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Change Characteristics and Factors of Transnational Consumer Goods in China: Taking Muji as an Example

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DOI: 10.38007/Proceedings.0001629


Hongmei Yang

Corresponding Author

Hongmei Yang


Taking Muji, a transnational consumer brand, as an example, this paper interprets its changing characteristics and factors through standard deviation ellipse, correlation analysis and network text analysis based on the growth data of its number of stores in domestic cities from 2005 to 2017. It is found that the overall pattern in China is formed with the law of "agglomeration in eastern area- decentralization in western area- incremental decrease from east to west". The allocation of shops is characterized with the trend of periodical change from the direction of “Northeast to Southwest” .The shops are evenly distributed. In addition, its change characteristics are mainly related to economy, population distribution, degree of opening to the outside world, brand culture and other factors.


Muji, GIS, Change Characteristics, Related Factors