MINISO comprehensively upgrades its brand strategy and takes a strong step towards the global market


In recent years, under the important influence of economic globalization and the “Belt and Road Initiative”, enterprises deeply cultivated in China have continued to go abroad and have achieved satisfactory results in overseas markets. As a Chinese brand that pays special attention to long-term development, MINISO has gained many fans at home and abroad since it opened its first store in China in 2013. As of December 31, 2022, MINISO has entered the world There are more than 5,400 stores in 105 countries and regions on five continents, and they are making great strides all the way to provide consumers around the world with good things for life.

It is understood that MINISO held the “China MINISO Lighting the World” global brand strategy upgrade conference in Guangzhou on February 24. Ye Guofu, chairman and CEO of MINISO Group, said, ” The upgrade of the global brand strategy marks that MINISO will deeply participate in the competition in the global retail market in the future, and is steadily moving towards the vision of becoming a technology-based new consumer enterprise.”

Since launching the globalization strategy in 2015, MINISO has developed a global development model of “efficient and flexible supply chain + innovative partner model + localized characteristic operation”. Under this model, MINISO maintains a high-speed and high-quality global expansion. Many stores are located in world-renowned business districts, such as Manhattan, the world’s economic center, Westfield shopping center in London’s top business district, and Spain’s World Heritage City. Zaragoza, Milan, Italy’s fashion and art center, etc., plush dolls, aromatherapy fragrances and other explosive products are also favored by overseas consumers.

In order to strengthen product innovation, the “Global Product Innovation Center” under MINISO has been newly upgraded. In the future, four design centers will be built in China, the United States, Japan and South Korea to provide more professional design output to different markets. At the same time, MINISO Relying on the global leading advantages of China’s supply chain, MINISO has integrated more than 1,100 high-quality supply chain companies, and for the first time included the world’s top fashion and consumption trend insight organizations such as WGSN and Pantone, making MINISO a global leader. The product development under it is more forward-looking, and it is more powerful to create a good-selling life product featuring IP design that sells around the world.

In the situation where both domestic and foreign markets are blooming, MINISO will continue to move forward to show the charm of Chinese enterprises to the world. Facing a new round of market competition, MINISO will continue to firmly grasp the global development strategy, rely on strong supply chain integration capabilities to meet new consumer needs, and brighten up a better life around the world with more high-quality products.


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