EqualOcean learned that on the afternoon of October 29, Miniso held its 2024 global brand strategy upgrade launch conference in Shanghai. In his keynote speech titled "Chinese Brands Create Greatness," Miniso founder, chairman, and CEO Ye Guofu stated that the company's vision is to become the world's leading IP design retail group, aiming to promote 100 Chinese IPs to the international market over the next decade. This conference marks Miniso's first public discussion on global retail transformation and development.
In the past year, Miniso has achieved many "firsts" for the brand. It is the first Chinese brand to set up a presence in Times Square, New York, and the first to enter the Champs-Élysées in Paris during the Paris Olympics. In September of this year, Miniso opened its largest store in Jakarta, Indonesia, covering over 3,000 square meters and creating the MINISO LAND flagship store.
The key reason for Miniso's global expansion is its pioneering of a new business model—global IP collaborative stores. The Harry Potter IP was globally launched on October 1 and is already available in markets such as Hong Kong, the USA, and Indonesia. Miniso's medium- to long-term goal is for IP products to account for at least 50% of its offerings by 2028, with the number of global stores doubling compared to the end of 2023. Future Miniso stores will be categorized into seven tiers, with the highest tier being MINISO LAND, planning to open 100 in China and 300 globally.
Miniso's goal is to become a world-class retail company with genuine global competitiveness and influence. Currently, the number of Miniso stores has surpassed 7,000, with 2,753 stores located overseas as of June 30, 2024, having added 266 new stores in the first half of the year. From 2024 to 2028, Miniso aims to add 900 to 1,100 new stores annually.
Miniso will focus on retail innovation to lead transformation in the industry, aiming to become a distinctive retail giant that integrates "essential + optional consumption," covering both the Chinese and global markets. The company's vision is to become the world's top IP design retail group, striving to create a new high ground in the IP design retail sector, deepen its competitive moat, gather the best and newest IPs globally, and enhance its advantages in innovation, first-mover positioning, channels, and scale to realize its vision of being number one in the world.
In response to new demands, Miniso will focus on strategic categories with high growth potential, strong emotional value, and industry competitive advantages, including plush toys, blind boxes, perfumes, and travel products. Over the next decade, Miniso aims to guide 100 Chinese brands to the global stage, focusing on interest-driven consumption while continuously leading global consumer trends and reshaping the new business landscape together with Chinese brands.