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无印良品一边闭店一边创下历史最高利润,背后藏着哪些商业玄机?
创业家·2025-09-22 10:08

Core Viewpoint - The article discusses the strategic transformation of Muji's parent company, Ryohin Keikaku, which has achieved record profits despite a global trend of store closures. This is attributed to a well-planned strategy focusing on operational efficiency and market adaptation in China [3][7][33]. Group 1: Store Closures and Strategic Adjustments - Muji has closed 17 stores in China during the first five months of 2025, primarily in older commercial districts, while simultaneously opening 33 new stores, resulting in a net increase of 16 stores [10][11]. - The closures are described as a "normal adjustment based on operational efficiency," targeting high-cost, low-traffic locations and shifting focus to more community-oriented areas with reasonable rents [10][11]. Group 2: Financial Performance - Ryohin Keikaku reported a record profit with a revenue increase of 19.2% year-on-year, reaching 591 billion yen, and a net profit of 43.5 billion yen, up 30.1% [7][12]. - The revenue from the Chinese market reached 102.7 billion yen, driving a 127.5% year-on-year profit growth in East Asia [7][12]. Group 3: E-commerce and Sales Growth - In the first nine months of the fiscal year, Muji's revenue in mainland China was 102.7 billion yen, reflecting an 18.2% increase, with same-store and online sales growing by 111.9% [13][14]. - The company is increasing investments in e-commerce to alleviate pressure on physical stores, with online sales showing a 110% year-on-year growth [15][14]. Group 4: Competitive Strategy - To counter competition from rivals like Miniso, which has a store density ten times that of Muji, the company introduced a low-cost store format "MUJI 500," with 70% of products priced around 25 yuan [18][19]. - The new store format focuses on smaller, cost-effective product categories and is strategically located near metro stations and community areas [21][23]. Group 5: Localization and Sustainability - Muji is enhancing localization efforts by developing products that cater to Chinese consumer preferences and increasing local sourcing to reduce costs [26][27]. - The brand is aligning with sustainability trends, with over 80% of consumers willing to pay an average of 9.7% more for sustainably produced goods [32][31]. Group 6: Future Growth Plans - Muji plans to open an average of 50 new stores annually in mainland China by 2030, indicating that the Chinese market is viewed as a core growth engine for the brand [34][35].