What are Mission Vision & Core Values of Miniso Group Holding Company?

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What are the Mission, Vision, and Core Values of the Company?

Mission and vision statements are the strategic compass for any business, articulating its purpose and aspirations. For a prominent global value retailer specializing in design-led lifestyle products, these statements are crucial in navigating the dynamic retail landscape. The Company has established its industry position by offering an extensive array of household goods, cosmetics, food, and toys, emphasizing affordability, quality, and trendy designs through its innovative 'new retail' model.

In 2024, the Company demonstrated robust financial performance, with revenue increasing by 22.8% year-over-year to RMB16,994.0 million (US$2,328.2 million), and a record gross margin of 44.9%. This growth, coupled with the expansion to 7,780 stores globally, including over 3,000 overseas stores, underscores their strategic agility. The Company's mission, vision, and values are the bedrock upon which business decisions are made, shaping their corporate identity and driving sustainable growth. For a deeper dive into their strategic positioning, consider exploring the Company Group Holding BCG Matrix.

The Miniso mission statement focuses on delivering high-quality, design-focused products at affordable prices, ensuring a diverse range of options for consumers globally. This approach positions Miniso as a provider of trendy lifestyle goods that are accessible to a broad market.

Customer-Centric Focus

Miniso's mission prioritizes customer satisfaction by offering a diverse product range that meets evolving consumer demands.

Value and Affordability

The company is committed to providing products at competitive prices, with an average price point of approximately $5.88 per item in 2024.

Innovation and Design

Miniso continuously introduces new products, including collaborations with popular IPs, ensuring fresh and appealing designs.

Global Market Reach

The Miniso mission statement supports its extensive international expansion, reaching consumers across numerous countries.

Efficient Supply Chain

Miniso leverages an optimized supply chain to maintain product quality and affordability, a key component of its value proposition.

Diverse Product Categories

From household goods to cosmetics and toys, Miniso offers a wide array of products, enhancing the one-stop shopping experience.

The Miniso mission statement underscores its commitment to offering a diverse array of high-quality, design-focused products at affordable prices, catering to a global customer base seeking value and innovation. This approach is evident in their consistent introduction of new IP-designed products, such as GRS-certified Eco-Friendly PEN PEN plush toys, which align with their focus on trendy designs and sustainability. For more insights into the company's structure, refer to the article on Owners & Shareholders of Miniso Group Holding.

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While an explicit, formal Miniso vision statement is not widely published, the company's strategic actions indicate a future-oriented outlook. Miniso aims for global market leadership, evidenced by its aggressive international expansion. Overseas revenue under the MINISO brand contributed 39.4% in 2024, with a compound annual growth rate exceeding 40% from 2021 to 2024. This trajectory suggests a vision of significant global impact and market dominance, aligning with the Miniso Group Holding Company vision and mission.

Miniso Mission Statement

Miniso's mission is to offer high-quality, creative, and affordable lifestyle products to global consumers.

Global Expansion

The company added over 1,200 net new stores globally in 2024, reaching 7,780 stores by December 31, 2024.

IP-Driven Innovation

A consistent focus on intellectual property (IP) collaborations drives product innovation and market leadership.

Enhanced Retail Experiences

Miniso is launching concepts like MINISO SPACE and MINISO LAND to disrupt the retail industry.

Miniso Core Values

Miniso's core values emphasize product quality, design, and affordability for a broad consumer base.

Strategic Goals

Accelerating presence in key global commercial areas is a primary strategic goal for the company.

Miniso's strategic goals include accelerating its presence in key global commercial areas and opening larger, more distinctive city flagship stores and IP-themed stores. This includes the launch of MINISO SPACE and MINISO LAND concepts, indicating a vision of industry disruption through enhanced retail experiences. This ambition is supported by robust growth, with over 1,200 net new stores added globally in 2024, bringing the total to 7,780 stores as of December 31, 2024. The consistent focus on IP-driven product innovation further supports a vision of sustained market leadership by continuously offering fresh and appealing products to a global audience. For more details on the company's strategic direction, refer to this article on the Mission, Vision & Core Values of Miniso Group Holding.

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Miniso Group Holding Limited operates under foundational principles that, while not explicitly listed as a fixed set of core values, are consistently demonstrated through their corporate actions and ESG reporting. These include long-termism, truth and integrity, customer-centricity, and innovation and design.

Long-Termism

This Miniso core value manifests in strategic investments for sustained growth rather than short-term gains. Their continuous expansion into overseas markets, adding 631 net new stores internationally in 2024 and achieving a 3,000-store milestone overseas, reflects a long-term commitment.

Truth and Integrity

These Miniso company values are evident in transparent financial reporting and ethical practices. The company's consistent AA rating from MSCI for the third consecutive year and AA rating from Wind for the second year in ESG, ranking first in the diversified retail industry, affirms their adherence to strong corporate governance.

Customer-Centricity

Miniso's emphasis on 'value, diversity, and innovation' in their products directly serves the customer. The average product price of around $5.88 and a reported return rate of less than 1% signify a strong focus on delivering affordable quality that satisfies customer expectations.

