MNSO(MNSO) Prnewswire·2025-02-07 11:08Core Insights - MINISO's growth in the U.S. is driven by successful localized operations and brand enhancements, achieving a 250% membership growth in 2024, totaling around 2 million members [1][2] - Member spending has nearly quadrupled compared to the previous year, indicating the effectiveness of the membership program [2] - Localized strategies have significantly boosted blind box sales, contributing approximately one-quarter of 2024 performance [3] Membership and Spending - Membership growth in 2024 was accompanied by a significant increase in member spending, which grew at a faster pace than membership [2] - The proportion of overall sales driven by member purchases has notably increased, showcasing the success of the membership initiative [2] Localization Strategies - MINISO's localization strategy includes tailoring product offerings to local consumer preferences and collaborating with popular local IPs like Harry Potter and One Piece [5] - The company has diversified its store formats in the U.S. by opening IP-themed pop-up stores and expanding into dynamic business districts [6] - Since 2019, MINISO's product unit price and average transaction value have nearly doubled, reflecting growing consumer recognition [7] Global Expansion - In 2024, MINISO added 449 new stores globally in the first three quarters, with the U.S. leading in growth, reaching its 200th store [8] - MINISO's global footprint has expanded to 112 countries and regions, with global membership surpassing 100 million [9]