Miniso revealed plans to become the world’s largest IP design group. The company’s founder, Jack Ye, said the company plans to achieve world dominance through product innovation, store expansion and brand building. Miniso currently has more than 7,000 stores in more than 111 countries around the world.
This plan of Miniso was announced at the company’s 2024 global brand strategy upgrade results conference held in Shanghai. Ye said that “interest-driven consumption” is the key to the growth of Miniso. Miniso plans to address consumers’ emotional needs and desire for self-expression, which the company says is the future of global consumption. Miniso currently addresses this need through its global IP series of stores, using licensed products as part of its product, marketing and specialty pop-up stores.
Miniso cooperates with more than 150 IPs such as Harry Potter, Disney, Sanrio, Barbie, and Snoopy. Sales of these licensed products have exceeded $10 billion, setting new sales records. Miniso has launched more than 10,000 new authorized products and has sold more than 800 million authorized products.
The company’s licensed products include blind boxes, plush toys, fragrances, travel accessories and pet lines. Miniso has added two new shopping experiences: Shanghai IP Collection Store Miniso Paradise and Miniso Friends. Miniso is aimed at Generation Z, focusing on plush toys, blind boxes, pets, etc. It occupies a small area of between 600-800 square meters. “As the highest-level retail format of MINISO, the global flagship store of MINISO not only embodies the brand vision, but also marks a milestone in the upgrade of MINISO’s global channels.” Jeff Kou, Vice President and Chief Growth Officer of MINISO express.
At the same time, the company has also invested in the Marriage and Childbirth Incentive Program, which aims to improve care for women and newborns, and the Miniso Pet Protection Foundation, which was established in December last year in partnership with the Beijing Animal Welfare Foundation. Miniso hopes that these initiatives and cooperation with global partners will spread its “happy concept” to the world.
