MUJI Has Been Successfully Experimented In The Chinese Market, And Its Potential In Overseas Markets Is Huge.

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This July has milestone significance.

According to reports, Muji's number of overseas stores exceeded its number of stores in Japan for the first time in July 2017.

This marks a step closer to becoming a world-class brand.

Although the report did not mention specific figures, the 1 quarter earnings report of its parent company's good plan, released in July, also revealed some signals: earnings data showed that at the end of May 2017, the number of Muji Japanese and overseas stores was 422 and 408 respectively, and by the end of February 2018, the number of Japanese Muji stores in Japan will reach 424, and the number of overseas stores will reach 460 by the end of the fiscal year ending May 2017.

In the past, we have mentioned in the past several times that in the past one or two years, Muji has been expanding systematically, whether it is the mature retail market in Europe or the United States, or India and Southeast Asia, which still have potential to tap the potential.

Now the expansion is reflected in the figures.

However, the bulk of these figures came from the Chinese market. By the end of 2016, Muji has opened 200th stores in the Chinese market.

In fact,

MUJI products are relatively conservative and prudent in most overseas markets just as they entered the Chinese market in 2002.

Its number of stores in China was only 36 in 2011.

Much of this caution comes from concerns about how to start operations in an unfamiliar market, which is even more prominent in Europe and the United States, which are far away from Japan, with huge differences in living habits and cultural backgrounds.

MUJI has always used this strategy to open stores with the same structure and management as Japanese stores, but try smaller and less water.

In the Chinese market, Muji's water trial is even more radical.

In 2012, Muji produced a 3 storey global flagship store in Chengdu, China.

In addition, it has also opened 755 Huaihai flagship stores in Shanghai, and Muji has gained popularity in the Chinese market.

In 2017, Muji first opened the world's first high-end restaurant in June. By the end of the year, the first batch of Muji hotels will be opened in Shenzhen and Beijing.

Yamamoto Naomiyuki, general manager of Muji China, told reporters in Shanghai MUJI Diner that the opening of MUJI Diner was an initiative launched by Muji, but fundamentally it was an adjustment to the change of consumer demand in the Chinese market.

He mentioned that the canteen Cafe&Meal MUJI, which was originally well operated in Japan, was discovered after its actual operation and was not in line with the preferences of Chinese customers who like to eat hot food and served.

Similarly, the opening of hotels is also due to further consideration of the needs of Chinese customers.

Yamamoto Naomiyuki also revealed in the interview that he plans to customize localized products for the Chinese market in order to further expand the Chinese market.

"If we want to go further, I know that we have to choose to sell those things that can really meet the special needs of consumers in a certain area," Matsumoto Chusan, President of Satoru Matsuzaki, also mentioned similar views during the interview with Nikkei news. "Taking the Chinese market as an example, the electric cooker and kettle for Japan are too small for Chinese customers. We need to reflect such consumer demand on our product design."

It can be seen that when the number of overseas stores reaches a high point, Muji has begun to think about how to further tap the potential of overseas markets.

From the current situation, the focus of MUJI products is on how to localize.

The Chinese market with 200 stores is regarded as a testing ground.

The test results here not only affect the survival and retreat of the Chinese market, but also serve as a reference for the development of the global market.

For example, for the strategy of opening up flagship stores to enhance visibility,

Recently, Singapore has practiced a lot.

It has also been reported that Muji wants to replicate the success story of the Chinese market in India through the same strategy.

In 2018, Mumbai will probably open up a huge flagship store.

And second waves of hotels across the globe have also been heard.

In the spring of 2019, a new flagship store with hotels will be opened in Tokyo.

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