Problem description:
I always see this name in magazines. What is Muji?
Can you introduce it in detail?
Analysis:
1: I first learned about Muji because of a boy singing group with the same name. Later, I learned that the original group name came from a Japanese brand-MUJI, also known as MUJI.
Of course, I really fully felt the unique brand connotation of MUJI, and that was after I came to Hong Kong and often lingered in Hong Kong's specialty stores. You may ask, what is the brand connotation of MUJI? Let's play a word decomposition game.
No mark, no label. It is difficult to find the brand logo on all products produced by Muji. Apart from other products, let's say that the clothes it produces, even the smallest kind, have no trademark tag behind the collar. Generally, a piece of transparent adhesive tape will be attached to the clothes to indicate the size. When you want to wear it, you must tear off the paper. At that time, there was no way to prove that you were wearing Muji clothes-of course, people who would buy his products naturally wouldn't mind or even like it-and you were definitely not the kind of person who liked to run around the street with a bag full of logo. Of course, in fact, the five tones are definitely not as simple as trademarks, but more importantly, the low-key behind them. When you walk into the Muji store, you can hardly see any bright colors except the red Muji. The main colors of most products are white, beige, black and blue, with some metallic silver at most. As for the design style, it is also the simplest and simplest, and there is no complicated design at all. In MUJI, I believe that no product can catch your eye or even dazzle you from a distance, but if you carefully taste and play the essence, you will especially like their products.
Good products naturally refer to the quality of things. Needless to say, the most basic things, such as raw materials and workmanship. More importantly, I think it is Muji's emphasis on natural materials and environmental protection. For example, the material of clothes, MUJI emphasizes the use of natural cotton, not synthetic fibers. Although the domestic petty bourgeoisie boom in the past two years has made the clothes wearing pure cotton look particularly tasteful, in fact, this is just the pursuit of Muji since its birth, just as it is written in its promotional materials. For example, stationery, in Muji, almost all paper products are recycled paper. Although the paper tends to be beige, not as bright as we usually do, this beige paper product has become the characteristic of MUJI, which not only embodies environmental protection, but also conforms to the low-key style of MUJI.
Yes, on the whole, Muji is a simple and simple style, not so much a style as a way of life. Clothing, stationery, furniture, household items and even bicycles can be bought in MUJI stores, and its greatest magic lies in that when you buy a MUJI product, you will find that other things are not in harmony with it, so you will buy more MUJI products here to match it-the simplest example is that MUJI provides matching beige correction fluid for its beige recycled paper products, one by one.
In April, the Taiwan Province edition of GQ magazine had an article entitled "Muji 2 1 Open Secret", in which there was a passage worth pondering. "If you look closely at the countries where MUJI opened stores, they are all mature capitalist societies: Japan, Britain, France, Hong Kong and Singapore. Only in places where consumption is exquisite enough, people have the ability to distinguish between good and bad quality, pursue brands and pay more attention to quality, and prosperous simple products like Muji can be favored. Today's MUJI * * * also represents the evolution of our consumer taste to some extent. " In fact, even in Hong Kong, MUJI has advanced several times and retreated several times, which fully proves MUJI's demand for a mature consumer society. We have been saying that Shanghai will soon catch up with Hong Kong and become a new advanced capital. I think one day Muji can come to Shanghai and live smoothly, which may be an important sign!
Explanation 2: Muji? Brand? Band? No, that's not the real source of the word muji. Muji is a special product for the royal family. It is made by hand in a small hereditary workshop after several generations of technical precipitation. Because of the low output, there is no so-called trademark. The word Muji means that there is no trademark, but the two seemingly ordinary words of good product contain the painstaking efforts of craftsmen of all ages, the infinite pursuit of perfect quality and meticulous care.
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 the phone can only be connected after 2-3 seconds. The caller and the 89 10 user can't wait to make a phone call, but it takes 3 seconds to make a phone call, and the feeling of expectation arises spontaneously. 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