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Daiso and MUJI, the only two brands to register a more than negligible value share in variety stores in 2020, both saw sales hit by the lockdown over March-May as the stores of both brands are located in shopping centres. Prior to the outbreak of COVID-19, the variety stores channel was expanding thanks to its popularity amongst middle-income consumers who tended to shop in these stores for small household items.
Of the two major players in variety stores, MUJI was hit hardest by the COVID-19 crisis in 2020. This was largely because of the premium positioning of its products in categories such as clothing and household items.
Daiso proved more resilient than MUJI in the face of the challenging market conditions of 2020 as its products sell at lower prices than those of its main rival, while usually all of its prices are fixed at the same level. The brand was, therefore, more capable of appealing to consumers experiencing an increase in budget-consciousness during the COVID-19 crisis.
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Discover the latest market trends and uncover sources of future market growth for the Variety Stores industry in Thailand with research from Euromonitor's team of in-country analysts.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.