MUJI: Store Performance Is Much Better Than Electricity Supplier.

The physical store performance is much better than that of the electricity supplier, and consumers prefer paying for the touchable products.

If we want to say what MUJI has done in the past year or so, the biggest thing we feel is to continue to push shop.

How did these stores open? How did MUJI decide where and when to open a store?

MUJI GRAM is a handbook used by brands to manage enterprises, stores and employees. MUJI updates these documents every 3 months and then gives them to employees.

This includes a whole set of calculation rules involving shop standards.

"We have a benchmark of 28 shops, which includes the measurement of the area, location, stream of people, and consumption level of the district." Mr. Matsui explains why MUJI can push more stores together at the same time. "They will adjust according to the situation of the Chinese market, and may become 25 or others, because we still have a partner. The Institute of Peking University will help us to complete these calculations, and we are in China.

90% of decisions are successful.

stay

After entering Tmall in April of last year, "

"Plus the dual channel of Tmall flagship store has made it easier for users who have no physical stores nearby or simply do not want to run.

In terms of the environment, the electricity supplier is also attacking the business of physical shops to a lesser extent.

So MUJI, who has been in the fast pace of shop opening, will not worry less and less people come to shop? Mr. Matsui shared two figures: in Japan, MUJI accounted for only 7% of online sales; in overseas markets, this figure was even smaller.

In addition to selling products, MUJI's official online shopping mall will also provide groceries, groceries and groceries recommended to replace shop assistants.

For domestic consumers, the display form of Tmall flagship store may be more familiar and intuitive.

Matsui said that MUJI believes that their consumers choose products according to their lifestyle and the form of buying products.

They feel that their target consumers must be those who prefer to hold things in their hands and feel the touch, so they will not worry about no one visiting the shop.

In other words, MUJI feels that the attraction of its stores is very large, and the enjoyment of consumers' shops is irreplaceable.

Of course, some people would like to buy products on the line. Matsui tells us that these customers may be old customers of MUJI, and they buy more large products online, such as beds and sofas, which always need to be delivered, so they can't move to the store.