621课程作业 2 English.docx

MUJI Brand Touchpoint Innovation Strategy Proposal
无印良品品牌触点创新战略提案

Brand Touchpoint Innovation Strategy
品牌触点创新战略

1. New marketing activities
1. 新的营销活动

(1) Multi-channel omni-directional touchpoints
（1）多渠道全向接触点

MUJI combines virtual and real experiences in its offline experience shops, launching "immersive shopping experience zones" where consumers can try out products through augmented reality (AR) technology and experience the unique design and functions of MUJI products. We also set up "Lifestyle Labs" in our shops, where we regularly organise workshops on home furnishings and lifestyles to enhance customers' sense of brand identity through interactive teaching.
无印良品线下体验店结合虚拟与现实体验，推出「沉浸式购物体验区」，消费者可透过扩增实境（AR）技术试用产品，体验无印良品产品的独特设计和功能。我们亦在旗下店铺设立「生活创意实验室」，定期举办家居布置及生活品味工作坊，透过互动教学提升顾客的品牌认同感。

(2) Apps and digital experiences
（2）应用程序和数字体验

Developed MUJI's official app to provide virtual try-on, shopping lists, product details, and a loyalty points system to enable users to enjoy a seamless experience while shopping. Combine big data and AI smart technology to integrate AI customer service functions, providing 24-hour online consultation and recommendation services to enhance user experience.
开发无印良品的官方应用程序，提供虚拟试戴、购物清单、产品详情和忠诚度积分系统，使用户能够在购物时享受无缝体验。结合大数据和 AI 智能技术，集成 AI 客服功能，提供 24 小时在线咨询和推荐服务，提升用户体验。

(3) Increase the brand's emotional marketing through MUJI's founding philosophy and brand story. You can tell how MUJI is committed to environmental protection and minimalist design in advertisements or online short films to convey the brand's values.
（3）通过无印良品的创立理念和品牌故事，增加品牌的情感营销。您可以在广告或在线短片中了解无印良品如何致力于环保和极简设计，以传达品牌的价值观。

For example, start a TV programme about MUJI's micro-documentary series. Create a series of micro-documentaries (3-5 minutes per episode), with each episode focusing on a different topic. For example, in the environmental protection concept section, you can talk about how MUJI selects materials and reduces waste, highlighting its sustainable design that is "simple, but not simple". In the Simple Life section, real consumers can be invited to share how MUJI products have changed their daily lives to achieve a simple and comfortable lifestyle. In the global culture section, it is possible to show how MUJI's "minimalist aesthetic" is accepted and interpreted in different countries and cultures.
例如，开始一个关于无印良品微纪录片系列的电视节目。制作一系列微型纪录片（每集 3-5 分钟），每集关注不同的主题。例如，在环保概念部分，可以谈谈无印良品如何选材减少浪费，突出其「简单，但不简单」的永续设计。在「简单生活」部分，可以邀请真实的消费者分享无印良品产品如何改变他们的日常生活，以实现简单舒适的生活方式。在全球文化部分，可以展示无印良品的“极简主义美学”如何在不同的国家和文化中被接受和解释。

MUJI can open up a theme collection on social platforms (e.g. Xiaohongshu, Instagram) to allow consumers to nominate their own "MUJI Life Stories", from which MUJI will screen the best content and make a collection of selected stories, and the selected stories will be filmed as micro-documentaries, which will be combined with the brand's productions to release a limited-time premiere of one episode per month. A limited-time premiere, one episode of the documentary will be released every month, together with the seasonal limited products to increase the audience's sense of anticipation.
无印良品可以在社交平台（例如小红书、Instagram）上开放主题合集，让消费者提名自己的“无印良品生活故事”，无印良品会从中筛选出最好的内容，并制作出精选的故事合集，入选的故事会被拍摄成微纪录片，其中将与品牌旗下作品联合，每月限时首播一集。限时首映，每月发布一集纪录片，连同季节性限量商品，增加观众的期待感。

