Muji: Digital Ecosystem Review

As a Japanese brand in China, Muji faces the challenge of overcoming potential bias due to Japan’s wartime atrocities in China.  The key to making Muji a welcome part of local consumers’ lives was communicating the brand’s unique philosophy on design, space and living.

mujichinadigitalecosystem

In this report, we analyze Muji’s digital ecosystem in China.  We argue that Muji has successfully designed their digital communication to communicate the brand and its products as an intuitive part of modern Chinese life – providing a clear context for locals to introduce Muji into their day-to-day.  Important to their success was the connection created between Muji’s flagship store experience and the digital behavior of their Chinese consumers – cementing a connection with the brand that goes beyond just store visits.

What you’ll learn:

  • How to communicate a brand story emotionally on digital
  • How showcase traditional events in the context of digital
  • How to introduce new lifestyles and behaviors through digital
  • How to effectively produce and present brand editorial content online
  • How reward and incentivize consumers beyond transaction
  • How to optimally translate in-store experience to digital
  • How to implement and inventory system for consumers to optimize shopper experience

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The North Face: Outdoor Training Campaign

As Chinese consumers exercise more frequently, North Face saw an opportunity to introduce the culture of training outdoors – an important part of their brand heritage. This was introduced to Chinese fitness enthusiasts through a series of strategic initiatives on popular social networks – WeChat, Weibo and e-commerce site Tmall.

northfacechinacampaign

In this report, we explain how North Face created interest in the culture of outdoor training – then used events, KOLs, and consumer-generated content to amplify this into a community of brand advocates. We also show how the American active-wear brand used digital to build their fashion and lifestyle image in China.

What you’ll learn:

  • How to create awareness of a new behavior on digital
  • How amplify campaign themes cumulatively to maximize investment
  • How to leverage KOLs strategically to seed new behavior
  • How to encourage and incentivize consumers to share brand experiences with their online community
  • How integrate traditional engagement events into a digital brand journey
  • How engage local urban professionals’ need for socializing and bonding
  • How create a powerful brand story through e-commerce platforms

Download the report:

Members can download the report here. Not a member? Click here to become one.