The secret of the tens of millions of years of no printing products: to achieve the ultimate

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Lead: No logo, advertising, spokesperson, complex color and style, no printing good product performance but soar. The design director describes that Muji is not pursuing "so good", but "this is good".

No printing good product is a wonderful case, no logo, advertising, spokesperson, complex color and style, the performance is still soar: from 2010 to 2012, its global net sales from 169.7 billion yen (about 10.78 billion yuan) to an unprecedented 187.7 billion yen (about 11.92 billion yuan) , what kind of product secrets does it have?

1. Insight into consumer demand

In 2003, Muji implemented a development plan called "observation", where the development team would visit consumers directly, observe their daily lives, and take photos of each corner of the room, or every item, and then submit a discussion and analysis to tap into the potential consumer demand.

2, change also unchanged, the use of convenience

Muji Current Electronic Product sales champion, Shenze straight design of the wall-mounted CD machine, the early days by Kanai excavation. Unlike the general CD machine Forever "flat lying" design, Shenze kan designed cd machine like a square fan placed on the wall, switch is not the usual button, but hanging rope.

3, the details of the abnormal requirements

Standardized display not only requires neat, full, full impact, but also the need to consider customer shopping habits. For example, the stationery area all pens must face the same direction, the bottle caps and labels of all kinds of cosmetics and skin care category must face the unification, the scrub cotton, the bath flower which is hung in the high place need the clerk to use cardboard as the ruler to keep the same horizontal height.

4, pay attention to every consumer, demanding perfection

The management secrets about the performance is all in the Kanai's mobile mailbox. The most prized mail comes from the "Life Quality Institute"-each customer's feedback is directed to its mailbox.

"These are the customers do not know, they do not know that the President will personally see the views." I read these opinions every minute. Gold Kanai Sly say. This type of mail reached its peak in Wednesday, with a total of more than 100 items, usually 30 to 50. Some people accuse a clothes hanger will brittle fracture because of ultraviolet radiation, some people complain the newest slipper "head is too small" ...

5. The concept of environmental protection and temperance

Japan is a country with very few resources, so many of the designs in their country are famous for following the minimalist philosophy. Including Japan's most popular Zen is also fastidious is "minimalist life" in our current words is "very simple life", on the concept of Muji, its design director of the original research in the design of the design has been described: "The pursuit is not ' so good ', but ' so good '."

It assigns value to acceptable quality: moderation, compromise, and transcendental rationality, which can be called ' global rational value ', a philosophy that advocates the use of resources and objects in an extremely rational perspective. The Muji idea is to point out the ' fundamental ' and ' universality ' of everyday life. ”

6, minimalist, convenient design sense

The pursuit of commodity nature and convenience makes Muji's product development process rather alternative. For example, the Japanese retail leading Enterprise (Daiei), its own brand "saving" in the development of cooperation with the manufacturer only, and Muji is different, each product from the planning, design, manufacture to sell all need layers of checks, there are designers involved. Even if the product design program is finally passed, the product will face more stringent barriers. The external Advisory Committee, made up of top Japanese designers, strictly discusses whether the goods conform to the "Muji concept".

Hard indicators include the inability of the commodity to follow the trend in order to avoid obsolescence, and the commodity must be able to enhance the brand image. Only through the collective approval of external Advisory Committee, the product can finally be shelves. "The most common reason for elimination is that the person who does the design does not consider whether the product can be sold." Kim Kanai explained.

Gold Kanai abnormal emphasis on moderation and anti-pop. Kim Kanai that excessive consumption will lead to a lot of simple things fade away. As a popular antithesis, Muji pursues durable, highly universal designs and materials, and the right price, without adding to the design and color of a strong hobby.

In order to drive Muji to achieve "ease of use", Kingai established two core management departments and managed them personally. One is consumer-oriented life of good products Research Institute, users can be in the commodity development, trial sale, formal sale stage to provide advice, Kanai opened personal mailbox for the adoption of recommendations to urge progress. Another is the designer to actively look for the needs of the Commodity development Department, its door under the life, clothing, food department and other three branches of the product to carry out regular inspection and update design.

So the design process is often quite time-consuming. "Pine Kankosaki once said that the collection of merchandise design, in fact, is properly swung between the two lines." This is a bit like the radio volume, you may not know what the volume for yourself, so you will go to the tune, and then back a little, and back again a little, is such a process. Wang Wenxin, general manager of Muji China, explained.

For example, a Muji used to make cold water in a refrigerator has undergone four of modifications. The designer found that the Japanese refrigerator is generally small, the larger cold water barrel can not be placed upright, so the side of the design plane so that the refrigerator does not roll, the bucket is also sealed to prevent water overflow when flat.

Some female consumers reflect filled with water after the bucket is too heavy, the flat put out the difficulty, the designer in the bucket side plus curved groove increased by the force. The cold tub can also be used as a tea teapot, and consumers have also proposed two times to improve the filter in the barrel, and the designer will receive the final photo.

In order to work out the best solution, it is often necessary to communicate countless emails, and even at the airport for the design discussion, so that when the discussion is over, they can travel to the next destination.