(4) Introducing personalised service experiences
（4）引入个性化服务体验

Launch a customised product range that allows customers to tailor the colours, sizes or materials to their individual needs, enhancing brand stickiness. For example, for loyal customers or members on major festivals, send customised gifts or personalised thank you cards to enhance customers' sense of belonging. For example, to customise exclusive small gifts for birthdays or anniversaries, customers can receive MUJI customised small gifts, such as wooden pens engraved with their names, stationery gift boxes, and eco-friendly shopping bags; personalised thank-you cards can also be customised, which can be used with a photo of a product that the customer has purchased as a thank-you card's cover, with a handwritten thank-you message from the brand, so as to make the customer feel the special intention; and a customised MUJI Time Box, which offers "Personal Memory Customised Box", which combines products customers have purchased, stories they have shared, and MUJI-selected gifts to create a one-of-a-kind gift box commemorating their time. The campaign aims to deepen the interaction between the brand and users through consumer content creation, while promoting the spread of brand values.
推出定制产品系列，让买家可以根据自己的需求定制颜色、尺寸或材料，从而增强品牌粘性。例如，对于忠实客户或重大节日的会员，发送定制礼品或个性化感谢卡，以增强客户的归属感。例如，为生日或纪念日定制专属小礼品，顾客可以收到无印良品定制的小礼物，例如刻有他们名字的木笔、文具礼盒和环保购物袋; 个人化的感谢卡也可以客制化，可以搭配顾客购买的产品照片作为感恩卡的封面，并附上品牌方的手写感谢信息，让顾客感受到特别的意图;以及定制的无印良品时间盒，可以提供 “Personal Memory Customized Box”，将客户购买的产品、分享的故事和无印良品精选的礼物相结合，打造出独一无二的礼盒，纪念他们的时光。该活动旨在通过消费者内容创建加深品牌与用户之间的互动，同时促进品牌价值的传播。

2. Social Media Engagement Strategies
2. 社交媒体参与策略

(1) Social Media Interactive Content Creation and Distribution
（1）社交媒体互动内容创作及分发

Use online social media platforms (e.g. Instagram, Tik Tok, Xiaohongshu, etc.) to publish brand stories and increase emotional connection with consumers. Launch monthly social media interactive activities, such as the "MUJI Home Design Challenge", inviting consumers to share their creativity and home furnishings using MUJI products, and outstanding works can also obtain membership points, MUJI launched a personalised recommendation system through the e-commerce platform, based on the user's purchasing history and preferences, recommending the appropriate MUJI has launched a personalised recommendation system through its e-commerce platform, recommending appropriate products based on users' purchase history and preferences to boost customer conversion rates.
使用在线社交媒体平台（例如 Instagram、Tik Tok、小红书等）发布品牌故事并增加与消费者的情感联系。每月推出社交媒体互动活动，如「无印良品家居设计挑战赛」，邀请消费者分享使用无印良品产品的创意及家居装饰，而优秀的作品更可获得会员积分，无印良品透过电商平台推出个人化推荐系统，根据用户的购买历史和喜好，推荐合适的无印良品已透过其电子商务平台，根据用户的购买历史和偏好推荐合适的产品，以提高客户转化率。

(2) Social Media Platform Interaction and Customised Content Pushing
（2）社交媒体平台互动和定制内容推送

Tailor personalised marketing content based on users' interactive behaviour, concerns and interests on social platforms. For user groups concerned about the environment, push MUJI's eco-friendly product line, or recommend products that match their lifestyles after understanding their needs through interactive Q&A. For example, use data analysis tools on Instagram to recommend simple home design products related to their past preferences, offering personalised discounts and exclusive offers. It is also possible to switch on interactive live streaming on social platforms. Regular "MUJI Designer Q&A Live Streams" are held on YouTube or Tik Tok to answer consumers' questions about MUJI product design and eco-friendly materials, and to deepen their understanding of and emotional connection to the MUJI brand through real-time interaction with consumers. At the same time, brand representatives, designers or KOLs (Key Opinion Leaders) are invited to engage in direct dialogue with users to enhance the brand's accessibility and credibility.
根据用户在社交平台上的互动行为、关注点和兴趣定制个性化的营销内容。对于关注环境的用户群体，可以推送无印良品的环保产品线，或通过互动问答了解他们的需求后推荐符合他们生活方式的产品。例如，使用 Instagram 上的数据分析工具推荐与他们过去的偏好相关的简单家居设计产品，提供个性化折扣和独家优惠。也可以在社交平台上打开交互式直播。「无印良品设计师问答直播」定期在 YouTube 或 Tik Tok 举行，回答消费者对无印良品产品设计和环保材料的问题，并通过与消费者的实时互动加深他们对无印良品品牌的理解和情感联系。同时，邀请品牌代表、设计师或 KOL（关键意见领袖）与用户进行直接对话，以提高品牌的可访问性和可信度。

3. Co-operation and co-branding projects
3. 合作和品牌合作项目

Collaborate with KOLs and social media ambassadors who match the brand's philosophy and use their influence to expand the brand's social media engagement. Through co-creation of content with KOLs, online live streaming, and release of customised products, we establish a deep connection with their fans and increase the brand's exposure and influence.
与符合品牌理念的 KOL 和社交媒体大使合作，并利用他们的影响力来扩大品牌的社交媒体参与度。通过与 KOL 共创内容、在线直播和发布定制产品，我们与他们的粉丝建立了深厚的联系，提高了品牌的曝光率和影响力。

