Before discussing the general possibilty of entering to Russia, it is essential to observe the wide range of products MUJI produces and sells in order to understand and forecast both entry mode and and the product line the company may base its operation in Russia on.
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MUJI, beeing Japanese retail company, introduces the wide and useful
range of products that are tailored to the customers needs in the mimimalism way. The company sells a rich and splendid variety of household and consumer goods throughout the Europe, USA and Asia.
In 1980s MUJI started with 40 products mainly ranged from stationery and
clothing for men & women, to food items and major kitchen
appliances. One of the company's primary business was Cafe Muji, Meal Muji, Muji Campsite, Muji florist and home furnishing. The outstanding example of the diversification of MUJI - architectual project called Muji houses - was also present in the line.
Up to the end of 2000 MUJI is being selling more than 7 thousand
different products. The company positions the brand as reasonably priced
- by keeping the retail prices of products "lower than usual" by the
materials it selects, streamlining its manufacturing process and
minimising packaging.
The starting point for MUJI"s products was Japanese market, then it
expanded to the first international store in UK and then the turn came
for the stores in USA, other European and Asian countries.
These are the categories of MUJIs' products:
Apparel, Accessories, Shoes, Bags, Travel, Electronics, Housekeeping,
Bathroom, Kitchen, Storage, Furniture, Home fabrics, Health &
Beauty, Fragrances, Stationery, Art & Kraft, Gift & Memory,
Special Offers.
Hey guys, a small question about Muji's product assortment: do they offer all of the product range in its shops in Japan?
ReplyDeleteAnd what do you think is better for Russia: to make the outlets more homogenous or very diversified?
Also, i would recommend you to think thoroughly on what exactly Muji is going to sell in Russia - so it has very clear positioning and everyone understands what one can find in the outlet. For me it seems like they sell everything!You have to be very strict about the product range.
Very nice job ;) I'm ready to join Muji fans!
Victoria Eliseeva
Hey,
Deleteyes, Muji operates in different markets and offers all of the product range. It started with cafes, meals, furniture, then expanded the product range and, as you see, sells a lot of things now)
We have decided with four product groups for entering the Russian market: stationary, household items, beauty products, and accessories. So, our outlet is rather diversified and contains items from different categoties.