MUJI Products Test Water New Business Mode -- Open Restaurant

Recently announced a new high operating profit

And in the Chinese market, try a new business model -- opening a restaurant.

According to the world clothing and shoe net, in June 3, 2017, the flagship store of Huahai Middle Road, known as the largest flagship store in mainland China, has upgraded the original Caf & Meal MUJI and MUJI BOOKS to the world's first MUJI Diner Muji restaurant.

Yamamoto Naomiyuki, managing director of MUJI Shanghai headquarters, explained that the reason why he chose to open shop No. 1 in China is that Chinese food culture has a long history, and China has always been concerned about the same source of medicine and food. In terms of nutrition balance, the Yin and yang aspects of diet need to adopt the principle of body balance, which is very compatible with the concept of Muji and MUJI Diner.

With the largest flagship store in mainland China, the Caf & Meal MUJI and MUJI BOOKS of the flagship store in the Huaihai middle road have been upgraded to the world's first MUJI Diner.

Judging from the sales performance of Muji foods in the past fiscal year, the introduction of the concept of dining hall is more like taking the opportunity to strike while the iron is hot.

The 2016 financial year performance report (March 2016 to February 2017) released by the Muji printing company's good quality program Co., Ltd. showed that Muji's food sales accounted for 7.8% of total sales in fiscal 2016, up 16.6% from the same period last year.

In the case of sales growth, the gross profit margin of the company's food category decreased slightly.

Data showed that the gross profit margin of Muji global food category in 2016 was 33.1%, down from 35.1% in 2014 and 35.3% in 2015.

The introduction of the dining hall has the opportunity to play a stimulating role in this data.

The new dining hall was formerly Caf & Meal MUJI.

This model was born in Japan in 2001, and opened 25 stores in Japan in more than ten years. Currently, it has opened 4 stores in mainland China. The former MUJI Caf Meal MUJI Shanghai Huaihai Middle Road store is its second store in China. It has also opened 4 stores in mainland China.

The newly opened MUJI Diner launched the first order form.

On the face of it, the new dining hall may not be very different from the original Caf & Meal MUJI, which provides food and rest places for customers who come to buy Muji retail products.

But after careful comparison, it is easy to see that the concept of dining hall is Muji.

A new attempt to sell food and raise gross margins.

The Caf & Meal mode, which mainly sells packages, drinks and desserts, is more suitable for fast food. It is suitable for a person to eat alone or a small range of meals. The customers stay in the shop for a short time and the consumption is very limited. Compared with that, the first point of order restaurant is more suitable for family gatherings or friends' gatherings. The first opening of the dining hall to supply alcoholic beverages is self-evident for the foreseeable contribution of profit margins.

In the last quarter of the past quarter, the profit of the non Indo parent company has been growing historically and added to the company's new movements.

According to the world clothing and shoe net, the combined operating profit of good planning company from March 2017 to May is expected to grow by 5% over the same period last year, reaching about 12 billion yen, creating a record high profit from March to May.

In Japan, sales of groceries and food were strong.

In overseas markets, China's growth has played a stimulating role.

According to the world clothing and shoe net, the sales volume of existing MUJI products in China is expected to grow by about 6% over the year.

Although MUJI Diner has just opened, Yamamoto Naomiyuki has declared that he will not open shop in the form of separate MUJI Diner, but will continue to focus on Muji retail products.

The existing shop opening dining hall will also be restricted by some hardware facilities, such as the need to consider whether the kitchen can be made, whether there is a water pipe, a water distribution line, whether to use fire and fire safety conditions, etc. "in the future, if you open a new shop, if it is suitable for opening MUJI Diner, you may consider it".

MUJI, a retail restaurant, can easily remind people of another international brand.

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But Yamamoto Naomiyuki said that MUJI did not get inspiration from IKEA in northern Europe.

He explained that Japan's Caf e &Meal MUJI began to develop in 2001. In the 90s of last century, the shopping establishments in Tokyo, Japan began to offer coffee and dessert business models. "In fact, the retail industry will have such a fancy, and hope that in the shop, eventually, in order to serve customers, they will want to combine retail and catering."

After entering the catering market in China, Muji also quickly experienced the threshold of catering culture difference to this field.

Yamamoto Naomiyuki said bluntly: "before we opened the Caf & Meal MUJI, we will see that the commented on the public comment is not very good, and we are also deeply affected.

Customers say our dishes are like the cafeteria in the University. They are very tasty and cold.

In Japan, the convenience store food is eaten without heating, and the cold is also very delicious.

But in China's convenience store, we must buy the lunch and heat it to eat, and we must have hot tea instead of cold tea.

China is such a food habit, so we decided to change it. It must be carried out in a steaming atmosphere so that customers can feel very active dishes.

During the interview, Yamamoto Naomiyuki admitted that he was "nervous" for the first time to challenge the restaurant.

MUJI has 200 stores in China, second only to its scale in Japan.

From the 2017 fiscal year (as of February 2018), the medium-term business plan is expected to open 40 to 50 a year.

Later, it will open the world's first Muji Hotel MUJI Hotel in Shenzhen. We can see that the ambitions of Muji have already crossed the stage of selling stationery and aromatherapy machines in China.

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