For example, collaborate with famous lifestyle bloggers to launch the "MUJI Home Design Series", allowing the bloggers to share how they create a minimalist home with MUJI products, and attracting discussions and interactions with target consumer groups. Crossover cooperation and social media activities, co-branding with related brands or designers, launching limited edition products, and joint promotion through social media platforms. With the innovative and topical nature of cross-border co-operation, more consumers are attracted to pay attention and participate in social media interactions. For example, collaborate with famous environmental designers or artists to launch a "limited edition environmental series" and carry out joint promotions through social platforms to motivate environmentally conscious consumers and those who pay attention to the brand's culture and sense of art to participate in sharing and purchasing.
例如，与知名生活博主合作推出「无印良品家居设计系列」，让博主分享如何用无印良品产品打造极简家居，并吸引与目标消费群体的讨论和互动。跨界合作及社交媒体活动、与相关品牌或设计师联合品牌、推出限量版产品，以及透过社交媒体平台进行联合推广。随着跨境合作的创新和话题性，吸引更多消费者关注并参与社交媒体互动。例如，与著名环保设计师或艺术家合作推出「限量版环保系列」，并透过社交平台进行联合推广，以激励具有环保意识的消费者和注重品牌文化和艺术感的消费者参与分享和购买。

4. Social media campaigns and brand community building
4. 社交媒体活动和品牌社区建设

Create a MUJI fan community. Create an exclusive MUJI fan community or group on social media to encourage consumers to share their usage experience, life philosophy, environmental practices, etc. Regularly organise exclusive community activities, such as online questionnaires and interactive discussions, to enhance the long-term relationship between the brand and consumers. For example, create a "MUJI Simple Life Sharing Community" on Facebook or YouTube, and regularly invite members to share their MUJI home and eco-friendly DIY projects, as well as participate in brand feedback and product discussions.
创建一个 MUJI 粉丝社区。在社交媒体上建立专属无印良品粉丝社区或群组，鼓励消费者分享他们的使用心得、生活哲学、环保实践等。定期举办专属社群活动，如线上问卷调查、互动讨论等，以增进品牌与消费者之间的长远关系。例如，在 Facebook 或 YouTube 上创建「无印良品简单生活分享社区」，并定期邀请会员分享他们的无印良品家居和环保 DIY 项目，以及参与品牌反馈和产品讨论。

Regular interactive social media activities can also be held in the fan community, such as the "MUJI Home Design Challenge", in which consumers can share their home design with MUJI products, and the best design is selected and rewarded at the end of the activity. This not only increases user stickiness, but also encourages users to spontaneously share brand content.
粉丝社群亦可定期举办互动社交媒体活动，例如「无印良品家居设计挑战赛」，消费者可以分享他们与无印良品产品的家居设计，选出最佳设计，并在活动结束时获得奖励。这不仅增加了用户粘性，也鼓励了用户自发分享品牌内容。

For example, the "MUJI Eco Lifestyle Contest" invites fans to share their environmental practices in their daily lives and vote for the most creative eco-lifestyle solutions through likes and comments.
例如，“无印良品生态生活方式大赛”邀请粉丝分享他们在日常生活中的环保实践，并通过点赞和评论投票选出最具创意的生态生活方式解决方案。

3. Community outreach programmes
3. 社区外展计划

(1) Establishment of the MUJI Community Linkage Platform
（1）建立无印良品社区联动平台

Establish long-term partnerships with local communities, environmental organisations, cultural institutions and non-profit organisations to jointly promote meaningful social activities. MUJI can strengthen the brand's social image and expand its community presence by organising community events in the community on environmental protection, culture and design.
与当地社区、环保组织、文化机构和非营利组织建立长期合作伙伴关系，共同推动有意义的社会活动。无印良品可以通过在社区举办有关环境保护、文化和设计的社区活动来加强品牌的社会形象并扩大其社区影响力。

For example, co-operating with local environmental groups on green living initiatives, or co-organising home design exhibitions with local artists and designers. Community members can interact with the brand face-to-face through community market displays, workshops and festive celebrations. MUJI member clubs can also be established in the community to encourage community members to participate in brand activities, access exclusive offers and regular event invitations. In this way, brand loyalty is fostered and members are motivated to become brand evangelists.
例如，与当地环保组织合作开展绿色生活倡议，或与当地艺术家和设计师合作举办家居设计展览。社区成员可以通过社区市场展示、研讨会和节日庆祝活动与品牌面对面互动。社区内也可以建立无印良品会员俱乐部，鼓励社区成员参与品牌活动，获得独家优惠和定期活动邀请。通过这种方式，可以培养品牌忠诚度，并激励会员成为品牌传播者。

