0, preface
2014 in May of this $ 1,000 benches triggered a burst of intense discussion. A main problem when see this, I found that most of the answers are wound around its design analysis and discussion, but few people talk about its price. A master happened was working in Japan, Muji also bought some of the products, the brand clearly felt the difference in pricing between the two countries, so they combine their own situation, talked about personal views from this point of view on the pricing strategy. Over the past year and a half now, this stool price change, Muji overall pricing have also been adjusted, so the answer to the main decision in December 2015 to modify some of the answers. Because not related professional background, is purely as a consumer point of view, will inevitably appear to be superficial, the following is for reference only, the desirability of further distinguish your own, and must not be gullible.
so in order to save the reader's time, where the first two points of view are given herein will be discussed:
then the next primary will focus on these two points to start speaking about, the paper if there is nothing wrong with it, also please correct me.
1 , pricing
Muji stuff, in Japan it is just an ordinary department store brands, Japan style similar thereto or more design-conscious brand very much, and the price is higher than its more It is not unusual. So why do we think a bench too expensive to sell one thousand, the problem lies in the Muji pricing.
problem if the primary network to allow Japan's official website can take a look at the Muji Muji Neko ッ Suites su Suites ア . You will find all the products sold domestic Muji, the Japanese pricing of basic price is divided by 10, then the currency into RMB only. But in fact, if they do not consider the tax implications, to count only in accordance with the exchange rate should be divided by 16. (May 2014 exchange rate)
put a more popular domestic wall CD player compare:
look at this chair can be found, this stool domestic selling one thousand that way .
domestic pricing, pictured September 17, 2014 of the cut, this time has been reduced to 700 yuan.
2 , spending power
clear that pricing in the future, say that the spending power of ten thousand Japanese yen is what the concept? In my own example, I work in Osaka, although not as consumer Tokyo, but compared with other cities come, should be more able to reflect the true situation.
roadside vending machine soft drinks, prices are generally in the 100-160 yen a bottle, but basically the amount of about 300 ml. Near the central area, noon lunch cheapest 260, side dishes are very simple. Ordinary little lunch in the middle of 400-500 yen. Want to store to eat now do? Wang dumplings Yoshinoya this country has something, a lunch also about 600, slightly better point of going 800-1000. I also ate a hard-hearted 3000 yen package, which is fine than the average number of set meals with a dessert only, which their own people, not a high consumption.
I live in their own apartment, just a month to do their own dinner, bathing clothes, usually to see on TV the Internet, utility costs add up to about 5000 yen. Rent flats to pay about 30 square meters of apartments in the suburbs of Osaka, about fifty thousand yen a month. It was also mentioned stationery, based on the above said level of consumption, if the work in Japan, feeling consumption of 100 yen a dollar or two with domestic consumption RMB feeling is about the same, that is to say 400 yen in Muji pen, really it is no longer common, while in the country to buy it you need to spend 40 yuan.
3 , tax
look at the supporting information:
1. Japan's consumption tax is essentially the same as with the domestic VAT (consumption tax What tax?)
2. VAT Definition: VAT is a seed sales tax, is regressive tax is an indirect tax on goods or services and value-added tax, in Australia, Canada, New Zealand, Singapore called GST (goods andServices tax, GST), known in Japan as the consumption tax . (VAT - MBA think tank Wikipedia )
3. consumer is the ultimate bearer of VAT (value-added tax who foot the bill?) A12b34c53fg3p7 4. VAT taxpayers: VAT taxpayers include sales in China, imports goods, provision of processing, repair, and replacement services for all kinds of enterprises, institutions, self-employed and other individuals. (VAT - MBA think tank Wikipedia
) 5. selling or importing goods VAT rate is 17%, while essentially the same as their Japanese consumption tax rate is 8%
6. Tariffs: Tariffs - MBA think tank Wikipedia
7 . import duties: import duties - MBA think tank Wikipedia
in Japan, assuming a commodity to sell 100 yen, you actually need to pay 108 yen to complete the purchase, which is that 8% reflecting patterns. General store price there are two, one is included consumption tax, Muji is this, that the price of 1,000 yen thing, in fact, the body price plus excise taxes total 1000 yen; another way is to sample price VALENCE, then, when you can see the settlement consumption tax is another count up, Apple is using this way.
