Core Insights - The forum celebrating the 20th anniversary of the AMP program at CEIBS featured a keynote speech by Dou Na, Executive Vice President and Chief Product Officer of Miniso, discussing the company's differentiation from Pop Mart and its strategic focus on both practical and emotional value [1] Group 1: Brand Strategy and Market Positioning - Miniso aims to build a "super brand" through five dimensions: super symbols, super categories, super IP, super stores, and super users [5] - The company has over 7,000 physical stores globally, targeting different consumer bases in various regions [5] - Miniso distinguishes its channel and brand strategy through three types of traffic: mental traffic, content traffic, and offline traffic, with mental traffic being the most crucial for creating consumer demand [5][6] Group 2: Product Development and Market Expansion - Dou Na emphasized the importance of continuously launching hit products for sustained growth, rather than relying on a single blockbuster [6] - In Q1 2025, Miniso achieved overseas revenue of 1.59 billion yuan, a 30% year-on-year increase, surpassing the group's guidance [7] - The company employs a mix of direct and agency stores in overseas markets, focusing on key markets based on population and retail expertise [7] Group 3: Supply Chain Management - Miniso's global supply chain strategy emphasizes the importance of controllability and adapting to local market conditions [8] - The company aims to build a comprehensive supply chain system that is not solely reliant on one location, reflecting a globalized approach [8]
名创优品执行副总裁窦娜：与泡泡玛特客群有重叠 正积极探索发展自有IP