Analyze Netease'S Strict Selection Of These "Muji" Labels.

The cold wind is getting more and more red. Besides Muji, there are also some other small partners who are trying to catch up with the wind.

For example, it is called "parity" edition.

The NetEase is strictly elected.

The NetEase's flagship electronic commerce platform, which launched the original lifestyle products, has been booming all over the world since its launch in November 2015. Through the Baidu index, we can see that netizens' attention to NetEase's strict selection continues to rise, especially during the double 11 period, and the search heat has reached a new peak.

Image source: Baidu index screenshot

The rapid growth of attention has also been plated into sales data.

According to the world clothing and shoe net, as of the end of September, the NetEase increased the number of registered users to 30 million, with a monthly turnover of 60 million yuan and a monthly growth rate of tens of millions.

Despite its brilliant performance, the controversy surrounding the "cottage" since its birth has been focused on the strict selection of NetEase, especially the collision with Muji.

Mr. DT casually compares the two business card boxes and pencil boxes.

It's really stupid.

Source: NetEase strictly selected official website and MUJI Tmall flagship store screenshots

Of course, it is not DT Jun's style to describe only subjective feelings. To understand NetEase's "label", the old rules and regulations, first pick up the data.

Look at the products. Everyone sells groceries.

When Muji first appeared in Japan in 1980, the products sold were limited to 40 kinds of daily consumables and food, such as toilet paper and instant coffee.

In the following year, there were 101 kinds of goods and three garments in the store. Now the company has covered over 7000 kinds of goods.

36 years later, NetEase's strict election was born on the Internet.

In less than a year, the commodity category covered almost flat with Muji.

By December 2016, there were more than 700 items of groceries, clothing accessories and furniture sold on the NetEase website.

Comparing the number of commodities in each category of the two brands, we can see that groceries and

Accessories are two main categories, accounting for more than half of the total.

Although the structure is similar, if we look closely at the product system, there will be many differences in fairness.

For example, the proportion of beauty care products in Muji product system is higher than that of NetEase. In addition to cosmetic skin care tools and essential oils, high priced beauty care products, shampoo and body care products are not yet covered.

Because the two brands were born in two countries with different tastes, the two types of food sold are quite different.

Compared to Muji western style and Japanese style snacks and fast food, NetEase Yan Xuan loves to sell the roasted seeds of the National Opera and the fresh black pork carefully selected by Ding Lei.

Look at the style of painting, from the real object to the advertisement frequently hit the face.

Although there are different types of specific products, how much are the two brands?

On NetEase's official website, from the website's overall style and product profile page to the product itself.

They all revealed a thick cold wind, which is very Muji.

If you don't believe it, DT will take you two examples to see how much they look like.

In the category of clothing accessories, the materials of the two commodities are mainly concentrated on textile materials such as cotton, spandex, wool and polyester fiber.

A little bit different is that, in comparison, the strict selection side uses the modal fiber more artifice, and the flax material with high appearance rate of Muji is closer to "nature".

The color of the two brands tastes the same: the main colors of the selected clothing accessories are black, gray, blue, navy blue and pink, and Muji is gray, black, blue, navy blue and white.

Looking at the larger furniture, from wood to natural color, it's almost a tune.

"Natural, natural, and Muji" is an advertisement published in Muji in 1983. You can also feel the thinking of "natural material, of course, no trademark" in its product quality and color matching.

This is also the practice of NetEase's strict selection. At least, most of its products do not print any trademarks.

MUJI design has been highly praised in the industry.

In the eyes of the original director of Muji art, Muji design can be summarized in the word "Emptiness".

"Emptiness" is not the same as "simplicity". He thinks Muji is not simply to remove the unnecessary decoration for the appearance of the profile, nor to pursue the modern sense blindly. It is to create an ultimate "emptiness". There is no restriction on the use method and the image of the product, and the more white with tolerance, the better.

You can intuitively feel this design concept through the commercial posters, and... NetEase strictly chooses the same style:

Source: NetEase's Yan Xuan and Muji's official website

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A good life is cheaper than you.

36 years ago, Muji hit the slogan "cheap because of reason".

By choosing high-quality raw materials, constantly improving production processes, and adopting simple packaging, etc., Muji hopes to save the waste generated in the process of manufacture and sale of national brand goods (NB), and to provide consumers with goods that "quality is no less than NB products, and the price is lower than NB product 30%".

The best way to represent this value is the story of Muji early on behalf of the product "letinous edodes film".

Taking into account the fact that letinous edodes must be chopped at the end of the consumer's cooking, Muji has directly omitted the step of selecting a unified letinous edodes shape in the production process, thereby reducing the cost and providing consumers with cheaper, better quality letinous edodes.

