MUJI Is No Longer Affected By The Global Economic Situation.

The global economic situation is uncertain, Japan's lifestyle brand.

I can't sell it.

The Muji company's good quality plan recently announced that it would cut prices in Japan early next year to boost sales, including products in spring and summer.

300 categories of food and other commodities, the price range of about 20% - 34%.

It is reported that the MUJI products in the spring price range include clothing, food and travel products.

Among them, clothing, ladies

From 1500 yen to 990 yen (about 61 yuan), twill trousers from 3980 yen to 2990 yen (about 186 yuan).

In addition, 25000 yen's suitcase will be reduced by about 5000 yen to 20000 yen (about 1241 yuan), all of which are inclusive of tax price.

After comparing the official website of Muji, the reporter found that the price of the same size suitcase in China is about 1598 yuan.

The good plan indicates that because of the global economic instability and the more intense consumer awareness, the company improves its customer capacity by reducing the price of conventional products.

In addition, Matsuzaki Kyo, chief executive of good planning group, has said that next year plans to increase the value of goods, and the main products are expected to lower prices.

Japan's economic downturn has led to extremely weak retail sales.

Over the past two years, due to the depreciation of the yen, a large number of Chinese tourists entered the Japanese market.

However, as the yen strengthened, and the yuan continued to decline against the US dollar, the Japanese retail market went back to the doldrums.

In the first 9 months of this year, the retail market in Japan only recorded an increase of 0.4% in February, while the retail market in the other 8 months showed a decrease.

And in the important overseas market of China, the Muji which takes off the coat of "tall upper" is returning to the original location of the brand -- the grocery store.

Journalist statistics found that in the 11 years since the entry of Muji into China, the five price adjustment in mainland China has fallen by about 10%-20%.

MUJI products said that through checking procedures, simplifying packaging, improving logistics and other ways to achieve commodity prices, it will enable more customers to buy MUJI products.

MUJI has saved the logistics cost of pferring the products made in China to Japan and then returned to China. It is clear that the intention to expand the target group through price cuts is obvious.

For Muji, the Greater China market has become the locomotive to drive the overall sales growth of the brand.

The data released by the Muji company's good quality plan in April showed strong growth in business in East Asia, including Mainland China, Taiwan and Hongkong, with an overall sales volume of 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.

However, relying solely on continuous price cuts and crazy shops will be difficult to keep 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.

In the first quarter of this year, the income of the company's income increased by 13% to 87 billion 536 million yen, and net profit increased 27.2% to 7 billion 671 million yen.

It is worth noting that although the turnover and net profit of the company's plans still maintain growth, the company's revenue growth in the first quarter has slowed down significantly compared with the previous fiscal year, and the growth rate has reached the lowest level in recent quarters. The previous four quarters were 15.8%, 16.1%, 23.1% and 18.6% respectively.

In fact, even if the price reduction has reached the five round, for many consumers, the price of Muji is still "high" in China.

The view is that no Japanese price reduction strategy will be implemented in the Chinese market price adjustment.

Kimi Masaki, the president of the good plan, explained the "overpriced" market in China. "China has fewer stores and fewer orders. If there are hundreds of shops in the future, there will be new adjustments, when prices should be lowered."

In addition, due to some professional problems, our existing logistics processes and methods are not as common as people think. Chinese products are shipped from Chinese factories to shops, but need to be shipped from China's factories to Japan and then sent to China.

In the current situation, this is actually cheaper than direct pportation from factories to shops.

We hope this is temporary. If there are more stores in the future, we will improve the logistics and take an updated approach. "

In recent years, Muji has accelerated the pace of expansion in China.

Obviously, Muji hopes continue to expand the lifestyle advocated by the brand with the growing middle class in China.

Reporters learned that Muji and OdakyuElectricRailway's first Muji will open in Beijing next year, and Muji's bookstores and cafes have been promoted in many cities in southern China.