MUJI無印良品三赴进博会，以“耕种之美”诠释长期主义

Core Viewpoint - MUJI is leveraging its participation in the China International Import Expo to showcase its commitment to the Chinese market and its brand philosophy of "the beauty of cultivation," marking its 20th anniversary in China [2][3][5]. Group 1: Brand Philosophy and Expo Participation - MUJI's exhibition theme "the beauty of cultivation" reflects its respect for traditional Chinese agricultural culture and its long-term commitment to the Chinese market [5]. - The company emphasizes its focus on long-term growth rather than short-term profits, akin to farmers nurturing their crops [5]. - MUJI showcased its first global launch of the 2026 hemp spring/summer clothing collection at the expo, highlighting its collaboration with young Chinese designers [5]. Group 2: Market Position and Growth - MUJI has achieved continuous sales growth in China, with 12 consecutive months of year-on-year sales increases as of August 2025 [6]. - The company has opened 24 new stores in China, bringing the total to 422 across 81 cities, including flagship stores in major cities like Beijing and Shanghai [6]. - MUJI plans to continue its strategy of opening approximately 40 new stores annually, expanding into third-tier cities [6]. Group 3: Localization Strategy - Since implementing its "localization strategy" in 2019, MUJI has established a local product development team in China, indicating its commitment to the market [7]. - The localization of products has reached 70% in the lifestyle goods category, with plans to enhance the entire supply chain from raw materials to sales in China [8]. - MUJI's products are increasingly incorporating traditional Chinese culture and consumer habits, such as the popular rice bran fermentation skincare series launched at the previous expo [8]. Group 4: Collaboration with Local Suppliers - MUJI has developed deep partnerships with local suppliers, such as sourcing wool and cashmere from Inner Mongolia and hemp from Heilongjiang [9]. - The company has optimized its supply chain by using locally sourced materials, reducing energy consumption and supporting local environmental protection efforts [9]. - MUJI's design competition for young designers showcases its commitment to innovation and collaboration with local talent [9]. Group 5: Consumer Engagement and Experience - MUJI is adapting its strategies to connect with the diverse and evolving Chinese consumer market, emphasizing high-quality products [11]. - The company is enhancing customer experiences in stores, such as the upgraded flagship store in Hangzhou, which includes interactive elements to engage younger consumers [12]. - MUJI aims to incorporate local cultural elements into its product offerings and store designs to strengthen connections with consumers [12].