多地闭店，「中产白月光」也卖不动了？

Core Viewpoint - MUJI is experiencing a significant contraction in its retail presence in China, with multiple store closures in major cities, indicating struggles with profitability and competition from local brands [3][4][12]. Group 1: Store Closures - MUJI has announced the closure of several stores, including the Beijing Shimao Gong 3 store, which will cease operations on August 31, 2025 [4][6]. - Other stores that have closed or are set to close include locations in Beijing, Shanghai, Ningbo, Jinan, and Changsha, reflecting a broader trend of store reductions [6][12]. - The company has stated that these closures are part of a normal adjustment process to improve operational efficiency in response to declining foot traffic in certain shopping districts [12]. Group 2: Pricing and Quality Issues - MUJI has faced criticism regarding its pricing strategy, with consumers questioning the high prices of products that are manufactured in China [16][25]. - Quality concerns have also been raised, with reports of product failures and administrative penalties related to quality issues since 2016 [32][34]. - The company has attempted to address these issues through a series of price reductions over the years, with some products seeing price cuts of up to 50% [36]. Group 3: Market Competition - Since 2015, MUJI has seen a slowdown in same-store sales growth in China, with the first negative growth recorded in 2018 [34]. - The rise of local competitors offering similar products at lower prices has intensified the competitive landscape, impacting MUJI's market share [39]. - Despite recent sales growth, the company acknowledges the need to better align with the diverse and evolving consumer demands in China [41]. Group 4: Financial Performance - MUJI's parent company reported a 19.2% increase in sales to 591.09 billion yen (approximately 28.71 billion RMB) for the nine months ending May 31, 2025, with a 30.1% increase in net profit [36]. - The company has opened 15 new stores in China since March 1, 2025, and currently operates 414 stores nationwide [36].