“信仰、信念、信心” 领航！MINISO价值观故事大赛凝聚文化力量，助力中国IP出海

Core Insights - MINISO successfully held its first global MINI TALK value story sharing conference in Guangzhou, focusing on the theme of "Faith, Belief, Confidence" [1][3] - The event showcased MINISO's commitment to corporate culture and its strong internal cohesion, reflecting the proactive exploration of Chinese brands in the globalization process [1][3] Group 1: Corporate Vision and Cultural Significance - The CEO of MINISO, Ye Guofu, emphasized the layered logic of "Faith, Belief, Confidence" and their deep impact on driving corporate development, stating these elements are the foundation of MINISO's growth [3] - Ye also aligned MINISO's vision with the national cultural strategy, aiming to become a leading global IP operation platform and promote Chinese IP in the global market [3][5] - The corporate culture is viewed as a shared belief among MINISO employees, which is crucial for uniting global efforts and supporting long-term development [3] Group 2: Leadership Insights and Brand Mission - Executives shared personal stories and insights to clarify the meanings of "Faith, Belief, Confidence," providing motivation for employees [5] - The brand mission has evolved to "Born for Happiness," focusing on the well-being of employees, consumers, and partners, while promoting Chinese IP globally [5][10] - The confidence of MINISO's team is rooted in its business model, globalization strategy, and core competitiveness, with a commitment to creating a warm and engaging global brand [10] Group 3: Globalization and Market Recognition - MINISO's belief in its globalization strategy is reflected in its expansion into over 100 countries, overcoming cultural differences and market barriers [7][8] - The company has received widespread market recognition, demonstrating the strength of its commitment to its direction and the courage to innovate [8] Group 4: Cultural Export and Future Aspirations - The MINI TALK competition attracted nearly 100 participants globally, with 14 finalists sharing authentic stories that embody the values of "Faith, Belief, Confidence" [12][13] - MINISO's mission of "Born for Happiness" continues to guide its product offerings, aiming to transition from "product export" to "cultural export" [19] - The company aspires to invigorate Chinese culture through its IP-centric approach, moving towards its vision of becoming a leading global IP operation platform [19]