The Philosophy Of MUJI MUJI

In the past two years in China's media, it seems to be all bad news of Muji: the growth rate of earnings has declined, the price has dropped, and the sinking has entered the two or three line cities.

On the one hand, with the rise of the "Muji" daily grocery brand and the electricity supplier, such as famous brands, NetEase, and so on, the market share is bound to be eaten. On the other hand, the essence of the phenomenon is to see through the phenomenon, which is also a strategic adjustment of Muji in China.

In January 18th of this year, MUJI China again launched a new pricing campaign: This is the eighth time in 4 years for MUJI China.

On the same day, MUJI global First House Hotel MUJI HOTEL officially opened in Shenzhen. On this day, MUJI also joined WeChat to pay and open "WeChat Muji" WeChat applet.

Will depreciate (new pricing) affect Muji brand?

What is the difference between MUJI Muji and Japan?

What should a brand learn from MUJI Muji?

Through in-depth study of MUJI products, we hope to bring you some different thoughts.

1, cheaper and more popular

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Many Japanese from clothing to stationery office supplies, from bicycles to tables, wardrobes, lamps and other home appliances are all products that buy MUJI.

Just in the past May 1 Labor Day holiday in 2018, a pair of casual pants sold for 3000 yen, less than 200 yuan, a pair of socks less than 275 yen, less than 16 yuan.

For example, in the liberty Hill shop (Japan), buy a maximum 87L travel rod box, travel bag, two leisure.

An umbrella, 3 pairs of socks, 2 underwear, a total of 2000 yuan.

Members of the audience 10 percent off, foreign tourists can also be duty-free 8% in the country, to pull boxes, for example, the price tag in Japan is 24900 yen, or about 1449 yuan, ten percent off members after the price is 1340 yuan, if you are an inbound tourist, after tax reduction is 1242 yuan, and this box in China, the domestic price is 1698 yuan.

And the origin of this box is China!

Don't forget, Japan's income and consumption level is about 2-3 times that of Beijing.

The basic idea of MUJI is "cheap reason", which provides the same quality as department stores, but only sells 70% of the price. This is the clear positioning of Muji from its birth.

The original pricing has been very cheap, MUJI in recent years in Japan's local history in the largest price reduction.

Therefore, MUJI is a national brand that everyone can afford in Japan.

And did Muji in China do?

It can be said that China's Muji has been deviating from the original intention of the brand for many years, leaving a big margin for NetEase's strict selection and famous excellent products.

Space.

NetEase's strict selection and name creation excellent products are more effective in using Muji strategy and playing MUJI products.

MUJI is not defeated by competitors but lost to itself.

The operation of multi sector operations in Japan is not new.

Even in Japanese companies, it is quite common.

For example, let's take a look at the world flagship store of MUJI: MUJI BOOKS, MUJI Farm, MUJI House, Cafe&Meal MUJI, MUJI to, Farm,...

Have everything that one expects to find.

Unfortunately, at home, we can only see limited commodity types and 90% shop operation at present.

3. the ultimate is simple, advocating environmental values and leading consumption trends.

MUJI has always been a brand with its own values: "I only produce products that I can see and need."

MUJI is well known for its product based approach to product development, and product departmentalism is to do only the real product itself, not to do anything fancy, and to achieve the ultimate simplicity.

For example, MUJI products packaging is very simple, I hope consumers can see, touch, smell the product, you can identify it, it is Muji.

MUJI wants to speak in the product itself and compete with others in the product itself. This is the philosophy of Muji.

Since 2003, Muji has launched large-scale worldwide "Found MUJI" Campaign:.

In the world, we can find out no obsolete, daily necessities for people's lives, and combine with the changes of human life, culture and habits, make a little improvement, and present them in front of everyone in a new way.

Personally, this is the most successful campaign in the history of MUJI brand.

If we can compare it, we hope to compare it with Apple's 1984 and Think Different series and B2B Intel Inside series.

In 2003, Found MUJI first launched in the form of brand campaign, and in 2011, Fukazawa Naohito, a designer who worked with MUJI for a long time, pformed the Qingshan founding shop in MUJI1983 into a Found MUJI concept store directly.

This store sells branded household utensils, such as French enamel ware, China's bowl rack, India's metal utensils, and Thailand's small objects, collected from other parts of the world, including Asia and Europe.

