MUJI: goods without a “name”
A BRAND FROM JAPAN MANUFACTURES HIGH-QUALITY GOODS
MUJI was born in 1980s, the main products are clothing, groceries, food and such we can use in our daily life with the purpose of “value for money” according to the concept of ’no trademark’ goods. It has built a large number of social media accounts by region which encourages people from different countries to upload images of their products. The main reason why MUJI is becoming a worldwide brand is the target customers are everyone as their products are various that customers from different ages can find useful goods in their stores. Another is that MUJI remain their price not too costly but good quality.it has three basic principles which become their symbolic tag.
SELECTION OF RAW MATERIAL
MUJI products include delicious and healthy food, comfortable and decent clothing, and daily necessities that give priority to performance. Re-select raw materials in order to develop basic supplies that are easy to be ignored in daily life.MUJI makes full use of things of almost the same quality but abandoned because of their unattractive appearance, such as industrial raw material, raw materials found and purchased around the world, cheap and timely raw materials that can ensure sufficient supply of goods, etc., to manufacture cheap and high-quality goods.
PROCESS IMPROVEMENT
Only the necessary production processes are retained and unnecessary processing processes that are not related to the nature of the product are omitted so that raw materials that were originally discarded due to poor size or shape outside specifications can also be made into products. For example, omit the bleaching process of pulp, and the paper will be light beige.MUJI use it for packaging materials or labels. as a result, a very pure and fresh commodity group has been created.
SIMPLIFICATION OF PACKAGING
MUJI’s products are very concise, which is not a minimalist style. You can use “empty container” as a metaphor. It is precisely because it is simple and blanks that a high degree of flexibility is born to accept everyone’s thoughts. While producing simple products, can also save the earth’s resources and reduce garbage emissions. Compared with ordinary goods that are too prominent in appearance, MUJI’s commodity group shocked Japan and even the whole world and gained a huge sense of identity.
Nowadays MUJI has its own restaurant and hotels and also more than 480 overseas stores. simple and comfortable are becoming a life attitude of their customers. But there is still someone who is refusing to purchase in other countries except japan because of serious premium and short of localization(no local language on tag).MUJI should consider these questions seriously if it wants to become more popular worldwide.
