1. The original meaning of MUJI is "no trademarks and high quality". Let’s first look at the background of the brand’s creation. Initially, in 1980, world economic growth was in a slump and Japan also experienced a serious energy crisis. Consumers at that time not only demanded good quality products, but also wanted favorable prices. In this case, the concept of "unbranded" was born in Japan. That year, Masao Kiuchi founded the "MUJI" company and launched the first batch of unbranded products to the market. These products are simply packaged to keep costs down and the slogan used is "good value for money". Now, one of its best features is minimalism. Its products have removed trademarks, eliminated unnecessary designs, removed all unnecessary processing and colors, and are so simple that only the materials and functions remain. In addition to the logo on store signs and paper bags, it is difficult for customers to find its brand mark on all Muji products. In MUJI stores, except for the red "MUJI" box, customers can hardly see any bright colors. The main colors of most products are white, beige, blue or black. MUJI is not so much a brand as it is a philosophy of life. It does not emphasize the so-called popularity, but restores the true meaning of commodity value at an affordable price, and sublimates the product to the cultural level in a seemingly non-existent design. 2. No brand is better than a brand, the famous brand among the miscellaneous brands. MUJI is highly supported by consumers because it can provide consumers with a sense of security when shopping, popular products and reasonable prices. In today's urban life, all aspects of people's lives are labeled with various labels. The consumer values ????based on social class and vanity behind the brand often cover up people's true emotions. The life concept of "Muji" is exactly the opposite. It abandons all external "labels" and constantly simplifies: removing trademarks, removing all unnecessary processing and colors, simple packaging, so simple that only the materials and functions themselves remain. , reminding people to appreciate the beauty of original materials and materials, returning objects to their true colors, liberating users from external constraints, and reaching a state closer to their inner self and closer to nature. This is also Zen enlightenment The realm of true self that one pursues. On all Muji products, it is difficult for customers to find the brand mark, and there is no trademark even on the back of the collar. At most, a piece of transparent tape is attached to the clothes to mark the size, and it is removed when trying on the clothes. For urbanites who are tired of pursuing famous brands and luxurious life, Muji's proposition is indeed refreshing. This approach of not requiring a brand has led to a phenomenon that often occurs in Japan: if someone sees a product without a trademark, they will predict, "Is this a MUJI product?" From this, MUJI cleverly realized Maximum brand differentiation: The world is artificially divided into two poles, one pole is all brands, and the other pole is only MUJI. The sound is loud, but the elephant is invisible. The deliberate pursuit of low-key has become the world-famous "No Brand" (no brand), reaching the realm of "no brand is better than having a brand". It has transcended the limitations of a commodity brand and has become a lifestyle brand, which is also the highest level of brand development. Third-rate brands sell products, second-rate brands sell both products and services (which are actually selling solutions), while truly first-rate brands sell a lifestyle. High quality assurance is also an important reason for the success of MUJI extension. At present, some domestic supermarkets are trying to launch a small number of their own brand products, and some supermarkets have put forward the slogan "There are no fakes in Suguo, so you can rest assured". However, there is a basic logical problem here, that is, genuine products may not necessarily be good products. Faced with a large number of unknown brand products in supermarkets, especially food, consumers will still have doubts about the variety. MUJI uses its own brands as quality guarantees and enhances consumer confidence through a complete quality control system. Of course, this is a double-edged sword, requiring extremely high management levels for MUJI. Problems in any category or link will have an adverse impact on the entire brand, causing both losses. In addition, MUJI has quite high popularity and customer loyalty in Japan, and has its own sales channels, etc., which also creates favorable conditions for brand extension. 3. Hangzhou, Beijing, Shanghai and Nanjing.