iPad Air Price:
Muji refrigerator:
4 , illustrate
suppose I started to speculate that the Chinese Muji store pricing was established, which is divided by 10 Japanese pricing then the currency into RMB. So according to the previous supplementary information to revise my previous example:
if a bulk commodity 1,000 yen, consumption tax is 80 yen, Japan muji price is 1080 yen, the domestic price of 108 yuan. According to a recent period of time (answer time: mid-May 2014) of the exchange rate, 1080 yen is approximately equal to 66 yuan. Then the difference between the 42 from where it? (? The world's ultimate answer) I generally analyzed several factors:
( 1 ) VAT
first consider the VAT issue, in accordance with the 17% VAT rate, the domestic 108 demolition open to the future, not 100 + 8, but 92.3 + 15.7. That is the price of its own 92.3 yuan.
algorithm:
(1 + 0.17) * = 108 yuan
List Price ≈ 92.3 yuan
VAT = Price * 0.17≈15.7 yuan
( 2 ) cost
then the cost issue, Muji's something even some stores in Japan, there are many Chinese-made. We have to admit, China on labor costs and raw material costs, it is still relatively low compared with the developed countries of. So we can speculate, suppose that Japan and China have the same human resources and material resources. Then the body price 1,000 yen is likely to cut a number. But on the other hand, the Japanese because the land area is small, so the lower the cost of logistics, domestic on slightly higher.
( 3 ) brand value
together, ¥ 850 or less adjusted to, for example, recalculate the pricing of Japan, 850 + 68 = 918 yen, the domestic price 91.8 yuan. Recalculation of VAT, it is split into 91.8 78.5 + 13.3. That price is about 80 dollars body. Muji as a foreign brand, and naturally a lot more invisible value, assuming the price set at 85 dollars, so now we see 108 back to the original, and then look at the exchange rate calculated using only 66, the difference is big.
course, there must have been many more factors that affect pricing, I did not have time to understand, just a simple example to help you understand my logic of this solution. If you are interested friends can go to look at themselves, or very interesting.
5, brand positioning
just mentioned the brand value, if only by the example above, forced to rely on the conclusions inevitably unconvincing. So we find some information on the main A Muji overseas business strategy research literature in this update.(
https: // dspace.wul.waseda.ac.jp /dspace/bitstream/2065/39150/1/KokusaiKeieiKenkyu_44_Nagasawa.pdf )
ke.kabupro.jp/tsp/20110 406 / 140120110406082270.pdf )
I then in an interview about his find him for Muji some of the views of business strategy.(
http:? //diamond.jp/articles/-/1 5396 page = 2 ) moo 1 zu ha, slightly trafficking bai Zhan desu. Mika wa, Hong Kong, China で ya ha in nearby yo u na na massive video game ィ su grades ウ nn Suites wo shi te all i ma se san. Japanese wa Seasons ga thou ru の で autumn ni wa summer was ga bai me cry na ku na ri ma si ga, Hong Kong wa. Climatic の relationship で Goods Cytec ku ru ga long ku, November de mo Spring was ga bai me cry masu. Desu kara, in nearby yo u se na Closing Hikaru wo su ru necessary wa thou ri ma se san. Moo shi Zhi next ge wo su ru と shi te mo, bu ra nn ド イ メ ー ji wo under ge nai yo-u, "お buy い was" と small Connecticut carbonate represented su ru da ke ni leaving Circular te i ma si.
ko u shi ta ko と で, Hong Kong ya China の MUJI で wa Si lattice の Bian move ga nai と い u イ メ ー ji ga establish shi, お off Yang ga ba ー ge nn period ni focus su ru ko と ga thou ri ma se san. Information found ー ge nn when ni large ki on na bai ha on ge ra me cry ma se san ga, bu ra nn ド イ メ ー ji wo maintain su ru ko と で, U nn su Tatari nn Suites ni bai on wo get で ki te い ru と think i ma si.roughly means:
Muji has never been a large-scale discount activities in mainland China and Hong Kong, as in Japan. Japan's four distinct seasons that summer to fall no longer marketable commodity situation is different, since the relations climate in Hong Kong, commodity sales cycle is very long, even in November it is possible to sell spring and summer merchandise. There is no need to implement end of season sale activities like, like Japan. Even discounts, in order not to reduce the brand image, is limited to a maximum of merchandise marked as "cost-effective."
