Can Muji Continue Its Myth In China?

I was early on.

The product is deeply impressed by its electric cooker, with an embedded spoon rack on its lid, and a small design solves a big pain spot.

From then on, I began to focus on and study Muji.

It was built by a rich two generation and a few creative people.

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This rich two generation is the Minister of the West Wu department store two.

After 78 years of Japan's two oil crisis, inflation has made people's money bags tighter.

At that time, all the business super companies, including the West Wu department store, were competing for the development of cheap and beautiful brand products.

Diqing two is not the fastest, but he did a very artistic thing, that is, to find a group of creative people to make the brand. This small group of leader is a famous Japanese graphic designer Tanaka, director of Art (Art Director), founding member and Koike Ichiko (copywriter creativity), Sugimoto Takashi (architectural designer), Koo Valley (plane).

And Tian Ye Sheng (fashion designer), and everyone familiar with the original research is 02 years after Tanaka died, he took over as art director. He is also an excellent graphic designer. In addition, he also designed the wall mounted CD player product designer Fukazawa Naohito for Muji.

According to the world clothing shoes and hat net, Diqing two boldly launched a team of advertisers and designers. From the beginning of the brand name, it injected deeply into the genes of sensibility and culture, and constructed a great brand world outlook. Today, it is still full of vitality, enough to load into the history of the brand.

"Abstinence, concession and pcendental rationality form a" vision ", which is the vision of Muji.

This value is constantly being exported and strengthened through uniform plane vision, simple product appearance and shop space design.

From the first poster released by Muji, to the famous Horizon Series, the visual expression of Muji has never crossed the border. When we put the posters produced over the past thirty years together, none of them was out of harmony.

MUJI is no doubt outstanding at the output of brand concept. Its concept has stood the test of time and proved to be enduring vitality.

And its visual expression is not exaggerated, it has been imitated, never surpassed, and can keep pace with apple.

But why did Muji didn't reach Apple's height in business, only 1/6 of UNIQLO? I think we should return to the core of the business. That's the product.

In the 04 year, Muji has not yet entered the mainland. When I went to the flagship store in Hongkong, I went to the store with a pilgrimage. After watching all the products in the shop, I was a little disappointed. Some of the products were rough, marginal and even burr.

MUJI has many good product ideas, such as rice cooker (2002), wall mounted CD player (2004), right angle stockings (2006) and labelled umbrellas (2006).

But have you found out? These classic ideas are more than ten years ago. In the past ten years, MUJI products have few impressive products.

Wall mounted CD player was indeed a very creative product at that time, but when CD was replaced by MP3, Muji did not follow the user's habits, and launched the corresponding products. It still placed the product in the store's eye-catching location more than ten years ago, even though few people listened to CD again.

In 2005, Muji entered China and began to grow rapidly after 2012. By the end of 2016, there were 202 stores.

Because of the difference between pricing and purchasing power, Japan's homemaker muti, which is mainly for housewives, has pformed into a luxury luxury brand for the middle class.

The strong idea and the label of multinational brands are enough to support its light luxury position in China? I think it is not enough, because in the final analysis, the product itself is not enough to support its positioning. No matter from the creativity or the completion degree, the MUJI products can not reach the standard of light luxury, but they feed many Taobao sellers who sell MUJI products and the price is only half or even 1/3.

The data also reflect the choice of users. The growth of Muji's same store sales is slow, that is to say, its scale growth is entirely driven by opening stores.

In June 2016, Muji finished its fifth price cut, but it did not bring about growth. Q3's same store sales growth dropped to 0.8%.

MUJI is a brand I respect very much. I founded Da Pu in 12 years, and I learned a lot from it.

Its success has its inevitability, and its brand philosophy and visual communication are highly regarded by other brands. But approaching its products, it will find that the appearance is concise and uniform, but the degree of completion is not high, and there has been a very good idea, but now almost can not see the ingenious design, and there is a clear gap with the concept.

If Apple can not continuously create amazing products, its ultimate spirit and minimalist design will lose its weight.

Over the past four years, I have become more and more firm and the product is the core competitiveness. The eyes of Chinese consumers will only get better and better.

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