"Musty" Muji Will Open A Hotel? What Is The Purpose?

According to the world clothing shoes and hats net,

When a hotel is opened, consumers can see it without looking at the relevant message.

Experience has concrete imagination.

This is the real horror of the MUJI brand.

The MUJI, which is often ridiculed "chilly", has been a bit hot in China recently - not only has it announced 200 stores, but also from home.

Format crossover to restaurants, bookstores.

In December 19th, it opened in the first cafe in China.

Not only coffee but also traditional tea.

A week later, in December 26th, Muji announced the opening of the global First House Hotel, but the address was not previously rumored in Beijing, but in Shenzhen.

Is it necessary to do things?

Got a hotel.

Just to show everything about MUJI for panorama?

The main products of home, clothing and other MUJI products are not fast, but ambitious.

By the end of 2015, restaurants were opened in 755 flagship stores in Chengdu Ocean Pacific and Shanghai Huaihai (the latter also implanted MUJI Books plate); in 2016, 9 months in December, the bakery was introduced at the Dragon dream store in Shanghai; at the same time, Muji announced the establishment of a department called "new regulation department", which was mainly responsible for two parts of food and beverage (Cafe&Meal) and hotel (MUJI Hotel) in Shanghai, China. At the end of 2015,

The intention of Muji is obvious, in order to make users fall in love with all products of MUJI, so that consumers can have more perfect reference standards.

Because MUJI's product line is too complicated.

At present, MUJI has more than 7000 total products, even in the largest area of the world flagship store.

But if different products are put together in the bedroom, living room, restaurant, or hotel room, the consumers can better understand their usage scenarios and characteristics.

The latest MUJI Hotel project includes all the above application scenarios: bedding, toothbrushes, toothpaste and other small household appliances such as bedding, toothpaste, toothpaste, and other furniture such as hot water pots and tables in the hotel room, all of which are MUJI products; in the space of conference rooms, a mobile bookshelf wall similar to MUJI Books is introduced; MUJI to Go, which is previously only opened in the airport, is provided by the MUJI shop; the breakfast of the guests and the need for a drink at night can be provided by Cafe&Meal MUJI.

MUJI bicycles, which were sold only in a few stores, will become a hotel service this time, providing MUJI bicycle rental services in the lobby.

In addition, MUJI Hotel design, Muji stick to try to remove unnecessary items, it wants to go "anti crude, anti luxury" route.

At the same time, this is the first time that Muji has handed over managerial power to others.

In this cooperation, Muji only provides three aspects of trademark, design and most products, and the real estate business is a real estate developer in Shenzhen.

In addition to the hotel format, MUJI House, a brand of Muji, is also in preparation. This business will be introduced into the Chinese market in Japan's practice of single family buildings and low rent housing pformation business.

MUJI has stressed that this seemingly diversified development thought is only "all branches under the MUJI concept". In the future, it will not expand from its store base to expand other formats.

The idea of crossing the border of Muji has already been very clear. So many problems are coming. Many brands are trying to cross border business before. Why is it that only the Muji border crossover appears to be successful and it is taken for granted?

How to cross the border with no cards and cards?

One day, people dressed in MUJI clothes, went into the MUJI cafe, looked at the books of the MUJI, drank the tea of the MUJI, went hungry to the MUJI restaurant, enjoyed the grain of MUJI, returned to the home filled with MUJI, and slept on the sheet of MUJI.

Even on a business trip, there will be a hotel in MUJI...

People's behavior seems to be deeply drawn by a kind of "non MUJI's obsession", which is the ambition of MUJI.

It can be seen from the "cross-border" behavior of "imprint" that it is trying to create a "full scene closed loop consumption ecosystem".

It's not hard to understand:

It involves various aspects of daily clothing, food and housing, and constantly crossover all kinds of life scenes. The aim is to train users' "MUJI" lifestyle.

At the same time, this has become a means of MUJI playing the "ultimate experience".

MUJI all store store scenes have maintained a uniform tonality - "Japanese style aesthetics" style (sex cool style), and all use MUJI's own products to build.

For example, all the facilities in the future MUJI HOTEL will choose MUJI products, and the behavior of customers' housing will be pformed into a behavior of experiencing MUJI products, and even directly lead to consumer behavior.

