IP产品被吐槽价格贵、质量差，名创优品成了“潮玩刺客”？

Core Viewpoint - The article discusses MINISO's ambition to compete with POP MART by heavily investing in IP (intellectual property) products, while highlighting the challenges and consumer reactions to its new strategy [1][2][16]. Group 1: MINISO's Strategy and Market Position - MINISO is positioning itself as a global value retailer of trendy lifestyle products with a focus on IP design, aiming to replicate the success of POP MART [1][2]. - The company has launched its TOP TOY business and opened several MINISO LAND stores, which emphasize IP products, claiming that some upgraded stores have seen monthly sales increase by 8-10 times [1][2][26]. - Despite the ambitious strategy, there are doubts about MINISO's ability to compete on the same level as POP MART, with some consumers expressing skepticism about the brand's direction and execution [1][2][16]. Group 2: Consumer Reactions and Product Pricing - MINISO's new IP products have seen significant price increases, with some items doubling in price after IP collaborations, leading to consumer complaints about affordability [6][9][11]. - The aesthetic quality of the new IP products has been inconsistent, with some designs receiving negative feedback for poor craftsmanship and unattractive appearances [11][13][32]. - Consumers have noted a stark contrast in pricing, with previously affordable items now priced significantly higher, which has led to disappointment among long-time customers [9][11][32]. Group 3: Financial Performance and Challenges - MINISO's financial performance has shown signs of strain, with a reported revenue of 9.39 billion yuan in the first half of 2025, a 21.1% increase, but a net profit decline of 23.1% [26][30]. - The company is facing challenges in maintaining store numbers, with a reduction in both direct and franchise stores, indicating potential issues in market demand [26][30]. - The average transaction value has remained stable, but same-store GMV growth rates are declining, suggesting that the traditional retail model may be reaching its limits [26][30]. Group 4: IP Strategy and Future Outlook - MINISO's approach to IP is characterized by a focus on practical products rather than collectible items, which contrasts with POP MART's emphasis on emotional connections through its IP [16][21]. - The company's strategy involves rapid iteration and testing of IP products, which may lead to the premature elimination of potentially successful IPs due to a lack of patience in development [21][22]. - While the potential for IP-related business is recognized, the execution and quality of products are critical for long-term success, and current consumer feedback suggests that MINISO may need to reassess its approach [32][36].