future business be further focused or spread? In the era of mobile Internet without borders, Muji can give you a different classic demonstration of opening the business boundary below the line.

Today, Muji can not be simply defined by retail chain stores. It is mainly based on three formats, extending MUJI Books, MUJI Meal&Caf, and more than 8000 kinds of products such as housing, flower shops, fresh products and so on.

MUJI is becoming more and more like lifestyle company, which is surrounded by consumers.

But why do you read so much about the analysis of MUJI, or get is not the essence of it? One may be that you do not understand MUJI products based on the coordinates of the times.

MUJI is the product of Japan's consumption change schedule. It created the Japanese "reasonable cost performance" era.

Nowadays, the voice of China's consumption upgrading has become a new proposition of the whole era. It has strongly catalyzed the innovation and evolution of the whole society, and no one can afford to look at it.

If we say, there are at least two ways to upgrade consumption in China. One is the upgrading of millet type, the other is apple experience upgrading.

The MUJI products, which exist in the "lifestyle shop", have also led the two upgrading of cost performance and experience, and become the world's unique learning benchmark.

Japan's normalization takes the lead in Asia. After four consumer societies, it has become a miniature of Asia, opening up a reproducible and visualized Innovation window and learning path for China.

MUJI was born in Japan, the third consumer society.

Japan experienced four consumer society evolution, and Muji was born in 1980s, and the third consumer society has become the representative brand of Japan from third consumer society to fourth consumer society.

As a symbol of environmental protection, simplicity, Japanese characteristics and fourth consumer society, it has swept Japan.

In the third consumer society in 1980s, Japan was in the period of stable growth after the period of rapid economic growth, and was plunged into an energy crisis.

People's demand for consumer goods has been saturated, which has certain immunity to luxury goods and tends to be more rational consumption.

MUJI, against the trend, pursues simplicity and simplicity. It seems to weaken the brand, but in fact emphasizes quality and follows the trend.

Over the next few years, Muji has been rapidly gaining popularity in Japan.

In the early 1990s, Japan's bubble economy burst.

The recession has been accompanied by Japan for a long time.

However, sales of Muji have been increasing for seven consecutive years in the downturn of various stores, and it is hard for people to admire Diqing's sharpness twenty years ago.

MUJI's earliest gesture is to advocate simple, simple and comfortable life, and reject the nothingness of brand worship, which is directly related to the essence of life.

MUJI products are not labeled with natural colors, such as black and white, grey and blue. The pattern is at the top of the lattice stripes, and the brand is not bleached.

This is very different from the brand clothing that emphasizes logo, omitting all surplus ornaments and challenging the true value of commodities.

At the same time, it can make people feel the Japanese culture, instead of pursuing the continuous supplement of performance and decoration, instead of eliminating it most. This is the same as advocating the quiet Japanese culture, that is, the aesthetics of subtraction.

This is the inevitable trend of the rapid development of Japanese economy.

MUJI is rooted in people's daily and low-key attitude, caring about food and keeping warm and close to the rhythm of people's breathing.

Japan's famous sociologist three Pu exhibition in the "fourth consumption era" pointed out that the Japanese consumer society has undergone four upgrading and evolution:

First, the consumer society: population growth, consumption westernization, yearning for big cities, and emphasis on the state (National).

Second consumer society: population continues to grow, consumption has American tendency, large batch characteristics, and attention to family (Family).

Third consumer society: population growth is slow, consumption has personalization, diversification, differentiation, brand orientation, emphasis on individuals (Individual).

Fourth consumer society: the aging of the population is prominent, consumption shows simplicity, leisure, local tendency, and attention to society (Social).

When Japanese Muji was born, its consumption orientation was individualization, diversification, differentiation, brand orientation, big city tendency and European tendency.

Today, Muji is in the fourth consumption era of Japan, which complies with the trend of Japanese society's lack of brand, simplicity, leisure and local consumption.

