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Interface News Reporter | Huang Shan

Interface News Editor | Lou Qiqin

MUJIMUJI recently announced a partnership with sports brand Reebok (Reebok), will be8Two models will be launched later this month“MUJI x Reebok Club C 85”Co-branded sneakers.

This is also the first time in the history of MUJI to cooperate with a well-known sports brand. This joint model will be launched in two colors: black and white.“Club C 85”The design is based on the prototype of sneakers, and the shoe body is made of lightweight leather material.

According to the product posters currently released by MUJI, this pair of co-branded shoes will not reflect the Reebok brand trademark and will continue the minimalist route that MUJI has always adhered to.

This pair of shoes is planned to be8It will be sold on MUJI Japan official website and some offline stores at the end of the month, priced at8990Japanese Yen, approximately439.5However,MUJIMUJI China told Jiemian News that this pair of shoes is limited to the Japanese market.“There are no domestic sales plans for the time being.”

Compare ReebokClub C 85Prototype design, the design of the model that MUJI collaborated with this time is almost a one-to-one replica. The Japanese brand simply removed the Reebok logo to further de-label the design of this white sneaker, which is already retro and simple, and extended another black version.

It is worth noting that the co-branded sneakers of MUJI and Reebok use the soles of Reebok.“DMXMicrobubble Technology”, that is, the cup-shaped holes with even distribution and good density on the sole can enhance the resilience of the sole and bring a comfortable wearing experience. MUJI Chinaexpress,“We are still pursuing comfort and simplicity.ReebokThere are points of convergence.”

Overall, the cooperation between MUJI and Reebok has not yet involved in-depth exploration of the professional sports level, and the marketing significance of the cooperation between the two parties seems to be more than product innovation. It must be mentioned that the original ReebokClub C 85The official website price of retro sneakers is180Pounds, over1600RMB, this pair of shoes in collaboration with MUJI can be regarded as the original Reebok“Substitution”.

As the world's most famous Japanese grocery store brand,MUJIThe two largest categories in MUJI's product portfolio are home products and apparel.2023According to the financial report released by MUJI's parent company Ryohin Keikaku,MUJIThe revenue share of home furnishing line is44.7%, clothing accounts for38.3%However, among clothing products, footwear is not the main selling point of MUJI, and clothing products still account for the majority.

but2024Since 2011, MUJI has had a series of new shoe products gaining attention, not just this collaboration with Reebok.

As early as4In January, MUJI launched a new product in many markets around the world, including mainland China and Hong Kong.“Ninja shoes”This shoe is similar to an American outdoor hiking shoe brand.KEENOutdoor sandals but with affordable prices and are seen by some buyers as the latter“Flat replacement”But it must be emphasized that this pair of black and white hollow sandals is not a joint product, but a new product developed internally by MUJI.

From the alternative version“Ninja shoes”To the unprecedented collaboration with a well-known sports shoe brand,MUJIMUJI seems to want to explore further in footwear and get involved in the global outdoor sports market, although the intensity of this attempt does not seem to be very large at present.MUJIFor brands, it is also a logical behavior to find incremental space by strengthening and expanding weak categories.

In recent years, MUJI has been driving sales growth by opening new stores.2024Year5moon31Japanese9In the month, the operating income of Ryohin Keikaku Co., Ltd. achieved a year-on-year growth13.7%, achieving year-on-year growth in operating profit87.3%, a significant improvement over the same period last year. At the end of the reporting period, Muji planned to increase net new87Stores to1275Home, including47The company opened stores in Mainland China, Hong Kong, Macau and Malaysia.

The Chinese market is already MUJI's largest overseas market, and the number of its stores is also the largest outside of Japan.3We will continue to bet on opening stores in the Chinese market.2026Year8At the end of the month, In Japan and mainland China, new70stores in China and maintain the growth rate of existing stores (including e-commerce) in China5%。

Guaranteeing same-store sales meansMUJIMUJI needs to make efforts and reform in marketing, store design, product mix and other aspects to improve store efficiency.MUJIMUJI has made many attempts in the combination of products, ranging from home improvement services, apartments, convenience stores, laundries, to restaurants and dessert shops. However, the effects of these attempts seem to be limited, and some projects have come to an abrupt end due to limited returns.

Back to MUJI's attempts in the footwear field, although outdoor sports products are currently very popular in China, Europe and the United States, people's pursuit of cost-effectiveness and professionalism in sports shoes and clothing is stronger than ever before.MUJIThe collaboration with Reebok does not seem to be aimed at meeting the needs of this market, but rather remains at the marketing level of joint cooperation.

Currently, this joint series is only available in the Japanese market, and its response remains to be tested by the market after it is launched. However, using the joint strategy to create a hit product to seek growth seems to be a rather outdated move. If the relevant products have the opportunity to enter the Chinese market, how to bring a fresh experience to Chinese consumers who are already accustomed to the joint marketing strategy is another challenge.