Retail Today | Global News: Muji Is Struggling from Overseas Markets 今日零售 | 全球視點: 無印良品 海外市場的巨大挑戰 (中文在下)

In April, Muji's parent company Ryohin Keikaku Co. reported its first decline in operating profit in eight years and a financial outlook below analysts’ expectations, as well as a rare drop in same-store sales in China.

Investors are worried: After the value of the company almost tripled from 2013 to 2018, Ryohin Keikaku shares have declined nearly 40% in the past year.

President Satoru Matsuzaki has embarked on new ventures like Muji-branded hotels and Muji-designed buses while pushing into new markets such as India and Switzerland. To drive growth, he’s now taking steps like shifting production to cheaper locations and designing products specifically for Chinese consumers.

However, Muji still requires a faster adjustment to its overseas sales strategies. Muji always expanded to other countries with the same items it sells in Japan, assuming that its product range needs little translation for overseas consumers. That works well enough for, say, pencil cases, but not necessarily other items: It took Muji a decade in China to introduce sheets that fit standard Chinese beds.

Meanwhile, Muji’s “no brand” branding and straightforward, unchanging designs have made it a prime target for low-cost Chinese copycats. Muji’s prices are considerably more expensive outside of Japan due to taxes and tariffs, and a cottage industry of Chinese competitors like Miniso, Nome and OCE has sprung up to offer the same aesthetic for a fraction of the cost.

To avoid the price competition, Muji plans to produce more of its items in the countries where they’re sold. Next year, the company will roll out over 200 made-in-India products for its local stores. It’s also shifting more production to Southeast Asia, where labor is cheap.

In China, it opened its first development office in September, with employees responsible for monitoring local lifestyle trends⁠—a belated acknowledgment that Tokyo-based designers may not have the necessary insight into Chinese desires. Not everything will be internationalized, however. Muji will continue to make cosmetics, for example, in Japan, as the promise of high-quality raw materials is part of their allure.

Given how quickly its low-cost imitators have moved, Muji faces an uphill battle in China. And there and elsewhere, its ambition to become a global retail behemoth to match Uniqlo may require some of the strategic compromises made by other mass retailers—whittling its 7,000 products down to those of greatest sales potential, manufacturing items for speed rather than durability, and opening large locations in expensive shopping districts.

今年四月，無印良品的母公司 Ryohin Keikaku Co. 報告中顯示，8年來他們的營業利潤首次下滑、財務前景低於分析師的預期，以及中國同店銷售額出現罕見的衰退。

投資者擔心，在2013年至2018年間，公司價值幾乎翻了三倍之後，Ryohin Keikaku 股價卻在過去一年中，下跌了將近40％。

品牌董事長 Satoru Matsuzaki 已開展新的企業體，包括開設無印良品酒店、無印良品設計的巴士，同一時間也進軍印度和瑞士等新市場。為了推動增長，他正在採取新措施，例如將生產工廠轉移到成本更便宜的地方，並專門為了中國消費者設計產品。

然而，無印良品仍需要更快速調整海外銷售策略。Muji 在拓展到其他國家時，多半採取與日本銷售產品相同的策略，也就是假定自家產品到其他市場販售，並不需要太多的修改或客製化。這對鉛筆盒這類商品是還不錯，但卻不一定可以複製到其他品項；舉例來說，無印良品實際上花了十年，才推出適合中國標準床尺寸的床單。

同時，無印良品的「無品牌」品牌、直觀和一成不變的設計，使它變成中國低成本仿冒商的主要目標。由於稅收和關稅的影響，無印良品在日本以外的價格相當昂貴，而Miniso，Nome和OCE等中國競爭對手，透過大量的家庭手工業製造，只需花費很少的成品，就能為消費者提供相同的生活美學。

為了避免落入價格競爭，無印良品計劃在其銷售的國家生產更多產品。明年，他們將為印度門市推出200多種當地製造的產品。還計畫將更多產品轉移到勞動力便宜的東南亞。

在中國，無印良品在去年九月成立第一個開發辦公室，員工負責觀察、搜集當地的生活方式趨勢 - 這也代表著無印良品終於承認，在東京的設計師不見得了解中國當地消費者真正的需求。然而，並非需要把一切都做到國際化。例如，無印良品選擇繼續在日本生產化妝品，因為日本所代表的高品質原材料是一項承諾，仍對消費者存在著重大的吸引力。

因為低成本仿造商的快速推進，無印良品在中國正面臨著一場苦戰。他們將自己定位與全球零售巨頭「優衣庫」齊頭並進的野心，可能需要參考其他大眾零售商一些在戰略上的妥協 - 像是把七千種產品減少，直到只保留最具銷售潛力的品項、快速製造商品而非強調產品的耐久度，以及在高消費購物區開設大型旗艦店等。

