MUJI Thailand begins a new chapter of 2021 with an aim to make their products to be more affordable and accessible to Thai consumers by announcing a price reduction for 217 products in garment and household categories to ease Thai shoppers amidst COVID-19 situation that refrains them from going aboard.
121 items from those revised price items will be sold through MUJI’s online under Central Online. The price revision will support Thai fans to get over Japan missing.
Although MUJI has already revised the prices for 1,033 items in the past two years, MUJI will continue to strive for an improvement in its production process and distribution channels to enable MUJI to provide further price reduction for Thai consumers.
Akihiro Kamogari, managing director of MUJI RETAIL (Thailand), said that one of the main goals for MUJI was to make their products more accessible through pricing strategy and product distribution.
For pricing strategy, MUJI has been progressively revising the price of product sold in Thailand since 2019 in Garment and Household category along with at-point-of-sales communication for consumers shopping at branches.
Moreover, MUJI has been continuously revising the prices 769 products such as basic T-shirts, trousers, innerwear, socks, stationery, health care etc in 2020.
This year, MUJI is opening its new chapter by continuing to revise product prices in Thailand for 217 items including products in garment and household categories for 38 and 179 items respectively to make the products easier and more accessible to Thai consumers.
MUJI is trying to ease Thai consumers who miss purchasing stuffs abroad, especially from Japan, in response to the COVID-19 situation that has been restricting people from travelling abroad. The products with revised prices in garment category include basic clothes, shirts, t-shirts, jeans, and chino pants.
For household category, the products include duvets, pillows, bed linens, storage cases and furniture such as beds, couches, and tables & chairs etc.
MUJI has been revising its retail prices in the past two years. In 2019, MUJI has revised the prices for products in Garment and Household category for more than264 items.
Last year, MUJI has revised the product prices in Thailand for 769 items which carved into the products in garment category 127 items, household category 642 items.
This year, MUJI begins its 2021 with a price revision for 217 products in garment and household categories which will start on 19 February 2021 onward. And also, MUJI is planning to revise price of more items than this in this year.
“We found that customers that like products from Japan miss traveling and shopping abroad, but the COVID-19 epidemic has become an obstacle of journeys abroad. It could be noticed that many consumers have been reposting the pictures from their latest trip abroad prior to the COVID-19 pandemic on their social media. MUJI not only wants to be a part of helping these group of consumers fulfill their needs, but also making the products in all categories more accessible and affordable for MUJI fans and all consumers, which we will continue to do so for the benefit of the consumers,” said Akihiro.
MUJI aimed to be an accessible brand for everyday use in Thailand by providing high-quality and useful product at a more affordable price for customers.
To provide its products at a lower price, MUJI is making an effort to review its operation from production to distribution to eliminate unnecessary processes while increase efficiency.
MUJI will then pass on the benefit from this adjustment to its customers through the reduction in price. As a result, Thai customers will be able to access MUJI’s high-quality products at the affordable and reasonable prices.
