As we all know, the island country of Japan will inevitably encounter an energy crisis, so at that time, Masao Muuchi founded "Muji" and introduced the first batch of brand-free products to the market. The packaging of these products is simple, which reduces the cost and uses the slogan "value for money". . Muji is not so much a brand as a philosophy of life. Do not follow the trend, do not emphasize fashion and personality, and do not raise prices. On the contrary, its products embody a concept of environmental protection, develop goods from the perspective of future consumption, and advocate "simplicity and ease of use". . . . Only this kind of Japanese civilian consumption is very different in China (personal view). But their product positioning is still worth promoting.