21世纪经济报道·2025-12-02 13:18Core Viewpoint - The article highlights the global trend of "shopping at MINISO," driven by celebrity endorsements and the brand's strategic shift from a mass market to a high-energy consumer base, indicating a significant cultural resonance and globalization of Chinese brands [3][4][18]. Financial Performance - In Q3, MINISO reported total revenue of 5.8 billion yuan, a year-on-year increase of 28%. The MINISO brand revenue reached 5.22 billion yuan, growing by 23%, while overseas market revenue was 2.31 billion yuan, also up by 28% [5][4]. - The overseas revenue accounted for 44.3% of the total brand revenue, with the U.S. market showing a remarkable growth of approximately 65% year-on-year [5][4]. Global Expansion - MINISO has entered 112 countries and regions, with over 8,000 stores globally, marking a new phase in its international development [5][7]. - As of September 30, 2025, MINISO had 3,424 stores in overseas markets, establishing a presence in major global landmarks [7]. Strategic Initiatives - The launch of MINISO LAND, an immersive IP park, has transformed retail spaces into trend destinations, achieving over 100 million yuan in sales within nine months at its flagship store in Shanghai [8][11]. - MINISO aims to create a multi-IP matrix and a diverse product range to meet both functional and emotional consumer needs [10][11]. IP Development - The company has established partnerships with over 150 well-known IPs and developed its own IPs, enhancing emotional connections with consumers [15][16]. - MINISO's strategy includes recruiting top IP design talents globally to strengthen its original IP incubation efforts [16][21]. Cultural Impact - The rise of MINISO reflects a broader trend of "interest consumption," which has become a global consensus, aligning with national policies to expand diverse consumer offerings [18][21]. - MINISO is positioned as a cultural ambassador for China, aiming to integrate Chinese brand innovation into global daily life and enhance cultural soft power [20][21].