Core Insights - MINISO has opened two innovative store formats, MINISO LAND, in Wuhan, enhancing both brand recognition and contributing to the local "first store economy" [1][2] - The new stores feature immersive experiences with popular global IPs, transforming products into interactive content to unlock IP value [1][2] Store Details - The MINISO LAND store on Chu River Han Street spans nearly 2,300 square meters, themed as a "castle paradise," while the Jianghan Road store covers 1,400 square meters, themed as a "wonderland" [1] - Both stores showcase a variety of popular IPs, including Pokémon, Disney, and Harry Potter, creating a sensory and interactive shopping environment [1] IP Strategy - The new stores continue MINISO's dual strategy of leveraging top-tier licensed IPs alongside exclusive proprietary IPs, enhancing the company's capabilities in IP incubation and content operation [2] - The company aims to transition from channel retail to a content ecosystem, using global IPs for traffic leverage and proprietary IPs to build brand protection [2] Expansion and Performance - The "park series" of innovative store formats includes MINISO SPACE, MINISO LAND, and MINISO FRIENDS, with the first MINISO SPACE launched in Nanjing and achieving over 100 million yuan in sales within nine months [2] - The opening of the two stores in Wuhan enriches the national network of MINISO LAND and provides more examples for the "IP big store + IP ecosystem" strategy [2]
持续发力“首发经济” 名创优品MINISO LAND武汉双首店同启