Innovation and Design

This is a cornerstone of Miniso's product development, evident in their extensive IP collaborations with over 150 top global IP copyright holders. This commitment to trendy designs and diverse product categories differentiates them significantly, attracting a broad consumer base.

These Miniso Group Holding Company core beliefs shape its operational strategies and market positioning. For a deeper understanding of its market standing, explore the Competitors Landscape of Miniso Group Holding. Continue to the next chapter to discover how Miniso's mission and vision influence its strategic decisions.

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A company's mission and vision are foundational to its strategic decisions, providing a compass for growth and operational direction. These statements articulate the company's purpose and its aspirations for the future, guiding every step of its business journey.

Miniso's Guiding Principles

Miniso's mission is to offer high-quality, design-focused, and affordable lifestyle products, aiming for global market leadership. This dual focus on product excellence and widespread accessibility shapes their strategic choices.

• Mission: High-quality, design-focused, affordable lifestyle products.
• Vision: Global market leadership.
• Influence on Strategy: Drives globalization and product innovation.
• Financial Impact: Contributes to strong revenue and margin growth.

Global Expansion Driven by Vision

The aspiration for global market leadership directly fuels Miniso's aggressive international expansion. In 2024, overseas revenue for the MINISO brand saw a significant increase of 41.9% year-over-year, accounting for 39.4% of the total MINISO brand revenue. This strategic push resulted in the addition of 631 new overseas stores, bringing the total international store count to 3,118.

Product Development Aligned with Mission

Miniso's commitment to 'trendy designs' and 'innovation' is evident in its strategic focus on IP-driven product development. With over 90 IP product events planned, this approach has bolstered their financial performance, contributing to a record gross margin of 44.9% in 2024.

Adapting to Consumer Needs

The adoption of a 'new retail' model, integrating online and offline channels, directly supports the mission of providing a 'one-stop shopping experience.' This strategy is crucial for adapting to evolving consumer behaviors and preferences.

Quality and Affordability as Core Tenets

The emphasis on both quality and affordability influences Miniso's supply chain and inventory management. This focus ensures cost efficiency and high customer satisfaction, reflected in a low return rate of less than 1%.

Strategic Leadership and Growth

CEO Ye Guofu's advocacy for a multi-brand and globalization strategy highlights how these core principles guide both daily operations and long-term planning. This strategic alignment is reflected in the company's substantial revenue growth of 22.8% and adjusted net profit growth of 15.4% in 2024.

Brand Purpose and Values

Miniso's brand purpose is deeply embedded in its mission to democratize design and make stylish, quality products accessible to a broad audience. This commitment to affordability and trend-consciousness forms the bedrock of its corporate culture values.

Miniso's mission and vision are pivotal in shaping its strategic decisions, from global expansion to product innovation, driving significant revenue and profit growth. Explore how these core principles can be further refined in the next chapter: Core Improvements to Company's Mission and Vision.

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Enhancing Miniso's mission and vision statements could involve clearly articulating a commitment to sustainable retail practices and integrating technological advancements for personalized customer experiences. This would further solidify their market position and appeal to a broader, conscious consumer base.

Integrate Sustainability into the Vision Statement

Explicitly incorporating a commitment to leading sustainable retail practices within the vision statement would align with growing consumer and investor demand for environmentally conscious brands.

Formalize Core Values for Transparency

Formalizing a concise set of 4-6 core values and integrating them clearly into public statements would enhance transparency and internal alignment, mirroring industry best practices.

Leverage Technology for Enhanced Customer Experience

Adapting the mission and vision to address emerging technologies like AI for personalized shopping experiences can further enhance profitability and customer engagement.

Refine Operational Efficiency for Profitability

Focusing on operational efficiency, especially in light of a slight decrease in adjusted net margin from 17.0% in 2023 to 16.0% in 2024, can be a key element in future strategic goals and mission articulation.

Understanding the Miniso mission statement and Miniso vision statement is crucial for grasping the company's direction and brand purpose. While the company has not explicitly published a formal list of Miniso core values, their actions and strategic initiatives provide insight into their organizational values and business philosophy. The Miniso Group Holding Company purpose and mission are centered around providing high-quality, affordable, and trendy lifestyle products to consumers globally. Their vision statement, though not explicitly detailed, appears to be focused on becoming a leading global retailer in the lifestyle product category, emphasizing innovation and customer satisfaction. The Miniso company values are demonstrated through their commitment to product design, affordability, and a positive shopping experience, contributing to their overall corporate culture values. Analyzing the Miniso Group Holding Company mission vision core values analysis reveals a consistent focus on accessible design and a broad market appeal. The Miniso Group Holding Company strategic goals mission vision are interconnected, aiming for sustained growth and market leadership. The Miniso Group Holding Company ethical values are reflected in their growing emphasis on sustainability, as seen with initiatives like the 'MINISO ECO' label and the MINISO Pet Protection Foundation, showcasing their commitment to corporate social responsibility and their Miniso brand purpose. This focus on responsible consumption is becoming increasingly important in their Growth Strategy of Miniso Group Holding.