More Than 1000 Yuan, Muji Is Becoming More And More "Close To The People".

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Everything is good, but it's too expensive. "

Since MUJI products entered the Chinese market in 2005, consumers like this have heard a lot.

In order to be more "close to the people", Muji has launched a new pricing strategy in China since October 2014, and prices will be lowered at the beginning of each year, the middle of the year or the end of the year.

From the current frequency, it basically reaches two times a year.

Not long ago, Muji again announced price cuts, of which goods had fallen by more than 1000 yuan.

By the end of August, Muji has officially announced its new pricing campaign in China through the official WeChat public account.

The price reduction involved more than 500 items, mainly concentrated in

Home, makeup tools, stationery categories.

This is another price reduction campaign for MUJI products after January this year, and the ninth round of price cuts in four years.

Lower prices are mostly classic.

To open MUJI MUJI Tmall flagship store, the first big entry is the "new pricing" posters, almost occupying the entire screen of the display.

Click on the poster will jump to the newly priced commodity area, we can see that the 278 new pricing products, mainly in clothing, stationery, cosmetics and other categories.

MUJI lien official website customer service told reporters that in addition to the 278 commodities, the rest of the new priced goods refer to the "new to the product", the price is the initial price, and the price of 278 products together together, a total of more than 500 pieces.

Reporters in Xixi impression city Muji shop also saw the new pricing notice, a length of about 2 meters, 1 meters wide posters hung behind the door.

After the price reduction, all the products are linked with the newly established price tag and labeled with the word "new pricing".

According to shop assistants, the price cuts started online in August 24th. Whether or not we can buy the price depends on the stock of each store.

The clerk also said, if the customer sees which item in the official website, he can ask the clerk directly, they will help to find out whether there is a product.

In addition to the new products, the Muji price reduction products are mostly classic ones, such as knitted sweaters, lightweight feather down series and T-shirts.

Among them, the men's lightweight down collar portable vest has been reduced from 448 yuan to 298 yuan, and the women's lightweight lightweight down coat has been reduced from the original price of 598 yuan to 498 yuan.

There are carpet, water washed cotton products, natural storage series and so on in daily necessities.

The biggest price cut is air purifier, the original price is 2980 yuan, the price after the new price is 1800 yuan, a drop of more than 1000 yuan.

MUJI is facing fierce competition.

In the official WeChat tweets that announced the new pricing of Muji, the new pricing slogen (slogan) is: "life is still going on, and the improvement is also going on".

Mui Yin official website customer service told reporters that the new pricing of products and prices are determined by the professional team after inspection.

The improvement of the price reduction products is mainly reflected in the selection of materials, improvement of manufacturing processes and continuous simplification of packaging.

Tweets also explained the reason for the new pricing. "MUJI products" will not be finished because of the listing. Muji will continue to examine the development of commodities and examine prices, helping more customers create "feel good life", which is Muji's new pricing activities.

However, there are many voices on the Internet, pointing out that the new price reduction of Muji has reflected the anxiety of its expansion in the Chinese market.

For a long time, Muji's "overpriced" label has made it a brand segment between high-end and light luxury, while facing the challenges of low price competitors, including UNIQLO, the local lifestyle brand that has been rising in recent two years, NetEase, and Jingdong.

Many businesses, under the banner of "Muji supplier", launched products with almost no difference in design and appearance, and sold at 1/2 to 1/3 or even lower prices for MUJI products.

According to one industry analysis, Muji needs to rely on new pricing to consolidate loyal users in the increasingly competitive market and expand the consumer base.

In fact, in addition to price cuts, Muji has also been expanding its channels by widening the layout of the channels, accelerating the opening of stores in three line cities, offering the same name restaurants and hotels to enrich the experience, and online cooperation with Jingdong and Tmall, and has launched the shopping MUJI passport.

As a representative of minimalist style, Muji has always been popular among the first tier urban middle class.

Just in

In the increasingly rational situation, it is not known whether the price reduction strategy will improve the performance.

I believe Muji is also watching and planning its next strategy.