These Native MUJI Products Are Being Nuggets.

According to the world clothing shoes and hats net, like

As well as simple Japanese design, the price is even lower. More and more Chinese companies are flocking to such a grocery market.

It was thought by many consumers that it was Japan.

The "MINISO" (

The big box, which is the flagship of the plain bed sheets, has seen more and more NetEase's strict selection and Mi Jia products in recent years. They are more or less a kind of aesthetics close to Muji.

And most of them have achieved good results.

For example, in 2013, Ye Guofu, a local brand name created by Hubei people, set up 1800 local stores in the country in 3 years.

The number of users increased to 30 million users in the six months after the NetEase's strict selection. The monthly running time is about 60 million yuan.

In view of the good performance of NetEase's strict selection, at the beginning of this year, NetEase founder Ding Lei announced at the latest earnings conference of NetEase that the goal of 2017's strict selection is to achieve 7 billion yuan.

Obviously, the long-standing traditional market of groceries is being redefined.

It used to be a traditional market that only existed in supermarkets and roadside grocery stores. Now it has a brand new and huge development space.

"Comparing the shopping centers in China and Japan, the biggest difference is the proportion of groceries.

In Japan, the proportion of groceries is about the same as that of clothes, "said the Yellow Sea, a vice president of Feng Shui capital.

He believes that groceries will also become popular in China.

In Japan, the proportion of groceries in the shopping mall is similar to that in clothing, but in China, the life grocery format has just started.

Among them, IKEA, which entered the Chinese market in 1998 and MUJI products entered in 2005, has greatly affected the aesthetic and consumption needs of the new generation of young people in big cities in China for household and groceries.

Wang Zhiquan, founder of Tai Po network, is seeing such changes. In 2012, a home textile brand emphasizing material safety and Japanese style coldness was established.

"At that time, I felt that there was great potential in the field of home furnishings. We had seen many data reports. This is the only way for social civilization to become prosperous.

You need to brighten up yourself first, but with the progress of social civilization, people's demands for privacy space are getting higher and higher, "Wang Zhiquan said.

Wang Zhiquan put the design style of "Tai Po net" as "Wabi-sabi". In Japanese culture, simplicity and tranquility are blended into rustic, imperfect beauty, similar to "Zen silence" in Chinese culture.

He believes that this is also the design aesthetics of Muji.

Although Muji has always advertised "good products without labels", it has never been a "label free" brand in China.

Starting from the sprouting of commercial real estate in 2005, the store opened in the shopping center. At the very beginning, it had a strong label, which was different from any department store in China, representing concise and exquisite Japanese aesthetic and lifestyle upgrading.

It tells us that clean and monochromatic sheets look more advanced than the colorful sheets with complex patterns and animals. The radian of the spoon and the inclination of the back of the chair need careful design.

It is not difficult to understand why the local new home department store brands were imitating MUJI products at the beginning of their creation, even under the banner of Muji.

Although Muji has been successful in China, it is more because it leads consumption upgrading in rapid economic growth, but to some extent, its native imitators are now more like genuine "Muji".

Nowadays, many people compare the background of Muji production with the current situation in China.

In 70s, Japan experienced rapid economic growth and became the second largest economic power after GDP. After the rapid expansion of the urban population and household electrical appliances market, the economy began to slow down. People no longer blindly pursued the famous brand, nor pursued the "big piece". Instead, they began to return to practical, low price and personalized products. People's personalized consumption gradually shifted from clothing to family life department stores.

{page_break}

Similarly, the brand name and quality products, NetEase strictly selected these brands have been recognized by the market, apparently not because of the so-called upgrading of consumption.

Most of the young consumers they are facing are unable to afford housing and expensive living costs, but at the same time, they are pursuing quality life.

Just like the NetEase's strict selection of the responsible person in accepting the interface news, this describes their user group "young middle class".

They are relatively sensitive to product prices and are more eager to enjoy high quality life at a reasonable price. "

Of course, an important prerequisite for the birth and rapid development of these native MUJI products is that China's manufacturing industry and supply chain have experienced mature accumulation.

As a world factory, China's initial OEM OEM mode is upgrading to ODM (Original Design Manufacturer) mode, that is, manufacturers have their own product design capabilities, and vendors can sell programs and products to multiple brands.

However, with the continuous decline of the cost advantage of China's manufacturing industry, the relocation of the world's factories has led to overcapacity.

