Product details

Global Lifestyle brand MINISO (Miniso) was founded by Ye Guofu in 2013. Over the years, the company looked for international expansion beyond China and thus adopted new global growth strategies. Miniso strived to understand the psychology of local consumers and offered products accordingly. Besides, Miniso implemented a strategy of creating intellectual property (IP) products due to which the brand became popular among Millennials and Generation Z. Miniso realised the importance of both offline and online store presence and thus worked upon upgrading the in-store shopping experiences of the customers. Miniso was determined to become the top brand in the international market through continuous product innovation. Despite several efforts, Miniso faced stiff competition from similar looking products in the overseas market. However, Miniso was committed in its quest to become global lifestyle super brand. Amidst this scenario, would Miniso be able to sustain its growth in the global lifestyle products market in the coming years.