It not only achieves the "product display" effect, but also gives play to the "product experience" value.

This is also a common point of all cross-border actions of MUJI.

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How do we understand the "closed loop"? Here we mention the "membership" system of MUJI. Some time ago, MUJI worked with Alipay. When purchasing MUJI products, Alipay would automatically become a member of MUJI if it paid for Alipay products, which allowed the members of MUJI to efficiently cover them.

MUJI's membership system is similar to the chain lock of various industries in MUJI series. The advantage is that it can open up data and lock brand customers and target customers accurately to key customers, so as to carry out accurate advertising.

Just imagine, if you have a "membership card" that can be used in every scenario, the consumption points can be accumulated on this card. Will your consumption enthusiasm for this brand be higher? Until one day you suddenly find that your life is full of MUJI products.

When MUJI's brand culture and consumption concept permeate the user's consumption behavior in an all-round way, the consumption habits of MUJI brand users are also cultivated. The lifestyle advocated by MUJI is deeply embedded in the user's bones.

At this time, there will be a batch of "loyalty powder", which contains some "opinion leaders", which will be a "weapon" for MUJI to expand new users.

MUJI products most hope that all industries of MUJI can run well, and all industries can drive each other to "sell goods".

It is the "ecosystem" that MUJI expects.

This magical cross-border movement is not so perfect.

But can MUJI really achieve its ambition?

The answer is very difficult.

The new cafe is relatively unexpected. It is a closer MUJI to the lifestyle of consumers.

It is ingenious that Caf e MUJI is trying to grasp the greatest common divisor by a differentiation -- the choice of traditional tea and hand made coffee.

However, whether such an attempt can be recognized requires the market to test it.

Because MUJI products may not be able to be very accurate in different formats. Only by "cold and cool" lifestyle, this card may not be able to eat everything.

For MUJI Meal, the original intention is to advocate a healthy "MUJI style" diet, which is consistent with the MUJI brand tonality. The meals provided are basically plain food flavors, which have continued the style of B.

From the perspective of consumer feedback, MUJI Meal has attracted a lot of young people. "Quite a lot of people have to queue up". Many MUJI users seem to be "supporting".

However, the current word of mouth is not good, more feedback information is "no longer patronize", "eat once, not much", and there is an interesting phenomenon: users subconsciously will compare the MUJI dining and IKEA (about a simple meal about 68), so that "the taste is really not good, the price is indeed not cheap" conclusion.

IKEA's cross border catering business has been very successful. It has opened up in the suburbs with IKEA, and a dollar of ice cream has attracted customers from IKEA, and has also brought "profit".

And MUJI Meal chose the center of the city. There are numerous competitors. The key is not to eat well, but also to die expensive.

(Drama brother is really a sweat for MUJI Meal)

In the process of cross-border operation, the brothers suggested that they should not go too far in the process of cross-border operation, but to extend them in the well-known business scope so as not to dilute the core positioning of the brand itself.

Finding a professional team to operate the core business is perhaps the best choice for MUJI products, especially for restaurants and hotels.

The inspiration of Muji: create brand association without brand

MUJI used to be a home fashion brand with a competitive price tag, but now Muji has shifted the attention of consumers to the value of life culture. You will be surprised to find that the MUJI brand has extended to people's necessities, and is creating a closed loop of living mode.

And no matter what areas, Muji will stick to its own style:

First, strong cultural background.

Its Chinese name is too beautiful, Muji, front is "go to Logo", behind is "not expensive good goods".

This name is naturally suitable for the life culture of minimalism. This culture has a positive impact and will bring great intangible assets to Muji.

Second, what it really sells is a way of life. MUJI's products, from high price to price ratio to a mature social lifestyle, are practical, simple, environmentally friendly and simple.

The advance of values can be regarded as a cognitive foundation for expanding their business boundaries. Once the majority of consumers are identified, they can establish deep emotional connections, falling in love with this way of life, rather than a certain product, which is what brand developers dream of.

Today, Muji can open a hotel, and consumers can imagine their design experience without looking at the relevant information. This is the real horror of MUJI brand.

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