NetEase's strict election has found an opportunity in it. It adopted the ODM mode of "big brand and same factory".

Improve the existing design plan and label your company.

While enjoying quality assurance and cheap manufacturing in China, it also eliminates the cost of brand design and development.

"For manufacturers, NetEase's strict election not only helps them use surplus capacity, but also helps them upgrade their industries.

We can take advantage of the Internet and big data resources to help factories better perceive the market and optimize production.

In addition, NetEase strictly selected all interest payments from all partners. "

NetEase strictly selected the interface news.

More and more companies are looking at new opportunities for consumer demand and manufacturing industry, not only for top quality products and NetEase.

In April this year, Xiaomi's "rice family products" and the Taobao's heart election launched by Taobao in May were adopted in ODM mode.

And these Internet Co also focus on life department stores.

"What millet wants to do is Muji in the scientific and technological circles."

Lei Jun described the future of millet last year.

Internet Co has their advantages in doing department stores.

First, they have huge cash flow, easy access to the factory's trust, bargaining power, and more powerful expansion of product categories, the two is that they already have a large number of users and data.

Moreover, they tend to have greater ambitions for the layout of people's home life.

"We find that when users use millet products, in fact, behind every operation data, there is a pursuit of new quality of life.

Before the intelligent equipment of MI Jia also integrated the electronic business platform, but it can not meet the needs of diversified users' boutique shopping, so we separate the plate of the mall from the product of MI family.

We only made a tip of the iceberg for the needs of life.

Meng Xiangqi, a senior marketing director of MI Jia, explained the reasons for the establishment of the product of the electricity supplier.

At present, more than 3 months on the line of rice family products, although SKU is relatively small, but from the classification can be placed in the layout of daily necessities, from household appliances to kitchen and toilet, groceries, shoes and socks.

According to Meng Xiangqi, at present, 50% of the products on line are from millet technology and 77 millet ecological chain enterprises invested by millet, and half of them come from the third party brand cooperation.

NetEase's strict selection is also a market integration space for groceries.

Liu Xiaogang, the chief of NetEase's strict selection, gave an example with his socks. "How many pairs of socks do Chinese people wear in a year? How many of the socks in each major brand can be consumed in these consumption? We have predicted that it is less than 10% of the total market.

It's a big market, but we don't have a strong sense of brand.

At this time, we will feel that this will definitely be an opportunity for us to choose products, and we can quickly form our own brand influence.

At present, NetEase has strictly selected 5000 SKU, including home, kitchen, accessories, clothing, furniture, mother and baby, original ecological diet, game surrounding and many other categories.

According to the relevant person in charge, commodities will continue to increase. Yan Xuan will gradually develop into a brand of life brand of the whole category.

In design, people also realize that imitation of Muji is probably temporary, which is only a shortcut.

When China's daily life department stores are developing gradually, competition between them is becoming more and more intense. When the demand of individual personas becomes different, it is not enough to sell cheap "Shanzhai" MUJI products.

According to Liu Xiaogang, since the beginning of this year, NetEase's strict selection is expanding its own designer team. At present, there are more than 100 full-time design teams and more than 400 outsourcing designers.

The design center will provide Japanese, Nordic, neoclassical, new Chinese and other different design options according to the needs of consumers.

In addition, NetEase Yan Xuan has been working with more than 10 well-known design institutes at home and abroad to create special products in various categories.

In addition to this large and large department store electricity supplier, some new venture brands are also trying to enter the market with more personalized designs.

For example, the home department store brand "created" in September 2014 has been working with nearly 100 designers around the world to make modern products with a sense of modern design and mid priced home products.

"Urban youth groups are rising. They want products that are of high value, good quality, more aesthetical and modern products, and people who are interested in price. We think this is a big gap in the market now, so we did it."

The co founder and COO Guan Zi Shan told reporters.

There are two kinds of sales modes under the online business and offline businesses. Currently there are stores in Shanghai and Beijing.

According to the introduction, there are now more than 2000 SKU, which averaged over 10 million yuan last year.

Just last month, it has just completed the B round of financing, and then it will expand to new cities.

It is conceivable that in the future, home department stores will pour more merchants.

And the future of our home will be accompanied by the growth and competition of this new format become more delicate and lovely.

More interesting reports, please pay attention to the world clothing shoes and hats net.