7, Cold display standard

In addition to commodity development, Jin Kanai also attaches importance to exhibition aesthetics. He is well aware that Muji is not enough to make a lot of window shopping who linger in its stores to take out wallets only on the ground of practical needs and the pursuit of usability-friendly designs. When the goods on the shelves, no logo, no bright pattern, no advertising, no spokesperson Muji must be through the complex display of goods to conquer customers. The hardest job of opening a new store is the display, which costs 1-3 weeks for each store.

In China, Muji's display standard is a mixture of the Japanese headquarters display model and the native VMD concept. In general, Japan's headquarters will give a methodology for the display of goods. For example, the bottom of a large shelf for the sales area, should be convenient for customers to take goods, the middle tier is the display area, used to communicate the use of products, the high level display area to provide customers with visual impact.

In the exhibition philosophy of Muji, all goods must be placed in the form of the basic display rules from left to right, from small to large. The exhibition must be trained in the shop for 6-12 months to observe the display method, the final plan will be based on the Chinese customer preferences, the opening of the surrounding state of the store, planning activities, such as the theme of customization.

After the large display area is determined, Muji will continue to subdivide the display-which is the most time-consuming part of the persuasive project. Different from the usual practice of most retailers to display goods according to the size of the shelf space, Muji will first design the display scheme, and then according to the program for the goods tailored shelves and costumes, so the advantage of doing so is the goods and shelves, goods and props can be seamless integration, and full sense will bring customers a strong visual impact.

Each item can have its own precise coordinates in the Muji store. VMD will design a display chart for each shelf based on the basic methodology of the headquarter. Basic shelves are used for normal display, while side shelves are used to sell strategic goods and promotional products.

This chart will show exactly what items should be placed on each shelf, left to right, and final confirmation by barcode. If a large shelf, VMD will also be accompanied by a late completion of the effect of the picture. At the IAPM Shopping centre in Shanghai, which has not yet opened, Muji stores rely on this method to complete nearly 80% of the display in other stores where the electric drill is roaring and the lighting is not yet fully furnished.

In addition to opening new stores, the display division will also need to fencing the store monthly new products, themes and promotional display. Normally, such updates will be distributed to the stores in the form of pictures, and the shop assistants will need to take photos for VMD confirmation after the display changes. In order to better unify the display of more than 70 Chinese stores, Muji also added a "Regional display division" to follow up the implementation of the standardization of the store display.

Standardized display not only requires neat, full, full impact, but also the need to consider customer shopping habits. For example, the stationery area all pens must face the same direction, the bottle caps and labels of all kinds of cosmetics and skin care category must face the unification, the scrub cotton, the bath flower which is hung in the high place need the clerk to use cardboard as the ruler to keep the same horizontal height.

In the apparel sales area, which accounts for 50% of China's total sales, muji requirements for every folded clothes, will be the top of each pile of clothing collar outward alignment-muji found that customers often pay attention to buy clothes collar, so that customers can not stoop can easily see the neckline of each layer of clothing style.

8, intimate localization

In the March 2012, Chinawa also served as a business reform to be stationed in China. He travelled to Ikea and the local furniture city of China, recording the size of the bed sold in each store and the number of products per size, and proposed improvement proposals to the Japanese headquarters. The proposal and a steady flow of "big bed" requests from abroad prompted Muji to sell a 1.6-metre, 1.8-metre-wide bed in China in January 2013. In addition to bed, a table that meets the local market and has a special size is also found in China.

Localized commodity development is also critical to boost sales. Chinawa, who was also in charge of the development of groceries at Japan's headquarters, was in the early days of business trips to China, where he had heard Chinese employees complaining that the size of the Japanese-style bed was not in line with China's conditions.

In Japan, its national living space is small, home size is therefore small, usually the width of the design of the bed is 1.4 meters, while in China and Europe and the United States, the width of the bed is often 1.6 meters or 1.8 meters. "Size is a part of China's demand, and if we don't have that size, sales are basically impossible," he said. "Chengchuchiang said.

Another challenge for localization operations is how to estimate product sales and order volumes. For a new product with sales references, Cheng Chuan will calculate the order quantity according to the previous sales results of similar products. And for the lack of reference to new products, Chengchuchiang will listen to the views of Chinese staff, collective development of sales plan.

"We don't want Chinese employees to worry about what to do if they don't sell, but to think about how the product can be sold better," he said. Chinawa also explained. Taking Muji previously never sold in China as an example, Chengchuchiang and the Chinese staff decided to introduce, and boldly let the store as a recommended product for the last six months to sell. Now this set of products priced up to 650 yuan, has been the second most popular textile goods. Making such decisions is sometimes entirely dependent on feeling.

Kim Kanai is also aware of this. This October, the MUJI Award design competition will be staged by Japan in China. Kanai hopes it will raise practical designs and commercialize them to Chinese designers and ordinary people. The institute also plans to set up a China division to collect customers ' opinions through its official website and develop sophisticated designs that conform to local life habits in China.