Global lifestyle retail brand MINISO unveils new brand strategy, flagship store

Global lifestyle retailer MINISO held a conference titled ‘MINISO – Bringing Joy to the World,’ on February 24^th, 2023, to announce its global brand strategy in Guangzhou, China. The company took the opportunity to announce its new brand positioning and brand symbol, global development strategy, product strategy, etc. 

Speaking about the reason for the new strategy, CEO Jack Ye said, “The new global strategy marks the future of the company's deep participation in the global retail market and its progress towards a brand-new world-class technology-based consumer enterprise.”

As part of its new strategy, MINISO has upgraded its storefronts, platform and services, as well as launched a premium flagship store running on a brand-new model. On February 5^th, the first flagship store of MINISO was also unveiled in Chengdu, signifying the start of the company’s move to make its name urban shopping districts and premium shopping centers, the company statement said.

“The new brand positioning, brand symbol, and upgraded consumer experience mark the start of MINISO’s global development mission as it strives to become a brand that brings joy to consumers,” it added. 

The year 2023 marks the 10^th anniversary of the founding of MINISO, as well as the opening year of its updated global brand strategy. The company officially announced that it will transform into a lifestyle super brand that brings joy to consumers through collaborations and original designs.

As of December 31^st, 2022, MINISO entered 105 countries and regions across five continents, with over 5,400 stores globally.

The statement added that in terms of supply chain, in addition to integrating more than 1,100 high-quality supply chain partners in China, MINISO will partner with top analytical organizations for global trend and consumer trends such as WGSN and Pantone.