On December 21, 2019, MUJIINFILL launch conference was held in Sanlitun, Beijing. At the conference, Masaaki Kanai, chairman and executive director of the board of Ryohin Keikaku Co., Ltd, officially announced that MUJI will launch MUJIINFILL (MUJI home decoration) business in China.

MUJIINFILL will provide users with a one-stop service from planning to design and construction, and create a living space with the size just in line with the user's needs, including the basic living scenes from the ground, walls, roofs, to the storage, kitchen, sofa, bed, shower, bathtub, toilet, etc.

By cooperating with Shaohaihui, MUJI provides design, Haier home provides whole house customization services, and Youzhu offers decoration services. All of these provide solutions for customers' home demands.

At this conference, Masaaki Kanai, chairman and executive director of the board of Ryohin Keikaku Co., Ltd, Kenya Hara, designer, and Liu Chi, founding partner of Shaohaihui respectively introduced MUJIINFILL and Shaohaihui.

Mr. Kanai said that the commodity development that MUJI pursues is to make customers feel the rational satisfaction of "this is better".

According to Mr.Hara, there are already 7000 kinds of SKU products in MUJI. From a spoon to a house, they all contain the design philosophy of MUJI. MUJI hopes that through the effective planning of 7000 categories, consumers can start to design their ideal living environment. From the design of products to the design of residential space, MUJI has created HOUSEVISION (exhibition), MUJIHOUSE, MUJIHOTEL and other projects. By integrating the products into such exhibition space, MUJI would like to arouse people's thinking about the living environment.

The original concept of MUJIINFILL came from the exhibition space of HOUSEVISION2018 "Youzhu & Japan design center". Through few design and transformation, more functions and higher space utilization rate can be achieved, so that the residence can reflect high precision and rationality.

Shaohaihui, the partner of MUJIINFILL, was founded on May 4, 2016 by Haier, together with Youzhu.com, Boloni, Krund robot, etc. it is an industrial ecosystem with smart home as the core. By integrating relevant resources in the field of smart home, a complete smart home product chain is created. Up to now, according to the official data of Shaohaihui, there has been 48 enterprises in Shaohaihui ecosystem, with a total financing of RMB4 billion yuan.

At present, there are three major changes in China's consumer market: the generation after 80s and 90s have become the mainstream; the consumer market takes experience as the first; and products with both practical functions and aesthetic design are more in line with user needs, Liu Chi said. Through research, Shaohaihui found that many consumers buy its products based on price and reputation comparison. But MUJI has a group of fans who love MUJI design style and agree with MUJI philosophy, which is more in line with the main changes in the current consumer market. So Shaohaihui began to transform from selling products to providing lifestyle driven by user portrait through its own professional ability.

MUJI + Shaohaihui= flow entrance + service landing

In Japan, MUJI is a lifestyle brand focusing on the living environment of consumers' families, and has launched a series of home decoration services. For example: MUJIINFILL0 (demolish the original decoration, only keep the house frame), MUJIXUR (rent apartment renovation), MUJIRENOVATIONCLUB (house renovation), MUJIHOUSE (build independent house), MUJIINFILL + (add movable parts), MUJISUPPORT (decoration consultation).

In China, the transformation of MUJI from product providers to service providers has officially begun.