6月25日，为庆祝进入中国大陆20周年，MUJI無印良品（以下简称MUJI）在上海举办了"無印·有声"线 下新书发布会，带来全新纪念特刊《無印·有声》，记录了21位MUJI"老粉"，与21件在中国市场持续畅 销的商品之间的故事。 MUJI艺术总监原研哉先生在特刊序言中提到，"在拥有悠久历史、值得尊敬的中国文化中，期待MUJI 通过店铺和商品，持续向人们的内心深处发出沉静而深远的叩问。" MUJI在庆祝20周年主题活动上，发布了《無印·有声》特刊，并计划于6月下旬正式推出。据了解，这 本书由MUJI与21位热爱生活、热爱MUJI品牌的消费者所共创，介绍了从2005年开始，MUJI进入中国大 陆这20年间，以年为刻度的21款在中国市场持续畅销的经典商品，并延此线索，讲述了与21位热爱 MUJI品牌的消费者，关于这些经典商品的回声故事。 从2005年开出首店对应的凝胶中性墨水圆珠笔，到2025年广受关注的汉麻系列，每一款MUJI商品都承 载着独特的生活记忆——摄影师李铭鑫的水洗棉衬衫绣着结婚日期；甜点师Cindy用冻干草莓为酸奶增 添亲子甜蜜，漫画家Tango将MUJI伞柄孔洞化作创意画本；宠物主人童欣的凉柔床品让 ...

Core Insights - MUJI is facing a critical examination of its "value" proposition as it navigates a market increasingly influenced by local budget brands and changing consumer behaviors [1][3] - The brand's philosophy of "no brand quality" is being challenged by a shift towards sustainable consumption and a focus on long-term satisfaction rather than mere product ownership [1][3] Consumer Behavior Changes - The Chinese consumer market is undergoing significant changes, with sustainability and mental well-being becoming key drivers of purchasing decisions [1][3] - Over 80% of consumers are willing to pay an average of 9.7% more for sustainably produced goods, indicating a shift from logo-driven purchases to valuing product lifecycle and brand values [3][4] Product Strategy - MUJI is promoting its hemp series in Spring/Summer 2024, which features a fully localized supply chain that reduces carbon footprint while meeting consumer demands for functional and eco-friendly products [3][4] - The brand offers over 8,000 SKUs, emphasizing a comprehensive lifestyle proposal rather than individual products, which fosters cross-category repurchase loyalty [4][5] Local Innovation and Market Adaptation - Since 2019, MUJI has established local product development teams to better cater to Chinese consumer preferences, launching products like the hemp clothing line [5][6] - The integration of diverse services such as cafes and home decor in stores enhances customer interaction and experience, positioning MUJI as more than just a retail outlet [5][6] Financial Performance - MUJI's parent company reported a 21.3% year-on-year increase in sales to 197.6 billion yen for Q1 of FY2025, with operating profit rising by 58.2% to 21.9 billion yen, driven by strong performance in mainland China and e-commerce [5][6] Channel Strategy - Despite rising e-commerce penetration, MUJI prioritizes offline sales for providing comprehensive product experiences that online shopping cannot replicate [6][7] - The brand is enhancing its online shopping experience and exploring instant retail partnerships to balance convenience with experiential shopping [7][8] Future Outlook - MUJI aims to connect with local cultures and communities while respecting nature, with a long-term goal of achieving 100% localization by August 2024, currently estimated at 50% [8]

MUJI無印良品（下称MUJI）于地球日当天发布了《感觉良好的生活和社会——MUJI無印良品中国2024 可持续发展回顾》（文内简称《回顾》）。 这是进入中国市场20年的MUJI连续第二年发布可持续主题的年度回顾，其中本地开发的案例，展示了 MUJI植根中国市场，对于构建人、自然与物品理想共生关系的长期实践与创新探索。近日，MUJI品牌 方就《回顾》和可持续发展话题接受南都记者采访，讲述如何善用"自然的力量"，坚持推进可持续生活 方式的商业实践。 2019年，也就是六年前，MUJI在中国设立"本地商品开发团队"，进行根植于中国消费者生活的商品开 发，陆续推出了OBP海洋再生素材系列、宠物用品系列、凉感系列、暖柔系列等创新的商品系列。 值得一提的是，MUJI CYCLE于2024年在中国正式开启。截至2025年2月，该项目已在59家门店展开， MUJI 通过多种渠道开展资源回收，共收集塑料品8875kg，通过再加工循环利用让旧物重回市场。 OBP系列手编包，凉感系列，汉麻水洗立领长袖衬衫。受访者供图 在过去的2024财年，在MUJI新上市的16367SKU新产品中，有3936 SKU是由中国本地团队开发以及生 ...