Seemingly plain commodity design contains MUJI's philosophy of life, which is drawn from all over the world and closer to everyone's life.

You can see that in Japan, MUJI is a brand that has the characteristics of simplicity, taste, attitude, temperature, advocacy of environmental values and consumer trends.

In 1970s, during the period of economic slowdown in Japan (analogous to today's China), many private brands of department stores were produced, so far only the MUJI products left behind.

The biggest reason for MUJI products to achieve today lies in their own brand positioning and philosophy.

In China, the MUJI brand we actually feel is: the luxury brand, the excellent products, the environmental values and the philosophy of life are not enough.

Of course, we see that the MUJI China team is catching up. For example, in January 18th, Muji was officially connected to WeChat to pay and open "MUJI Muji" WeChat applet.

Study MUJI WeChat applet page found that the current small program home page is divided into home page, card voucher, small ticket, activity four columns.

The home page shows mileage and points, the latest activities and links to the public number article "shopping strategy".

This is not to say that MUJI wants to "embrace the Internet" in China. These are actually the grafting and landing of Japanese members and integral systems on WeChat.

Many people may not know that Muji is born out of a department store, Xi You department store.

Before the retail industry, it is called store, selling other brands, and selling it after purchase, and the profit is very low.

MUJI has long recognized that it is necessary to sell its own brand in the store and design and process it itself.

A retail companies participates in the design and manufacture of upstream, which is called private brand retailer business mode, which is much more profitable.

The global retail industry is talking about "new retail". As long as you pay close attention to it, many good companies are SPA's retail formats, such as UNIQLO, 711, Nitori, H&M, ZARA, IKEA, and even the NetEase of China.

Not only MUJI, Nitori should profit, fame and fortune, NetEase's strict election is also the way of SPA.

There is nothing new in the sun and a joke. There are 3 steps to do this:

1. Attach great importance to product design.

2. Strict control over suppliers;

3, save intermediate links and eliminate brand premium.

There is no detailed discussion on this part.

03 what can a brand learn from a printed product?

1, the higher the price, the better.

There are two ways to upgrade and innovate the brand in the future.

Either you should take the mass line, offer "good quality and cheap products", sell it to as many people as possible, or take the elite route, sell it to a small number of people, and make a small and beautiful brand, so your sales volume is bound to be limited.

Otherwise, we should do the best standardization, otherwise we will do the best differentiation.

There is no intermediate state.

So, answering the first question, will the price cut affect the brand of Muji? No.

Because "good price advantage" brand is the brand and product strategy of MUJI.

Starting from the first day of the products, we put the design first, taking into account both practicality and aesthetics.

Later on, let alone Found MUJI activities, cooperate with outstanding and creative talents and designers from all over the world to enlarge the planning of products from Japan to the whole world.

MUJI has worked with many designers around the world to adopt a way called "designer not designed".

In fact, it is to design standards, but not to design every item.

MUJI will work with many design masters, such as graphic designers.

Yamamoto Teruji and other categories.

In conclusion, Muji is a brand that attaches great importance to design, and is worthy of every enterprise wishing to build a strong brand.

3. build a strong brand: eliminating brand premium is not equal to eliminating brand.

MUJI literally plated into Chinese is "no good brand goods" means, but through the above analysis, you can see that Muji eliminates the useless brand premium, rather than eliminating the brand.

In fact, Muji has attached great importance to brand.

MUJI free brands

In fact, it is the most powerful brand strategy. We must not be misled.

"Good deeds do not go out, bad things spread."

When Nitori entered China, we often saw articles like this in the media:

"How did Nitori win the IKEA in Japan?"

The situation may not be so bad. Muji China's growth rate last year was 25%.

Price reduction and multi format operation will also bring a new round of recovery in China for MUJI.

In fact, Muji is still the largest Lifestyle Store in Japan, and only second of sales in household category.

Second only to Nitori, and higher than IKEA.

However, individuals do not think that Nitori is Lifestyle Store. and even Muji. They say that their competitors are actually IKEA.

On the one hand, the leading and lagging behind of the data is actually the difference in the choice of business strategy. MUJI is similar to another magic brand "Starbucks" in its operation and brand culture. It has been imitated and never surpassed.

The concern and thinking of Muji is continuing. We hope that Muji can bring a new round of growth miracle.