What Brand Can Accompany You Around The World?

What do you bring when you go around the world?

Just let

Accompany you to see the world.

If you had been waiting for a flight at Shenzhen airport, you might see a shop called MUJI to GO.

Compared with Muji's regular retail stores, MUJI to GO has a smaller area and a more concentrated product category. It mainly sells MUJI products that are suitable for travellers, including lock wheel pull rod boxes, neck pillows, snacks, travel accessories, cosmetics and so on.

Since Hong Kong International Airport opened the world's first MUJI to GO in 2010, there are already 18 independent MUJI to GO stores, of which 4 are in China.

In addition to the airport, MUJI to GO will also be opened at the train station or even the city traffic hub, but so far these non airport stores are mainly located in Japan and Taiwan.

In the mainland of China, apart from Nanjing ocean store, which is in the shopping mall, the remaining 3 MUJI to GO independent stores are located at airports in Shenzhen and Xi'an.

If there is no accident, it will be opened at Shanghai Hongqiao Airport at the end of 2015.

In fact, MUJI to GO is not only a shop name, but also a concept put forward by Muji, or a product classification label.

The products sold are not specially designed for travel concepts, but products that MUJI originally had.

"The concept is because we found that Muji had a lot of products that could enhance travel experience, so we took them out of all products separately and went to the category of MUJI to GO, or put it in this shop."

MUJI business reform and life grocery and food responsibility Misaki Sato Take said in an interview with interface news.

There is no exaggeration to what Misaki Sato Take mentioned about "a lot of travel products" - almost all stores in Japan can separate a corner product to MUJI to GO.

On the other hand, the introduction of the concept of MUJI to GO is also a way to popularize product packaging.

Like the Muji "new pricing" activities previously reported, MUJI to GO can also be a staged marketing campaign for Muji.

MUJI ordinary shops will be equipped with exhibition booths, centralized display and sale of suitcases and so on. The MUJI to GO independent store design style will not be very different from ordinary stores, but the product display layout will have the characteristics of "travel": some products will be displayed through the combination display on the hole board, so as to provide users with advice on the use of travel products, help them to make a purchase decision quickly while catching up with the aircraft.

This way of display is also to save space, because the area of airport rental shops is usually not large, and the average area of MUJI to GO is only half of that of ordinary MUJI shops, which is between 60-100 square meters.

Some embarrassing moments in pportation will also provide Muji with inspiration for improving product design.

MUJI's "star product" lock pulley case increases the lock wheel because the Muji has observed the slippery slide of the pull rod box when it is used in railway cars and other scenes.

Misaki Sato Take also told the interface reporters that the latest generation of "lock wheel pull rod box" has been improved, this time the Muji "smoothed" to consign the trouble of the convex lock wheel.

MUJI to GO will also choose a pportation hub with large traffic volume in big cities.

In 2013, the first MUJI to GO in the mainland was assigned to Shenzhen airport because of this consideration.

According to the "December 2014 production and operation bulletin" issued by Shenzhen airport in January 2015, the airport throughput of Shenzhen airport reached 36 million 272 thousand and 500 passengers in 2014. Although there is still a big gap between the 192 million airports of Beijing International Airport, it has increased 12.4% compared with the same period last year, ranking second in the country.

From the data of April 2015,

The airport has 20 international shipping points and more than 400 international flights a week.

"In Shenzhen, there are many turnaround guests, many of them will be foreign tourists, and it is also very close to Hongkong. This determines that there will be a large proportion of Shenzhen airport customers who are more receptive to new things or new formats, so we opened the store there first."

Misaki Sato Take said.

The opening time of MUJI to GO T3 store in Shenzhen was November 2013, and that was exactly the month when the Shenzhen International Airport Ground Transportation Center (GTC) and the new T3 terminal were put into use.

So it is easy to see that Muji is also more willing to choose hardware facilities for new and better venues to open stores. After all, it is still necessary to take into consideration that too old sites may affect their brand image and positioning.

Similar to the concept of MUJI to GO, Muji later extended two new classifications: MUJI to Sleep and MUJI to Relax.

MUJI to Sleep is an activity designed to promote sleep pillow products such as neck pillows and eye patches.

MUJI to Relax has focused its efforts on portable aromatherapy machines and other products.

However, as the number of products involved in MUJI to Sleep and MUJI to Relax is insufficient, the two new classifications do not have the opportunity to set up independent stores or counters like MUJI to GO.

Finally, let's take a look at 4 MUJI to GO in China.

The list of best sellers in China.

Perhaps for many domestic consumers, the word "MUJI to GO" is a bit strange, but many products belonging to this classification believe that many people have bought it, and even will be used frequently.