割不动中产，这个日本品牌急了

Core Insights - Muji, a brand known for its light luxury positioning, has faced criticism in China for its high prices despite recent price reductions. The company plans to introduce new stores with products priced around 25 RMB to cater to the budget market [1][13][19] Pricing and Consumer Perception - Consumers have expressed dissatisfaction with Muji's pricing, stating that new product prices are often close to double what they consider acceptable. This has led to a perception that prices should be more aligned with Japanese pricing [2][4][7] - Despite some positive feedback regarding product quality, overall, Muji's pricing remains on the higher end compared to similar products [4][22] Competitive Landscape - Muji faces competition from brands like NetEase Yanxuan, Miniso, and NOME, which offer similar styles at lower prices. The brand must balance its pricing strategy with maintaining its brand image [2][22][23] - The introduction of the "Muji 500" store concept, which focuses on products priced below 500 yen (approximately 25 RMB), is a strategic move to capture market share in the budget segment [17][19] Market Performance and Strategy - China is Muji's largest overseas market, with significant sales growth attributed to this region. The company reported a 21.3% year-on-year increase in sales, largely driven by the Chinese market [19][20] - Muji has been actively expanding its store presence in China, with 47 new stores opened by the end of the 2024 fiscal year, bringing the total to 408 [16][19] Challenges Ahead - Despite recent successes, Muji continues to face challenges in the Chinese market, including maintaining its brand identity while addressing consumer price sensitivity. The brand's high-end positioning may conflict with the growing demand for affordable alternatives [22][23] - The company must navigate the competitive landscape where similar products are available at significantly lower prices, necessitating a careful balance between pricing and brand perception [23]