MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

Core Insights - MINISO has been awarded the "Best New Store Concept" at the MAPIC Awards 2025 for its innovative MINISO LAND store concept, which emphasizes experiential retail and IP-driven content [1][2][5] Group 1: Award Recognition - The MAPIC Awards are recognized as a leading accolade in the global commercial real estate sector, celebrating creativity and commercial impact in retail innovation [2][6] - The jury highlighted MINISO LAND's high return rate and strong consumer appeal, positioning it as a destination brand that enhances foot traffic for property owners [6][9] Group 2: Store Concept and Performance - MINISO LAND features over 70 iconic IP zones, with 70-80% of products being IP collaborations, creating immersive shopping experiences [4][5] - Since its opening, the Shanghai MINISO LAND has generated over 100 million yuan (approximately US$14 million) in sales within nine months, with IP products contributing 79.6% of revenue and a repeat purchase rate of 35%-40% [5][6] Group 3: Global Expansion Strategy - Following the success of MINISO LAND, the company is accelerating its global deployment, aiming to create immersive environments that extend beyond traditional shopping [7][9] - MINISO has established flagship stores in key European cities, including Paris, London, Madrid, and Amsterdam, with a total of 319 stores opened in Europe by June 2025 [8][9]