(2) Green Initiatives and Community Activities
（2）环保倡议和社区活动

Activity 1: Regularly organise environmental and sustainable design workshops in the community, inviting designers, environmental experts and MUJI representatives to share their knowledge on green living, waste utilisation and eco-friendly home design, to enhance the brand's environmental image and strengthen interaction between the brand and consumers. For example, the "MUJI Eco Home DIY Workshop" was held on-site, where community members were invited to make eco-friendly furniture or daily necessities together, and were given instructions on how to use MUJI's eco-friendly products.
活动一：定期在社区举办环保及可持续设计工作坊，邀请设计师、环保专家及无印良品代表分享绿色生活、废物利用及环保家居设计等知识，以提升品牌的环保形象，加强品牌与消费者的互动。例如，在现场举办了「无印良品环保家居DIY工作坊」，邀请社区成员一起制作环保家具或日用品，并指导如何使用无印良品的环保产品。

Activity 2: Supporting public welfare projects, MUJI can demonstrate the brand's sense of social responsibility by supporting community welfare projects. Through regular community activities, consumers can choose to participate in public charity donations, environmental cleaning actions, tree planting activities, etc. organised by MUJI's official website, which not only deepens the brand's identity in the community, but also stimulates consumers' sense of participation.
活动二：支持公益项目，无印良品通过支持社区公益项目，彰显品牌的社会责任感。透过定期的社区活动，消费者可选择参与公益捐款、环境清洁行动、植树活动等。由无印良品官网举办，不仅加深了品牌在社区中的认同感，也激发了消费者的参与感。

For example, MUJI can organise the "MUJI One Tree Project", in which a tree is donated to each participant, and the planting and protection of the tree will be carried out by a partnering environmental organisation. This kind of activity is not only a donation, but also helps to improve the ecological environment through practical actions.
例如，无印良品可以举办“无印良品一树计划”，向每位参与者捐赠一棵树，并由合作的环保组织进行树木的种植和保护工作。这种活动不仅是捐赠，更是通过实际行动为改善生态环境做出贡献。

Consumers will be automatically enrolled in this programme when they purchase a specific range of products. The brand will provide a tree donation certificate and allow consumers to choose their favourite area to plant a tree. The planting of each tree will be shown to consumers on a regular basis via the brand's social media platforms, creating a tracking effect. An interactive map allows consumers to see exactly where their donated trees are located and their ecological impact. On specific festivals or environmental protection days, the brand can show the live activity of tree planting through live streaming, etc., so that consumers can be more closely connected with environmental protection actions
消费者在购买特定范围的商品时将自动加入此计划。该品牌将提供树木捐赠证书，并允许消费者选择他们最喜欢的区域植树。每棵树的种植情况将通过品牌的社交媒体平台定期向消费者展示，从而产生跟踪效果。交互式地图使消费者能够准确查看他们捐赠的树木的位置及其生态影响。在特定的节日或环保日，品牌可以通过直播等方式展示植树活动的直播活动，让消费者与环保行动更紧密地联系在一起

(3) Product Donation and Recycling Programme
（3）产品捐赠及回收计划

Promote brands' sustainability initiatives in the community, where brands can recycle old home products or donate them to families in need or non-profit organisations through partnerships with the community.
在社区推广品牌的可持续发展计划，品牌可以回收旧家居用品，或通过与社区合作将其捐赠给有需要的家庭或非营利组织。

For example, "MUJI Product Recycling Stations" have been set up in community centres, where residents are encouraged to bring their old MUJI products to the recycling station and exchange them for points or discount coupons.
例如，社区中心设立了“无印良品产品回收站”，鼓励居民将无印良品旧件带到回收站，以换取积分或折扣券。

(4) Localised marketing activities and brand integration
（4）本地化营销活动和品牌整合

Launch of localised product lines, with customised or locally-inspired MUJI product lines based on cultural and lifestyle differences in different regions, and exclusive launch events in the community. Limited products related to local culture and festivals can be designed. For example, launch a homeware collection locally in Japan that is in line with traditional Japanese culture, or launch a homeware collection in the Chinese market that incorporates elements of traditional festivals, and premiere it through community events.
推出本地化的产品线，根据不同地区的文化和生活方式差异，提供定制或受当地启发的无印良品产品线，并在社区举办独家发布活动。可以设计与当地文化和节日相关的有限商品。例如，在日本当地推出符合日本传统文化的家居用品系列，或者在中国市场推出融入传统节日元素的家居用品系列，并通过社区活动首次推出。

Indy can participate in and support local festivals or community events to increase brand exposure through sponsorship, participation or co-operation. For example, setting up a branded display at a local arts festival, environmental day or community celebration to showcase the brand's values.
Indy 可以参与和支持当地的节日或社区活动，通过赞助、参与或合作来增加品牌曝光率。例如，在当地艺术节、环境日或社区庆祝活动中设置品牌展示，以展示品牌的价值观。

