Only Selling High Prices In China, Muji Has Lost The Mai City In China?

Speaking of which Japanese businesses are the most famous in China? Muji and UNIQLO will be listed. In Japan, Muji has been called the myth of the industry. In 2001, its loss had reached 1 billion. But by now, Muji's revenue has exceeded 141 billion, and is known as a well known Japanese retail myth.

Myth does not seem to go smoothly in China. Since last year, the price of Muji has been dropping again and again, but the price has never been bought by Chinese consumers. For a time, Muji's winter argument is very popular in China. Today we are going to talk about how the world's successful Muji has lost its way in China.

First, the failure of Muji in China.

As mentioned before, Muji has been a myth of Japanese retail industry, and has become a lot from huge losses to huge profits.

Entrepreneurs study retail business and research business.

As a model, however, this paradigm seems somewhat unacceptable in China.

According to Phoenix News, recently, Muji has made eighth major price cuts in the Chinese market, which is only four or five months away from the last autumn and winter price reduction in 2017.

In the poster of the 2018 spring and summer new price announced by Muji, we can see that the cotton honeycomb pattern towel with a price of 450 yuan is adjusted to 350 yuan by the single person, and the aluminum pencil box with a price of 72 yuan has been reduced to 62 yuan. The price range can be said to be very "sincere".

But these sincere price cuts for MUJI products are not so acceptable in many consumers' minds. Almost all of the posts on Muji have been focused on these: "Why are MUJI products so expensive?" and "how to treat MUJI to sell 1000 dollars for long stools" has become a popular question.

So many international brands that enter China seem to be the focus of everyone's criticism. Muji's design is quite unique and its function is quite bright. But from the technical point of view, it seems that the price of Muji is not so convincing.

So how did Muji in China fail?

Two, the world's successful China's failed MUJI products.

Speaking of Muji, this enterprise is not unfamiliar to the Chinese people. What is Muji? There is basically no difference between Japanese vocabulary and Chinese. The so-called "Muji" is no trademark. The so-called good quality is good quality, so only literal understanding, Muji is a product without trademark but good quality.

We can see from the development history of the development of the printing industry that in the last 80s, the world economy has been in a prolonged downturn and stagflation, and the Japanese economy has also experienced an energy crisis. At that time, the Japanese income level began to drop to a certain extent, and it was difficult to pay for those goods with high price and beautifully packaged goods.

In this case, Kinouchi Masao, the founder of Muji, founded Muji. He used the concept of "no brand" put forward by Japan at that time, by selling the products without brands, thus simplifying the packaging of products and reducing the cost of products, thus giving them the value of "value for money".

At that time, the concept of MUJI products was "reasonable and cheap". Its core goal was to provide consumers with "simple, simple and moderately priced products". Muji emphasized the value of the product itself and weakened the anti brand concept of brand LOGO. Muji was to reduce the waste from production to circulation, including improving processes and adopting simple packaging. The quality of Muji can be achieved by providing "quality not less than national brand but 30% cheaper."

High cost performance has become an important reason for the success of Muji in Japan.

It was such a cheap grocery store in Japan that came to China for a 180 degree turn. Because of the advantage of Muji product redesign, the design of many products in China was so bright that the old people who were forced to endure the old design, so Muji seemed to see business opportunities.

A large number of so-called "dead loyalty" have been cultivated in China, and even in China, the sign of "priceless design" is used to let the country pay for the high price of Muji.

It turned itself from "cheap goods" to "refined products". In Muji, a set of cotton mattress sets sold for 500 yuan, while a mug sold as high as 80 yuan. Such a price would be called "redesign" for life. You bought more than just one thing, but "quality life".

After all, the concept of packaging is not uncommon. After all, in the eyes of the Chinese people, the affordability of imported goods is still relatively high. However, for the Muji brand, the selling of "GI" brands in China is indeed very incomprehensible to people. It is very uncomprehensible to people that hundreds of hundreds of boxes are stored up to one thousand pieces of stools. The high price of these commodities directly subverts Chinese people's cognition of daily commodities, and even the Muji has taken a simple and crude approach, which is that the Japanese yen is priced in addition to 10, which is China's pricing.

In his famous song "red rose", Eason Chan said: those who are favoured have nothing to fear.

MUJI seems to be illusions for this design and to be favored in China, so some netizens jokingly claim that the second words and fourth words of Muji should be removed and changed to "unscrupulous" estimation.

So the mutilate terminators began to appear. Because of the high price of Muji, many brands like Muji have begun to appear. The next Chinese shop, which is famous for creating excellent products, uses its Japanese design, but it is far lower than the price of MUJI products. It has been widely praised in the market. Once it developed rapidly, although the quality is general, but because of the low price and many varieties, the development of famous brand products is fast.

On line, NetEase began to go on line with strict selection. Even at the beginning of the line, it said its products came from Muji based subcontracting enterprises. The quality was basically the same as Muji, but the price was only half that of Muji.

In the field of science and technology, Xiaomi also began to act. As a price butcher who always existed, millet once and again subverted the psychological price of the public when it launched the mobile phone. So in the field of electronic products, Xiaomi also developed rapidly. Online xiaxiaomi's "millet products" also opened up, similar to Muji's simple style, but with many people's price, Muji can be said to have almost no hand back.

In addition, Ali even had his own Taobao heart election, and also hit the Muji.

So the Muji can be said to be in retreat. In fact, any enterprise must realize that no consumer is a fool, and selling a religion may be successful for a while. But in the long run, with the gradual maturity of consumers' cognition, selling and selling this way of faith to earn high profits is undoubtedly a very unwise act. Should Muji be sober? Is it necessary to change the discriminatory strategy that only sells at high prices in China? After all, Chinese consumers are not fools, nor will they believe in the behavior of an international set of two enterprises in the long run.