A few days ago, my friend was very excited to tell me a message. She was so happy that she wanted to enter the MUJI sofa and finally invited me to go home to experience.
MUJI lazy sofa
This is a popular product of MUJI. The official website of Japan has specially filmed a small movie. The description of MUJI has also emphasized its material selection and comfort. In China, this kind of sofa is commonly called “lazy sofaâ€. The price of this is Not cheap, priced at 1,200 yuan, the discount is still not cheap, 900 yuan. In order to put this sofa on the floor, my friends are quite hard. First, I used the weekend to clean the corners of my home. I also vowed to say that I have to clean the floor every morning. I am ridiculous. A friend simply buys a cover, sets it up when not sitting, and opens it when sitting.
In Shanghai, MUJI is basically located in some high-end shopping malls. The style is clear and the style is clear. When I go shopping, I will go in and watch it and play it, but I rarely want to buy it. I can buy a few bags of snacks at most. Trying fresh (MUJI's snacks are still unique), especially MUJI's furniture series, I don't really support ordinary people to spend, more accurately, it is more appropriate to describe the words "not recommended", which stems from me. A little understanding of the brand and some insights into market logic.
First, the price
Take the lazy sofa that my friend bought, the price in China is 1200 yuan, and the discount is 900 yuan (25% reduction)
The price on the official website of Japan is 12,600 yen, which is about 650 yuan after the exchange rate of today's exchange rate. (If you also make a 25% discount in Japan, only 487.5 yuan RMB)
Why is the price disparity in Japan and China so great? The difference is close to 2 times? In an interview with Mr. Yuan, the artistic director of MUJI, MUJI is taking a cheap route in Japan, but it is close to “light luxury†in China! For this reason, it is still necessary to say that China's various tax systems and national conditions are diversified.
The labor and processing costs incurred by MUJI in producing and processing products in Japan are very expensive. After being transported to China, due to China's tax-sharing system, more than 70% of the tax revenue comes from value-added tax, consumption tax, business tax, etc., and the remaining 30%. From corporate income tax and personal income tax, no matter which country's goods flow into China, they must bear these taxes. China's taxation ratio is higher than that of any developed country, which is 3.76 times that of Japan. China's logistics transportation fee is also very expensive. Usually domestic shipments to the country are more expensive than domestic logistics costs, plus the difference between manpower production and transportation costs, resulting in a final price increase of at least 50%, which has not involved the facade leasing in major cities. Fees, staff costs, and various expenses. In order to reduce this cost, MUJI began to choose processing in China or cheaper Southeast Asia to achieve the purpose of domestic sales in China, that is, selling in China in China, but the cost of tax and logistics transportation is high. .
Second, quality
If you want to reduce the cost, you have to think about various methods. In the above price, we mentioned that MUJI wants to reduce the expenditure of various channels, for example, it will be transferred to the original processing factory in China or Southeast Asia in the original Japanese factory, because the labor costs are more For the sake of cheapness, the meaning of the processing factory is not to design only production. We have learned from some broad channels that the quality of the products produced by the production is better than the quality of the processing plants. This is not without reason. MUJI has also happened. The products that are handed over to the processing plant can't do what the Japanese want, and some designs are very simple. The requirements are not so high and will be handed over to the least expensive Southeast Asia. I also often see people complaining about buying MUJI clothes, washing down seriously, or buying MUJI stuff and so on.
What I want to say here is not to deny the quality of domestic MUJI. Some MUJI's daily necessities and snacks can still be recommended. The materials are more environmentally friendly, but this does not mean that domestic brands are not as good as it. The same price has many varieties in the Chinese market. , enough to make you pick the eye, why choose a cheap route brand? As the saying goes, one point for a price, the same money to choose a real high-end brand to enjoy the quality of superior quality, why pay for the other party's tax logistics rent?
Third, style matching
In an interview with MUJI's original designer, he said that he wore MUJI clothes, wore MUJI's towels, and wore MUJI's slippers, but there was no MUJI furniture in the house. Why? The reason is simple. MUJI does not provide people with a textbook-style ready-made answer.
What does that mean? Let's take a look at a set of MUJI furniture displays:
After reading this, do you think it is too beautiful, this is the style you want, if you are a home improvement, I still want to persuade you not to buy, because these styles are carefully designed by the designers, you are not a designer, If you don't have enough sentiment, buy it back and just take a picture of it, and make it happen, so the same material is almost the same price.
Related reading: IKEA and MUJI design life, style comparison
Because I have been busy with decoration several times before and after, I have seen many failed MUJI styles. MUJI is overly pursuing the concept of simple and unpretentious, which requires you to use the MUJI style, your home should be very simple (some failed cases) The home is like a rental house. If you don't know MUJI's products, you think it is very cheap.) A home decoration is diversified, functional and complicated, bringing MUJI furniture into your complicated home. Lost this meaning, and MUJI does not have a ready-made textbook to teach you the placement and matching of furniture, the use of light and some knowledge of soft furnishings, not designers or do not try.
This is the sofa that is placed in a friend's house. It is a bit lonely.
Fourth, the brand
Finally, the brand is also the most important point. MUJI has always introduced some meanings into the product. For example, MUJI's design idea is “emptinessâ€, which means that the items in life are as simple as possible. Lifestyle is as simple as possible, with the simplest, unintentional, minimal design to inspire people to think, what is the true meaning of life? What kind of life can make people feel happy and full? In the consumer society, express a "retrograde life" model to educate people's desires. (It has to be said here that such a simple and unpretentious concept price is so expensive and self-contradictory) MUJI put these meanings into the brand very well, even in some Chinese supporters who buy MUJI products, the purchase factor One is that this philosophy of life philosophy of MUJI is very admired. In fact, there are many brands with this concept. Why is MUJI unique? This not only reminds me of a review of the "Logical Thinking" Lao Luo's evaluation of Edison and Swan, but also invented the light bulb at the same time. Why do you finally remember Edison because Swan is a scientist and Edison is an entrepreneur? The essential difference between scientists and entrepreneurs is that scientists only focus on product research, and entrepreneurs' vision is indeed the entire big market. The brand positioning, price increase, market promotion and marketing have laid a solid foundation for MUJI, making MUJI a synonym for “petty bourgeoisieâ€, “grade†and even “loadingâ€. Entrepreneurs want to break their heads and brainwash us, and he succeeded.
MUJI opened a coffee shop in various places. I remember that some netizens mobilized MUJI: "MUJI is becoming a rising sect. Believers are vegetarian, wearing cotton and linen, abstinence, sadness, drinking pure water, rejecting red, yellow and green, embracing black and white. The doctrine is "Snow Country." In my mind, there are all the believers who wear plain linen, clear-minded, and talk about the scriptures. There is no desire in the world of MUJI, irrational, not emotional, not sexy, plain. odd.
I used to read a post about "Is it worth a thousand dollars for a MUJI bench?" It means that he thinks it is worth buying this bench. On the one hand, he thinks this is design. On the other hand, he thinks that MUJI is practical. And there is that he just thinks that MUJI is good, there is no reason, it was quite reasonable at the time, and now it seems to be superficial.
This chair was 5,600 yuan at the time, but I didn't see where the design was (a good craftsman could make it), and I didn't feel that it was practical (sitting a long time, PP hurts, but also a mat) I think MUJI is so expensive. I just want to buy it. I still can't find it. The only reason is: I have money, I can afford it!
(Author: SUGARLI ◠ω â—)
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