Therefore, in the eyes of Japanese consumers, Muji is a charming and cheap commodity.

However, because of the difference in price sensitivity and ability to pay, the Japanese view is not necessarily true in the eyes of Chinese consumers.

The slogans and MUJI products chosen by NetEase are also very similar. They are called "good life, not so expensive" - in fact, they did.

Comparing the price of NetEase's strictly selected and MUJI products, the overall average price of the latter goods (by category weighting) is about 40% higher than that of the former.

The average price of Muji's clothing accessories is almost 2.5 times that of strict selection.

Taking into account the large differences in product form between individual categories such as food, there is also the fact that the average price of goods selected by NetEase is more expensive.

You can also feel the price difference when you compare naked eyes.

For example, the price of a suit of autumn clothes and trousers should be strictly selected. Maybe it can only buy a pair of autumn trousers.

Source: NetEase's official website and Tmall flagship store

Compared to the top two brands, the highest popularity of single products can also be found. Muji's popularity price is almost higher than that of NetEase.

Behind the collision price: the secret that manufacturers have to say

It can be cheaper than MUJI, which is "reasonable and cheap". It has to mention the NetEase's strict selection of goods. DT Jun has done a low price and high quality electricity supplier in the "NetEase strict selection", but it has been introduced in detail in 40% years.

The essence of NetEase's strict selection is an excellent purchasing agent, finding international famous Chinese manufacturers to customize products, abandoning the brand premium, and offering goods with the same quality and lower price.

Compared with MUJI products, such as improved production technology, simple packaging and other means to reduce costs, NetEase's strict selection of ways to go farther on the road to price performance.

This mode can be turned to a large extent, thanks to the large number of Chinese manufacturers behind the world.

Under the strict selection of every category of NetEase, we can almost see the figure of the big international manufacturers in this field.

According to the world clothing and shoe net, in the NetEase's strict selection system, the number of goods produced by the international top brands accounted for about 43.61% of the total, nearly half of them, among which the number and proportion of the major manufacturers involved in the clothing accessories category were the highest.

MUJI based Chinese manufacturers are naturally one of the most important representatives. Their brand manufacturers account for about 6% of the total number of strictly selected commodities, and Muji is also the largest number of "involving" NetEase's most stringent number of selected commodities.

You may have to ask, 6% of the proportion, why other non Muji manufacturers products, also strong MUJI wind? This may be said to be NetEase's strict selection of Muji design style of the ultimate "appreciation".

This mode of cargo selection is also one of the controversies faced by NetEase's strict selection. DT Jun does not make legal evaluation here, but just wants to sigh. As an excellent "purchasing agency", NetEase's strict selection can really tap the resource endowment of China's manufacturing industry.

NetEase's cooperation with manufacturers is mutually beneficial.

On the one hand, these manufacturers have become the endorsement of NetEase's strict selection of commodity quality; on the other hand, NetEase's strict selection is also providing a new survival path for these traditional "foundries", and even using consumer data collected by the electronic business platform to help manufacturers pform the supply chain.

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NetEase strictly elected the right time?

It is interesting that NetEase's strict selection and MUJI products were born in the period of slowing economic growth.

In 1979, the second oil crisis, Japan's economic growth began to decline; now, China is also experiencing the slowdown of the GDP growth of the "new normal".

At this stage, the concept of national consumption tends to be rational, and products with high cost performance, no brand or no brand premium are more popular.

At the same time, according to the world clothing and shoe net, from the experience of Europe and America and Japan, the trend of "NOLOGO" often appears in the stage of GDP per capita reaching US $25 thousand, and Muji is born in the period when Tokyo's capital circle gradually entered the threshold of US $25 thousand per capita.

Corresponding to China, the per capita GDP of the first tier cities such as the north, Guangzhou and Shenzhen is approaching the stage.

And from the Baidu index, the NetEase's strictly selected attention crowd portrait is also true from many of these first tier cities.

In these cities where GDP per capita is close to 25 thousand US dollars, the overall income level gives people the basis for pursuing a better quality of life, and the high cost of living such as housing prices makes consumers increasingly seeking the kind of "reasonable" and "cheap" advocated by Muji.

It was at this time that a strict NetEase selection from product details to brand aesthetics paid tribute to MUJI products, but still offers more cost-effective.

Finally, to say more, Mr. DT has no intention of evaluating NetEase strictly in law and morality. What is more concerned is the business logic and social changes behind the "exploding" electricity supplier. Here, we just share data with you to share with you a few observations and Reflections on the NetEase's strict selection and welcome the rational exchange.

More interesting reports, please pay attention to the world clothing shoes and hats net.