China’s food delivery app Meituan has launched delivery services with the Japanese fashion and home products company MUJI. Customers can now receive their purchases at their doorsteps in a matter of hours.
More than 300,000 internet customers have already tried out MUJI’s new quick delivery service since the initiative’s introduction on 1 June. More than 200 MUJI stores in China, or around 80 per cent of all stores nationally, have started offering delivery services on Meituan as of 13 June. Their publication coincides perfectly with the impending 618 retail extravaganza.
One key factor in the success of MUJI’s delivery service is that it upholds the “same pricing and quality both offline and online” that customers value. MUJI developed incentives to draw online customers since it was well aware that consumers, particularly Gen Z, wanted the fastest deliveries but would probably baulk at the sight of a big shipping price. There are also product bundles to sweeten the sale, as well as savings in delivery fees and discounts of up to USD10.43.
According to MUJI’s parent company’s financial report for the first half of 2022, sales in mainland China started to fall around February. In actuality, weak apparel sales caused a 6.6 per cent year-over-year decline in same-store sales. The epidemic prompted a dramatic decline in both physical and online sales performance, which dealt MUJI more damage. Meituan allows MUJI to maintain its business in China while offline retailers gradually come out of their slumber by making its products available for purchase there.
