无印良品，开始闭店

Core Viewpoint - MUJI is facing significant challenges in the Chinese market, leading to a series of store closures and a decline in brand reputation due to quality issues and increased competition from local brands [4][6][7]. Group 1: Store Closures and Market Challenges - MUJI has closed 30 stores in mainland China from 2022 to 2024, with 17 closures reported by May 2025, indicating a troubling trend for the brand [6][7]. - The brand's decline is attributed to the rise of e-commerce, the emergence of similar domestic brands, and changing consumer habits [7][16]. - Despite a brief spike in social media engagement following the announcement of celebrity endorsement by Takeshi Kaneshiro, the brand's core product competitiveness remains in question [9][11]. Group 2: Quality Issues and Consumer Trust - MUJI has faced multiple quality control issues, including non-compliance with safety standards for various products, leading to a loss of consumer trust [10][11][12]. - Complaints on platforms like Black Cat Complaints have surged, with over 2,407 complaints reported, highlighting dissatisfaction with product quality and customer service [12][11]. - The brand's pricing strategy has also come under scrutiny, with products in China priced 25%-30% higher than in Japan, leading to perceptions of poor value among consumers [15][16]. Group 3: Strategic Adjustments and Future Directions - MUJI is attempting to adapt by opening new stores in more vibrant commercial areas while closing underperforming ones, indicating a strategy of "tenglong huan niao" (腾笼换鸟) [18][19]. - The company plans to open approximately 40 new stores annually, with a focus on larger flagship stores that incorporate diverse retail experiences [19][20]. - To enhance sales, MUJI is increasing its investment in e-commerce and exploring new product categories, such as fresh produce and pet supplies, to attract a broader customer base [20][21].