"Broken Off" Philosophy Interpretation Of MUJI MUJI'S Way To Success

When it comes to Japan's fast fashion Muji, many people may think of black and white grey clothes and clean shops at once. In 1980, the founder of Muji, Diqing two, opened a small counter in the food store of Xi You mall in Tokyo. It sold only food and daily necessities, but the number of products was only a few dozen. Today, Muji has expanded the quantity of goods to more than 7000 pieces of food, and has penetrated into all aspects of clothing, food and shelter: you can sleep in a Muji bed, cover a Muji quilt, wake up with a Muji alarm clock, wear a Muji, wear a Muji toothbrush, cleanser and make-up water, wear Muji glasses, ride Muji bicycles, eat Muji curry, and plant Muji. Wait.

　　 Concise and regular storefront display

Without LOGO, advertising, spokesperson, complex product color and style, Muji can be said to be a "wonderful flower". In the extremely concise shop, a wooden spoon without any decoration or LOGO marks is worth 50 yuan, and a pure white ceramic bowl is priced at nearly 100 yuan. As a rule of thumb, such products and stores are hardly likely to have any chance of survival in China. However, up to 2012, the world's net sales of Muji rose to 187 billion 700 million yen (about 11 billion 920 million yuan), and operating profit increased to 18 billion 400 million yen (about 1 billion 160 million yuan). Miracles often happen inadvertently, and when we can't find the deepest reason, we can only be the name of the miracle. What is the wealth secret behind MUJI products that are so simple to the extreme?

On the design concept of "simplification" and "restraint" -- from "breaking away from home" to see the philosophy of Muji

Almost all the interpretations of the success of MUJI products around the world are focused on the brand concept and product design of "simplification" and "restraint". The stereotyped view is inevitably "cliche". Over the past two years, the concept of "breaking away from home" put forward by Yamashita Eiko, the Japanese sundry management consultant who has been promoted by various media in Japan and Southeast Asia, may give us another way to interpret the success of MUJI products. "In the age of excess of substance and emphasis on individuality, we need to respect our customers and not interfere with the lives of our customers too much."

The so-called " Break off "It is through sorting things to understand themselves, sorting out the confusion of the heart, let life comfortable action technology. In other words, it's a way to sort out the waste from the home and make life happy. Among them, breaking = breaking things that are never needed, and abandoning the excess waste, leaving the attachment to objects.

Just like a Muji's notebook, customers need to record things, rather than flip the map at the meeting, check the telephone area code, and there is no need to imply that the customer must write down neat words according to the written lines we provide; for example, spoons, customers need to eat with them instead of having to consider whether they will be lacquered or not healthy.

Concentrating is the philosophy of "breaking away from home". It's not to let us focus on products in a closed way, but rather to let customers focus on what they should concentrate on and dilute the existence of products. As mentioned above, a meeting is a meeting, and a meal is a meal.

"There are many commodities in the world, not to make them easier to use, but to sell better and more popular," said Kim chin Ming, President of the good planning company. The pursuit of the essence of goods makes MUJI Muji not go out in haste.

　　 "Breaking away from home" Idea Or create a breakthrough for domestic domestic enterprises.

The increasingly popular trend of "breaking away from home" will make people slowly understand what they need, and the external marketing inducement will eventually weaken or even disappear. The 3D blockbuster needs to be seen in the movie theater, so the 3D large screen TV always fails to sell well; the super mobility is not as good as the flat panel computer, and the professional performance is not as good as the desktop computer. Therefore, even if the super book is the best, it will be difficult for users to pay the bills. Even the giant Coca-Cola has developed a lot of vanilla and lemon flavored cola, and finally it will not be paid for by consumers, so it will become a negative teaching material forever.

Some may say that Muji's success has some contingency. In 1980, the world economic growth was low, and Japan was in a serious resource crisis. The market badly needed simple, practical, good quality and low price products. In this environment, Muji has abandoned all external labels and has been simplified to products that only contain materials and functions, which cater to the call of the market.

　　 Elegant and refreshing MUJI style

But in recent years, not only Japan, including Asia as a whole, has seen similar market demand thirty years ago, but this demand has gone one step further: it shows people's taste and quality of life on the premise of simplicity and practicality. So we will gradually feel some differences. For example, who bought a piece of clothing before, no matter how inappropriate it is, first of all, I will tell you what brand and how much it costs. Today, more is to ask you to look good? Oneself collocation, oneself Amoy, and not expensive, brand is not important, inappropriate and big card is also chicken ribs.

With the development of the times, the attitude of "breaking away from home" is inevitable. Muji has proved this for thirty years. In June 11, 2013, the Apple Corp's iOS7 system released the "break away from" to the extreme. Within a few seconds, the extremely simple "flat" concept was spread all over the world and penetrated into all fields, including the management and organizational structure of enterprises and even the government.

At present, in order to make products sell better and more popular, many domestic businesses have over designed and brand marketing products: "automatic cleaning hood" and "antibacterial floor with an antibacterial rate up to 99%". Such a hype of product design and slogan will inevitably make people "spend more and more enchanting eyes". This phenomenon results in the fact that every family has a lot of things that can't be used for years or even for a lifetime. It occupies thousands of yuan and a square meter of house space, blocking light and sight, and disturbing everyone's mood.