割不动了，无印良品向中国中产低头

Core Viewpoint - Muji, a brand known for its light luxury positioning, has been facing consumer complaints about high prices in China despite recent price reductions. The company plans to introduce new stores with products priced around 25 yuan to cater to the budget market [1]. Pricing and Consumer Perception - Consumers have expressed dissatisfaction with Muji's product quality, citing issues such as clothing seams coming apart and poor home goods quality. The brand faces competition from similar style brands like NetEase Yanxuan, Miniso, and NOME, indicating that merely lowering prices may not be the best solution [2][22]. - New product launches have been met with criticism regarding pricing, with some items priced nearly double what consumers find acceptable. This has led to a perception that Muji's prices should align more closely with Japanese prices [3][4]. - Despite some positive feedback on product quality, overall pricing remains above average compared to similar products [4][7]. Market Strategy and Expansion - Muji has been actively reducing prices in China, aiming to align them with Japanese market prices. The company has implemented multiple price cuts since 2014, with reductions of up to 50% on certain items [14][17]. - The company has also accelerated store openings in China, adding 47 new stores by the end of the 2024 fiscal year, bringing the total to 408 [17][18]. - Muji plans to open small stores in China focusing on products priced below 500 yen (approximately 25 yuan), similar to its "Muji 500" stores in Japan, which cater to budget-conscious consumers [18][19]. Importance of the Chinese Market - China is Muji's largest overseas market, contributing significantly to the company's sales growth. In the first quarter of the 2025 fiscal year, sales in China increased by 21.3% year-on-year [19][20]. - The brand has been exploring local market adaptations, including opening a farm concept store in Shanghai and a flagship store in Beijing [19][21]. Competitive Landscape - Muji faces increasing competition from brands that offer similar aesthetics at lower prices, such as Miniso, which has successfully captured market share with its budget-friendly offerings [22][25]. - The brand's high-end positioning in China has led to criticism and a disconnect from its original minimalist philosophy, which resonated well with Japanese consumers during economic downturns [22][23]. Challenges Ahead - Despite recent improvements, Muji must navigate challenges related to its pricing strategy and brand perception in China. The company needs to find a balance between competitive pricing and maintaining its brand identity [23][25].