Thai consumers are likely to know and be familiar with the Muji brand, a Japanese retail company selling consumer goods, clothing, furniture and food, etc., with its strong selling point being quality design with a Japanese minimalist aesthetic. at a reasonable price

One of Muji's success strategies is the lack of branding in its products.

It appeals to a segment of consumers in a market that is fed up with consumerism and wants a refreshing alternative to traditional branded products.

For the Thai market, Muji has jointly invested with the Central Group. It seems that Muji has been successful to some extent. Currently, there are 29 stores, but the main problem is the high prices of products sold in the Thai market, which Muji constantly tries to lower prices.

But until now, Thai consumers still feel that the selling price is still high and the market competition is more intense.

Consumers have more choices, which also results in Muji Thailand having to change its business model in a big way, including adjusting the store to have a larger area to give the same experience as shopping at a store in Japan.

along with the addition of new zones selling products priced below 300 baht, adding sales channels both online and offline along with price adjustment strategies

and bringing products suitable for lifestyles to the ASEAN market that are not available in Japan for sale.

To easily reach consumers and create awareness that the Muji brand sells products at affordable prices that are not as expensive as you think.

Mr. Akihiro Kamokari, managing director of Muji Retail (Thailand) Co., Ltd., said that Muji has adjusted the space in the store to have a larger area to create an experience like walking in a store in Japan as requested by Muji. Consumer

By starting at the Samyan Mitrtown branch with a size of 2,000 square meters with a variety of products and complete services.

For the new Muji branch, Central Chonburi has opened the largest branch in the eastern region on an area of ​​1,500 square meters and the latest branch at Robinson Lifestyle Ratchaphruek, Nonthaburi is a roadside model.

or a style shop near the roadside

The first branch opened with a large shopping center on the road.

Design a two-storey store on an area of ​​1,700 square meters with more than 3,000 products.

Mr. Kamokari said that Muji Robinson Lifestyle Ratchaphruek is also a pilot branch to open a zone selling products under 500 yen, which was just a new model opened at Mitaka Station in Tokyo in Japan and was successful.

By collecting good quality products priced below 100 baht, 200 baht and 300 baht in a variety of categories, helping Muji reach out to Thai customers.

who want to buy products for daily use

with more and more accessible prices

“The expansion into the Ratchapruek area is a center for high-end to mid-level residences.

a source of high purchasing power consumers

Because it is not crowded, peaceful, good environment and weather

Land prices are not high compared to the middle-inner Bangkok area.

Convenient transportation linking into the city center or out of town

Complete facilities without having to enter the city.”

For the next store expansion plan, the goal is to expand another 10 stores within 2 years, expanding to smaller shopping centers.

reach more groups of consumers in various communities while new business models

It will give Thai consumers the opportunity to have more access to Muji's products, using minimal style products at a tangible price.

Wanich Young