What is Sales and Marketing Strategy of Miniso Group Holding Company?

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What is Miniso Group Holding Company's Sales and Marketing Strategy?

Miniso Group Holding Company has strategically evolved into an IP design retail group, focusing on global expansion and a distinct brand identity. A significant branding shift in 2022 acknowledged its Chinese roots, aiming to be a 'proud Chinese brand' by March 2023. This pivot aligns with integrating popular intellectual properties (IPs) into its product offerings and store experiences, a key driver of recent success.

Founded in 2013, Miniso's initial focus was on affordable, aesthetically pleasing lifestyle products. Now, its 'interest-driven consumption' model, heavily featuring IP-co-branded items, significantly boosts sales and brand engagement, especially with younger consumers.

Miniso's sales and marketing strategy centers on its 'interest-driven consumption' model, leveraging popular intellectual properties (IPs) to create engaging products and store experiences. This approach has been instrumental in driving sales and enhancing brand appeal, particularly among younger demographics. The company's financial performance in 2024 reflects this success, with total revenue reaching RMB 16,994.0 million (US$2,328.2 million), a 22.8% year-over-year increase, and a gross margin of 44.9%. This indicates a strong market reception to their IP-focused merchandise, such as items found in the Miniso Group Holding BCG Matrix.

The company's sales strategy is built on a 'new retail' model, blending online and offline experiences to connect with a broad customer base. This approach is supported by a vast network of physical stores, robust e-commerce operations, and a strategic franchise system, forming the core of its miniso sales strategy.

Extensive Physical Retail Network

As of March 31, 2025, the company operated a total of 7,768 stores worldwide. This includes 7,488 MINISO stores and 280 TOP TOY stores, showcasing a significant global footprint.

Global Store Expansion

The company achieved a record net addition of 1,219 stores globally in 2024. Future plans aim to open between 900 and 1,100 new stores annually from 2024 to 2028, with a strong focus on international markets.

E-commerce Integration

The 'new retail' model emphasizes seamless integration of online and offline sales channels. This digital presence complements the physical store network, enhancing customer accessibility.

Strategic Franchise Model

Partnerships and exclusive distribution deals through franchise and agent-operated models are crucial for growth. This approach facilitates rapid expansion and market penetration.

Focus on Directly Operated Stores

The company is increasingly prioritizing directly operated stores, especially in overseas markets, to boost profitability and brand impact. This shift is a key element of its miniso business strategy.

• Directly operated overseas stores grew by 95% year-over-year in the first half of 2024.
• This strategy aims to enhance profitability and brand influence in key urban centers.
• Flagship stores in iconic locations like Times Square, Oxford Street, and the Champs-Élysées are part of this brand-building effort.
• Overseas revenue under the MINISO brand grew by 41.9% year-over-year in 2024.

The miniso marketing strategy leverages these diverse sales channels to maximize reach and engagement. By strategically placing stores in high-traffic areas and enhancing its online presence, the company aims to capture a significant market share. The emphasis on international expansion, with over 3,000 overseas stores by the end of 2024, highlights a core aspect of its global sales and marketing approach. Understanding the Revenue Streams & Business Model of Miniso Group Holding provides further insight into how these sales channels contribute to overall performance.

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Miniso Group utilizes a dynamic marketing strategy that blends digital engagement with a strong emphasis on intellectual property (IP) collaborations to drive its global sales. This approach focuses on creating 'interest-driven consumption' by integrating popular IPs into products and store experiences, aiming to capture the attention of young consumers.

IP-Driven Product Strategy

Miniso's marketing hinges on integrating over 150 renowned IPs, such as Disney and Barbie, into its product lines. This strategy has proven highly effective, with IP co-branded products generating over RMB 10 billion ($1.4 billion) annually.

Digital Engagement and Membership Growth

The company actively engages its target demographic, primarily 18-35 year olds, through social media and influencer partnerships. Its upgraded membership program, launched in January 2025, saw a remarkable 250% growth in the US in 2024, reaching approximately 2 million members.

Blind Box Sales as a Growth Driver

Blind box sales are a significant contributor to Miniso's performance, accounting for about one-quarter of its 2024 results. The membership program incentivizes purchases with benefits like birthday blind box cards and points for discounts.

Product Focus and Pricing

Miniso's marketing mix prioritizes trendy, affordable products, with strategic investments in categories like plush toys and fragrances. This focus on value and trendiness is central to its overall business strategy.

Localization in Marketing

The company's global sales and marketing approach includes a strong localization element. This means tailoring product offerings and marketing campaigns to resonate with local consumer preferences in different international markets.

Data-Driven Marketing Approach

Miniso leverages data analytics from its membership programs and consumer feedback to refine its product development and marketing content. This data-driven approach is key to its competitive analysis of its sales tactics.

Comprehensive Marketing Tactics

Miniso's marketing tactics are designed to build brand awareness and drive sales through a combination of digital and traditional methods. The company's success is a testament to its effective miniso retail strategy and its ability to adapt to evolving consumer trends, as detailed in the Target Market of Miniso Group Holding.

• Interest-driven consumption through IP collaborations.
• Extensive use of social media and influencer marketing.
• A successful upgraded membership program driving loyalty and sales.
• Strategic focus on popular product categories like blind boxes.
• Data-driven insights from membership analytics and consumer feedback.
• Localization of products and marketing for international markets.

