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Muji’s New Breakthrough in China
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It is said that Muji Books is going to be open in Shanghai in the end of 2015 as the first one in China. Muji is always trying to develop its brand value by improving products in a range of fields. Muji has tried and developed a lot from an original stationery shop to a combination of different types of shops such as household shop, clothing store, cosmetics store, restaurants, etc.
Let’s see the breakthrough.
Muji Books has a special way of classification and recommendation, for example, travel books are close to suitcases while gourmet books are close to the coffee machine and desserts. Besides, as a brand extension, everything in Muji Books keeps Muji’s original contracted style which is a sign of a kind of literature and art, and now infiltrates into people’s life in China. This breakthrough also expands Muji’s target market from mainly young people to all ages.
Moreover, I think Muji has made a smart decision on venue as well. What are advantages for Muji Books entering Shanghai first in China? Shanghai is an important economic, financial, cultural, trade and shipping center in China. Shanghai has the first Muji in China and now has over 13 outlets in different districts, which is surely a beneficial foundation. Apart from the convenient traffic system, Shanghai’s market is large since it has a large population and undeniable number of tourists. According to the consumption level and customer knowledge in this open city, people in shanghai have strong ability to accept new things. In conclusion, Shanghai’s criteria are quite suitable for Muji’s new breakthrough.
If you are interested in this topic or have some critical ideas, plz feel free to leave messages and let me know. Anyway, I'm glad to discuss with you guys.
Post comment Comment (4 replies)
- Reply sunnyv
- Oh, we have Muji Stores here in Hong Kong too. In fact, there are several stores in different locations. They are so successful that they opened one after another. They are really bold to open shops in the most expensive area and the shops are large too. Muji does know how to operate their stores. It is so inviting that each time we go there, we always end up buying. They have stationery stores, Cafes, housewares etc. However, they do not have Muji Books here yet. One of the problems there are facing is that we have lots of choice here for quality shopping and shoppers tend to window shop and hop from one store to another, so business is not so easy for them. They are indeed smart to establish in Shanghai as people there have a taste of for quality and service.
- Reply teadrinking
- Shanghai is one of the most developed cities in China, its advantage is attractive for people around the world, investors to there.
- Reply Scarlett_Lin
- I have seen these stores here in Guangzhou, but I have never bought something there or I have never been in that king of store. So how do you think of these stores then? Seems to be a good store then with good quality stuff and service.
- Reply Woody_Hu
- This is a Japanese brand and its has products for various kinds of functions. Products are designed simple but useful，and they looks great comfortable as well，so I think they are worh buying if you have needs.
Scarlett_Lin: I have seen these stores here in Guangzhou, but I have never bought something there or I have never been in that king of store. So how do you think of ...
