Can Muji Get Rid Of The Bottlenecks Encountered In China'S Development?

After launching a reduction in the scale of Japan's own history,

The "new pricing" in China also followed up in January 18th, while testing WeChat's small program and opening WeChat payment.

In January 17th, the official seal of the MUJI WeChat official announced that Muji would launch WeChat payment function in January 18th and launch the WeChat small program online.

Reporters noted that the small program page has been hanging out of the "new pricing" channel, and shows some of the reduced prices in the instructions to go in and clearly implemented in January 18th.

In fact, there has been a marked slowdown in the growth of Muji in China.

Industry experts analyze

This attempt will rebound in the short term, but the most important thing is to extend product categories and deepen style marketing.

Develop channels and cross formats

In the face of famous brands, NetEase, Yan Xuan and other "Muji" grocery brands

The rise of Muji has encountered bottlenecks in China's development.

According to the world clothing and shoe net, in January 17th, Muji finished 6 tweets on official WeChat public account. It announced that it would formally connect to WeChat's payment in January 18th and launch "MUJI Muji" WeChat applet.

Reporters found in the MUJI WeChat applet page, the current home page of small programs is divided into three columns, including home page, card voucher and small ticket.

The homepage displays WeChat pay, new store opening advertising, and price reduction and "new pricing" notice.

Meanwhile, Muji will also open the world's Muji three in one project on the same day, including MUJI Shenzhen deep industry Shangcheng flagship store, the world's second MUJI Diner Muji dining hall and the world's first MUJI HOTEL Muji Hotel, combined with three different formats.

The flagship store will introduce MUJI YOURSELF customization, purchase paper products can be stamped with personal seal or embroidery name and pattern; the shop is also equipped with furniture collocation consultant and clothing collocation consultant, for private customization; Muji hotel has 4 floors, the price is 950-2500 yuan.

The growth of Muji in the Chinese market has slowed down.

Data show that brand sales in China in the second quarter of 2017 (6-8 months) increased by 1.8% only in the same quarter, compared with 5.8% and 7.6% respectively in the two quarters.

The company originally planned to add 40 stores in the current fiscal year, and now it has reduced to 30.

New positioning and price reduction

It is noteworthy that before the implementation of the "Muji" scale in Japan, "the scale of price reduction in history" was officially launched in the Chinese market in January 18th, and began selling the same price with Japan.

In 2018, the "new pricing" consisted of 58 commodities, including 8 items of small items, cotton honeycomb pattern towel blanket, imported food, stainless steel kitchenware & tableware, cosmetic cotton &PP cosmetic box, wood storage, pine wood combination frame and rice porcelain heat-resistant glass feeder, with a price discount of 5%-25%.

Among them, a 4 story white oak storage cabinet reduced from 2900 yuan to 2200 yuan, with a discount of 24%, and other small items of life reduced by 3-15 yuan.

MUJI said that this is the eighth "new pricing" of the brand.

MUJI products will not stop innovating because of listing.

At the same time, Muji will continue to examine the development and design of commodities and reposition the prices of goods.

Reporters in the latest comment on public comment found that many netizens said MUJI products, but the price is too high.

A netizen named "Xiao Ming Ming" said that he liked to go around Muji, and even if he didn't buy it, he would have to walk around. The shop gave people a very comfortable feeling and a wide range of species, but the price was not cheap indeed.

Even people in the industry have told reporters that Muji prices have always been very high compared with other brands of groceries, and may even be higher than those in the Japanese domestic market.

Big adjustment strategy

Kang Lanxin, Dean of the school of dress and accessories, said that this can be said to be a major adjustment in Muji's business strategy.

Compared with other brands, MUJI WeChat payment and WeChat applet seem a bit late.

The hotel can be said to be an innovative attempt, such as Armani and other brands also have their own hotel, the use of its own products, to create young people like Muji style.

But from the pricing point of view, the hotel location is high.

It has the fresh and rustic style that young people like, suitable for travel accommodation, pricing in business people, but not able to meet the requirements of business people, thus falling into a dilemma of price and style.

On the whole, Muji has also launched a high-end hotel while the price of goods is being cut down. The target customer group is not clear, and the contradiction in positioning is likely to be "losing the wife and folding the army".

MUJI consumption is a style that attracts younger customers.

But for young people whose consumption habits are changeable, Muji is only fresh for a while. What really attracts is a small customer group of small fresh literature and art.

Kang Lan Xin expects that in the short term, Muji will be flooded with large quantities of customers because of price cuts, attracting old customers to enter the store again, bringing about the improvement of their performance and reducing the number of stocks, but the price reduction promotion will not have a significant impact on gross profit.

MUJI products still need extensions, such as infant products.

At the same time, we should highlight the style of our products and even achieve a unique brand.

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