割不动了，无印良品向中国中产低头

Core Viewpoint - MUJI is facing significant consumer backlash regarding its pricing strategy in China, with many customers expressing that the prices are excessively high compared to their expectations and similar products in the market [3][9][12]. Pricing Concerns - Consumers have criticized MUJI for its high prices, with some products being perceived as nearly double the acceptable price point [3][5]. - A specific example includes a wooden trash can priced at 158 CNY, which led to comments about its excessive cost [12]. - Despite some consumers acknowledging the quality of certain products, the overall pricing remains higher than similar offerings [9]. Quality Issues - There are widespread complaints about product quality, including issues like clothing seams coming apart after minimal use and wooden furniture cracking [12][14]. - MUJI has faced multiple penalties for selling non-compliant products in China, indicating ongoing quality control issues [17][18]. Market Strategy Adjustments - In response to consumer feedback, MUJI has attempted to lower prices in China, aiming to align them more closely with Japanese market prices [19][22]. - The company has opened 47 new stores in China as of August 2024, indicating a strategy to expand its presence despite pricing challenges [22][24]. - MUJI plans to introduce a new low-cost store format in China, similar to its "MUJI 500" concept in Japan, to attract more price-sensitive consumers [22][24]. Importance of the Chinese Market - China is MUJI's largest overseas market, contributing significantly to its overall sales growth, with a reported 21.3% increase in sales in the first quarter of the 2025 fiscal year [24]. - The Chinese market is crucial for MUJI's global strategy, especially as it seeks to recover from challenges faced in other regions, such as the U.S. [25][26]. Competitive Landscape - MUJI faces increasing competition from local brands that offer similar minimalist styles at lower prices, such as Miniso and NOME [28][29]. - The brand's high-end positioning in China has led to consumer dissatisfaction, as many perceive it as losing its original value proposition [28][29]. Balancing Pricing and Brand Image - MUJI must navigate the tension between maintaining its brand image and adjusting prices to remain competitive in the Chinese market [29][33]. - The company needs to find a balance that satisfies consumer expectations while preserving its brand identity as a provider of quality, minimalist products [33].