MUJI: Sell Books, Sell Vegetables, Sell Coffee, And Prepare To "Sell".

According to the world clothing shoes and hats net, from 2005, a shop in China went to 2013 shops and 100th stores, and then to 200th shops opened in Baolong Plaza in Binjiang, Hangzhou.

This is Japan's opening up market by "cold air".

Is accelerating the pace of development in China.

In recognition of the importance of the Chinese market, in December 12th, Mr. Yamamoto Naomiyuki, the deputy director of the company's representative on behalf of the company, took part in the ribbon cutting ceremony of the opening ceremony of Muji (Shanghai) Commercial Co., Ltd.

Matsuzaki Kyo said, "in 2005, MUJI products entered the Chinese market to fight stationery, and as consumers grew older and social experience increased, more people would buy our clothes and cosmetics, get married and have children to buy furniture, and we grew up with Chinese customers."

Therefore, Muji will be reduced for the sixth time in the first half of 2017, and groceries and household furniture will be considered.

It is understood that the price will be reduced by about 295 commodity prices of about 14%, the price starts with clothing products, pricing is basically the same as Japan, Yamamoto Naomiyuki said, "the next thing to conquer is grocery products."

At the same time, in order to better enable consumers to experience products, the MUJI HOTEL will be completed in the second half of next year.

Speaking at the ribbon cutting ceremony, Matsuzaki Kyo said that in the future, it is necessary to take root in China and hope that consumers will feel the sense of peace of mind when they think of Muji.

But from the price of products to the opening of hotels, Muji, the originator of "cold air", is carrying on with another old rival who is also from Japan.

There are totally different business strategies.

The price cut will be 14% next year.

"Our goal is not to attract customers by discounts, but to eventually lower prices so that we can buy our products at a good price," Yamamoto Naomiyuki said in response to reporters' questions at the scene.

Simple and low price can be said to be Muji's "market label", but after entering China, it was once challenged by the "high price" of the price.

Since October 2014, it has implemented 5 price cuts in the Chinese market.

In recent years, the depression of the local retail market in Japan has made it more and more aware of the Chinese market.

Since 2012, Muji has maintained the speed of increasing 20~40 stores every year in China.

According to statistics, China has become the largest overseas market of MUJI products in 3~5 this year, accounting for 25% of the total income of the East Asian market.

However, Mr Song said, "Muji is not a target for value development. It probably adds 30~40 per year, but there will be no clear nodes."

At present, the price of Chinese clothing products is equal to that of Japan. Yamamoto Naomiyuki said that the next task to tackle is groceries.

About 50% of its groceries are required to be imported from abroad. "This is largely a failure to enjoy preferential policies for preferential duties". Therefore, two new prices have been made this year.

The first time in the first half of the year, the average price of groceries was reduced by 21% on average, involving 250 commodities; the second in August, 330 commodity prices were adjusted, with an average reduction of 20%.

In the first half of next year, 295 commodities will be cut by about 14%.

However, due to tariff and logistics costs, China's price cuts are not as fast as expected.

It is reported that the price reduction in Japan will reach 20% or even more than 30% next year. Yamamoto said that because of the exchange rate relationship, the official 14% plan was slightly lower than originally expected. With the increase in the number of shops in China, the company will further cut costs, save the cost of distribution in the material distribution, and shift the manufacturing factories and enterprises to the site, and the price range will rise.

"Select materials", "modify processes" and "simplify packaging" made Muji attract the attention of the middle class with the way of selling life.

But Zhao Ping, director of the International Trade Research Department of the China Council for the promotion of trade, once told the media that Muji should continue to expand in China, and must take off the middle and high-end coat and return to the positioning of mass consumer goods.

And the continuous price reduction strategy is just trying to win over more customers.

"This has become a topic for us in the future."

Yamamoto Naomiyuki said that after the price went down, the sales of nylon cosmetic bags and other products were doubled to three times after a week's price reduction.

Why fire?

Referring to the development of Muji, Yamamoto Naomiyuki once said to the media that there are three main links: first, commodity, second, environment (including shop service, management), and third, interaction with consumers.

Commodities: at present, MUJI products, which are still mainly made up of physical shops, will make strategic adjustments on the basis of unified strategic commodities on the basis of unified strategic commodities.