Brands can also collaborate with and work with local designers, artists and artisans to launch limited edition or exclusive customised MUJI products. For example, MUJI has teamed up with a traditional Chinese weaving artist to co-launch a collection of hand-woven furnishings, such as hand-woven bed linen, pillowcases, and tablecloths. These fabrics are woven using traditional weaving techniques, adding unique Jiangnan silks or Shanxi woolen fabrics, and combining these traditional techniques with modern simplicity. Ensuring that natural dyes and sustainable materials are used in each fabric conveys an eco-friendly concept that appeals to the green-conscious consumer. This not only adds uniqueness to the brand, but also deepens the brand's localised identity through community partnerships.
品牌还可以与当地设计师、艺术家和工匠合作，推出限量版或独家定制无印良品产品。例如，无印良品与一位中国传统编织艺术家合作，共同推出了一系列手工编织的家具，如手织的床单、枕套和桌布。这些面料采用传统编织技术编织而成，加入独特的江南丝绸或山西羊毛面料，并将这些传统技术与现代简约相结合。确保每块面料都使用天然染料和可持续材料，传达出一种环保理念，吸引具有环保意识的消费者。这不仅增加了品牌的独特性，而且通过社区合作伙伴关系加深了品牌的本地化身份。

4. Partnerships with other organisations
4. 与其他组织的合作伙伴关系

(1) Cooperation with environmental organisations to promote sustainable development
（1）与环保组织合作，推动可持续发展

MUJI can establish long-term strategic partnerships with global or local environmental organisations and non-governmental environmental organisations (NGOs). The brand's environmental image will be enhanced through the joint launch of environmental projects and joint green initiatives and activities.
无印良品可以与全球或本地环保组织以及非政府组织（NGO）建立长期战略合作伙伴关系。品牌将透过联合推出环保项目和联合环保倡议和活动，提升品牌的环保形象。

For example, it could partner with Greenpeace, a globally recognised environmental organisation, to launch an eco-friendly product line that promotes the brand's commitment to sustainability.
例如，它可以与全球公认的环保组织 Greenpeace 合作，推出环保产品系列，以促进该品牌对可持续发展的承诺。

(2) Co-organisation of environmental education activities
（2）合办环境教育活动

Jointly organise eco-lectures, green living workshops and eco-home design competitions in key cities in the global market to increase consumer recognition of eco-concepts and enhance interaction between brands and consumers.
在全球市场的主要城市联合举办生态讲座、绿色生活工作坊和生态家居设计比赛，以提高消费者对生态概念的认同，并加强品牌与消费者之间的互动。

For example, it can co-organise with the World Wide Fund for Nature (WWF) the "Eco Home Action" workshop to popularise how to reduce resource wastage through simple homes and green lifestyles.
例如，该中心可与世界自然基金会（WWF）合办「环保家居行动」工作坊，推广如何透过简约家居和绿色生活减少资源浪费。

(3) Co-operation with large enterprises in the field of science, technology and innovation
（3）与科技创新领域的大型企业合作

Indy can co-operate with technology companies and smart home brands to develop intelligent and environmentally friendly home products. For example, launching a smart home series in conjunction with Internet of Things (IoT) technology to enhance consumers' convenience and the brand's sense of technology.
Indy 可以与科技公司和智能家居品牌合作，开发智能环保的家居产品。例如，结合物联网（IoT）技术推出智能家居系列，以增强消费者的便利性和品牌的科技感。

For example, MUJI can collaborate with technology companies such as Xiaomi and Google to launch the MUJI Smart Home series, which enhances customers' home life experience by intelligently controlling furniture throughout the house. It can also create a sustainable technology platform that allows MUJI to collaborate with technology companies or innovation labs to promote the development of smart, sustainable products. By utilising emerging technologies to enhance the environmental friendliness and efficiency of products, we can create home furnishing products that are in line with future lifestyles. For example, have MUJI collaborate with a new energy technology company to develop a line of home appliances that use solar energy to promote green energy use.
例如，无印良品可以与小米和谷歌等科技公司合作推出无印良品智能家居系列，通过智能控制整个房子的家具来提升客户的家居生活体验。它还可以创建一个可持续的技术平台，让无印良品能够与科技公司或创新实验室合作，以促进智能、可持续产品的开发。通过利用新兴技术来提高产品的环保性和效率，我们可以创造出符合未来生活方式的家居产品。例如，让无印良品与一家新能源科技公司合作，开发一系列使用太阳能的家用电器，以促进绿色能源的使用。

