Core Insights - MINISO LAND, a strategic store format of MINISO, has launched its first dual stores in Chongqing, integrating global IP resources and creating an immersive shopping experience [1][2] - The stores are designed to resonate with Chongqing's unique urban culture and are positioned as new trendy landmarks for shopping, socializing, and engagement [1] - The launch is part of MINISO's channel upgrade strategy in the Southwest market and aims to invigorate Chongqing's "first store economy" while supporting its development as an international consumption center [1] Store Features - The MINISO LAND in the Jiefangbei business district spans over 1600 square meters, creating an immersive artistic environment, while the store in the Guanyinqiao area covers over 1400 square meters with a "Starry Paradise" theme [2] - Both stores feature over 80% of their products from popular global IPs, with more than 6100 SKUs available, enhancing consumer emotional engagement through themed displays and interactive installations [2] Business Strategy - MINISO employs a dual strategy of leveraging top-tier licensed IPs alongside exclusive proprietary IPs, continuously enhancing its IP matrix and emotional connection with consumers [3] - The company has achieved significant sales milestones, such as a store in Shanghai generating over 100 million yuan in sales within nine months, indicating strong market potential [3] - Future plans include expanding into high-potential cities and creating more "interest consumption" landmarks that blend IP appeal with local characteristics [3]

Core Insights - MINISO SPACE, the first of its kind globally, opened in Nanjing, marking a significant step in MINISO's global expansion and innovation in the luxury retail sector [2][3] - The store features over 10 unique IP zones, with 99% of products being IP-related, showcasing collaborations with 29 major global IPs including Disney and Harry Potter [3][4] - The store's design integrates high-end aesthetics with a youthful vibe, creating an immersive shopping experience that aligns with the emotional and experiential needs of young consumers [4] Company Strategy - MINISO aims to establish 5-10 additional MINISO SPACE locations in China, targeting shopping centers with annual revenues exceeding 10 billion [3][5] - The company has introduced a six-tier store system, including MINISO LAND, MINISO SPACE, MINISO FRIENDS, flagship stores, regular stores, and pop-up stores, focusing on consumer value and retail essence [4][5] - The strategic focus on IP-driven retail experiences is expected to enhance consumer engagement and drive sales through emotional connections and immersive experiences [4][5]