What are the advantages of Muji products? What are the disadvantages?

Before answering this question, it is necessary for us to know the life of Muji. This answer is a supplementary answer. The first stage: Westward Journey Group's own brand. The concept of Muji was refined by Kazuo Tanaka from the aesthetic consciousness of daily life. With the support of entrepreneur Tsutsumi Seiji, MUJI was formally born in 1980 (1980, when the world economy was in a downturn and Japan was in an "energy crisis"). At that time, consumers wanted to buy goods with high quality and low price, and the brand concept of "no brand" was born. The second stage: Good Product Plan Co., Ltd. was formally established. Muji itself has a considerable consumer base, so it was separated from Xiyou Group at 1990, and became the trademark of Muji Plan Co., Ltd. ... The name "Muji" was put forward by writer Xizi Zhensan and finally decided by Kazuo Tanaka. At first, the product positioning of MUJI was "good quality and low price" (the slogan of MUJI was put forward by yuriko koike), that is, while simplifying the product shape, it further simplified the production process and produced a number of simple, simple and affordable products. By buying Muji products, consumers should be able to clearly feel the concept of focusing on presenting product texture and striving for simple and simple packaging. Take chestnuts for example. Muji only uses light brown paper that omits the bleaching process to mark and package goods (which is in sharp contrast to goods that overemphasize gorgeous packaging), which forms a unique commodity group with aesthetic consciousness. Muji urges consumers to change their understanding. Take Muji's best-selling product "Broken Mushroom" in Japan (Muji's income in Japan mainly comes from groceries such as food) as an example: Generally speaking, people think that mushrooms should be in a complete shape, but Muji thinks that the final shape of mushrooms is "chopped" when used, so "complete" or "chopped" does not mean the quality of "mushrooms" (on the contrary, it is actually "chopped mushrooms" Undoubtedly, MUJI is historic, and its aesthetic consciousness has profound Japanese characteristics (this has been explained in detail in @ Luo Rang's answer). Its appearance not only conforms to the times, but also has epoch-making significance. At the same time, it also represents an elegant and simple lifestyle. The quality of goods that MUJI wants to achieve Although MUJI already has a specific aesthetic consciousness, it does not advocate outstanding brand personality or specific aesthetic consciousness. In the fierce competition in the modern market, many brands will induce consumers to "this is the best", but Muji advocates a very peaceful satisfaction of "this is good". The difference between "this" and "this" is that "this" advocates individuality and strong self-awareness, while "this" contains the idea of "restraint"/"concession" and uses resources rationally. But "this is good" does not mean that there is no requirement for quality. The current designers of MUJI are Kenya Hara (artistic director) and naoto fukasawa. Kenya Hara hopes to spread the concept of Muji to the whole world from a global perspective, that is, "World Muji", and design products that make more people in the world understand "this is good". Kenya Hara's conceptual proposal for MUJI advertisement is "nothingness"-the advertisement itself has no clear commodity information, but presents a container that seems to be empty and can accommodate all rivers. This wall-mounted CD player, which is different from ordinary CD players, was designed by designer naoto fukasawa. Obviously, the shape of this CD player is very similar to that of the ventilator. After putting the CD in, just pull the lanyard to start playing the CD, just like turning on the ventilator. When using it, people's feelings will be particularly acute, and waiting for the music to start is like waiting for the cool breeze to blow from their faces. This is also the typical style of naoto fukasawa-"establishing the relationship between product and design". Finally, explain the price problem that many people are voicing. First of all, under the background of economic globalization, as the whole industry moves its production process to countries with lower labor costs, the original price advantage of MUJI can't be maintained gradually. However, Kenya Hara believes that the characteristics of MUJI are not "cheap", and fighting for capital in order to reduce costs will make MUJI lose its original spiritual essence. In addition, it is not a long-term solution to produce in countries where labor is relatively cheap and then sell in countries where labor is more expensive. Muji is committed to a deep and meticulous rationality, which can be accepted in every corner of the world. What MUJI should do is not to pursue the cheapest price, but the most suitable price. Secondly, he also mentioned that unbleached paper does not mean that the cost is reduced, but that the cost is increased because of the need for special treatment. The current production environment determines that products that maintain the original ecology need higher costs. Besides, the more important issue than price is quality. Many things produced by MUJI need to rely on experience and skilled skills, such as chairs and other daily necessities, including furniture and home appliances. Omitting the production process cannot produce a good product. Similarly, the simple appearance of a commodity does not mean that its production process is simple. In addition, Muji's stores in China are all in department stores, but it rarely stays in Japanese department stores, which directly leads to Muji's store rent in China market accounting for about 65,438+05% of the total sales, while the Japanese market only accounts for 65,438+02%. Finally, I sum up MUJI in one sentence: one of the biggest characteristics of MUJI is minimalism. Its products have removed trademarks, omitted unnecessary designs, and removed all unnecessary processing and colors, just as simple as materials and functions themselves. Some people think that MUJI is not so much a brand as a philosophy of life. It does not emphasize the so-called popularity, but restores the true meaning of commodity value at a simple price, and sublimates the product to the cultural level in the seemingly absent design. Refer to Kenya Hara's design in the design.