Core Insights - MINISO SPACE, the first global store of MINISO, opened in Nanjing, emphasizing "IP collaboration + experiential retail" to stimulate consumer interest [1] - The launch of limited edition WAKUKU products attracted young consumers, leading to a rapid sell-out on the opening day [1] Group 1: IP Collaboration and Retail Innovation - MINISO leverages over 150 top global IP collaborations, integrating brands like Disney and Harry Potter into the MINISO SPACE design [2] - The store features a narrative flow of "exhibition-experience-retail," creating a multi-functional landmark for shopping, socializing, and engagement [2] - The founder of MINISO highlighted the necessity of a closed-loop methodology in IP collaboration, from exclusive contracts to product development and store data validation [2] Group 2: Global Expansion and Market Positioning - MINISO has expanded its IP collaboration strategy as a core engine for global growth, with stores in 112 countries and regions, totaling over 7,768 locations [3] - The opening of MINISO SPACE in a high-end shopping area challenges the dominance of international luxury brands and redefines high-end retail with a youthful expression [3] - The annual sales of the Nanjing Deji Plaza reach 24.5 billion yuan, and MINISO SPACE's presence revitalizes the luxury shopping district while enhancing brand value through a dual traffic model [3] Group 3: Interest Consumption and Market Potential - MINISO introduced the concept of "interest consumption" in 2021, with IP collaboration as a key strategy to break down consumer barriers [4] - The successful sell-out of limited edition products reflects the effectiveness of the IP collaboration strategy in stimulating consumer desire for collection and social sharing [4] - The company plans to replicate the MINISO SPACE model in more high-potential global shopping areas, aiming to leverage IP collaboration to tap into the trillion-yuan interest consumption market [4]

Core Viewpoint - MINISO SPACE, the first global store of MINISO, opened in Nanjing's Deji Plaza, marking a significant innovation in the intersection of high-end retail and trendy IPs [3][10]. Group 1: Store Opening and Consumer Response - The opening day saw long queues, with consumers starting to line up as early as 2 AM to purchase limited edition products [6]. - The exclusive WAKUKU products launched at the store quickly sold out, indicating strong demand among young consumers [6][17]. Group 2: Strategic Positioning and Market Impact - MINISO SPACE is positioned as an immersive IP-themed retail space, aiming to bridge high-end commercial environments with popular consumer trends [10][13]. - The store is located in Deji Plaza, known as the "global store king," with annual sales reaching 24.5 billion yuan, highlighting the strategic choice of location for MINISO [10]. Group 3: Design and Experience - The store features a narrative flow of "exhibition-experience-retail," designed by the team behind the popular "internet celebrity restroom" in Deji, integrating art installations and interactive experiences [14]. - Consumers can engage with multiple globally recognized IP themes, including Disney and Harry Potter, enhancing the shopping experience [16].