MUJI無印良品XMAS Home 2012 五大聖誕過節情境、超過百項聖誕商品
MUJI無印良品XMAS Home 2012、延伸家的概念溫暖過聖誕
提出五大聖誕過節情境、超過百項聖誕商品Take XMAS Home
【台北訊】寒冬中最期待的溫暖節日XMAS即將到來!MUJI無印良品今年的聖誕提案以「Home」為主概念,針對上班族、好姊妹、單身、情侶以及家庭等各種族群提出上百項送禮及居家布置提案,涵蓋範圍包含WORLD GIFT、文具、美保、傢俱家用、織品、食品、電器等。由於以家為商品開發概念,所以除送禮提案外,也強化佈置及家用提案。今年MUJI無印良品聖誕主視覺以「手繪房屋」為主,顏色上以紅、綠為主,各式房屋造型再加上可愛的聖誕樹讓門市充滿聖誕氛圍。此外還同步推出聖誕限定包裝提袋,再加上消費滿500元免費包裝服務,滿足送禮的包裝需求。除各式商品外,MUJI無印良品更推出6款人氣禮盒組,從溫暖咖啡組、彩繪文具、芬香美保等多樣組合,讓各種贈禮需求都能在門市一次購足,與世界各地同享美好而溫暖的聖誕時光。
而為更了解世界各地消費者的聖誕送禮對象及選擇等需求,日本無印良品針對亞洲國家(台灣、日本、中國、新加坡)、美國、歐洲等地進行線上「無印良品聖誕送禮大調查」,調查顯示日本民眾會為小孩及配偶挑選禮物,台灣民眾贈禮對象則較多元,從父母、朋友、或自我犒賞…等,此外在購買禮物的考量上,實用性、設計感、預算、以及適合受贈者的需求性…等四大要素是不論哪個國家皆重視的原則,而最想收到的禮物類形則以服飾配件、文具、及電器等…最受歡迎,因此今年MUJI無印良品也新推出小電器贈禮的選擇,並持續增加World Gift系列趣味贈禮的多樣性。
根據台灣無印良品的銷售觀察,為呼應台灣民眾過節需求,全系列聖誕商品會在11月中旬陸續推出,一開始便會吸引學生族群前來購買聖誕零食、筆記用品及文具組合等,而進入12月份則以20~30歲的年輕族群及對於生活品質要求、經濟自主力強的30~40歲的女性到店採買佈置商品及禮物,而台灣各地的送禮需求也有不同,由於北部因氣溫關係,所以像羊毛材質保暖配件、耳罩、圍巾、手套都相當受歡迎,中南部則偏好泡澡劑、沐浴糖類…商品,而聖誕限定的World Gift系列則因選擇豐富、設計趣味成為不分南北、皆受歡迎的人氣商品,其中又以上班族最明顯。而家用織品、保暖毯墊及家具…等因有聖誕限定款式及顏色,帶動銷售逐年攀升,也因為相較其他生活雜貨品牌,MUJI無印良品商品類型及選擇性多,所以可以滿足民眾佈置及禮物一次購足需求。
MUJI無印良品的聖誕提案中,針對不同族群提出五大送禮提案,其中『Fill your home with people dear to your heart』是針對上班族喜歡在聖誕節玩交換禮物,所以建議以文具、WORLD GIFT商品系列為主,今年更特別增加小型電器商品選擇,兼具實用及裝飾性,尤其針對近年智慧型手機、ipad風潮推出的再生毛氈平板電腦收納袋、觸控手套等周邊產品,預計將成為最受歡迎的交換禮物選項。而『Happy voices, warm home』則是針對姊妹淘或親密好友,推薦美妝保養、聖誕限定設計商品;例如:Xmas期間限定色微粒貼身靠枕、超音波芬香噴霧器、玻璃燭檯(雪景、夜空、森林)等,另外則持續推出肯亞部落特產肥皂石小盤、吉爾吉斯羊毛氈手機袋…等開發中國家開發援助計畫商品,讓聖誕商品更有意義,以限量、美麗、慈善等姊妹間最夯的話題帶來聚會高潮。
而針對單身或想自我犒賞的消費者,則以『Take your time, feel the warmth』提案為主,希望利用泡澡劑組、羊毛束口熱水壺套組、暖纖毛舒壓拖鞋等具溫暖感的商品,加上聖誕限定黑色壁掛式CD音響所播放出的音樂,強調單身也能享受溫暖悠閒的居家聖誕時光。而沈浸於兩人世界中情侶們,則以『Christmas is a time for the family』為概念提供既保暖又可相互搭配的商品,其中像是法蘭絨系列襯衫男女款可相互襯托、多用途領圍或喀什米爾羊毛大披肩搭配觸控手套則是如同情人溫暖雙手懷抱的甜蜜贈禮。最後,針對今年家的主題,『Happy faces around the table』則以家人團聚最重要的餐桌及親子互動為主,以一系列家人可互動製作的DIY聖誕餅乾屋、DIY聖誕黏土遊戲餅乾為推薦,並強化環保概念商品將去年熱銷的再生紙立體拼圖系列增加到9種款式,滿足親子同樂及成人益智需求,加上白蠟木桌椅、水晶玻璃杯、毛氈雪人造型隔熱墊(紅、綠色)、城市天際線馬克杯等餐桌餐廳相關商品,輕鬆營造出家中濃濃的聖誕氣息。
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