Market Entry and Brand Strategies for
Different Asian Markets
MUJI (Hong Kong) Company Limited
Retail Asia Congress
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Presentation Outline
1. Company Overview
2. Criteria for Market Selection
3. Entry Strategies in Different Markets
4. Worldwide Branding
Retail Asia Congress
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NO BRAND
Retail Asia Congress
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Company Overview
Establishment 30 June 1989
Capital 6,766 million yen
Employee number Total 4,312
1,064 full time/ 1,868 part time*/
1,380 temporary sales assistant*
(*full time equivalent)
Business Operation of exclusive stores of MUJI/ Product Planning/
Development Production/ Wholesale/ Retail/
Café & Meal MUJI/ Florist/ Home furnishing/ MUJI
Campsite (Tsunan-machi, Niigata Prefecture)/ MUJI Net
Retail Asia Congress
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MUJI in the World
(6)MUJI Norway ・ (6) MUJI Sweden
・ (2) MUJI Beijing ・
(16) MUJI UK ・ ・(3) MUJI Germany
(1) MUJI Shanghai ・
N. AMERICA (1) MUJI Ireland ・ EUROPE ・(339) MUJI Japan
(7) MUJI France ・ ASIA
(2) MUJI USA ・ (Jun 08)
・(3) MUJI Italy
(3) MUJI Spain ・ ・ (7) MUJI Korea
・(12) MUJI Taiwan
・ (7) MUJI HK
(4) MUJI Thailand ・
AFRICA
・(3) MUJI Singapore
S. AMERICA
Retail Asia Congress
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What is MUJI?
Module Good price with reason
Value Simple
No brand Future global consumption
Natural Lifestyle
Creative
Universal
Environmental conscious
human
Japanese aesthetics of life
World communication
No design Functionalism
World User friendly
Retail Asia Congress
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Born of MUJI
1980
Mujirushi Ryohin No Brand
無印 良品 Quality Goods
Retail Asia Congress
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Advisory Board of MUJI
• Mr. Kenya Hara
• Mr. Yohji Yamamoto
• Mr. Naoto Fukasawa
• Ms. Kazuko Koike Kenya Hara Kazuko Koike
Naoto Fukasawa Takashi Sugimoto
• Mr. Takashi Sugimoto
• Mr. Hiroshi Kojitani
• Mr. Masaru Amano
Retail Asia Congress
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MUJI’s Basic Philosophy
Good Price with Reason
1. Selection of Materials
Fully utilize the materials and use materials which are
discarded by others without good reason
2. Streamlining Process
Eliminate unnecessary manufacturing processes
3. Simplification of Packaging
Minimizing of packaging
Flexibility in using MUJI’s philosophy to
create a market enter opportunity
Retail Asia Congress
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MUJI Overseas Business
1980 Establishment of brand “MUJI”
1991 Establishment of 1st Overseas MUJI Store in London
2001 to now Expansion of MUJI to Asian Markets
1994 Establishment of Ryohin Keikaku Europe Limited
Retail Asia Congress
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Criteria of Market Selection
• Economic Factors
• Demographic & Cultural Factors
• Government Policies and Regulations
Retail Asia Congress
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Entry Strategies in Different Market
• Business Mode
• Business Development Strategy
• Localized Business Operations
• Marketing Strategies
Retail Asia Congress
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Business Mode in Different Markets
UK France Italy Germany HK Singapore Taiwan Korea Thailand Shanghai Beijing
Direct Invest ○ ○ ○ ○
Joint Venture ○ ○ ○ ○ ○ ○
License ○
Retail Asia Congress
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Strategy of Expansion
Store Development in Different Countries
91-94 95 96 97 98 99 00 01 02 03 04 05 06 07
UK UK UK UK UK UK UK UK UK UK UK UK UK UK
FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE
IRELAND IRELAND IRELAND IRELAND IRELAND IRELAND
EUROPE
ITALY ITALY ITALY ITALY
SWEDEN SWEDEN SWEDEN SWEDEN
NORWAY NORWAY NORWAY
GERMANY GERMANY GERMANY
SPAIN SPAIN
HK HK HK HK HK HK HK HK HK HK HK HK
SG SG SG SG SG SG SG SG SG
ASIA
KOREA KOREA KOREA KOREA KOREA
TAIWAN TAIWAN TAIWAN TAIWAN
CHINA CHINA CHINA
THAILAND THAILAND
USA
USA
Retail Asia Congress
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Challenge & Strategy
• Climate
• Culture
• Language
• Logistics (Global Sourcing Company)
Flexible merchandise plan and product mix
Retail Asia Congress
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Worldwide Branding
Sale & Promotion Marketing Strategies
Activities
Brand Philosophy Shopping
Store Design environment
Universal Product
Design
Product Mix
Advertising
Retail Asia Congress
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Worldwide Branding
• Unique Brand Identity
Management Board
Advisory Board
• Extension of Brand Philosophy
Evolution of Product Concepts
• Extension of Product Lifecycle
Continuous Improvement on Products
Products Change According to Lives
Retail Asia Congress
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Extension of Brand Philosophy
Evolution of Concept
Good Price with Reason
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Evolution of MUJI Concept
2003 Future of MUJI 2003 World of MUJI
2004 Home of MUJI 2005 MUJI & Teahouse
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Evolution of MUJI Concept
2006 Change Naturally
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Evolution of MUJI Concept
2007 Talk About Home
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Evolution of MUJI Concept
2008 Gentle
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Extension of Product Lifecycle
• Advisory Board
• Customer Engagement
• Localized product development strategy
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Key to Success
• Brand Philosophy
• Brand Flexibility
Retail Asia Congress
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The End
Retail Asia Congress
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