MUJI has taken the lead in upgrading the brand and adapted to the trend of consumption change and evolution in Japanese society.

China is in the third and fourth consumption era defined by Japan in the trend of economic rush and development cycle compression.

Under the catalysis of consumption upgrading, violent upheaval and renewal will completely metabolize every old cell.

Such as millet instead of all low-end cottage mobile phones, subversion of traditional travel, and the traditional bicycle bike.

MUJI nuggets in China's consumption upgrade

The Global Wealth Report 2015 released by Credit Suisse Bank shows that the number of Chinese middle class reaches 109 million, becoming the largest number of middle-class people in the world.

People who have more money in their hands will choose better products.

The new round of consumption upgrading is inevitable in the times.

The MUJI products, which came into being in the pitional stage of Japanese consumer society, are in the ascendant in China, and are catching up with the bonus of China's consumption upgrading.

Today, Chinese enterprises have entered the era of comprehensive upgrading and comprehensive competition, and can not win in a single dimension. We must build up the four bit model of consumption upgrading inside and outside.

MUJI has been integrated in four dimensions: quality upgrading, service and experience upgrading, consumption value upgrading and brand upgrading. It has built a brand moat and has not left a soft spot that can be attacked by its competitors. It can be said to be a well deserved all-around champion.

Regarding the upgrading of consumption, Muji has given us the following four enlightenments at least.

Revelation 1: quality upgrading

MUJI is a product of high cost performance, emphasizing product quality, texture and environmental protection.

On the one hand, Muji has become a practical and unique product of high quality after its improvement. It has greatly improved the cost of making goods.

On the other hand, Muji has a very strict testing procedure for every commodity, and it can make simple and comfortable low-priced goods by thoroughly realizing the rationalization of the production process.

But at the same time, in order to ensure the full use of raw materials and not extravagance and waste, after the scientific identification, the redundant inspection procedures that do not affect the essence of commodities are summed up, such as omitting the bleaching process of pulp, striving to reduce costs, and truly ensuring the quality of products.

At the same time, Muji also optimizes the supply chain and marketing chain to simplify the process, to achieve the ultimate cost control, and to enhance product quality.

The most notable consumer escalation in China is the need for consumers to upgrade their own functional interests.

In China's current third consumer society, consumers pursue moderate functional benefits under purchasing power, adhering to pragmatism, quality but not excessive.

Quality has become the consumer's first demand and starting point for products.

Product quality is the base of a brand.

Without the quality, the brand and the experience can not be talked about.

Revelation 2: service and experience upgrading

Just like the official interpretation of Muji's brand experience: a brand must be deeply rooted in the hearts of the people, so we can't stick to the commodity itself. We need to promote a retail pformation with a more complete customer experience.

In its daily operation, Muji has brought user experience and services into the closed loop of O2O, integrating traditional retail and coffee catering, culture and art, fashion and beauty, and striving to create a new era of experiential social networking for consumers.

MUJI, a highly praised ultrasonic aromatherapy machine, is different from traditional retailers in placing goods on shelves. In every MUJI store, they are all working and sprayed with different odour fragrances. Customers can instantly find their favorite fragrance whenever they touch it lightly.

More intimate is that Muji can also be the exclusive aromatherapy for every customer who needs DIY.

In the Caf&Meal MUJI cafe, a fully pparent kitchen design is used. Customers can see the whole process of cooking with their own eyes and eat more safely.

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MUJI's merchandise display is a university question, no logo, bright patterns, no print ads, spokesmen Muji must be through complex commodity display to conquer customers, and its new shop is the most laborious work than commodity display, it takes one to three weeks.

For example, MUJI BOOKS integrates books into products and sells them together, which is a complementary decoration, and also conveys the brand values in an invisible way.

Consumers are becoming more and more critical. Nowadays, products can no longer stay in the competition of functional interests. Consumers not only want high quality products, but also expect emotional benefits from products and consumption experience. They not only care about buying products, but also focus on buying products' mood, experience and process.