Cooperation with e-commerce platforms
与电商平台合作

MUJI mainly cooperates with e-commerce platforms (e.g. Amazon, Tmall, Lazada, etc.) to launch online exclusive product lines, leveraging on the traffic and market coverage of e-commerce platforms to increase brand visibility and expand to new consumer groups.
无印良品主要与电商平台（如亚马逊、天猫、Lazada 等）合作，推出线上专属产品线，利用电商平台的流量和市场覆盖面，提高品牌知名度，拓展新的消费群体。

For example, we have partnered with Amazon to launch the "MUJI Online Exclusive Collection," which offers specific product discounts or limited edition items.
例如，我们与亚马逊合作推出了“无印良品在线独家系列”，提供特定的产品折扣或限量版商品。

(5) Cooperation with food and lifestyle brands
（5）与食品和生活品牌合作

MUJI may collaborate with other lifestyle brands or food brands to launch joint product lines. Through cross-industry co-operation, the brand's cross-border influence can be enhanced to attract a wider range of consumers. For example, MUJI cooperates with Signature Market, a well-known organic food brand, to launch the "MUJI Healthy Life Series", which combines the organic food industry and aims to convey a healthy and green lifestyle.MUJI can also cooperate with hotel brands to provide consumers with cross-industry quality service experiences. For example, MUJI can collaborate with The Lux Collective, a hotel brand involved in sustainable development projects, to set up MUJI living spaces in hotels to create a brand lifestyle experience. MUJI can cooperate with high-end hotels to launch "MUJI Simple Life Rooms", allowing consumers to experience MUJI's home design and simple lifestyle concepts while travelling.
无印良品可能会与其他生活方式品牌或食品品牌合作，推出联合产品线。通过跨行业合作，可以增强品牌的跨境影响力，从而吸引更广泛的消费者。例如，无印良品与知名有机食品品牌 Signature Market 合作推出「无印良品健康生活系列」，结合有机食品行业，旨在传递健康绿色的生活方式。无印良品还可以与酒店品牌合作，为消费者提供跨行业的优质服务体验。例如，无印良品可以与参与可持续发展项目的酒店品牌 The Lux Collective 合作，在酒店设立无印良品生活空间，打造品牌生活方式体验。无印良品可与高级酒店合作推出「无印良品简单生活房」，让消费者在外游时也能体验无印良品的家居设计与简约生活理念。

IV. Implementation plan
四、实施计划

1. Brand touchpoint implementation plan
1. 品牌触点实施计划

(1) Multi-channel touchpoints
（1）多渠道接触点

Implementation measures: Enhance brand engagement through social media, official website, e-commerce platforms, physical shops and other channels to ensure a consistent brand experience.
实施措施：通过社交媒体、官网、电商平台、实体店等渠道提升品牌参与度，确保品牌体验的一致性。

Timeline: Month 1-2 research, Month 3-4 implementation and integration, Month 5-6 evaluation and optimisation.
时间表：第 1-2 个月研究，第 3-4 个月实施和整合，第 5-6 个月评估和优化。

Resources: Cross-sectoral team with a budget of $200,000-300,000
资源：预算为 200,000-300,000 美元的跨部门团队

(2) App and Digital Experience
（2）应用程序和数字体验

Implementation measures: Enhance the app experience and increase interactivity, such as virtual fitting and recommendation system, and launch a personalised membership system.
实施措施：增强应用程序体验并增加互动性，例如虚拟试衣和推荐系统，并推出个性化会员系统。

Timeline: month 1-2 evaluation, month 3-4 development and testing, May go-live, June optimisation.
时间表：第 1-2 个月评估，第 3-4 个月开发和测试，5 月上线，6 月优化。

Resources: developers, designers, data analysts, $300,000-500,000 budget.
资源：开发人员、设计师、数据分析师，300,000-500,000 USD 的预算。

(3) Brand Storytelling and Emotional Marketing
（3）品牌故事讲述和情感营销

Implementation Measures: Utilise the founding concept and brand story to communicate brand values through videos, articles, and online activities.
实施措施：利用创始理念和品牌故事，通过视频、文章和在线活动传达品牌价值。

Timetable: Month 1-2 planning, Month 3-4 production and release, May event promotion, June effect evaluation.
时间表：第 1-2 个月策划，第 3-4 个月制作发布，5 月活动推广，6 月效果评估。

Resources: content creation team, video production, budget $150,000-$250,000
资源：内容创作团队、视频制作、预算 150,000 美元至 250,000 美元

(4) Personalised service experience
（4）个性化的服务体验

Implementation measures: Provide personalised product recommendations, customised services and launch customer loyalty programmes.
实施措施：提供个性化的产品推荐、定制服务并推出客户忠诚度计划。

Timeline: Months 1-2 to analyse data, 3 months to launch service, 4-6 months to adjust and optimise.
时间表：第 1-2 个月分析数据，3 个月推出服务，4-6 个月调整和优化。

