Why Is Muji Good For Jingdong?

In June, MUJI Muji was officially established in the Jingdong mall. The two sides launched the MUJI cooperation in the Chinese market. During the subsequent Jingdong 618, the MUJI MUJI Jingdong flagship store produced a brilliant result, and this start laid a good foundation for further cooperation between the two sides. In June 30th, President Liu Qiangdong, President of the Japan Commodities Company, went to Beijing to meet with the chairman and chief executive officer of Jingdong group's board of directors. The two sides expressed the intention of conducting cross-border cross-border cooperation in a wider area of the world to expand unbounded retail business globally.

In the era of retail 4, Jingdong's cooperation with MUJI will undoubtedly become traditional retail. industry The giant and the Internet business giant cooperate with each other, and cooperate to empower the industry benchmark. Under the guidance of the concept of unbounded retail, it will bring more far-reaching reference value for the future development of traditional retail brands.

　　 Why MUJI?

March 16, 2017, Jingdong mall Clothes & Accessories The Department of home affairs has broken down two, and has established the Department of dress and clothing and the Department of home life. The Jingdong home life division is responsible for Xin Li Jun, vice president of Jingdong group. MUJI is one of the largest and most famous businesses in the world. Therefore, Jingdong's choice of cooperation with Muji is strong.

MUJI, which originated in Japan, has no intention of labeling and quality. The marketing idea is unique and striving to downplay brand awareness. Whether it is online product presentation or offline display, it strives to be clear and simple. There are no jumbled commodity introductions or provocative Hawking copywriters, but the simple, natural and quality commodity style and image of the brand are deeply rooted in the hearts of the people, and are greatly sought after by the urban population.

At the same time, Muji is also constantly opening up new space, and gradually opened restaurants, fresh shops, hotels, Muji Hut (Muji house). This action reflects that MUJI can clearly capture the trend of cross-border development and practice it quickly, which coincides with the idea of "unbounded retail" by Jingdong.

MUJI cross-border actions also give us an answer. Why can MUJI turn from the earliest loss of 3 billion 600 million yen to the deficit in the past few years, and then to the highest 379 billion 500 million yen in last year's revenue? This is due to the precision and control of Muji's trend. Jingdong and unbounded retail should choose the benchmark for global cooperation, and MUJI is undoubtedly the best choice.

　 Jingdong + MUJI, three level cooperation

First floor cooperation: shop sales

Jingdong is one of the largest electronic business platforms in China. As one of the largest home brands, MUJI is only the most basic cooperation. But this way is many to many, the brand and the platform pursue the breadth, the brand hopes to enter more online platforms and lay down more offline stores, the platform is seeking to attract more brands to join. Such a simple way of cooperation is non interactive and inefficient. With the increment of users and the increasing cost of traffic, it is completely unable to meet the needs of both sides.

At the just concluded Jingdong 618 Shopping Festival, the MUJI MUJI Jingdong flagship store showed a bright eye in the whole Jingdong 618 period. Clothing, home textiles, household appliances became the TOP3 category of sales, while the air circulation fans, comfortable neck pillows, and men's French flax slacks were sold as TOP3 single products, of which the sales of air circulation fans exceeded 100 million. This is obviously not the result of single sale cooperation, so there is the test of unbounded retail.

Second level technical cooperation: data and supply chain collaboration

Jingdong has the consumption data of China's largest middle class population, which is completely matched with MUJI users. After the upgrading of consumption, users have higher requirements for products. As the owner of big data resources, the electronic business platform is closer to users than the brand, and better understand the needs of users. According to the analysis of user distribution and user behavior based on big data, feedback from users to products, and participation in product design, the platform is more capable of incubating more brand growth.

In the traditional retail era, brand players have many kinds of online and offline distribution channels, and there are direct outlets, franchisees and distributors channels under the line. There are different vertical e-commerce platforms on the line. The operation teams, marketing teams and storage modes of each channel are different.

With the support of unbounded retail, Jingdong can provide a complete set of supply chain solutions for MUJI Muji. Jingdong integrates the supply chain, goods and warehouses behind the brand into a unified system, which streamlines operation steps and reduces management difficulty, and lays a solid foundation for the layout of Jingdong's unbounded retail.

　 The third level strategic cooperation: the globalization mode of unbounded retail

MUJI has 800 stores in the world, so the cooperation with Jingdong's unbounded retail will certainly not be limited to the Chinese market.

MUJI's choice of Jingdong is just the early experience of Jingdong's unbounded retail. Jingdong's ability to integrate platform and technology and the experience of transformation of traditional retail enterprises can be used for reference in the global cooperation with Jingdong's unbounded retailing. For example, Jingdong's 7FRESH, as a "supermarket + catering complex business model", is more suitable for location, target user groups and other MUJI MUJI products. Moreover, 7FRESH benefits from Jingdong's advantages in supply chain and unmanned technology, and has a better store operation efficiency.

Therefore, MUJI Muji hopes to make use of Jingdong big data, AR/VR technology, unmanned supermarket, intelligent logistics, online and offline integration capabilities to carry out unbounded retail transformation of its offline stores around the world, accelerate the integration of online and offline, and expand in China and internationally. market 。

For Jingdong, the upgrading of cooperation with MUJI is also an important opportunity for unbounded retail to move towards internationalization. Jingdong and MUJI Muji will carry out deep cooperation in logistics and other fields. It will undoubtedly enhance the life aesthetics of Jingdong to a new height, and then insert the idea of unbounded retailing into the minds of users through products and services.