多地闭店，“中产白月光”也卖不动了？

Core Viewpoint - MUJI is experiencing a significant contraction in its retail presence in China, with multiple store closures in major cities, indicating challenges in maintaining profitability and competitiveness in the market [1][6][10]. Group 1: Store Closures - MUJI has announced the closure of several stores, including the Beijing Shimao Gong San store, which will cease operations on August 31, 2025, and has encouraged customers to visit other locations [2][5]. - Other notable closures include stores in Beijing Guorui City, Ningbo, Shanghai, Jinan, and Changsha, reflecting a broader trend of store reductions across various regions [6][10]. - The company claims that these closures are part of a normal adjustment process to improve operational efficiency in response to declining foot traffic in certain shopping districts [10]. Group 2: Pricing and Quality Issues - MUJI faces ongoing criticism regarding its pricing strategy, with many consumers questioning the high prices of products that are often manufactured in China [15][26]. - Quality concerns have also emerged, with customers reporting issues such as product defects and inadequate customer service, which have led to dissatisfaction and negative perceptions of the brand [30][42]. - The company has been penalized multiple times for quality-related issues, indicating a potential risk to its brand reputation [45][46]. Group 3: Competitive Landscape - Since 2015, MUJI has seen a slowdown in same-store sales growth in China, with the first negative growth recorded in Q2 2018, suggesting a saturation point in the market [47]. - In response to competitive pressures, MUJI has implemented a series of price reductions over the years, with some products seeing price cuts of up to 50% [49]. - The rise of local competitors offering similar products at lower prices has intensified the competition, challenging MUJI's market position and prompting the need for further strategic adjustments [52][55].