MUJI China'S Layout Accelerated And Repeated Implementation Of Price Cuts

Yang said that the development of MUJI products in China is an extension of lifestyle and contributes to the further improvement of performance.

MUJI China

At the time of the strong rise of the domestic choice of e-commerce, the Japanese brand Muji, which first introduced the concept to China, has frequently appeared in recent years.

In March 22nd, when the Beijing commercial daily visited the shopping mall of Beijing World Trade Center, we saw that the core area of North District had introduced Muji stores.

On the same day, the MUJI WeChat public issue released the price adjustment message, re pricing the two classic products, which was about 20% lower than the previous price.

Shortly before that, the Muji Hotel on Qianmen Street in Beijing also entered the decoration preparation.

Shop expansion

MUJI is frequently distributed in Beijing.

In March 22nd, the Beijing Commercial Daily reporter found on the world trade scale that Muji will open a new shop on the first floor of the shopping center, next to H&M's original store.

At present, the location of the store has been completely blocked.

According to the staff of the mall, Muji will open in the middle of next month and is expected to be launched as the main store of the world trade scale.

Beijing Business Daily reporter learned that, originally expected to open in March 20th, located in front door Beijing square Muji "three in one" project, is still in the tense decoration.

Beijing Fang "three in one" will be postponed to the summer of this year. The four storey building in which the store is located is being rebuilt, as well as the supervision and interior design of the UDS limited company Keibun Nakagawa and the China subsidiary UDS Co.

At the same time, Muji set up its first large-scale fresh food store in the Japanese market, "AEON mall North Hua Tian shop", mainly selling vegetables, lean meat, fresh fish and other foods produced directly from the producing area.

MUJI said that if the trial was successful, it would expand the business to other stores.

Price reduction

MUJI has repeatedly implemented price cuts in the Chinese market.

In March 22nd, Muji was released again in official WeChat, which is the third new pricing issued after the first large-scale price cut this year.

The new pricing involves two cotton honeycomb stripes, the original price is 450 yuan and 600 yuan respectively, the new price is 350 yuan and 480 yuan, the price range is 22% and 20% respectively.

Meanwhile, the Beijing Commercial Daily reporter learned from the official website of the Muji company that there were 7 new prices in the spring and summer of 2018.

Beijing Business Daily reporter compared with Japan's official website found that a feather feather independent bottle type spring cushion /3 seat in the domestic price of 7400 yuan, while the Japanese official website of the same product sold 92900 yen, equivalent to about 5574 yuan, 1826 yuan lower than the domestic.

In addition, compared with similar products of other "Muji" brands, the price of rice products is about 1000-1700 yuan, and the NetEase is strictly selected at around 2000-4500 yuan, which is lower than the price of MUJI products.

Yang Dayun, President of UTA Fashion Management Group, said that the domestic price of Muji is higher than that of the Japanese market, which is why Muji has launched a large-scale price reduction in China.

Meanwhile, the number of Chinese tourists to Japan is increasing. The brand also hopes that the habit of buying MUJI products in Japan will continue to Chinese stores.

Defend the market

After Muji's adjustment in China, its performance began to turn.

In the 9-11 quarter of 2017, the sales of Muji in China increased by 7.1% compared to the same period last year, and the growth rate of 1.8% in the two quarter increased significantly compared with that in the two quarter of the year.

In this regard, Muji also said in its earnings report that adjusting the price of groceries as the core commodity increased sales.

Meanwhile, in the last quarter, sales in China increased by 22.6%.

In the first half of fiscal year ending August, China's sales increased by 3.8%, and its actual sales increased by 16.6% to 30 billion 807 million yen.

Yang said that the development of MUJI products in China is an extension of lifestyle and contributes to the further improvement of performance.

In the process of constantly testing the water, Muji's influence in China has gradually expanded, and consumers are gradually accepting the brand's "comfortable and practical" way of life.

MUJI products are becoming more and more popular among Chinese consumers, and the Chinese market is also playing a leading role. Muji is expected to focus on the construction of the Chinese market in the future.