MUJI Scheme Opens 1000 Stores In China To Expand Brand Market

This year, there are a lot of things to be happy about. Sales performance is growing according to our plan. There are more and more people who like MUJI products in every country. Our employees are also increasing. The happiest thing is that overseas growth is very fast. This year we opened a global flagship store in France. Recently, the flagship store opened in Chengdu, including two days. Taiwan also wants to open a flagship store. This year, many shops that can reflect our concept of MUJI products have been opened all over the world, which is very gratifying for me.

After so many years, our company has made many improvements in various aspects of logistics and IT in China. It has built our foundation for further development and has increased the awareness of our brands through various activities. In this case, we think we should set up a flagship store that represents the image. We have thought about site selection, Shanghai, Beijing, Chengdu and many other cities, but Chengdu carried out faster. Chengdu's Taigu Li project is very attractive, so we took the first step.

Chengdu's global flagship store is the highlight of this year for Muji China. China has worked together with the Japanese design team, and has done a lot of research work and various aspects. Finally, there is such a store showing. It is beautiful. It seems a bit too beautiful for me. Many people may like luxury, but what we want to do is to let people walk in and not feel stressed. Luxurious shops will make people feel very nervous. There is no pressure or tension. That's what we are looking for. For example, the chandelier in the middle of the shop looks very luxurious, but in fact, everything on top of it is our product. There are even soup Ladies (hot water bags), which do not cost money at all.

In this house Flagship store There are many commodities and services introduced to China for the first time, such as bicycles, make-up, our home brand idee products and Muji restaurants. Clothing collocation and Home furnishing Consultancy services. These new products and services will continue to enter other cities in China in the future.

Opening 1000 stores in China is our long-term plan and idea. If we calculate according to population, 1000 of China's stores will be equivalent to only 100 of Japan's. There are already more than 200 stores in Japan, so China's market space is still very large. Of course, the 1000 shop is just a concept and idea. We hope to open more stores in China and provide better life for Chinese consumers through shops, but we will not stick to this figure.

Now we have set up shop in many big cities. The goal in the future is to set up several stores in a place where we have opened a store, so that management is convenient. About five new cities will be expanded every year, and we will focus on the shops in North and surrounding areas. This is our general idea.

In Japan, we do this. Beside the subway hub, there are about 3000 square meters of large flagship stores. Customers can see MUJI products, including our MUJI products, in a large store. Consumers may come here once every two months. We will open several standard shops around 600 square meters around the store so that customers can often buy them. In addition, we have about 100 square meters of muji.com, a little like convenience stores. We also work with our family in Japan, and our family sells all the pens that we sell, so that consumers come more often. This is the idea of opening a shop in Japan. In China, we also have this idea.

Of course, from the density point of view, China now has 121 stores, which are equivalent to about 10 stores in Japan, and their ideas and practices are totally different. As the Japanese market has been basically saturated, there will be many new issues, such as how to improve sales and how to continue to develop. In this case, we have new ways to open up. In fact, we can learn from China in the future. For example, Japan has entered an advanced society, and no one has children. In this case, there will be many problems. The same problem will probably appear in China in 20 or 30 years. At that time, we can use our experience in Japan.