MUJI - slipping in like water

After watching "MUJI", I particularly like their posters. "Like water, it flows in through the cracks." Muji's solid-color shopping bags can be seen everywhere in the ice skating rink, by the fishing river, in coffee shops, and even among the crowds in Tiananmen Square, and have penetrated into every corner of the living space. . MUJI is creating the concept of "home" all the time. In ordinary daily life, it has become a necessity and a simple fashion.

1. About the brand concept

Don’t ask for “this is what I want”, but ask for “this is what I need”.

MUJI is shaping the world's future consumption outlook - minimizing excessive desires and replacing them with values ??of a simple life. Replacing "this is what I want" with "this is what I need", this pursuit of a reasonable lifestyle is something we should be proud of.

MUJI’s concept is to produce high-quality, easy-to-use products at reasonable prices. Because the product is most suitable when it is "just right". This "just right" is good for you. It removes the concept of "identity" from the relationship between the product and the consumer and replaces it with a sense of satisfaction.

MUJI advocates using simplicity and simplicity to experience beauty and wisdom. Everything is adhered to the concept of "reasonable and practical", considering the overall functionality, and each product is given unique value and creativity. All this stems from the most basic self-esteem and self-respect. MUJI believes that people are not just consumers, they have talents and rights and deserve the best products and services we can provide.

2. About design

MUJI discusses how to make products practical, beautiful, charming and environmentally friendly, which has become a new fashion. They pursue reasonable and practical design concepts, not "anti-brand" but "no brand": to give the public an open space for imagination.

Cheap for a reason. They combine simplicity and beauty with optimal functionality of materials, resources and environment. For example, small pieces of laundry soap, salmon that is not in pieces, broken dried mushrooms, etc. The reason why the products are cheap is that the damaged products are reused, but the quality of the products will not be reduced.

Love does not need to be beautified. The "monochrome" visual image they proposed and the monochromatic design and monochromatic packaging have a distinct and strong personality in this overly exaggerated era; in terms of copywriting, all text in advertisements and labels only focuses on introducing the product itself.

Design is an element that can bring excitement to life. We need and desire excitement, but not too much excitement. MUJI designs take comfort and just the right fit into consideration. Many people think that design is to attract attention. In fact, design is more important to create another world where the background and gorgeousness can exist harmoniously. Only when they respect each other can perfect harmony be achieved. MUJI strives to create a background that makes it ordinary and not sudden when you first see it.

Moderate design. The core of fashion is excitement. Fashion always brings the pain of breathlessness to people, the shock of breaking tradition, or breaking the daily aesthetic with the most cutting-edge things. MUJI does not echo this kind of tension and excitement, but restrains this emotion and carefully weaves human wisdom into products that can be seen everywhere, products that go beyond the ordinary without going to extremes.

3. About the product

MUJI advocates that "there must be a reason why it is cheap" and "the purest is the most authentic". MUJI understands that even masterpieces cannot be sold if the price is too high. MUJI hopes to make an original, high-quality product and sell it at a reasonable price.

"Nothing is also everything" is not "this is good" but "this is good". We are in the coordinates of modern times, we have created a society in which everyone can express his desires, and in this sense today we assign value to acceptable qualities: moderation, concessions and transcendent rationality.

4. About "Education of Desire"

MUJI believes that products are like fruits on a tree. If you want to improve the quality of your fruit or product, you have to ensure the health of the tree and improve the soil environment in which the tree grows. In this metaphor, the tree is like the company, and the soil environment is like the consumer desires or needs that the company faces. The tree, or company, absorbs people's desires and bears fruit. This is why fertile soil of desire is the best way to produce high-quality products, and design is not a process of polishing or decorating the fruit, it affects the quality of desire.

MUJI’s marketing is not to satisfy people’s desires indefinitely. It aims to influence the formation of desires and create a new market by changing the quality of people’s life preferences.

Muji’s advertising slogans stifle poetry, emphasizing that poetry cannot be used to express products, and there is no need to use gorgeous words to play with customers’ emotions. The most suitable text for MUJI is a simple and clear description of the facts.

MUJI has always been pursuing the right natural beauty. This kind of taste is really comfortable. Just like Song Yu described a woman’s beauty, “If you increase it by one point, it will be too long; if you decrease it by one point, it will be too short.” "If it is powdered, it will be too white; if it is applied with vermilion, it will be too red."