MUJI无印良品“闭店潮”来袭：昔日中产宠儿，今朝如何破局求生？

Core Insights - MUJI is closing its store in Beijing, marking the end of over a decade of operation, with the closure set for August 31, 2025 [1] - The brand has been retreating from the Chinese market, having closed 30 stores from 2022 to 2024, including 17 in the first five months of 2025 [3] - Despite a marketing push featuring celebrity endorsement, the brand faces ongoing product quality issues and consumer complaints [3][4] Market Position and Challenges - MUJI's pricing strategy has led to a perception of high prices in China, with products priced 25%-50% higher than in Japan, despite multiple price reductions since 2014 [4] - Increased competition from local brands like Miniso and Netease Yanxuan, which offer similar designs at lower prices, has intensified market pressure [4] - Consumer sentiment indicates that 63% find MUJI's designs outdated, and 58% would choose other brands at the same price point [4] Strategic Adjustments - The brand is undergoing strategic adjustments, including relocating underperforming stores to emerging commercial areas and expanding flagship store sizes [6] - New flagship stores integrate lifestyle elements like MUJI Cafe and MUJI BOOKS, aiming to create a lifestyle ecosystem [6] Digital Transformation and Innovation - Digital transformation is a key focus, with online sales increasing by 37% after joining delivery platforms [7] - Membership system upgrades have improved customer retention, with a 28% repurchase rate from e-commerce channels [7] - Product innovation includes the introduction of fresh produce and pet products, as well as interactive features in stores to attract younger consumers [7]