From the consumer experience, adhere to the principle of "smooth and easy use", label products design, and expand the category around "feeling good life".

In its headquarters of more than 7000 kinds of commodities, in 2005, the first time introduced more than 1570 kinds of Chinese commodities, including 1450 groceries, 100 kinds of clothing and bags, and 20 kinds of food.

Yamamoto Naomiyuki disclosed that the furniture category will increase sales to 20% in the future. At present, it accounts for about 14% of the total three categories of textiles and electronics.

At the same time, Muji has also noticed the rise of children's clothing market after the opening of the second child policy.

"It is said that at the end of next year, it will be a baby boom," Yamamoto Naomiyuki said.

Children's clothes sell better shops in the three line cities, shops next to schools, stationery sold well, there are residential areas, daily necessities, home appliances sold better.

Management: anyone who knows Muji knows that it has a 2000 page employee handbook, which is the handbook that restored the V font in 2001 with a deficit of $3 billion 800 million in a few years.

Song Qi said that the location of the shop was decided by two staff members, and the proposal was made by the board of directors, but the internal process was simple. Even if the seal was not more than 3, an A4 paper was positive and negative.

{page_break} consumer interactive communication: Despite the fact that it is still dominated by physical shops, Tmall's MUJI products were announced in 2000, and its online is regarded as an important channel of communication with consumers.

Yamamoto Naomiyuki said that through online interaction between Tmall flagship store and official online mall, it can communicate with customers, borrow online merchandise preferences and official online stores hope to better guide the flow of visitors in the physical shops, providing better experience and services.

Last year, Muji entered China's 10th anniversary place, and launched the official APP, known as Muji Passport, as its channel to understand customer consumption dynamics.

The APP can find nearby shops and search and collect products that users like.

Members get the total mileage by signing in, get the points to exchange the prizes, and act as a shopping guide. Users look for goods near the map through the commodity and the code, which makes them a bridge to get through the online and offline channels.

However, the integral points of Muji Passport and Tmall flagship store have not been opened yet.

After selling books, selling vegetables and selling coffee, they are ready to sell.

The retail companies, which has the simplified and minimalist spirit of Japan, is very happy in the exploration of the business form, and intends to "manage" the users to eat and wear.

It is reported that in the second half of next year, the MUJI HOTEL will be completed in China. This is also the first cross-border crossing of Muji. From 41 rooms to public areas, MUJI products will be adopted.

In Japan, it began refurbishing old homes with the Japanese urban regeneration agency since 2012, so that local young people can return to the residential area.

"Muji has indeed done a lot of advance projects in Japan, such as the pformation of old houses, etc. China has also introduced new forms such as open Muji and Caf e &Meal MUJI, etc., and will continue to import new forms to give customers the feeling of novelty."

Song Qi Xiao added.

In January 2013, China's first large store, Hangzhou Lixing famous shop opened.

Found MUJI entered China for the first time, and improved and regenerated products from all over the world to find long-term commodities.

At the same time, it opened ATELIER MUJI space for the first time in the shops, and held various exhibitions on a regular basis. The themes covered humanities, traditions, customs and manual lines closely related to daily life.

In August of the same year, China's first flagship store opened in Shanghai's International Trade Plaza, introducing MUJI YOURSELF service for the first time, that is, embroidering the name or pattern on cloth products.

In November, Muji produced the first MUJI to Go essence store in Shenzhen airport, selecting business and travel products to enhance customer travel experience.

Similar to IKEA, Muji has launched a Caf &Meal MUJI advocating vegetarian concept since 2014. At the same time, it provides two special shop services, IA furniture collocation Consultant (Interior Advisor) and SA dress collocation Consultant (Styling Advisor), providing personalized home furnishing and dress matching proposal.

In December 2015, China's largest world-class flagship store, Huaihai 755 flagship store, opened in Shanghai. The MUJI BOOKS was introduced into the Open MUJI independent dialogue space for the first time through the mixture of books and lifestyle. Artists and artisans were regularly invited to launch colorful exhibitions and talk show around all walks of life.

Yamamoto Naomiyuki said that Muji will pay more attention to the more human side of life, and think with consumers about "feeling good life". China's economic growth in the future may be around 6.7%, and expressed the expectation of the expansion of new projects in China.

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