What can China Local Brand learn from MUJI Brand?

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Declaration

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

Since reform and opening, China has made a significantly development shows both on the total increase and technical level in manufacturing, in which benefited from the capital of the world who chasing cheap labor since the era of globalization. The main global economic activity for the realization of 'profit maximization' has to transfer their factories to China so as to reduce the costs among production. In addition, there are also some other factors for the foreign companies selecting China that may bring more conveniences as well that make. For instance, China has a relatively stable political environment, well facilities, what's more, China itself has own a huge potential consumer market and so on.

The design of the research involves the use of secondary method of research which is broad in nature of coverage thus, ensuring that all sections of the research are covered comprehensibly. The study utilizes the qualitative research method which suggests the conducting of interview research with the chosen sample size. The conclusion at the end of the study provides a proper ending to the study.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Problem Statement2

Research Objectives2

Research Question3

Layout of the study3

Chapter I: Introduction3

Chapter II: Review of Literature3

Chapter III: Methodology4

Chapter IV: Critical Analysis and Discussion4

Chapter V: Conclusion4

CHAPTER 2: LITERATURE REVIEW5

Manufacturing Industry in China5

Shopping Habits and Customer Lifestyles7

Cleverness Lost Great Wisdom: Messy Labeling Products9

Store Image9

AmazingMUJI: See How It Works11

MUJI: A No-brand Brand11

Enjoy MUJI Life13

Philosophy of MUJI: ZEN14

MUJI in China15

Packaging Designof MUJI: Less is enough16

Packaging Types from the market that we common see in China18

Product Quality of MUJI20

Added Value: Know More about Your Consumers21

Communication between brand and audience: Loyal Consumers and Regular Purchase24

MUJI Design: From All over the World26

More Business Opportunities: Exploring Possibilities from Your Consumers29

CHAPTER 3: METHODOLOGY32

Research Design32

Research Instrument32

Data Collection Method32

Setting and Participants32

CHAPTER 4: ANALYSIS AND DISCUSSION34

Interview Analysis34

Opinion regarding the local brands of China34

Chinese brands follow MUJI35

Store Image and Packaging as learnt from MUJI35

Discussion36

CHAPTER 5: CONCLUSION39

REFERENCES40

APPENDIX48



CHAPTER 1: INTRODUCTION

This chapter will provide the background, objectives and the layout of the entire dissertation. It will focus upon the aims, objectives and the research questions that will be studied in the research.

Background

Since reform and opening, China has made a significantly development shows both on the total increase and technical level in manufacturing, in which benefited from the capital of the world who chasing cheap labor since the era of globalization. The main global economic activity for the realization of 'profit maximization' has to transfer their factories to China so as to reduce the costs among production. In addition, there are also some other ...