Author(s)

Wang Mengjie

Corresponding Author

Wang Mengjie

ABSTRACT

Fashion retailers such as Uniqlo and Zara and grocery brands such as Muji have become increasingly popular in recent years. In addition to the superior location factor, they all use the SPA model for sales. Taking Muji as an example, this report studies the positive and negative effects of adopting SPA model and puts forward suggestions for future development of Muji. This report collects primary data through questionnaires and uses secondary data to accomplish research objectives. The conclusion of this project is that the SPA model support Muji to achieve good relationships with consumers, but there are still problems that are not in line with the national conditions on the road of Muji to enter China. Therefore, this report puts forward some suggestions on how to localize SPA model in order that Muji can capture market demand and then attract potential consumers.

KEYWORDS

SPA Model, Muji, Supply Chain, Service, Customers