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The 6th China International Import Expo has added a new friend - Muji. This well-known Japanese enterprise, which has gained widespread recognition in China, will participate in the CIIE for the first time this year.
Why did Muji choose to participate in the CIIE this year, despite having rarely participated in exhibitions worldwide before? Chinese General Manager Kiyoshi Shimizu has explained the reason and hopes to convey two visions through the "debut of CIIE": one is to promote Chinese design to the global market, and the other is to demonstrate to the outside world the unwavering determination to take root in the Chinese market.
Showcasing "Chinese Design" to the World
In fact, before officially deciding to participate in this year's exhibition, MUJI continued to pay attention to previous CIIE and also sent multiple teams to the exhibition site. In Qingshui Zhi's view, the CIIE is a globally leading international "big stage" that allows enterprises to learn and understand the most cutting-edge technology, popular design trends, and cutting-edge brand concepts while increasing industry exchange opportunities.
The platform dissemination of the CIIE is evident to all. In the past five years, there have been numerous examples of exhibits turning into commodities and then becoming "explosive products". "Exhibition of new products" and "showcasing debut" have been the "necessary actions" for many consumer goods enterprises to appear at the CIIE.
After deciding to participate in the exhibition, Qingshui Zhi often pondered the question: what kind of new products should MUJI showcase and what kind of debut should it showcase?
"Our stores were originally concentrated in first tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, but now they have sunk to prefecture level cities such as Jiaxing. There is still a vast market in China that needs to be explored, and we will reach the market at a rate of 50 to 100 stores per year in the future." Qingshui Zhi has no doubt about the vitality and vitality of the Chinese market, and the constantly expanding new stores and businesses are the best proof.
In the past, the design of products for sale in China needed to be completed in Japan, but after 2019, MUJI's Chinese design team has gained more autonomy. The home textile cool sensation series designed in China is a best-selling product in MUJI stores worldwide. Not long ago, the headquarters of MUJI also organized 20 product managers from around the world to order products in China. "I believe the Chinese team will soon make breakthroughs in design and work with the Japanese headquarters to export their developed products to the outside world."
The seemingly subtle changes not only reflect changes in the division of labor in the supply chain, but also allow people to glimpse the trends of global market changes. In the eyes of Shimizu Zhi, "Chinese design made in China" is just the first step, and "Chinese design sold globally" will soon become a reality. In his view, the CIIE can become a "booster" for this ideal to become a reality. At this year's MUJI Import Expo booth, Qingshui Zhi hopes to showcase more vibrant "Chinese design" to domestic and foreign exhibitors.
Expressing determination to take root in China to the outside world
In addition to realizing the vision of "selling Chinese designs globally", MUJI also hopes to use the platform of Jinbo to promote a concept - the close connection between MUJI and the Chinese market.
On the conference table of MUJI's headquarters in China, there are two rows of inconspicuous but slightly unique pure water. Its uniqueness lies in that it comes from Shibadong Village in Hunan Province, which is the pioneer of "precision poverty alleviation".
Qingshui Zhi told reporters that the drinking water previously sold by Muji in China was imported from Japan and favored by consumers due to its soft water quality. During a communication with the local government, MUJIA learned that the water source quality in Shibadong Village is excellent. After on-site investigation, it was decided to cooperate with the local water plant, donate relevant equipment, provide technical support, and sell "Shibadong Village Pure Water" in MUJIA stores.
Don't underestimate this bottle of pure water. Muji has deeply participated in the poverty alleviation project in Shibadong Village by searching for water sources, assisting water plants, and promoting employment. "We are willing to participate in the Chinese government's poverty alleviation efforts, which demonstrates the determination of Muji to take root in the Chinese market." Qingshui Zhi hopes to present not only exhibits, but also the "social responsibility" of a foreign-funded enterprise in China at this year's "CIIE debut".
"Any opportunity to deeply cultivate China cannot be missed, which is also the reason why we firmly join the 'Jinbo family'," said Qingshui Zhi.
