MUJI Has Been Staggering, But Who Can Really Fight It?

The Muji, once loved, has long been prosperous.

It is difficult to get rid of the "original sin" of the retail brand name, the best product is planning IPO.

Though Muji is still a highly praised brand, it began to falter in the Chinese market as early as 2017.

The sharp contrast with Muji is that the famous brand of "touch porcelain" and repeatedly infringed on the infringement, rapidly develop the market with the rapid development of the the Imperial Palace Museum and the foreign classic IP Disney and HelloKitty.

It is not known that Muji will go down the altar with some credibility. But it can be seen that the famous brand products are trying to surpass them.

Plagiarism?

China's consumption power is extremely strong. Therefore, although it is not easy, many foreign brands want to have a firm foothold in the Chinese market.

In 2005, UNIQLO and Muji entered the Chinese market. Unlike UNIQLO, Muji's first year came to be welcomed by a group of literary and artistic youth, and a beautiful start was made.

By 2016, there were more than 200 stores in China, with a sales revenue of up to 3075 yen. It was enough to see that the texture of its products and the design style of simple atmosphere were favored by many consumers.

It is interesting to note that there are numerous domestic retailers from this famous company, and the following imitators are also emerging, such as famous brands and high quality NetEase. These imitators even directly label the products on the products and packages, and make bold efforts to split the consumers directly from the price to price ratio.

Quite fruitful.

For example, a few days ago announced the first public offering of IPO. Logo is a copycat version of UNIQLO. Its products are directly copied on MUJI products. None of the two Japanese brands has escaped the fate of being copied.

Reliable sources said that the name of the top quality products will raise about $1 billion in the initial offering, and it will also carry out the massive public offering in Hongkong or the United States. The time has not yet been finalized.

It is such a blatant copy of the "Shanzhai" shop which has copied the mode of operation and the style of goods, and many people still do not understand it now. Ye Guofu's traffic business is moving steadily on the road of "big business"?

Since its inception, the famous and excellent products have been selling low end life department stores with low cost, low profit and low price "three low" strategies. In short, they are pleasing products, which are sold at a low price in many places.

It is not known whether the myth of Japanese retail industry will be squeezed out by its Chinese disciples in the Chinese market, but we can see that these Chinese imitators seem to be catching up and surpassing this myth with high momentum.

　　 To open or find a new path or snap course

The first thing to develop physical retail in China is Muji, but with the rapid development of the electricity supplier, the rapid expansion has suppressed the development of physical retailing. So far, there have been few retail entities that can survive in the cracks.

But the name created excellent products did.

It is this "ten yuan store", which was first joked by the industry, but gradually developed its own style in such a harsh environment. Behind the growth trend is the persistence of "three low" strategies such as decades.

It has to be said that low cost, low profit and low price have greatly increased the market share. The supply chain system of famous and excellent products plays a core role in the sales process of the whole enterprise.

On the other hand, unlike the previous "ten yuan store", the route of the famous and excellent products is the way of downgrading the entity chain. He did not store the shops near the crowded railway stations or bus stations, or set up shops in the backward areas such as the low end communities and schools, but chose to store all the shops in the bustling areas.

This "deployment" enables these stores to make money and walk on two legs of brand marketing. In the commercial complex of the 234 tier cities, they can often see the scene of "creating neighbors" between the famous products and the world famous fast food stores.

In this way, the "copycat version of Muji" has been expanding all the way, and the real MUJI products, which are playing the "quality life", are going to get rid of the dilemma of "beating around the Bush".

At the same time, the name created excellent products also changed the impression of "ten yuan store" left to consumers.

And the Imperial Palace jointly developed products of several categories, and also won the official IP authorization of more than 100 countries. The image is gradually high, and the price is still "high cost performance", so this way of finding a new way quickly accumulated the high popularity of famous products.

