Core Insights - MINISO FRIENDS, the first store in South China, opened in Shenzhen, aiming to create a new landmark for youth culture through an immersive IP experience [1][9] - The store integrates retail, experience, and social interaction, marking a significant step in MINISO's development of its IP platform [1][3] Group 1: Store Concept and Design - The MINISO FRIENDS store focuses on a "small yet exquisite" business model, creating a strong IP atmosphere through thoughtful scene design [3] - The store features over 70 popular IPs, including Disney and Harry Potter, with more than 4,000 SKUs, where IP products account for over 80% of the offerings [5] Group 2: Consumer Engagement and Experience - The store's design encourages consumers to explore a "mini paradise," creating an immersive shopping experience that attracted a large number of visitors on opening day [5] - The unique "Right Right Sauce" theme enhances emotional connections and provides a warm atmosphere, successfully drawing in consumers with interactive elements and exclusive gifts [5][7] Group 3: Strategic Expansion and Future Plans - The successful opening of the Shenzhen store indicates a replicable business model for MINISO FRIENDS, positioning it as a lightweight pioneer in urban trend centers [9] - The company plans to continue expanding innovative store formats like MINISO FRIENDS in major cities, reinforcing its status as a global IP operation platform [10]

Core Insights - MINISO FRIENDS, the first store in South China, opened in Shenzhen, aiming to create a new landmark for youth culture through an immersive IP experience [1][2] - The store integrates retail, experience, and social interaction, marking a significant step in MINISO's development of its IP platform [1][4] Group 1: Store Concept and Design - The MINISO FRIENDS store focuses on a "mini IP paradise" concept, emphasizing a "small but exquisite" business model with thoughtful scene design to create a strong IP atmosphere [4][6] - The store features over 70 popular global IPs, including Disney and Harry Potter, with more than 4,000 SKUs, where IP products account for over 80% of the offerings [6] Group 2: Consumer Engagement and Experience - The store's design encourages an immersive experience, allowing consumers to explore in a "mini paradise," which was evident on opening day with long lines at the cash register [6][9] - The unique "Right Right Sauce" theme enhances consumer engagement, creating a warm and emotional connection through interactive installations and limited edition gifts [7] Group 3: Strategic Positioning and Future Plans - MINISO FRIENDS aims to penetrate high-quality commercial projects, acting as a lightweight pioneer in urban trend centers [9] - The company plans to continue expanding innovative store formats like MINISO FRIENDS in major cities, reinforcing its position as a leading global IP operation platform [9]