中产的最爱，正在大规模闭店

Core Viewpoint - MUJI is facing significant challenges in the Chinese market, leading to a wave of store closures and a decline in brand reputation due to quality issues and increased competition from local brands [5][6][30]. Group 1: Store Closures and Market Challenges - MUJI has announced the closure of its Beijing Shimao Gong San store by August 31, 2025, marking a significant shift after over a decade of operation [5]. - The company has closed a total of 30 stores in mainland China from 2022 to 2024, with 17 closures reported by May 2025 [5][6]. - The brand's decline is attributed to the rise of e-commerce, the emergence of competitive domestic brands, and changing consumer habits [6][30]. Group 2: Brand Image and Consumer Trust - MUJI's image as a premium brand is deteriorating, with increasing consumer complaints about product quality and service [10][15]. - The brand has faced multiple quality control issues, including non-compliance with safety standards for various products, leading to a loss of consumer trust [11][13]. - Complaints on platforms like Black Cat have surged, indicating growing dissatisfaction among consumers regarding product quality and pricing [15][17]. Group 3: Pricing Strategy and Market Position - MUJI's pricing strategy in China is significantly higher than in Japan, with prices 25%-30% more expensive, leading to consumer disillusionment [27][29]. - The brand's initial appeal as a high-end product has been undermined by the perception of overpriced goods that do not meet quality expectations [17][23]. - Despite attempts to lower prices, the brand struggles to attract consumers in the increasingly competitive market [32][44]. Group 4: Strategic Adjustments and Future Plans - MUJI is adopting a strategy of closing underperforming stores while simultaneously opening new ones in more lucrative locations, aiming for about 40 new stores annually [39][40]. - The company is expanding its flagship stores and diversifying its offerings, including new concepts like "farm concept stores" and pet products [41][44]. - Increased investment in e-commerce and instant retail has shown some positive results, but the brand must navigate the balance between maintaining its identity and adapting to new consumer trends [46][47].