How is the operation of Muji’s first hotel in the world opened in Shenzhen?

MUJI’s world’s first MUJI hotel officially opened in Shenzhen. The six-story MUJI Hotel is located in the northwest of the Shenzhen Shenye Uptown Complex. It is also the first three-to-one project attempted by MUJI. The hotel entrance and retail store entrance are located on either side of the building.

The operation of Shenzhen Muji Hotel is entirely under the responsibility of Shenye Group, which only controls the hotel concept and guest room design without hotel management experience, while the hotel's interior design is handed over to Japanese designer Sugimoto and his Team "Super Potato". Although MUJI is not exclusively operated, you can easily experience the hotel's brand concept and store design, and you can listen to the same MUJI music as in the store in every corner of the hotel.

In fact, the price of MUJI Hotel is not very affordable. The average prices at JI Hotel and Atul Hotel in Futian District are currently RMB 400 and RMB 850 respectively. Ushira, who has been consuming MUJI products for about a week and a half, told Curiosity Daily that he wanted to use MUJI HOTEL as MUJI powder, but if the share is not high, he will not choose it again next time. Muji is using an expensive and cost-effective route, and the quality is worth guaranteeing. ?

MUJI HOTEL will inevitably be compared with NetEase and Ado. The hotel opened in Hangzhou last year, but NetEase chose a more accurate hotel for the purpose of "selling goods." The QR code is located on the side of the product. On the other hand, the hotel's revenue model is similar to the consumer experience space, showing the brand image that Muji, which charges a certain ownership fee, still wants residents to shop in the store.

Currently, customers of Muji Hotel cannot purchase Muji products directly at the hotel, and there is no QR code in the room to guide customers to purchase online products. Hao Jilin said similar services may be offered in the future, but they are still investigating. In fact, the design of the MUJI Shenye Shangcheng store is not much different from other stores because it is part of the three-for-one project. When asked if it was possible to buy the same bed in the hotel room, the clerk just Looking at myself, not sure what the picture of the hotel room is. have.

But you can be sure that "everything will fit in the store." According to the parent company's excellent product plan, MUJI has developed rapidly in overseas markets recently, and its sales ratio in overseas markets will increase from 35% to 42% in 2016. According to the quarterly earnings report released in October last year, Muji China's same-store sales growth was 1.8%, much lower than the 5.8% and 7.6% in the previous quarter, but many newly opened stores still showed sales of more than 20% growth rate. The leader's most recent quarterly financial report showed same-store sales growth of 7.1% year-over-year, much higher than the 5.8% and 1.8% growth rates in the previous quarter, which MUJI described in its financial report as "focused on life food." I managed to increase product prices and increase sales. ?

Muji has 230 stores in mainland China. By 2020, it will open 20 new stores and 30 stores every year. Muji plans to open 4 new flagship stores in China within two years. As for hotels, Muji said it will focus on improving newly opened hotels and getting inspiration for new products from hotel guests, while hotel expansion plans are unclear.