TOPIC: Muji
Background
Muji is a Japanese retail company which sells a wide variety of household and consumer goods.
Muji is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or "no-brand" policy.
Muji started with 40 products during the 1980s, their products range from stationery, and clothing for men and women, to food items and major kitchen appliances and has even included an automobile. Its primary business includes Café Muji, Meal Muji, Muji Campsite, florist and home furnishing; the company has also engaged in architectural project such as the Muji houses.
By the end of 2000s, Muji sells more than 7,000 products. It is positioned as a "reasonably priced" brand, keeping the retail prices of products "lower than usual" by the materials it selects, streamlining its manufacturing processes, and minimising packaging.
Brief
Muji is a groceries brand in Japan."无印" meaning no logo in Japanese. "良品"meaning "good things."无印良品"Good products without brand logo. Product categories of daily necessities mainly.
The Idea
Products design simple, concise, environmentally protection. In the packaging and product design are no brand logo. Product categories from pencils, notebooks, food and kitchen utensils.
Except shop sign and plastic bag's logo the customer is difficult to find it brand logo in all Muji's product. In the Muji store, except the red "MUJI" logo, customers hardly see any bright colors, most of the products of main colors are white, beige, blue or black. White color symbolism elegant pure,simple red colour is a few bright color in the Muji store, more show product‘s concise and plain.
Result
Its annual turnover of over 110 billion yen, more than 2,800 employees, is Japan's largest Life Style Store. Its was in the UK, France, Hong Kong has established three subsidiaries, more than 70 stores in abroad. Japan had survey 29 years to 32 years of consumer groups to brand favorability is the first, up 51.1%.
Marketing Problem
Muji's no-brand strategy (generic brand)means that little money is spent on advertisement or classical marketing, and Muji's success is attributed to word of mouth, a simple shopping experience and the anti-brand movement. Muji's no-brand strategy also means its products are attractive to customers who prefer unbranded products for purely aesthetic reasons.
In product development, Muji for design, raw material, prices have enacted strict stipulation.
Such as cloth to strictly observe no pattern, plaid, stripes and other design principles, color only using black and white, brown, blue, etc. no matter how popular the color of the year, and will never go beyond the design principles for product development.
MUJI is a simple, plain, textured, practical, emphasizing quality, not fancy, quality assurance brand, let people feeling so close to life and MUJI's product refinement and practical.In product design with top designer's ideas and avant-garde concepts, played a good role of advertising. The products are accepted by different consumer groups, which also played an advocacy role.
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