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【實習機會】台灣跑山獸
公司簡介
台灣跑山獸2015年成立，主要規劃休閒娛樂及極限挑戰的越野活動/賽事，雖然目前跑山獸規模不大，但想要拓展我們的團隊，除了持續進行原有規劃的活動，並朝向規劃更多樣化及特色性的活動/賽事。
最近這一年，我們規劃了山跑者系列越野垂直登高賽（類似於爬升垂直公里），極限挑戰的的超級越野馬拉松：野獸山徑（路線有12，26及50公里原野森林的山徑，在不久將來也會規畫100公里的賽程）。
我們也規劃許多的跑步訓練課程包含夜間的訓練：野獸訓練營。我們除了有許多非常優秀的贊助廠商及合作夥伴，也有非常多的粉絲及喜歡山徑野跑的朋友們ㄧ直支持我們。
在2016年，我們將規畫更多的越野活動/賽事，戶外健行活動及規律性的跑步營訓練，我們尋求更多的協助，我們主要做我們喜歡的事情，並且希望吸引到到跟我們ㄧ樣熱血且興趣相同的工作夥伴。

工作內容
我們積極尋找對越野路跑，戶外活動推廣有熱情的夥伴。內部的工作雖不特定需要是跑者，但需要行動力及積極活耀，如果對戶外活動也有興趣，我們非常歡迎！
重要條件需求：
中文讀寫流利
基本英文對話，讀／寫技巧（跑山獸引領國內外市場）
平面媒體設計（重要）
o 擅長使用繪圖軟體（Adobe Illustrator，Inkscape， Photoshop或類似的軟體等），創造向量圖形，海報，雜誌，包裝，傳單，廣告看板等相關美編設計，網站圖形元素等。
o 熟悉html網頁工具，網站視覺規劃與網頁製作等事務。
o 知道且有技術地使用影像圖形軟體，例如：Corel VideoStudio，處理行動影像及創造有趣的電影，能協助行動攝影是最歡迎的！（未來的工具：行動照相機，穩定器及多軸攝影機）。
o 在藝術或廣告行銷有創造力及獨創性，非常歡迎！
文字工作（重要）
o 網站上的英文翻中文
o 網站建立或更新(Wordpress)
o 基本的創造力及獨立文字寫作能力
團隊合作（個性）
o 具良好溝通能力
o 熱忱，個性開朗
o 配合度高
o 積極主動
o 靈活及獨立性
o 抗壓性
o 按照期限完成主管交辦事項，有效率，不會把工作拖到休閒時間
對戶外的活動有極高興趣（非常歡迎）
o 協助活動規劃（某些週末，行程會非常急促）
o 協助戶外課程（團練或類似的戶外活動）

聯絡方式：
台灣跑山獸工作室 Taiwan Beast Runners
羅勃依婉 (Eva Lobo)
聯絡電話: +886-920-018345
E-Mail: lobo_eva2002@yahoo.com.tw

Intern position in Taiwan Beast Runners
Introduction of Taiwan Beast Runners
We are small but growing team which organizes various and usually original trail running events. Recently organizes HILL Runner (similar to vertical kilometer) series and adventure ultramarathon The Beast Trail (12, 26 and 50km of wild trail, soon will be have 100Km).
We do many training session on our courses and also evening training, Beast GYM. We have few nice sponsors and partners for our events, but also many fans and followers on trails.
We plan many trail events, hiking activity and routine training in future and we look for help to go on. We do what we like and hope can find somebody who will feel same.
Inter specification
We look for person who will feel passionate in our major, trail running. Inter don’t need be runner, but action & active and definitely will be more help full if interest in outdoor activities. There are few specifications sorted by importance:
Mandarin Chinese speaking and writing (Taiwanese)
Common English conversation and reading/writing skills (TBR leads by foreigner and Taiwanese)
Graphic designer (important):
o Active usage of graphic software (Adobe Illustrator, Inkscape, Photoshop, or similar) and create vector graphic, posters, flyers, web graphic elements, etc.
o Know html website tool
o Knowledge and skills to use video graphic software eg. Corel VideoStudio. Post processing of action videos and create interesting trailers. Help with action shooting is welcome (future tools: action camera with gimbal stabiliser, drone, …)
o creativeness and originality in art or advertising are very welcome
Text work (important)
o Mainly translation from English to Chinese for web
o Creating or uploading of websites (Wordpress)
o Basic creativity and independence in text writing
Team work (personality)
o Understanding of purpose
o Flexibility and independency
o Stress durability
o Follow deadlines and be effective and protect leisure time

Outdoor activity (very welcome)
o Help with event organisation (some weekends, very rush)
o Help with outdoor sessions (trainings or smaller outdoor events)

Contact information:
台灣跑山獸工作室 Taiwan Beast Runners
羅勃依婉 (Eva Lobo)
聯絡電話: +886-920-018345
E-Mail: lobo_eva2002@yahoo.com.tw