MUJI: Full Of Temperature And Warmth.

MUJI is a Japanese grocery brand. It is a good product without Japanese brand logo in Japanese.

Product categories are mainly daily necessities.

In the retail industry, Muji is a wonderful case. Without LOGO, the star effect of Advertising Spokesperson, no complicated style and packaging, its performance has skyrocketed: from 2010 to 2012, its global net sales increased from 169 billion 700 million yen to an unprecedented 187 billion 700 million yen. It can be said that its unimaginable offline standardization experience and the O2O strategy, which is being actively prepared in recent years, is one of the reasons for the surge in performance. It is worth studying and sharing in depth.

In the concept of MUJI products, do not pay attention to the communication with every customer, do not talk about O2O.

Therefore, Muji has established good relationship with every customer as the core of O2O.

Based on how to establish good relationship with customers, six strategies and three links incorporate user experience and services into O2O, advocating innovative service experience, linking online and offline, connecting brands with fans, connecting shops and users, etc.

From the perspective of OSO (Online+Service+Offline), we will analyze how to manage customer relationship with Muji.

Excavating "simple" gene and selling philosophy of life

The core of OSO seamless retail is innovation service experience, and the premise of innovative service experience is to dig deep into the product gene and find a way to communicate with consumers.

MUJI has a "simple" gene.

As a graphic designer in the field of "Muji's father", Tanaka said: "naive will not feel inferior in the face of luxury, because simplicity implies intelligence and sensibility, and it has a proud world.

If we can understand such values and spread outwards, we can use less resources to go to a richer life with more beautiful consciousness.

This sentence perfectly explains the concept of Muji.

Rather than a brand, it is a philosophy of life.

MUJI is known as "life style store". It advocates simple, simple and comfortable life. It refuses to worship the nihility of the brand, which is directly related to the essence of life. What it pursues is not "the best" but "this is good."

It is such a simple gene that arouses consumers' fascination and fanaticism.

In commodities, Muji will not interfere with products too much.

Life has the ultimate pursuit of the essence of commodities, and strive to find ways to make life more convenient and tasty.

MUJI products designers visit customers, observe their daily lives, find their needs and find them.

。

For example, the designer observed that the last movement of ordinary people reading before going to bed was to take off glasses and turn off the bedside lamps. The next morning's first move was to fumble with hands to find glasses.

So we develop the bedside lamp to the central depression, so that the glasses can be leaned against the lamp post conveniently.

In addition to commodity development, Muji also attaches importance to display aesthetics, knowing that there is no logo and no bright colors.

MUJI, with no advertising and no spokesperson, must conquer customers through merchandise display.

For example, the bottom of a large shelf is a sales area, which should be convenient for customers to pick up goods; the middle level is the display area, which is used to convey product uses; the high level display area provides visual impact for customers.

Such standardized displays are not only neat, full and impacting, but also considerate of consumers' shopping habits.

Some people say that the only time to see Muji is like this, love at first sight, and start with the creation of "people, goods and shops" from Muji.

MUJI has developed a shop guide for employees, MujiGram.

The guide comes from the book "declassified Muji" written by Matsui Chusan, President of the good quality program.

The guidelines have no rules, and every rule has a simple and plain understanding.

Like polite hospitality, there are many different understandings of "Politeness", which can be "warm and friendly in speech," or "pay attention to the use of honorific".

In fact, according to the guide, the definition of "courtesy" also includes: "the store needs to maintain the atmosphere of letting customers choose their products at their own pace", and requires that "no matter which store the customer goes to, they can get the same goods and the same services".

Standardized service processes enable noisy urban people to find a place for spiritual recreation here.