Bei Jing Shang Bao·2025-11-29 02:24Core Insights - MINISO is experiencing a global surge in popularity, driven by celebrity endorsements and a shift from mass market appeal to high-value consumer segments [1][2] - The brand's strategy emphasizes "interest consumption," allowing it to resonate with both young consumers and families worldwide [1][4] Brand Breakthrough - MINISO is redefining consumer perceptions by positioning itself as a lifestyle choice for high-net-worth individuals, moving beyond traditional luxury associations [2][4] - The brand's diverse product offerings and IP collaborations have attracted attention from celebrities, indicating a successful transition to a premium market [2][4] Ecosystem Development - MINISO has established a "multi-IP matrix" and a wide range of product categories, creating an ecosystem that enhances emotional connections and social interactions [4][8] - The brand has partnered with over 150 well-known IPs and developed its own IPs, such as the Gifford Bear and DUN Chicken, to appeal to a broad audience [4][8] Channel Upgrade - MINISO's global store network has expanded to over 8,000 locations across 112 countries, positioning itself as a destination for IP-driven consumer experiences [5][7] - The introduction of MINISO LAND stores, which offer immersive shopping experiences, has proven successful, with flagship locations achieving record sales [7] Cultural Expansion - The rise of "interest consumption" reflects a global shift towards emotional and experiential purchasing, moving beyond mere functionality [8][11] - MINISO aims to elevate Chinese IPs on the global stage, aligning with national policies promoting diverse consumer experiences [11]