The Number Of Shops Expanded Far Beyond Muji, And The "Named Plagiarism" Was Named IPO.

Today, with the rapid development of the electricity supplier, with the hot new name of "ten yuan store", we create a lively street.


Compared with MUJI products with only more than 200 stores in 2013, the name of the best quality product established in 2013 has been developing rapidly. According to the data disclosed by Ye Guofu, global co-founder and chief executive officer of the famous and creative products, in 2018, there were more than 3500 stores in 79 countries and regions in the world, with a revenue of 17 billion yuan and 30000 employees.


Peng Bo reported that the retail brand name and premium products are planning IPO, or will raise about $1 billion, and the location of the transaction may take place in Hongkong or the United States.


In this regard, the statement made by the famous and excellent products was "officially launched the IPO project and employee equity incentive project" as early as the brand strategy conference held in January 15, 2018.


At the meeting, the company said it hoped to raise funds through the public offering of shares to the public so as to provide strong capital support for the expansion of the global business. At the same time, by starting the equity incentive project, we can stimulate employees' creativity and have a sense of belonging.


The speed of retail expansion is amazing.


Founded in the past six years, it has been expanding globally with amazing speed. By displaying high-density stores, shops are sweeping everywhere, and become a miracle in the retail industry without spending a penny of advertising.


Currently, there are more than 3600 stores in the country, which are distributed in more than 80 countries and regions, such as the United States, Canada, Russia, Singapore, the United Arab Emirates, South Korea, Malaysia, Hongkong, Macao and so on. The average monthly opening rate is 80-100. It is also the performance of this bright eye, attracting a lot of attention from venture capitalists.


With the market value being excavated, some "ten yuan shop" brand also began to be favored by capital. In 2018, we signed a strategic investment agreement of 1 billion yuan with Tencent and high leverage capital. This is also the first introduction of external capital for the first time since its establishment.


Despite the rapid growth of the name and quality products in the short term, the development process does not rely on any external capital, but rather has its own cash flow.


The famous and excellent products adopt the "investment oriented" mode, and quickly open up their stores in the short term. The expansion mode of "investment type franchise" is that franchisees take up the fees of brand use, store rents, decoration and the initial distribution of goods, while the rest are left to the famous brand.


Famous and excellent products are responsible for store operation, staff employment, commodity distribution, etc. Franchisee's revenue is 38% gross profit per day. This enables the headquarters to operate light assets and degenerate into a supply chain company, responsible for product design, system development and personnel training. Such an approach enables it to scale rapidly in the short term, so that it can further centrally purchase and build intensive supply chains.


Compared with MUJI products, famous brand products are successful.


The change of the environment is one of the reasons for the pressure on the industry. Although the flagship price is low, the pressure of the overall market environment has made the "ten yuan shop" feel the chill. So is Muji. The first quarter results showed that in June 2019, sales in the mainland of China fell by 3.9%, which has been the decline of Muji's operating income for the 5 consecutive fiscal year.


From the Southeast Asian market, the fourth quarter profit in 2018 was 6 billion 477 million yen, an increase of 1.1%, while the previous three quarters were 36.6%, 23.8% and 23.3%. Whether it's sales in China or in the Southeast Asian market, Muji seems to be weakening or even shrinking.


As a matter of fact, Muji has been experiencing growth predicament in the Chinese market as early as 2017, and its revenue grew from over 20% to negative.


Before and after the latest earnings report of MUJI products, in June 10th, the museum with "the Imperial Palace make-up", "the Imperial Palace pajamas", "the Imperial Palace hotpot" and "coffee" were ushered in a new partner, named "creating excellent products". The two sides announced the joint development of up to 159 products in 7 major categories, such as life department stores, stationery and accessories.


According to the official introduction, the famous designer is Miyake Junya, a Japanese designer, and Ye Guofu, a young entrepreneur in China, who founded the Japanese designer brand in Tokyo. But in China, it is called the "ten yuan store" cottage brand by many users.


On product, name creation, superior product Shanzhai edition was questioned


At the beginning of 2018, the name of "good quality products" announced the start of IPO, but then it was deeply involved in the "NOME brand" of the famous brand. It also led to the retaliation of NOME trademark owner noomi home. But this is not the first time that there has been a plagiarism of famous products.


According to the investigation of enterprises, the 65 legal proceedings involving the brand agent Guangdong Bao Yang Cci Capital Ltd (currently written off) have involved 20 disputes over the design patent infringement, 4 infringement of trademark rights, and 19 disputes over the right to propagate the information network.


At present, although there is still much room for development in the "high cost performance" mode, there is no guarantee that this method will be effective for a long time. As a long-term development direction of the company, if we want to make breakthroughs in the future, we need to find new strategies for famous products, and this strategy may be the Muji entity Hotel mode, or it may be its own unique marketing strategy, but it must not be plagiarism on the product.


Obviously, the road to the listing of famous and high quality products will face a great challenge.