Brand interests of MUJI

1. Muji is a very typical hot spring. All the goods in it are developed, produced and manufactured by themselves, and then sold. There is no other brand, so it has the scale competitiveness of SPA.

2. MUJI is a typical life proposal enterprise. China's way, advocating indifference, philosophy of life and philosophy is a simple culture.

3. Cross-category wireless operation. The category span of MUJI is very large. At first, it was a rare supermarket that made food and household goods. Later, it began to make furniture and groceries and entered the fields of clothing, cosmetics and food. He also runs a restaurant and a hotel. Of course, the hotel is not operated by itself, but is authorized by the brand. Now we are ready to operate house decoration, bicycles, home appliances and fresh food stores, and we have also built a fresh food store of 4,000 square meters in Osaka.

At least in the world, MUJI is very typical, and it is also one of the few companies that can achieve this completely cross-category operation. We know that each field has its own characteristics and management difficulties, but its profitability is very good. Judging from the current retail industry, its profitability belongs to the upper-middle level. In recent years, its sustained profitability and net profit have reached 12%, far exceeding Wal-Mart. After operating so many brands, it is difficult for MUJI to maintain such a stable profitability. Because MUJI has more than 800 stores around the world, and the scale advantage of each category is not obvious. Although the cost advantage is not obvious, it is really worth considering that we can still achieve such a high net profit.

4. The great thing about MUJI is that it used to be a PB department, a private brand department under Xiyou Supermarket. Another Japanese company, Dai Rong Supermarket (now bankrupt), was very powerful in Japan at that time. It has developed its own brand to cope with the changes in Japan's economic situation and the challenges of consumption trends. The success of private brands has brought great challenges to all other supermarket retail enterprises. Muji was forced to make its own brand and participate in such competition and challenges. Many people ask me what a supermarket's own brand can look like. I said that the ideal appearance of private brands is Muji. You've basically achieved everything you want.

5. Experience and capacity building of MUJI internationalization. In Japan, the number of shops covered by MUJI exceeds that of Uniqlo. At present, its international experience and the pits it has gone through are very worth learning.