Since we have done this, in Hong Kong and mainland China established the price does not change the image, so the customer will not be concentrated in the discount period for consumption. Therefore, sales discount period would not significantly enhance the contrast, I believe that it is precisely because holding the brand image, have continued to profit.
However, in practice since the start of the fall of 2014, Muji pricing in China has begun to make adjustments: the fall of 2014 to 107 categories of goods on average price of 17.5%, in August 2015 down 118 categories, in December will be lowered 145 categories of commodity prices, an average decrease of 20%. On the one hand due to lower prices before the price is slightly higher, while domestic consumption has increased annually, but the face of huge price difference, some people still feel unbalanced, in order to expand consumer level, achieve greater profitability, so was the price. On the other hand, in recent years the focus shifted manufacturing, I believe everyone on the withdrawal of foreign investment last year, a large number of Chinese have heard, including software outsourcing, including many foreign factories have begun to shift to ASEAN countries, Muji is also where, in 2015 processing costs decreased significantly, which also gave the reason Muji lower prices. (Muji in China will cut prices 20%
)
, author views then pull back to the topic, we converted it.
spend 500 yen in Japan at noon for lunch, roughly equivalent to the domestic second and third tier cities noon 15 yuan package. 10,000 yen equivalent, 20 domestic Dayton lunch, or about 80 bottles of mineral water. We have a little bit more optimistic, assuming an average wage of second and third tier cities is 5000 yuan. 1000 to buy out the stool, is one-fifth. Japan what level it, as far as I know myself, just graduated from undergraduate computer, looking for a software company, entry level salary in the month around 250,000 yen, and ten thousand out to buy this stool, 25 one minute. Entry official members about five years, count bonuses and the like, can generally get about 400,000 a month. Despite this north China city of Guangzhou-Shenzhen did not say, most of the graduates want to achieve this level daily wage of one thousand yuan, or some difficulty. In Japan, if you ask how to treat Muji it sold ten thousand yen, some may not understand why you ask, because the price is too common, not cheap nor expensive, is an ordinary bench price only.
this gap can not be ignored.
summary, Muji Chinese shop selling things, its pricing is not determined by its design, quality, or value of the brand, it just depends on the pricing in Japan only. As for this problem in the design and feelings and so many people to discuss personal thought into Japan Muji discuss why it sold 10,000 yen this problem to be considered as more appropriate. Pricing aside to talk about the principles of design, somewhat wishful thinking.
then Muji in China selling something expensive? expensive. Compared with Japan, China's per capita spending power was relatively low, commodity prices higher than in Japan, so it is not too much more expensive. Because this is the fact that, based on the economic level between the two countries, it is not a star the slightest expensive. So why would someone choose to buy the bench it, this is understandable, because there is a market. The so-called market, not everyone come to buy my things, so people can not afford a start in the business is not considered within the scope of pricing.
"Why is this stuff so expensive you have to buy?"
"because I can afford it."
It's that simple.
7
, contraband Personally I am not recognized by some people know almost how often mention how. Currently the top two answers have this phenomenon. As I understand it, since it is a platform for the exchange of views to share experiences, that user must be good and bad, some people like me, could not compare top-notch people in the industry, something other than a professional is poorly understood. It will inevitably have some professional opinion narrower even ridiculous idea, I believe that professionals in other fields must also have this feeling.
drop of a hat platform that thing, almost to the point of the surface, which in my opinion is a very thoughtless act.
you about this thing, people do not understand and questioned. If you own expressive power enough to have confidence in the interpretation essentially look to improve everyone's position level is doing good; if you're like me, just know a little fur, then concentrate on the answer, tell him why he is so that you can , and worthwhile while telling him, "Why not, it is so", side to adopt a condescending attitude. this is not good.
8
, thanks: @Lachel Alert: Japan's consumption tax in China called VAT. China's consumption tax refers to a tax based on the value-added tax levied on again, only for a small number of goods, such as cars, wood floors, luxury watches, yachts. Wood furniture is not imposed.
@ multi-stone reminder: the domestic value-added tax, due to the nature of turnover tax, in essence, is still borne by consumers, the domestic price in the case of ad valorem tax, respectively, substantially does not exist.
above.
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