This " MUJI " Non MUJI, " Muji Flagship Store " Lap Million Anti Station Electricity Supplier C Bit.

"Muji flagship store" interferes with the space of "MUJI Muji" on the electronic business platform, and even stands C in brand search.

Recently, consumers told reporters that they searched for "Muji" on the electronic business platform, then placed it in the flagship store with the back top, and then shopped, but later found that the brand was not MUJI Muji.

According to a press survey, the visual style of the store is similar to that of MUJI Muji, and the price of the product is similar to or even higher than that of MUJI Muji.

The embarrassment is that even in the reply of MUJI Muji company to reporters, it also admitted that the online shop was "not infringing", holding the Chinese "Muji" trademark, but only said that the shop was not the same brand as itself.

In fact, the embarrassment of MUJI Muji in the Chinese market is more than that.

The growth of weak performance, repeated price cuts to please consumers and the continuous gush of grocery brands have become the multiple constraints of the brand.

This "Muji" is not the other.

MUJI flagship store sells bedclothes, bedding, towels, bathroom, food and Kitchenware and so on. The style is closer to Japanese Muji products.

In addition, the volume of the shop is not small. The highest volume of sales is "Muji", which is pure cotton in four seasons, and it is not easy to remove hair and breathe face and face towel. It sells 514 pens, and the evaluation reaches more than 3000.

However, in these reviews, some netizens commented that "not the Muji, the MUJI of Shanzhai!"

Some netizens say that the quality of towels is not as high as expected. "There is no difference between 30 and two yuan".

Beijing Commercial Daily reporter noted that the price of some Muji flagship stores is not cheap compared with MUJI Muji.

The price of the towel mentioned above is 38 yuan per piece, the two discount price is 68 yuan, and the MUJI Muji Cotton Striped face towel suit (two) is priced at only 60 yuan, and the price of the thin face towel is 20 yuan.

In addition, the statement on the home page of the MUJI Tmall flagship store shows that the shop operator is Beijing Muji investment company, which is the only authorized legal user of the "mainland China" trademark.

According to the Beijing Commercial Daily reporter, the company has been entangled in trademark disputes with Japanese Muji products.

The reporter asked MUJI about Muji's customer service and inquired about the above event. The other side said he knew about the existence of another Muji official flagship store, but it was quite different from the MUJI Muji which was founded in Japan.

Regarding the infringement of the flagship store of Muji's official website, the other side said, "that's also a regular company".

When reporters suggested that the two Muji official flagship stores were easy to be confused, the customer service staff said they could search for their own stores just by entering the "MUJI MUJI official flagship store".

Trademark seesaw battle

The two sides have been arguing about Chinese trademarks for many years, but the final judgment has not yet been released, and both sides use Chinese simplified and traditional trademarks.

But during this period, many consumers were not aware of the two companies behind.

Analysts believe that MUJI Muji brand image is disturbed to a certain extent.

Beijing's Muji Investment Co., Ltd. was registered in June 2011. The largest shareholder is Beijing cotton field Textiles Co., Ltd.

The Japanese MUJI Muji parent company is a good company plan. It invested in mainland China in May 2005 to establish a wholly owned subsidiary Muji (Shanghai) Commercial Co., Ltd.

According to information, the trademark competition between the two sides was opened in 2001, and after that, a trademark struggle for 18 years was launched.

It is understood that the Japanese MUJI Muji parent company's good plan now owns the 1 category -45 category "Muji" trademark of the international trademark classification.

However, in the 24 category of most commodities such as fabrics, cloth, towels, bedspreads and other trademarks have been registered in Beijing cotton field, resulting in Japanese MUJI Muji can not use the "Muji" trademark in these commodities, this is the fuse of disputes between the two sides.

Beijing Muji Investment Co., Ltd. has seized the category of "Muji" trademark, such as fabric, cloth, towels and bedspreads, to seize the market.

It is understood that the brand is currently under the layout of more than dozens of physical stores, and no matter in LOGO or store layout layout are very close to Japanese Muji products, even many consumers walked into the shop is not clear that this "Muji" is not the other "Muji".

Online shops are also one of the focuses of controversy over the two sides' scramble for Muji brand.

Public information shows that the Japanese good plan was first prosecuted for unfair competition by Beijing Muji Investment Co., Ltd. in 2014. The claim includes the defendant's statement in Tmall mall and Jingdong mall, eliminating the adverse impact of unfair competition on the plaintiff.

In addition, five domain names such as "mujihome.cn", "mujihome.com.cn", "mujihome. China", "mujihome.net.cn" and "muji. China" will be appealed.

In the case of proof, the principal agent counsel of the good plan thinks that some of the messages in the Tmall official flagship store opened by Beijing Muji Investment Company Limited can prove that the consumers have actually confused and mistaken.

However, after several rounds of litigation, Beijing Muji Investment Co., Ltd. still has twenty-fourth types of "Muji" trademarks in mainland China.

Yao Hongjun, a trademark law lawyer, said that overseas trademarks, which are very strong or highly well-known, will be objectively affected by the brand names in China if they are registered and used in the Chinese market.

In this regard, the reporter repeatedly called the Muji parent company Beijing cotton field responsible person's cell phone, and text messages to explain the interview, but as of press time before the other party has not answered the phone.

Mai Market in China market

Whether or not there is another Muji that has an impact on the brand and the market, the impact of MUJI Muji on the Chinese market is weakening.

On the one hand, in recent years, frequent food safety problems have reduced consumer confidence in the quality of MUJI MUJI products.

In early March, hazelnut oatmeal biscuits containing carcinogens were still fermented, and 590 thousand bottles of drinking water containing potential carcinogen bromate were recalled.

In 2017, excessive pesticide residues such as black bean tea and some imported foods that were exposed by CCTV's "3. 15" were produced in Japan's nuclear pollution area.

On the other hand, MUJI Muji, once regarded as the "middle class standard", has been catering to more consumers in the Chinese market since October 2014. The latest price cut was in January 2019, which is the tenth time the brand has been cut in China.

Today, the price of MUJI Muji is not much different from that of "compatriot" UNIQLO.

However, price cuts did not significantly boost brand performance.

According to the 2019 fiscal year (March 2018 -2019 March) released in January 2019, the sales of MUJI Muji in the first three quarter (2018 3-11) dropped 9% in the Chinese market.

In 9-11 months, the brand launched at least 4 discount activities, including 1 new pricing, two special time and special "double 11" promotion, but the same store sales in China still declined by 4.1%, which means that the store business and brand competitiveness are declining.

Analysts believe that the above factors are restricting the development advantages of MUJI Muji in the Chinese market, including Chinese consumers being shunted by more similar imitators.

The rise of a group of "Chinese apprenticeship", including the famous and excellent products, NetEase's strict selection, Su Ning poles, and millet products, is undoubtedly the biggest challenge for Japanese Muji products.

These local grocery brands have more efficient supply chains, lower costs and lower selling prices.