European Debut: MINISO Unveils Its Innovative 'MINISO LAND' - A Pioneering IP-scenerio Retail Concept

Company Overview - MINISO is a global value retailer offering trendy lifestyle products featuring IP design, with a focus on aesthetically pleasing design, quality, and affordability [10] - The company operates a large network of MINISO stores worldwide, promoting a relaxing, treasure-hunting, and engaging shopping experience [10] - Since its first store opened in China in 2013, MINISO has grown into a globally recognized retail brand with a massive store network [10] Store Expansion and Strategy - MINISO has opened a new flagship store in Madrid's Gran Via, bringing its MINISO LAND store format to Spain for the first time [9] - The company aims to become the world's leading IP design retail group, with MINISO LAND being a key part of this strategy [3] - As of September 2024, MINISO has approximately 7,200 stores globally, including 260 in Europe [9] - The company plans to continue expanding its memorable in-store experiences and joyful products to more iconic locations worldwide [9] MINISO LAND Store Format - MINISO LAND is a scenario-based IP co-branded collection store that brings popular IPs to life in exciting new ways [7] - The store features individual IP zones across two floors, offering more than 6,000 different products, with roughly 70% being IP collaboration products [7] - The Madrid flagship store includes unique attractions such as a blind box zone, cosmetic and fragrance areas, a large claw machine experience area, and social media-friendly photo spots [8] IP Collaborations and Product Offerings - IP collaborations are a key strategic category for MINISO, with popular collaborations including Harry Potter, Sanrio, Snoopy, and Disney [7][9] - The company's product range includes blind boxes, plushies, fragrances, cosmetics, and stationery, among others [1] - MINISO's Joy Philosophy and 'life is for fun' attitude are central to its in-store experience, emphasizing interest-driven consumption and experience-driven retail [9] Marketing and Brand Presence - MINISO's Penpen mascots toured Madrid's famous landmarks to promote the new flagship store's grand opening [2] - The company's marketing efforts are designed to create a buzz and make shopping an event to be enjoyed and shared [3] - MINISO's stores are strategically located in high-traffic commercial areas, such as Madrid's Gran Via, to maximize visibility and customer engagement [8][9]