Resources: data analysts, CRM team, developers, $100-200k budget.
资源：数据分析师、CRM 团队、开发人员、100-200k 预算。

2.MUJI Social Media Engagement Strategy Implementation Plan
2.无印良品社交媒体参与策略实施计划

(1) Social media interactive content creation and distribution
（1）社交媒体互动内容制作和分发

Implementation measures: Regularly create original content (product introductions, lifestyle guides, brand stories, etc.) and publish them according to platform characteristics (Weibo, Instagram, TikTok, WeChat).
实施措施：定期创作原创内容（产品介绍、生活方式指南、品牌故事等）并根据平台特点（微博、Instagram、TikTok、微信）发布。

Timeline: month 1 curating content, month 2-3 publishing and tweaking, month 4 optimising.
时间表：第 1 个月策划内容，第 2-3 个月发布和调整，第 4 个月优化。

Resources: content creation team, social media manager, $100,000-$150,000 budget.
资源：内容创建团队、社交媒体经理、100,000 美元至 150,000 美元的预算。

(2) Social Media Platform Interaction and Customised Content Pushing
（2）社交媒体平台互动和定制内容推送

Implementation measures: Push custom content based on user behaviour and interests to increase interaction with users.
实施措施：根据用户行为和兴趣推送自定义内容，以增加与用户的互动。

Timeline: Month 1-2 researching user data, March implementing push, April-June deepening services.
时间线：第 1-2 个月调研用户数据，3 月实施推送，4-6 月深化服务。

Resources: data analyst, social media manager, CRM team with a budget of $150-200k.
资源：数据分析师、社交媒体经理、CRM 团队，预算为 150-200 美元。

(3) Co-operation and co-branding projects
（3）合作及合作品牌项目

Implementation measures: Collaborate with other brands and designers to launch co-branded products or campaigns and promote them through social platforms.
实施措施：与其他品牌和设计师合作，推出联合品牌产品或活动，并通过社交平台进行推广。

Timeline: Month 1-2 to identify co-branding, Month 3-4 to design the rollout, May-June to launch the partnership.
时间表：第 1-2 个月确定联合品牌，第 3-4 个月设计推出，5 月至 6 月启动合作伙伴关系。

Resources: brand partnership manager, social media manager, designer, $300,000-400,000 budget.
资源：品牌合作经理、社交媒体经理、设计师、300,000-400,000 美元的预算。

(4) Social Media Activities and Brand Community Building
（4）社交媒体活动和品牌社区建设

Implementation measures: Launch interactive campaigns (online challenges, quizzes, etc.) and build brand communities to enhance user engagement.
实施措施：开展互动活动（在线挑战、测验等）并建立品牌社区以提高用户参与度。

Timeline: month 1-2 design campaign and community, March go-live campaign, April-June strengthen community operations.
时间线：第 1-2 个月设计活动和社区，3 月上线活动，4 月至 6 月加强社区运营。

Resources: community manager, social media manager, event planning team, budget $200,000 - $300,000
资源：社区经理、社交媒体经理、活动策划团队、预算 $200,000 - $300,000

3. MUJI Community Outreach Programme
3. 无印良品社区外展计划

(1) MUJI Community Linkage Platform
（1）无印良品社区联动平台

Implementation Measures: Create an online platform to connect MUJI with the community, encourage sharing of eco-friendly ideas and product usage tips, and provide features such as forums, social interactions, and event announcements.
实施措施：创建一个在线平台，将无印良品与社区联系起来，鼓励分享环保理念和产品使用技巧，并提供论坛、社交互动和活动公告等功能。

Timeline: Month 1-2 research, Month 3-4 development and design, May go-live, June evaluation and optimisation
时间表：第 1-2 个月研究，第 3-4 个月开发和设计，5 月上线，6 月评估和优化

Resources: development team, social media manager, brand manager, budget $200,000 - $300,000
资源：开发团队、社交媒体经理、品牌经理、预算 $200,000 - $300,000

(2) Green Initiatives and Community Activities
（2）环保倡议和社区活动

Activity 1: Regularly organise workshops on environmental protection and sustainable design, inviting experts to share ideas on eco-friendly living and design.
活动一：定期举办环保及可持续设计工作坊，邀请专家分享环保生活及设计理念。

Timeline: Month 1 planning, February confirmation of partner communities, March-June implementation
时间表：第 1 个月规划，2 月确认合作伙伴社区，3 月至 6 月实施

Budget: $100,000-$150,000
预算： $100,000-$150,000

Activity 2: Supporting public service projects and cooperating with environmental and social organisations for donations and volunteer activities.
活动二：支持公益项目，与环保和社会组织合作进行捐赠和志愿者活动。

