3 6 Ke·2026-01-09 12:39Core Insights - The article discusses the transformation of MINISO from a retail company to a cultural and creative group, aiming to become a global leader in IP operations, akin to Disney [1][11] - The company plans to upgrade its store model and product structure, increasing the proportion of IP products from 50% to over 80% [1][11] Group 1: Company Transformation - MINISO is undergoing a significant transformation, referred to as "腾笼换鸟," which involves closing and reopening 80% of its stores, impacting nearly 6,000 locations [1][3] - The new store model will feature larger thematic immersive spaces, moving from stores under 200 square meters to those between 400-600 square meters [1][3] - The company aims to shift its focus from merely selling products to selling culture, thereby creating a more engaging consumer experience [11][12] Group 2: Market Position and Strategy - Since its inception in 2013, MINISO has rapidly expanded to over 8,000 global stores by leveraging its channel advantages [2] - The founder, Ye Guofu, recognizes the limitations of relying solely on scale and is pivoting towards an IP ecosystem to enhance competitiveness [3][11] - The competition with Pop Mart, a leading player in the collectible toy market, highlights the strategic battle for "dream-making rights" in the IP retail space [4][17] Group 3: IP Development and Future Plans - MINISO's strategy includes a dual approach to IP development, focusing on both top-tier licensed IPs and original IPs to drive growth [15][11] - The launch of MINISO LAND, a themed store concept, has shown promising results, with one store achieving over 100 million yuan in sales within nine months, with IP products contributing 80% [14][15] - The company plans to recruit top IP design talent globally to enhance its IP incubation capabilities, indicating a commitment to building a robust IP ecosystem [15][11] Group 4: Competitive Landscape - The competition between MINISO and Pop Mart represents a clash between two different business models: MINISO's channel-driven approach versus Pop Mart's content-driven strategy [21][22] - Both companies are striving to create an emotional consumption utopia, emphasizing the importance of storytelling and emotional connection in IP retail [22][24] - The future of IP retail is expected to transcend mere product sales, focusing on creating a comprehensive "IP universe" that integrates various forms of media and consumer experiences [23][24]