中产的最爱，正在大规模闭店

Core Viewpoint - MUJI's business model in China is facing significant challenges, leading to a series of store closures and a shift in consumer perception, marking the end of an era for the brand in the Chinese market [4][8]. Group 1: Store Closures and Financial Performance - MUJI has announced the closure of its Beijing Shimao Gong San store, set to close on August 31, 2025, as part of a broader trend of store closures in China, with 30 stores closed from 2022 to 2024 [5][7]. - As of May 2025, MUJI has closed 17 stores in mainland China, including locations in Shanghai, Suzhou, Jinan, Yantai, and Changsha [7]. - Despite the closures, MUJI plans to open approximately 40 new stores annually, with 15 new stores opened from March 1 to the present [48][51]. Group 2: Brand Image and Consumer Trust - The brand's image has deteriorated due to multiple product quality issues, including non-compliance with safety standards for various products, leading to a loss of consumer trust [10][13][17]. - Complaints against MUJI have surged, with 2,407 complaints reported on the Black Cat Complaints platform, covering issues like product quality and poor after-sales service [19]. - The brand's pricing strategy has also come under scrutiny, with products priced 25%-30% higher in China compared to Japan, leading to consumer dissatisfaction [33][41]. Group 3: Market Competition and Consumer Behavior - The rise of domestic competitors offering similar products at lower prices has intensified competition, challenging MUJI's market position [35][37]. - Changing consumer preferences towards value for money and quality have made it difficult for MUJI to maintain its previous appeal as a premium brand [37][54]. - The brand's attempts to adapt by introducing new store formats and product lines, such as "farm concept stores" and pet products, indicate a response to evolving market demands [55][57]. Group 4: Strategic Adjustments - MUJI is shifting its focus from traditional retail to online platforms, enhancing its e-commerce capabilities to drive growth [54][57]. - The company is also experimenting with larger flagship stores and diverse product offerings to attract a broader customer base [49][50]. - Despite these efforts, the brand faces a dilemma in balancing its original identity with the need to adapt to current consumer trends [57].