Tag: Miniso

Indonesia – Popular Chinese retail brand MINISO has unveiled its largest global flagship store at Central Park Mall in Jakarta, Indonesia. The store, covering approximately 3,000 square meters, features eight product categories and three themed IP zones, blending entertainment with retail.

As a key element of MINISO’s global brand strategy, the Jakarta Central Park flagship store embodies the “Super IP + Super Store” concept, integrating known intellectual properties (IPs) with a contemporary retail environment.

To celebrate the store’s opening, a special perfume event was held at Central Park Mall, featuring the launch of MINISO’s Lucky 7 Perfume series. Indonesian actress and MINISO Perfume Ambassador Prilly Latuconsina attended, interacting with attendees. 

The event also showcased AR installations inspired by IPs such as Barbie, Lotso, Sanrio, and Stitch, offering visitors an additional layer of engagement.

The new flagship store also represents a critical milestone in the brand’s expansion strategy, further solidifying its position in the Indonesian market and setting the stage for future growth.

Since entering the Indonesian market in 2017, MINISO has rapidly expanded, now operating over 300 stores nationwide. This growth reflects the significant opportunities in Indonesia, one of Southeast Asia’s largest economies, with a youthful and dynamic population that resonates with MINISO’s product offerings.

Jack Ye, CEO of MINISO, said, “Since opening our first international store outside Mainland China in 2015, MINISO has consistently pursued its global expansion strategy. We now operate over 6,800 stores across five continents, bringing our innovative and appealing products to customers worldwide.”

He added, “Looking ahead, we will continue to focus on key markets like Indonesia and the United States, enhancing our global presence through our Super Store strategy and strategic IP partnerships. Over the next five years, MINISO aims to open 900 to 1,000 new stores annually, with the goal of becoming a world-leading IP design retail group.”

Meanwhile, Bella Tu, vice president of overseas directly operated markets at MINISO, commented, “With the opening of the Jakarta Central Park flagship store, Miniso takes another solid step towards realizing its vision of becoming the world’s leading IP design retail group. We hope to continue leading the trend of interest-based consumption through our Super Stores, providing consumers worldwide with emotional value and an exceptional shopping experience.”

China – MINISO, a Chinese lifestyle retail brand, has collaborated with the creative agency McCann China to launch a comprehensive integrated marketing campaign titled ‘Reinvigorating China’s Intangible Cultural Heritage’ during the country’s Golden Week national holiday in October. 

Said project is part of the “Chinese Cultural Innovation Global Development Plan,” a collaborative effort between MINISO and China’s official state news agency Xinhua. This represents both parties’ common goal of promoting and advancing Chinese culture, and it is in line with the celebration of the Belt and Road Initiative’s tenth anniversary. 

The campaign included a variety of touchpoints, beginning with a film that highlighted the beauty and current state of China’s Intangible Cultural Heritage. It then went on to actively involve consumers through interactive offline events, allowing them to share in and enjoy the pride and enthusiasm associated with “Continuing to Write China’s Intangible Cultural Heritage.”

MINISO’s Xian flagship store was transformed into a theme store dedicated to intangible cultural heritage as part of the campaign. This fusion of traditional and contemporary elements resonated with customers, propelling the store to fame in Datang’s Sleepless City, a bustling pedestrian street known for its fusion of culture, tourism, and commerce. 

Speaking about the campaign, David Zhang, group planning director of McCann Shanghai, said, “When MINISO reintroduced the three wonderful daily items they really enriched people’s lives. The campaign resonates across hundreds of years of time and space. When people put these small intangible cultural heritage items to use, you can say that our cultural heritage came alive again.” 

Meanwhile, How Chu, executive creative director of McCann China, said, “Our Intangible Cultural Heritage should not be a cultural memory that will gradually fade over time. So we took a very sincere approach to tell the story in a way that made our Intangible Cultural Heritage fresh and vivid, so it could be recognised and used by people again. MINISO was the key driver of this transformation. Our Intangible Cultural Heritage will not disappear if people actually use it.” 

Guangzhou, China – Chinese variety store MINISO has unveiled its new business initiatives this year, by focusing on including more sub-brands to its growing retail platform.

Dubbed the ‘X Strategy’, MINISO aims at diversifying its business and becoming a world-leading new retail platform capable of incubating more sub-brands.

It should be recalled that in December last year, MINISO launched its sub-brand ‘TOPTOY’, a toy store for children and young adults, opening nine stores in five Chinese cities over the last 6 weeks. 

Furthermore, TOPTOY’s launch also paved the way for MINISO’s new strategic product focus this year, centered on the category of ‘Art Toy’.

A branch of TOPTOY inside a MINISO retail chain.

In addition to their new business alignment, MINISO also aims to boost its online presence on top of its proven success in brick-and-mortar channels. This comes also with the announcement of unmanned, self-service stores in China, with products also soon available on all online channels including its own e-commerce, WeChat mini-programs and flagship stores on major e-commerce platforms. Similarly, MINISO will further strengthen its e-commerce channels in key overseas markets.

“COVID-19 is a catalyst that has accelerated our digital transformation and embrace of online channels. We will keep broadening our online sales channels,” said Robin Liu, chief marketing officer at MINISO.

MINISO aims to expand in its domestic market, specifically in tier cities and select rural areas, as well as internationally, in countries with populations of at least 50 million – India, Indonesia, the U.S., Colombia, Mexico, Egypt, and Spain.

Pakistan – Chinese low-cost retailer Miniso has acquired the Pakistan operations of eCommerce site ToSharing from shopping website Cheezmall, said a report by Profit.

The acquisition, which has a valuation between $5M and $7M, was finalized in September.

With the business based in China, ToSharing’s operations are manned outside of Pakistan. Prior to the acquisition, Miniso products are offered on a number of third-party marketplaces in the country, with ToSharing considered as its channel partner with direct online sales redirecting to the site.

With the deal, such marketplaces will be halted. Miniso did share that the sale of its products through the said channel resulted in inconsistent customer experiences, where ToSharing now standing as the exclusive online destination for purchasing Miniso products in Pakistan.

Mainly, the move by Miniso will be an acqui-hiring where as of 21 October 2020, cross-functional teams of ToSharing across marketing, supply chain, customer care, security, and risk will be transferred to Miniso.pk, its upcoming eCommerce store.

The site will be ready to process orders by the 31st of October 2020.

The acquisition is only the first phase of the investment from Miniso, with the retailer looking to complete further investments to build eCommerce fulfillment centers and the entire infrastructure, for a successful eCommerce operation in major cities of Pakistan.