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The brand positioning of the company centers on being a global value retailer that provides a diverse array of design-led lifestyle products. It emphasizes affordability, quality, and contemporary designs, aiming to offer a 'relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics.' This approach targets consumers' emotional needs and desire for self-expression, particularly resonating with young adults.

Value-Driven Lifestyle Retailer

The company positions itself as a global value retailer offering a wide range of design-led lifestyle products. It prioritizes affordability, quality, and trendy designs to appeal to a broad consumer base.

Interest-Driven Consumption

Its unique selling proposition is 'interest-driven consumption,' catering to consumers' emotional needs and desire for self-expression. This strategy is particularly effective with young adults aged 18 to 35.

Aesthetic and Functional Appeal

The brand's visual identity and tone of voice are characterized by aesthetically pleasing designs, simplicity, and functionality. This is consistently reflected in its product portfolio, which frequently introduces new items with these attributes.

Strategic IP Collaborations

Partnerships with over 150 globally renowned Intellectual Properties (IPs), including Disney and Harry Potter, significantly enhance the brand's appeal. These collaborations allow for co-branded products that foster a strong emotional connection with consumers.

Brand consistency is maintained across its extensive network of over 7,700 stores worldwide. Flagship locations in major cities like New York, London, and Paris serve as key hubs for its IP co-branded collections. The company has also demonstrated adaptability, notably apologizing in August 2022 for 'wrong brand positioning and marketing' and subsequently removing Japanese-inspired elements by March 2023, reinforcing its identity as a 'proud Chinese brand.' This strategic pivot has solidified its brand identity while retaining global appeal. Furthermore, its commitment to sustainability and social responsibility, as detailed in its 2024 ESG Report, enhances its brand perception, evidenced by an 'AA' rating from MSCI and a top ranking in the diversified retail industry by Wind ESG for its sustainability strategy. This focus on ethical practices and transparent reporting is a key component of its overall Mission, Vision & Core Values of Miniso Group Holding.

Global Store Network

The company operates over 7,700 stores globally, ensuring consistent brand presence. Key flagship stores in major international cities act as centers for its popular IP collaborations.

Brand Identity Evolution

The brand has shown a willingness to adapt its positioning, as seen in its 2022 acknowledgment of past missteps and subsequent adjustments to its branding. This demonstrates a commitment to authentic representation and market responsiveness.

Sustainability Commitment

The company's dedication to sustainability and social responsibility is highlighted in its 2024 ESG Report. Achieving an 'AA' rating from MSCI underscores its strong performance in this area.

Target Audience Resonance

The brand's strategy effectively targets young adults aged 18 to 35 by focusing on emotional needs and self-expression. This is amplified through collaborations and aesthetically pleasing product designs.

Competitive Advantage through IPs

Strategic collaborations with over 150 IPs provide a significant competitive advantage. These partnerships create unique, co-branded products that drive consumer engagement and brand loyalty.

Shopping Experience Focus

The brand aims to provide a 'delightful surprise' shopping experience, emphasizing relaxation and engagement. This experiential approach differentiates it from traditional retail models.

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Miniso's sales and marketing strategy is heavily influenced by its successful IP collaborations and extensive global store expansion. These campaigns are designed to create engaging consumer experiences and drive interest-based purchasing. The company's approach to how does miniso market its products is clearly demonstrated through these initiatives.

IP-Powered Flagship Stores and Global IP Collections

Miniso leverages popular franchises like Disney, Sanrio, Harry Potter, and Barbie in its 'IP-powered flagship stores' and 'Global IP Collection Store' model. The Paris flagship, opened in June 2024, features over 2,400 co-branded products, exemplifying this strategy.

Miniso Land and Themed Experiences

The Miniso Land project, launched in Madrid in late 2024, aims to deepen brand engagement through immersive, themed environments. This initiative is part of the broader miniso business strategy to create memorable customer interactions.

Upgraded Membership Program and Loyalty Focus

An upgraded membership program, rolled out in January 2025, has significantly boosted customer loyalty and spending, particularly in the US. This program is central to miniso's customer acquisition strategy.

Blind Box Trend Integration

Blind boxes are a key component, contributing significantly to performance, especially within the loyalty program. Miniso also hosts 'Blind Box Carnivals' globally, offering engaging unboxing experiences.

Miniso's strategic store openings in high-traffic global locations are themselves significant marketing campaigns, enhancing brand visibility and credibility. These openings are a core part of the miniso store expansion marketing plan. The company's continuous introduction of new IP products, with over 10,000 launched annually and over 800 million IP products sold worldwide, underscores its product-centric approach to sales and marketing.

Global Revenue Growth

Overseas revenue for the MINISO brand saw a substantial increase of 41.9% in 2024, reflecting the success of its global marketing efforts.

US Membership Expansion

In 2024, Miniso USA experienced a 250% membership growth, reaching approximately 2 million members, with member spending nearly quadrupling.

Blind Box Contribution

Blind box sales accounted for roughly one-quarter of Miniso's 2024 performance in the US, highlighting their importance in the miniso product pricing and promotion strategy.

Blind Box Sales Volume

Globally, over 20 million units of blind boxes were sold in 2023, showcasing the effectiveness of miniso digital marketing tactics for growth.

Key Market Openings

Notable store openings include Times Square in New York (May 2023 flagship, March 2024 pop-up), Oxford Street in London (November 2023), and the 200th US store by the end of 2024, all part of the miniso global sales and marketing approach.

Product Launch Velocity

The company consistently launches over 10,000 new IP products annually, a key element of its miniso brand strategy and a driver for its Marketing Strategy of Miniso Group Holding.

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