Jing Ji Wang·2025-12-01 03:34Core Insights - MINISO is experiencing a global trend driven by celebrities and affluent families, marking a strategic shift from a mass market to a high-potential consumer base, focusing on "interest consumption" as a core value [1][2][8] - The brand's transformation reflects a successful globalization effort, establishing cultural resonance in the global consumer market [1][8] Brand Strategy - MINISO is breaking traditional consumer perceptions by positioning itself as a brand for "interest consumption," leveraging a differentiated strategy that balances IP products with a diverse range of categories [2][4] - The company has developed a "multi-IP matrix + multi-category quality products + immersive experience" ecosystem, collaborating with over 150 well-known IPs and creating proprietary IPs like Jifute Bear and DUN Chicken [4][9] Channel Development - MINISO has expanded its global footprint, operating in 112 countries with over 8,000 stores, including flagship locations in high-profile areas like Times Square in New York and Champs-Élysées in Paris [5][7] - The introduction of MINISO LAND stores, which provide an immersive IP experience, has shown strong commercial performance, with the Shanghai store achieving over 100 million in sales within nine months [7] Cultural Impact - The rise of MINISO's popularity globally signifies a shift towards "interest consumption," reflecting a broader trend where consumer behavior is moving from functional satisfaction to emotional experiences [8][9] - The company's CEO, Ye Guofu, emphasizes that the goal of consumption is happiness, aligning with national policies promoting diverse interest consumption [9]