Core Viewpoint - MUJI is experiencing a wave of store closures in China, attributed to operational adjustments and declining foot traffic in certain shopping districts, while still aiming to open around 40 new stores annually [3][4][14]. Group 1: Store Closures - MUJI announced the closure of its store in Beijing's Shimao Gong 3 mall, effective August 31, 2025, and directed customers to its nearby store for returns [1][3]. - The company has already closed other locations, including the Guorui City store in Beijing earlier this year, indicating a trend of store closures [3][14]. - As of May 2025, MUJI's store count in mainland China saw a net increase of only 16 stores while closing 17, marking a record high in closures [14]. Group 2: Market Competition - The rise of local brands such as Miniso and NetEase Yanxuan, which offer similar products at significantly lower prices (often 1/3 to 1/2 of MUJI's prices), is intensifying competition [6][7]. - Miniso reported a total of 4,386 stores in mainland China by the end of 2024, showcasing its rapid expansion and market penetration [7]. - Local brands are leveraging higher cost-performance ratios and minimalist styles to capture market share from MUJI [6]. Group 3: Consumer Sentiment - Consumers have expressed dissatisfaction with MUJI's pricing, labeling it as "high-priced and low-quality," with complaints about product quality issues [10][11]. - A significant number of complaints (over 2,300) have been recorded on consumer platforms, highlighting issues such as furniture defects and clothing quality [11]. - Despite multiple price reductions since 2014, consumers still perceive MUJI's prices as high compared to local alternatives, which has affected sales [13][14]. Group 4: Brand Identity and Legal Issues - MUJI is facing challenges related to its brand identity due to a prolonged trademark dispute with a domestic company, which has led to confusion among consumers [8]. - The Supreme People's Court upheld the trademark rights of Beijing MianTian, limiting MUJI's branding options in the home textile category, which could further dilute its market presence [8]. Group 5: Future Outlook - Industry experts suggest that MUJI must adapt its business model to focus on cost efficiency and quicker fulfillment to remain competitive in the evolving retail landscape [15]. - If MUJI fails to adjust its pricing strategy and store formats, it may continue to see a decline in store numbers and market relevance in China [15].
昔日中产标签,正多地关店!丝瓜瓤卖32元,部分商品价格腰斩
21世纪经济报道·2025-08-22 04:10