Timetable: 1st month of co-operation negotiation, February-March launch, April-June follow up
时间表：合作洽谈第一个月，2-3月启动，4-6月跟进

Budget: $150,000 - $200,000
预算： $150,000 - $200,000

(3) Product Donation and Recycling Activities
（3）产品捐赠和回收活动

Implementation measures: Product donation and recycling campaigns to encourage customers to donate products that are no longer used.
实施措施：商品捐赠和回收活动，鼓励买家捐赠不再使用的商品。

Timetable: Month 1 to define format and partners, February-March launch, April-June follow up
时间表：第 1 个月定义格式和合作伙伴，2 月至 3 月发布，4 月至 6 月跟进

Budget: $100,000 - $150,000
预算： $100,000 - $150,000

(4) Localised marketing activities and brand integration
（4）本地化营销活动和品牌整合

Implementation Measures: Tailor marketing campaigns to regional cultures to enhance the brand's local relevance.
实施措施：根据区域文化定制营销活动，以增强品牌的本地相关性。

Timeline: Month 1-2 research, March-April implementation, May-June evaluation
时间表：第 1-2 个月研究，3-4 月实施，5-6 月评估

Budget: $200,000-300,000
预算： $200,000-300,000

4. Cooperation with environmental organisations to promote sustainable development
4. 与环保组织合作，促进可持续发展

Implementation Measures: Collaborate with environmental organisations to promote projects such as green supply chain and environmental certification.
实施措施：与环保组织合作，推动绿色供应链、环保认证等项目。

Timeline: Months 1-2: Negotiating partners and details
时间表：第 1-2 个月：谈判合作伙伴和细节

Months 3-4: Development of a cooperation plan and its implementation
第 3-4 个月：制定合作计划并实施

Months 5-6: Evaluation and Optimisation
第 5-6 个月：评估和优化

Budget: $200,000-300,000
预算： $200,000-300,000

(2) Co-organisation of environmental education activities
（2）合办环境教育活动

Implementation Measures: Jointly organise educational activities such as talks and workshops with environmental organisations.
实施措施：与环保组织合办讲座、工作坊等教育活动。

Timeline: Month 1: Planning and identification of partners
时间表：第 1 个月：规划和确定合作伙伴

Months 2-3: Advocacy and Recruitment
第 2-3 个月：宣传和招募

Months 4-6: Implementation of activities and collection of feedback
第 4-6 个月：实施活动和收集反馈

Budget: $100,000 - $150,000
预算： $100,000 - $150,000

(3) Co-operation with large enterprises in the field of science, technology and innovation
（3）与科技创新领域的大型企业合作

Implementation Measures: Collaborate with technology companies to promote the development of sustainable products, such as smart homes.
实施措施：与科技公司合作，推动智能家居等可持续产品的开发。

Timetable: Month 1-2 initial communication, Month 3-4, signing of agreement and start of R&D, Month 5-6: joint product promotion.
时间表：第 1-2 个月初次沟通，第 3-4 个月，签订协议并开始研发，第 5-6 个月：联合产品推广。

Budget: $300,000-500,000
预算： $300,000-500,000

(3) Cooperation with e-commerce platforms
（3）与电商平台合作

Implementation measures: Co-operate with e-commerce platforms (e.g. Tmall, Jingdong) to open flagship shops and launch online campaigns.
实施措施：与电商平台（如天猫、京东）合作，开设旗舰店和开展线上活动。

Timeline: Month 1 to discuss details of cooperation, Month 2-3 to launch flagship shop and plan activities, Month 4-6 to optimise operations and improve conversion rates.
时间安排：第 1 个月讨论合作细节，第 2-3 个月推出旗舰店并策划活动，第 4-6 个月优化运营和提高转化率。

Budget: $200,000-300,000
预算： $200,000-300,000

(4) Collaboration with Food and Lifestyle Brands
（4）与食品和生活品牌合作

Implementation measures: Collaborate with lifestyle brands to launch co-branded products or co-organise events.
实施措施：与生活方式品牌合作，推出联合品牌商品或共同举办活动。

Timetable: Month 1-2 to negotiate co-operation details, Month 3-4 to design the product or event, Month 5-6 to promote the co-branded product or event.
时间表：第 1-2 个月洽谈合作细节，第 3-4 个月设计产品或活动，第 5-6 个月推广联名产品或活动。

Budget: $200,000-400,000
预算： $200,000-400,000

V. Assessment indicators
五、考核指标

To assess the effectiveness of Indy's innovation strategy and brand touchpoint programme, the following key evaluation indicators (KPIs) are presented:
为了评估 Indy 创新战略和品牌接触点计划的有效性，提出了以下关键评估指标（KPI）：

1. Brand awareness and exposure
1. 品牌知名度和曝光率