最近，无印良品在小红书上曝光大增，这次的主角是一款巴恩风外套。 藏蓝与深绿配色、极简设计加上醒目口袋，刚上市就被网友调侃为"供销社风"、"老干部穿搭"。社交媒 体上二创不断，年轻人涌进试衣间，手揣MUJI红色笔记本、脚踩"类解放鞋"，标题打上"你好同志，请 问机床五厂怎么走"，轻松斩获过万点赞。 但不同于以往叫好不叫座的出圈，这一次，流量实实在在地转化成了真金白银。最新财报显示，无印良 品中国市场业绩在三年低迷后强势回暖，推动整个东亚地区利润同比大涨127.5%。据中国团队透露， 区域营收与利润已连续10个月实现盈利双增。 根据《日经MJ》的一项调查，上海无印良品旗舰店和深圳MUJI酒店周边的消费者中，90%的人表示选 择无印良品是因为其"设计朴素"，而选择"功能性"的消费者仅占48%。这一数据充分说明了最初选择无 印良品的消费者，往往是那些对价格不那么敏感、追求品质和设计的群体。 随着无印良品的快速扩张，同行竞争逐渐加剧，压力也随之而来。从2014年开始，无印良品对多款产品 进行了直接降价。这一改变标志着品牌试图通过价格策略来迎合更多消费者，吸引不同层次的市场需 求。 然而，降价并未带来预期的效果。 从20 ...

Core Insights - MUJI has experienced a significant resurgence in the Chinese market, with a 127.5% year-on-year profit increase in the East Asia region, following three years of sluggish performance [3][5] - The brand's strategy shift towards localized products and pricing adjustments has contributed to its recovery, contrasting with the decline of competitors like Miniso and NetEase Yanxuan [5][9] Market Performance - MUJI's Chinese market accounts for approximately 20% of the group's total revenue, with over 400 stores in mainland China [4] - The brand's revenue and profit have seen continuous growth for ten consecutive months, indicating a successful turnaround [3] Brand Strategy - Initially, MUJI adopted a premium positioning strategy in China, similar to Uniqlo, which appealed to consumers seeking quality and design [7] - Despite initial success, the brand faced increased competition and began implementing price reductions from 2014, which did not yield the expected sales growth [8] Product and Pricing Adjustments - In 2022, MUJI shifted from direct price cuts to a more nuanced approach, focusing on essential goods like food and daily necessities, while also changing the sales model for larger furniture items [9][10] - The introduction of the "MUJI 500" store format, with products priced around 25 RMB, marks a significant move towards catering to local market demands [10] Localization Efforts - Under the leadership of President Sadafumi Takamatsu, MUJI has emphasized local product development, with about 70% of its grocery and food items now tailored to Chinese consumer preferences [14] - The brand has also expanded its product range to include more everyday essentials, enhancing its appeal to local consumers [14][15] Retail Innovation - MUJI has experimented with innovative retail concepts, such as farm-themed stores and restaurants, to connect with local consumers and promote the value of supporting local farmers [15] - The brand's merchandising strategy encourages one-stop shopping experiences, increasing the likelihood of additional purchases [15][16] Conclusion - MUJI's journey from peak to trough and back highlights the necessity for mid-range brands to continuously adapt and innovate in response to market dynamics and consumer preferences [16]

什么是消费者喜欢的门店？无数消费品牌前仆后继，试图回答这个问题。但只有经历过足够规模、足够多元的消费者的考验，其思想和回答，才会更有说服 力。 今天，消费市场格外注重人的个性和在地文化的共性。消费者的渴望，出自对精神共振、身份归属的追求。洞察到这一变化的优衣库，因此主动转向深耕区 域文化，与城市建立深度连接的价值增长。 现在，它正打算在华中最繁华的十字路口之一，以超过2000平方米的三层空间，再度回应这个问题。 9月26日，优衣库湖南首家城市旗舰店将在长沙核心地标平和堂盛大开幕。这是继武汉、成都之后，优衣库"个店经营"与"深度本土化"战略在中国市场的又 一次关键落子。 优衣库创始人柳井正对门店提出的"个店经营、SKU管理、GLOBAL ONE全员经营"三个宗旨，正在中国市场塑造一种新的增长力。而长沙，千年文脉与当 代活力的交织，注定它总是会霸榜"网红城市"。难点在于，如何透过城市外部的标签，看清这里的市场和消费者在意什么、需要什么？长沙平和堂城市旗舰 店，就正成为优衣库探索这种对话逻辑的新样本。 01 用一座城市旗舰店，写一部长沙生活指南 在零售行业，标准化的连锁门店就像品牌向城市发出的统一"广播"，它们能准 ...