In Japan, MUJI is a low-priced mass brand and a national brand, and housewives and white-collar workers will buy it. However, when this brand first entered China, it represented a high-end lifestyle brand with consumption upgrade. Consumers are usually the middle class represented by the younger generation. However, in recent years, the price of MUJI in China has been decreasing, and it has gradually become popular and civilian.
Extended data:
Muji is a Japanese grocery brand, which means a good product without brand logo in Japanese. Product categories are mainly daily necessities. Products pay attention to the concept of simplicity, conciseness, environmental protection and people-oriented, and there is no brand logo in packaging and product design. Products range from pencils, notebooks, food to basic kitchen utensils. Recently, it has also begun to enter housing construction, flower shops, coffee shops and other industrial categories.
One of the biggest characteristics of MUJI is minimalism. Its products have removed trademarks, omitted unnecessary designs, removed all unnecessary processing and colors, and are as simple as materials and functions themselves. It is difficult for customers to find their own brand logo on all Muji products, except shop signs and logos on paper bags.
In commodity development, MUJI has strict regulations on design, raw materials and price. For example, clothing should strictly abide by the design principles of no pattern, check and stripe, and only use black and white, brown and blue in color. No matter how popular the popular colors are, they will never go beyond the design principles to develop goods.
Baidu encyclopedia-muji