Core Insights - MINISO (Miniso) is engaging with its fans by inviting 100 users to its global headquarters for an immersive co-creation journey, themed "Back to Miniso's Happy Home" [1][21] - The event allows fans to experience new products, interact with product managers, and participate in defining future trends [1][21] Group 1: User Engagement and Co-Creation - Fans acted as "product experience officers," providing feedback on new products and sharing experiences with the R&D team [3][21] - MINISO awarded titles such as "Miniso Flow Code Master" and "Annual Spending Champion" to several fans during the event [3][21] - The interaction fosters a deeper emotional connection between the brand and its users, transforming them from observers to active participants [10][28] Group 2: Brand Loyalty and Community - A dedicated fan shared her journey of visiting over 30 Miniso stores across various cities, highlighting the brand's global presence and personal significance [5][23] - MINISO's founder emphasized the importance of the emotional connection with fans, who have grown alongside the brand over the years [9][27] - The brand's commitment to listening to user feedback is seen as a valuable asset for product iteration and community building [9][27] Group 3: Intellectual Property and Creative Contributions - MINISO's strategy includes developing proprietary IPs, with fans contributing creatively to characters like YOYO, enhancing their market appeal [13][31] - A fan's artwork led to the creation of a successful product, "Coconut Dun," which has achieved sales exceeding ten million units [15][33] - The brand's responsiveness to fan creativity and collaboration is crucial for maintaining a warm and engaging user ecosystem [17][35] Group 4: Brand Philosophy and Future Aspirations - MINISO's founder reiterated the brand's philosophy of "happy equality," aiming to provide innovative products at accessible prices [19][37] - The company encourages fans to share their insights and talents, promoting Chinese culture and brand values globally [19][37]
MINISO举办首届粉丝嘉年华,与粉丝用户共创“兴趣消费”新生态