International Fashion Fast Selling Chain Brand Battle Tianjin Market

MUJI has been stationed in the mainland for 5 years since its opening in the first store in Shanghai in 2005. Tianjin store is its fifteenth store in the mainland of China. The entry to Tianjin is located on the 3 floor of the Geely building, Milo department store, with an area of 600 square meters. The store is scheduled to open in April 30th.

Five of them, director of Tian Mui Ming, said that the size of Tianjin shops is the same as that of other MUJI stores in China, and there are more than 3000 commodities that are sold in Beijing, which are all representative commodities sold in China. clothing Groceries, groceries, food and so on. According to introduction, there are more than 8000 kinds of commodities in Japanese MUJI. "MUJI is a popular commodity in Japan. In China, there are still limited commodities purchased in China, so the merchandise sold in China accounts for about 40% of the total."

　　 20-40 year old woman

Statistics show that today, MUJI products attract more women in China from 20 to 40 years old, and most of them are white collar workers whose monthly income is more than 3000 yuan. In this regard, Itsumita Yuki said, MUJI customers in the mainland of China, mostly in China's Hongkong and Taiwan, China, or in Japan have seen MUJI merchandise customers, these people recognize the western culture elegant style, MUJI simple, simple and aesthetic sense of the same customer groups.

　　 1/4 commodity originated in Japan

It is reported that about half of the goods sold by MUJI Tianjin store are China, and about 1/4 of the goods are originated from Japan. In addition, there are some commodities originate from other Asian countries and regions, as well as goods of European origin. The characteristics of MUJI's products are: clothing All goods, such as groceries, food and so on, are owned by the company itself.

Speaking of the reasons for choosing this time to enter Tianjin, Itsumita Yuki said: "compared with the urban integration in all parts of China, Tianjin has high economic growth rate and rapid development. In addition, there are many people in Tianjin who know about the situation in Japan. Tianjin is a city suitable for MUJI shops. " He disclosed that Muji would like to set up 15 stores in the Chinese market this year, and "the location of new stores and the mature market environment are necessary".

　　 Simple, simple and moderate price.

MUJI products are characterized by comfort, simplicity and price in similar commodities. But, "a pack." cotton "Sugar is 20 yuan" has also been questioned by customers. The five flavor Tian Rong Ming does not want to position MUJI as high-end, "MUJI's products are not. Luxury goods I hope it can be seen in the lives of more consumers.

It is understood that MUJI products are characterized by no emphasis on so-called popularity or personality. Their shop faces are hardly bright colored, mostly beige, light brown, gray or black. MUJI does not pay attention to outer packing. It emphasizes the appearance of goods and does not make excessive packaging and modification.

For the characteristics of commodities, Itsumita Yuki said: "we think MUJI." clothing No specific characteristics. If you have to tell the characteristics, the sense of material and the sense of touch are very important. clothing When combined, it is also very easy to match. No matter who you are, you can easily wear and match the natural and decent style. This is one of our ideas in product development. "

　　 Reporter's notes

Ripening Tianjin's consumer market

In the past two years, Tianjin was suddenly attacked. fashion A lot of "invasion" of brands, from Zara, Mango, UNIQLO to this year's Muji, H&M, several big worlds. fashion Chain brands have gathered.

In the eyes of the industry, fashion Brand is superior to popular brand. Luxury goods Different, have a wider customer base. The successive entry of fashion chain brands shows that Tianjin's fashion tastes are improving and fashion consumption is becoming more sophisticated. The presence of these chain stores will bring a new fashion trend to Tianjin. Yao Youhong, Secretary General of Tianjin clothing trade association, said.

In addition, Zara, Mango and Muji are stationed at the Milo auspicious building store. UNIQLO is located in the international shopping mall, and H&M sets the location of Yue bin. This also makes the fashion brands on Nanjing Road business circle more concentrated. "Nanjing Road business circle will develop into the most fashionable department store in Tianjin". Yao Youhong believes that many brands of war can also make Tianjin's fashion consumer market mature rapidly.

It is understood that two years ago, Tianjin did not have an international fashion chain brand store, and Zara and Mango's successive entry and good sales performance also brought positive effects to other fashion chain brands. "The two storehouse of Zara store in Tianjin was named the most efficient store in Zara in 2009. And Mango entered the Tianjin market for only a year and began to make profits, which is rare in other cities. Yao Youhong said, "Tianjin's position in the domestic consumer market is being recognized by more and more international brands, including Luxury goods It also includes fast fashion brands. It is these brands that drive UNIQLO, Muji and H&M to get into the market and seize the big market.

In fact, the successive entry of international brands also shows the importance of these international companies to the Tianjin market and even to the Chinese market. Over the past two years, fast selling international brands are expanding their Asian landscape, especially in the Chinese market. In the past two years, European chain brands such as Zara, Mango and H&M, which once relied on the European and American markets, have gradually shifted their focus to the East under the pressure of economic crisis.

China is the focus of H&M's 240 new store plans this year. In addition, Zara, which already owns 65 stores in China, has also indicated that it will continue to expand its strength in the Chinese market.

　 MUJI also said that the next three years will shift its focus to China, hoping that China's sales will account for 70% of the Asian share and 60% of the world's total.