Core Insights - The event held by Miniso featuring the "Gifford Family" in Guangzhou aimed to create an immersive healing experience targeting the emotional needs of young people [1][2] - The emotional resonance generated by the event led to significant social media engagement, highlighting the importance of emotional value as a core driver of consumption [2] - Miniso's dual-engine strategy of "collaboration + originality" has resulted in the successful launch of various IPs, with the "Gifford Family" achieving notable sales figures [3][4] Group 1 - The "Gifford Family" event transformed the venue into a mental refuge through interactive installations and plush toys, catering to the emotional needs of young consumers [1] - Social media topics related to the event, such as MinisoHugTeam, gained traction, with users sharing personal stories of emotional support from the plush toys [2] - The "Gifford Family" generated over 63 million yuan in sales in Q1 2025, with the Gifford Bear leading the plush category at 48 million yuan [3] Group 2 - Miniso's design centers in China, South Korea, Japan, and the United States support the complete incubation cycle of original IPs, from creative development to product launch [4] - The "Gifford Family" uses skin-friendly materials to create emotional connections, with physical stores serving as channels for storytelling and emotional engagement [4] - Miniso is entering a phase focused on deepening emotional value in its IP operations, aiming to create a warm narrative that resonates globally [4]
四大设计中心+线下场景：名创优品构建IP孵化生态闭环