Core Insights - MINISO has opened its MINISO LAND store in Guangzhou, marking a significant step in its strategy to enhance cultural consumption and IP ecosystem [1] - The company aims to transform into a leading global IP operation platform, shifting its focus from merely selling products to offering experiences and dreams [1][2] - MINISO's founder emphasizes the importance of understanding culture and IP in future competition, highlighting the company's commitment to nurturing original IP [2] Group 1: Company Vision and Strategy - MINISO's new vision is to become a global leader in IP operations, representing a fundamental upgrade in its business core [1] - The company plans to drive growth through a dual focus on retail and entertainment, transitioning from a product-centric model to an experience-driven one [1][2] - MINISO is committed to incubating original IP and enhancing its capabilities in full-chain IP operations to compete effectively in the global market [2] Group 2: Market Trends and Consumer Behavior - The shift from material consumption to cultural consumption is recognized as an undeniable trend, positioning MINISO favorably within this evolving landscape [2] - The founder notes that while material consumption offers broad consensus on functional value, cultural consumption provides precise emotional value, which can lead to significant market opportunities [2] - MINISO aims to leverage "interest consumption" as a guiding principle, investing approximately 100 million yuan annually to develop original IP and strengthen its market position [2]
名创优品叶国富：兴趣消费的未来竞争在于懂文化和懂IP