MUJI Good Three Ways To Restore The Most Authentic O2O

In 2000, MUJI products began to set up online shops against the tide of Internet development. Up to now, more than 4 million 300 thousand registered members of Muji have been registered, more than 7000 items have been sold, and more than 110 thousand consumers have visited each day.

but MUJI The intention is not to pursue sales, but to care more about services.

The traditional retail industry pays attention to the instant of transaction and regards sales volume as everything. But for Muji, it was already the idea of twentieth Century. From consumers' impression of Muji brand, to the interest of commodities, and then to understand the commodities and realize the real purchase, finally use the commodity to form an evaluation. MUJI hope that in this coherent link, improve the needs of consumers before and after sales, so as to establish friendly relations, not just the completion of sales.

Based on this, the most important thing for Muji to do e-commerce is not to sell online, but also to make it a front desk shopping guide, so that consumers can feel Muji and know MUJI products.

In fact, there are three functions of MUJI products: the most important thing is to drain to the physical shops, let consumers go to the physical shops, the second is to communicate with customers, and the last is the sales of online shops.

MUJI does not offer more discounts for registered users of online shops or offers completely different products. According to the data, although there are more than 4 million 300 thousand registered members of Muji online shops, about 6 of the registered users of online shops are not online.

In Japan, Muji has 385 physical stores, which are more willing to buy goods online than consumers. Consumers are more willing to see satisfied products in online shops. They buy goods from offline stores, and learn more about goods from visual angles and tactile angles.

For such consumers, online shops are the way for them to know MUJI products ahead of time, and offline shops are the actual trading places.

　　 Line to line drainage

In order to orientate the flow of online shops into physical shops, Muji will fully integrate online and offline.

First of all, when you look at goods in Muji network shops, you can see links in the relatively significant position to see the goods in the library. After opening, you can see the list of physical shops in each street, and even though it is not real time, but relatively accurate inventory situation (updated every hour), click on the store link to further see the shop under the line. Location, business hours, telephone and other information, to get real-time merchandise in the library, and the store can be directly linked to the phone, for consumers to shop offline convenience.

At the same time, if the online transaction customers do not want to send goods to their addresses, they can also pick up the goods at the offline stores, and the way they take them to the store can save freight.

Secondly, coupons issued by online shops can be used offline.

For example, in the month of registration of members of the online store, Muji will issue 500 yen coupons. In the past, such coupons could only be used online, and the utilization rate was not high. According to the data, the price of the online shop is 10 thousand yen, and the price of the entity shop is 2000~2500 yen, which shows that the charm of the 500 yen coupon is quite different for the customers and offline customers.

For this reason, Muji has changed the system so that coupons issued by online shops can be used in physical stores to meet the needs of consumers who understand products through online stores, and then go to offline stores to purchase, increasing coupon utilization rate and importing more traffic for offline shops.

Not only that, Muji has also developed mobile phone APP, which guides the purchase of shops under offline stores. In April 2013, "MUJI passport" was born. As of March 2014, the number of members reached 1 million 400 thousand. With its advanced functions, "MUJI passport" won the gold award of "YAHOO Internet Innovation Award 2013 - enterprise intelligent machine APP".

　 App set up service bridges

There is no doubt that "MUJI passport" is a very important link in the strategic layout of MUJI O2O.

"MUJI passport" integrates the sales channel integrals from online shops, offline stores, etc., and provides functions such as check-in points, merchandise commentary points, shops nearby, store inventory search, etc., and it can connect with Facebook and Twitter ID, reducing the trouble of membership registration.

In daily shopping under the line, often encountered such a situation, because they want to buy goods because of shortage can not buy in time, let salesmen help to transfer goods will have to wait for a period of time, and may not be able to transfer goods. MUJI, the APP, solves this problem just right.

"MUJI passport" provides the function of shopping guide, not only can we see the goods selected by Muji, but also consumers can search according to the commodity name and commodity code, and choose the commodities they want according to the type of commodities. When consumers find their favorite products on "MUJI passport", they can see through the map very directly whether there are stocks in the shops nearby.

This is "MUJI passport". APP The most distinctive feature, which provides great convenience from online to offline, is an important bridge between online and offline.

When consumers come to shop in the offline shop, they can get barcode from APP on the checkout office to get the score and the corresponding consumption bonus points, that is, "MUJI". "mairu", similar to Taobao's "member growth value", can buy 1 yen online stores and online stores, and get 10 of the 1 online check-in check-in 1 times. A product commentary can get 10 members in the online store. Shopping for the month of the member's birthday can get twice the "MUJI". mairu ", this kind of integral can accumulate to a certain degree and get the corresponding grade and the" MUJI shopping integral "reward that can be purchased directly from the Muji.

The same incentive system, to a certain extent, has opened up the development path of integration online and offline.

　 Data is the best tool to implement O2O.

In this data MUJI is particularly concerned about data in a crucial era.

Because the coupons issued by Muji online shops can be used offline, and because the coupons on each ID are unique.

So, we can know how many people come to stores through data, which use coupons, which people like to shop, which customers to buy, and what kind of life they live. In fact, the analysis of each customer is very important. Only by understanding the customers' living conditions and needs can they better satisfy them, thus achieving O2O, facilitating the drainage under the line to the line.

With the widespread popularity of social media, discussions on topics such as coupons and other promotional activities have been launched on Facebook and Twitte, and the way of O2O draining into offline shops has become very common. As a result, the analysis of unstructured data in social media is becoming more and more important.

It is worth noting that in social media, every customer will become a self media. His attitude can easily affect a group of people around him. The purchasing power of customers and his influence in social media are not very symmetrical. Those who occasionally buy your products or the voice power of people who never buy your products can not be ignored.

In the concept of MUJI products, do not pay attention to the communication with every customer, do not talk about O2O. Therefore, Muji has established good relationship with every customer as the core of O2O.