MINISO is a Japanese -inspired variety store offering a wide range of selected goods for the youth of today. Founded in 2013 by Chinese entrepreneur Ye Guofu, MINISO has opened more than 3,900 stores in over 70 countries and regions in just seven years, including the US, Canada, Australia, Spain, Russia, India, and Mexico (by the end of 2019).
MINISO is not just a brand but also a lifestyle advocate, and shares its vision of “a better life has nothing to do with the price” with all its customers. The reason for MINISO’s rapid success is its dedication to bringing young consumers well-made products at reasonable prices, allowing them to enjoy a better quality lifestyle on a budget.
“Affordable high quality”, “Joy” and “Lighthearted” are the values at the very heart of the brand. “Affordable high quality” is its permanent goal in terms of product development, as it strives to offer consumers inexpensive and well-designed goods. “Joy” describes customers’ natural response to the open, comfortable shopping experience and fun vibes at MINISO, while “Lighthearted” defines their relaxed and cheerful mood when choosing from the wide range of affordable goods in store.
Life is for fun
In 2020, MINISO started afresh by endowing the brand with more meanings. On May 16, the brand announced a new slogan: Life is for fun, MINISO. MINISO aims to become a brand that is in tune with young people today, better understanding their attitude and feelings to bring them the most enjoyable shopping experience possible.
MINISO will always uphold its “product first” key corporate strategy, and follows the very latest trends among Generation Z consumers, a quality-conscious group who the brand remains dedicated to. MINISO listens carefully to its customers’ needs when developing products, creating “back to basics” goods with simplistic designs that mimic nature. By updating its products every seven days, and sourcing from world-class suppliers while offering the best value, the brand can rapidly set trends, particularly in the fields of homeware, digital accessories, health and beauty, toys and textile goods.
Since founding, MINISO has collaborated with world-famous brands including Coca Cola, Marvel, Hello Kitty, Sesame Street, Mickey and Minnie, Pink Panther, We Bare Bears and Beijing’s Palace Museum, releasing playful crossover products that are hugely popular with young consumers.
In a continued commitment to original design, the brand has established the MINISO Original Design Academy (MOD), and teamed up with some of the best designers from Finland, Denmark, Norway, Spain and South Korea to create high-quality products that skillfully blend creativity and practicality – winning it a series of international design awards such as iF, Red Dot and the A’ Design Awards.