In line with the fourth consumer society in Japan, China's commerce will also gradually enter the era of relationship. The focus of consumers' attention shifted from simple material to real and personalized services. More people will start to pursue more interactive and interpersonal relationship through consumption, that is, to regard commodities as a means, and attach more importance to the goal achieved through this means, which is what kind of association they have with what kind of people.

The relationship between businesses and consumers is moving from "trading relationship" to "service relationship".

Commodities in the future reflect respect and concern for people.

As a result, businesses can move up and down in physical stores to create an unparalleled consumption scenario.

Consumers need to pform from product satisfaction to spiritual satisfaction.

Revelation 3: upgrading of consumption values

MUJI products are so popular not only because of the high quality of their products, but also because their products have a unified brand spirit, so that consumers can follow it from beginning to end.

In the form of Art Committee, MUJI products determine the selection criteria of products: 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.

When we enter the Muji shop, it seems that we have come to a omnipotent shop. Though the product span is from pure cotton comfortable clothes to recycled paper notebooks, MUJI BOOKS has come to Caf & Meal for dinner, and clothes, food and shelter have everything. However, 8000 commodities always revolve around "original nature and low key Minimalism".

MUJI provides a uniform style product that enables consumers to manifest their values and beliefs.

Consumption upgrading is not only reflected in the improvement of product function requirements, but also the new generation of consumers' purchase behavior contains more and more recognition of product values.

Many post-80s and post-90s consumer groups have become more mature and have their own unique opinions on brands, rather than parrot, pay attention to brands that are suitable for their own values and lifestyle, and pay more attention to the participation of brand experience.

Consumers are never rational, and within the acceptable price range, more and more consumers seem to pay more for products, pay for products and pay for additional services. They are also paying for their consumption values.

The products they buy need to conform to their consumption concept or even the world view. In this way, consumption has become a means of self value realization.

Revelation 4: brand upgrading

In fact, Muji is a "no brand" super brand, by brand anti tradition, anti brand way to build a unique lifestyle brand, through the brand to inject unique ideas to get a new life.

This undoubtedly sets a new paradigm for today's brand building.

As Matsuzaki, the current president of Muji, said, "we are a company that provides a comprehensive lifestyle."

Many people now go to Muji, instead of simply shopping, they become a fashion and an attitude towards life.

A person chooses Muji, which represents the consumer's demand for quality, and his preference for taste. It also represents the consumer's strength of consumption to a certain level.

When these are presented in the choice of consumers, the symbolic meaning of a consumer is more than functional meaning.

Mr. Matsui Chusan, the former steer of Muji, who led MUJI to achieve V paper recovery and out of the woods, said that Muji's brand idea came from Zen thought and tea ceremony thought. The core is a "Su" word.

All categories and varieties revolve around "Su", seemingly chaotic, but never changing.

The brand idea of "Su" seems empty, but it is all inclusive.

In this way, we can better understand the "no" in Muji brand names.

MUJI's "no brand" has ingeniously achieved the greatest degree of brand differentiation.

The official footnote written in "What is MUJI" - like an empty container, is born with the ultimate freedom of all people because of its simplicity and blank space.

MUJI successfully represents the modern urban people's pursuit of simple, high quality, environmentally friendly lifestyles, and its brand spirit is linked to the underlying consumer motivation of buyers. Therefore, the extension and crossover of their products are well established, and consumers' purchase decisions are smoother and more successful.

However, the way to build a lifestyle brand is a long road. We need to rely on product quality, design, and ideas, to make products unique, and to establish emotional connections with consumers.

MUJI can actively connect and interact with customers through the observation method innovation and good life research institute, so that customers can have a high sense of participation.

Such a way that allows consumers to participate in research and development, participate in communication and participate in the community is essentially establishing this emotional connection.

MUJI has tried to find ways to make life more convenient and tasty, and has also introduced the famous "observation innovation" method as an important means of new product development.