Core Insights - Miniso is redefining consumer perceptions by positioning itself as a destination for "interest consumption," leveraging its IP products and a diversified strategy to attract both high-net-worth individuals and the general public [1][2] Group 1: Business Strategy - Miniso has developed a "multi-IP matrix + multi-category products + immersive experience" ecosystem, transitioning from an "IP collaboration leader" to a "global leading IP operation platform" [1] - The company offers a product matrix covering dozens of categories, including beauty, home goods, stationery, and trendy toys, focusing on high cost-performance and integrating IP design with practical functionality [1] Group 2: Market Expansion - Miniso has established a global presence, operating in 112 countries and regions with over 8,000 stores, including flagship locations in major global shopping districts [2] - The company aims to evolve from merely opening stores worldwide to establishing a strong presence in landmark locations, enhancing its brand visibility [2] Group 3: Cultural Impact - The CEO of Miniso, Ye Guofu, believes that "interest consumption" will become mainstream, emphasizing that products should provide emotional value and joy in addition to practical use [2] - Miniso is positioning itself as a cultural symbol in the globalization of Chinese brands, aiming to cultivate original Chinese IPs with global influence [2]
名创优品“兴趣消费”正成为重塑市场格局的新力量