Moreover, the flagship mode of name creation and superior products is "agent + Affiliate". This mode can quickly occupy the channels under the line, and it does not occupy too much capital flow.

In the generation of people who steal their names, the creation of famous products is simply a clean stream. Its own business strategy and marketing methods are brilliant.

From the combination of capital to initial public offerings, it seems that the name of the top quality product is still going to be close to its global retail giant.

However, it is not easy to have a hand and not to talk about the world.

Because the business mode of name creation and superior products has been fixed. At this stage, the scale of business is hard to make the name and quality products achieve the goal of opening multiple outlets in the world.

It can be found that the name of the top quality product is stolen from the teacher, but it does not conform to the development path of the master's business.

The famous and excellent products insist on the implementation of the "three low" strategy, which aims at reducing the sales characteristics of the consumption grade to get more shares. But it also exposes a new problem: even if the market share expands, the things that the famous and excellent products are doing is still simple and plain, and it is not at a contest level with Muji.

Therefore, the next step in the development of famous brand products is to focus on the stickiness of consumers, and try to make consumers regard the brand name as the label of low-end consumption of daily necessities.

After all, after the upgrading of consumption, Chinese consumers will find a better choice among brands, quality and prices. In the future, with the development of electricity business, consumers' demand for offline shopping will be more inclined to experience and lifestyle.

　　 Revitalize the market

The Chinese market is complex and changeable.

The best way to make up for consumption faults is to make consumption upgrading, produce better products, and strive to accumulate potential growth energy, so as to win more confidence in the success of the future retail market.

Retail outlets like famous brand products will attract consumers to buy online directly because of low price and fresh design. This is also the trend of offline retail development in the future.

But a single "bringing in doctrine" will only drive the enterprise to a dead end, absorb the advantages of its peers, adjust its self-management policies and patterns according to market dynamic changes in time, and make the correct adjustment in line with domestic policies and changes, which is the key to sit on the top of the domestic market.

Compared with famous brand products and MUJI products, the former has a good response in terms of business principles and propaganda methods, but there are also some disadvantages which are frequently ignored by the industry.

The latter has been reluctant to catch up with the trend of psychological change of consumers in China because of its cultural background, which has been holding up our policy changes.

Insiders pointed out that many small commodities enterprises represented by famous and excellent products were small commodities, because most of them were durable goods, and the rate of repeat purchase was relatively low. Therefore, large-scale opening of stores in a short time will enhance the operation cost, and at the same time, it will also form a bigger test for capital.

Others say that the key to retail is how to continuously create consumer demand, and demand is the promoter of retail industry. In the face of sluggish demand but no action, no matter what form of retail, it will be submerged in the long run of the market.

I have to admit that these highly criticized problems have been plaguing a large number of "small commodities" retail enterprises, such as famous products, in a higher direction.

For them, opportunities and risks coexist in the next few years.

What is interesting is that at present, there are still many "plagiarism" disputes in the name of "good quality products".

According to previous reports, as many as 65 lawsuits involving the brand Cci Capital Ltd, Guangdong Bao Yang Cci Capital Ltd, accounted for 40% of the disputes involving infringement of design patents, 6% of infringement of trademark rights disputes, and 54% of infringement of information dissemination rights.

In this way, the listing of famous and famous products will take a long time. This is why there are still many people in the industry who do not see good fame and create good products, and continue to give famous products to fight "fever needle".

After all, the fashion giants were already defeated.

"Name creation" is the game of financial players. The sharp increase in the number of stores reveals the risk of increasing franchise costs, the failure of franchisees to lose money and the sharp decline of domestic expansion.

In fact, most of the franchisees are hard to escape from the strange circle of "opening up in March and running for 2 years." Chen Hao, the founder of NOME, once said so.

The enterprises that can compete with Muji will surely exist. The so-called "Jiangshan generation has talent". The myth of Muji can not be duplicated, but its achievements can be surpassed by others. Who will become the ultimate winner of this red sea war?