Expanding China'S Online Business Muji Into Jingdong And Launching Self Operated APP



Japan's clothing and grocery brand, MUJI Muji, announced on Thursday that it will enter the Jingdong platform in June 1st to sell a full range of products.

On the eve of the "618" war in the electricity supplier industry in 2017, Jingdong and Alibaba's Tmall launched fierce competition before the middle of the year, and the "two election one" policy in the gray space of the industry was brought to the table, and hundreds of clothing brands were removed from Jingdong, which was a great injury to Jingdong and tried to expand.

Business is stagnant or even retrogressive.

MUJI Muji entry into the Jingdong shows that the international brand of China online strategy has been divided. Previously, including Gap and other brands have been withdrawn from Jingdong, while Uniqlo, Zara and H&M have regarded Tmall as the only third party e-commerce platform in China. However, almost all international brands are more willing to embrace Tencent WeChat platform, through WeChat public account and small program marketing. At the same time, a large number of brands are also beginning to take advantage of the open attitude of Tencent and WeChat, and develop new online sales channels through self built small procedures, so as to avoid being Mermaid under the "two election one" policy.

In addition to entering the eastern part of Beijing, MUJI Muji also launched its own mobile MUJI passport on sale on Friday. The APP provides consumers with an integrated shopping experience to directly browse the official online shopping mall, direct order purchase, order inquiry, after sale application and so on.

The launch of the two new online businesses may further prove that international brands want to expand the strategy of multi-channel and multi platform online business in China and avoid betting on the whole future in the fierce online competition, because once the platform loses momentum, it will also naturally hurt the brand.

Including Tmall as China's exclusive third party online platform, Zara is also trying to sell small programs.

The expansion of new business is also an important move to develop new customers for MUJI Muji, which is currently in the bottleneck of China's development.

Data show that as of the end of February, the four quarter, MUJI Muji China Mainland

Comparable sales growth dropped to 4%, compared with 5.8%, 1.8% and 7.1% in the previous three quarters.

After 8 price cuts, the growth trend of MUJI Muji sales in China is still unstoppable, indicating that in the fierce competition of the mass market, the brand still needs to increase the price range and frequency to further expand in China.

While expanding online business, MUJI Muji will accelerate mainland China in the current fiscal year.

Expansion is expected to increase by 35 stores to 264.