割不动了，无印良品向中国中产低头

Core Viewpoint - MUJI is facing significant challenges in the Chinese market, including high pricing and quality control issues, while attempting to adapt its strategy by introducing lower-priced products and expanding its store presence [4][5][25]. Pricing Strategy - MUJI has been criticized for its high prices, with consumers expressing that the actual prices are often double their psychological expectations [6][9]. - The company has made efforts to lower prices, aiming to align them with Japanese market levels, but still faces backlash regarding its pricing strategy [17][19]. - Comparisons show that prices in Japan are approximately 70% of those in China, indicating a significant markup in the Chinese market [21][19]. Product Quality and Consumer Feedback - There have been multiple complaints regarding product quality, including issues like clothing defects and furniture damage, leading to consumer dissatisfaction [5][9][14]. - The company has faced penalties for selling non-compliant products, with four instances of fines in the past two years [14][15]. Market Competition - MUJI is competing with brands like NetEase Yanxuan, Miniso, and NOME, which offer similar styles at lower prices, challenging MUJI's market position [5][28]. - The introduction of "MUJI 500" stores, focusing on products priced below 500 yen (approximately 25 RMB), is a strategic move to capture the budget-conscious segment of the market [22][30]. Expansion and Market Importance - China is MUJI's largest overseas market, with significant sales growth attributed to this region, including a 21.3% increase in sales in the latest financial report [25][26]. - The company has been actively expanding its store presence in China, with 47 new stores opened by the end of the 2024 fiscal year [22]. Brand Positioning Challenges - MUJI's high-end positioning in China contrasts with its original brand philosophy of simplicity and affordability, leading to consumer confusion and criticism [28][30]. - The company must find a balance between maintaining its brand image and competing on price, as consumers increasingly seek alternatives that offer similar aesthetics at lower costs [33][30].