As a Japanese company in China, MUJI used to take the advantage of China's fast development and expanded rapidly. But today, MUJI is facing a continued downturn. Therefore, based on the current marketing status of MUJI, this article conducts a comprehensive analysis of MUJI's marketing strategy. It finds that there are problems such as incomplete promotion information, employees' unfamiliarity with product information, overly singular advertising strategies, absence of brand crisis management, and failure of highlighting brand differences. The article proposes solutions to these problems.
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