For the fast food society, which now occupies the market with large-scale production, so as to reduce costs and maximize profits, muji-style products are rare. Products that can become muji are inevitably scarce and expensive. The products that can barely become "Muji" are the silver angel of Rolls-Royce in the automobile industry, the haute couture in Paris Fashion Week every year in the clothing industry, and the names of Muji in the mobile phone industry are none other than Vertu and 88,89 Systems of Nokia.
Looking back on last century 1999, the most popular men's luxury goods are Apple's iMAC and Nokia's 88 10. Chrome-plated shell and sliding cover are not only worth the sky-high price of 10000 yuan, but more importantly, Nokia has created an era of Muji. There is no flashy appearance, no powerful function, no so-called cost performance. Users who will buy 88 series will not pay attention to the price, and users who don't like 88 series will not care about its price. After 88 10, the most popular 8850 in the 88 series appeared. On the basis of 88 10, 8850 introduced an extremely shocking white backlight. In view of the problem that the back cover of 88 10 is easy to loosen and the battery connection is not firm, the structure of the back cover of mobile phone is strengthened, but the Chinese phone book is not supported, which has always been an unsolved problem in 88 series. In 8855, Nokia designers used titanium shell, and the matte metal texture of carbon crystal was more noble. The appearance of Chinese phone book finally solved the last concern of 88 series users. The appearance of 89 10 permeates the texture of titanium into the whole fuselage, and semi-automatic sliding fuselage is an epoch-making design concept. When the bell rings, the user presses the eject keys on both sides of 89 10, and it takes 2-3 seconds to connect the phone. The caller couldn't wait to make a call, but the user of 89 10 called 3 seconds later, and the feeling of expectation came to life. After that, 89 10i adopted the 4096-color STN screen which was standard configured by Nokia at that time, and other parameters were basically the same as 89 10.
Muji: low-key and elegant
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Financial Times
Li hong
Muji is a Japanese home lifestyle brand. Its product line ranges from clothes, socks and gloves to cups and plates. Recently, I also entered digital products and produced a cool MP3 player. There are stores in Britain, France and Hong Kong, and everything is sold very cheaply.
Muji is also a band, which used to be very popular in Chinese-speaking areas. I'm afraid its name also comes from Japan's Muji.
Good product.
When I say "Muji", it has nothing to do with Japanese goods or pop bands, so I should put it in quotation marks.
It can be traced back to 1999. At that time, Mr. C, who traveled all over the world, came to China. In his spare time, he likes to wear a pullover, which is blue, gray and black, half new and not old. The quality and knitting technology of cotton thread are very good. He washed it many times without losing his shape. These pullovers don't always embroider logo in conspicuous places like those big names, but they look calm when worn. I asked him curiously what brand these clothes were. As the marketing director of the company in Asia, Mr. C said gently, I seldom wear famous brands, but I wear "Muji".
In his expression, "Muji" is synonymous with life attitude-not so big, not so expensive, but definitely enough quality and taste.
After many years, until now, I am still deeply influenced by MUJI.
With the rapid economic growth, the first wave of wealth owners are the earliest luxury consumers. Unfortunately, Dunhill became a nouveau riche and Chanel became a gold digger. At that time, many people who could enjoy luxury goods simply could not understand the cultural background. They buy famous brands just to show off their success and wealth, and famous brands have become their labels. The impetuousness and publicity of users cover up the elegance of the brand itself, which is exactly the case.
Fortunately, the rise of the new wealth class and the middle class has driven the tasteful consumption of luxury goods. More people can appreciate the cultural personality of luxury goods and buy them just because they like them.
I once chased luxury goods myself-I went to Wang Fu to buy bags, clothes and leather shoes, but the quantity was small, and I had to bear the arrogant eyes of the bartender every time. To put it bluntly, they are the most snobbish group in Beijing's retail industry.
When I find that my bag will drop and my shoes will wear out after a while, I will feel that this money is really wronged.
Another important reason for me to gradually stay away from luxury goods is the fake goods all over the street. To tell you the truth, I'm happy to find high-quality fakes. It's like a record company shouting anti-piracy, but all of us buy pirated CDs/DVDs.
Why is this happening? Nothing more than genuine pricing and services can't satisfy consumers.
When the sales girl of luxury goods is not as arrogant and snobbish to customers, and her understanding of products and respect for brands are not as good as mine, it is no wonder that I turned to fakes.
Yi Shu once used her sharp pen to describe some arrogant so-called successful people: nothing but titles printed on business cards. Just like humans.
I also admire people who have the character of "Muji"-quality, taste, connotation and unobtrusiveness. They exist quietly and calmly, and never need dazzling aura, because they can shine by themselves and illuminate other people's lives.