Stores Miniso


MINISO – Established in Japan in 2013 , a Japan-based designer brand, co-founded by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer. MINISO is an innovative international retail giant, whose products cover twelve categories in every aspect of life, such as intelligent consumer products, life department, creative home ware, health and beauty, and stationery and gift, etc. MINISO pursues a life philosophy of “simple, natural and quality” and a brand proposition of “back to nature, return to basic”. It devotes itself to providing customers with quality, creative and low-price products. By virtue of its excellent designs and high quality, MINISO becomes an iconic figure for global “intelligent consumer products”, with popularity trending upward among millions of consumers, accumulating more than 20 million followers on global social media accounts.

Mr. Miyake Junya, the global co-founder and chief designer at MINISO commented that, “MINISO is popular around the world, which means our design concepts have been widely accepted by consumers and what they seek can be satisfied by our designs. Our designs are derived from the most essential and realistic demands from life rather than those of extravagant and environmentally harmful. This is what we always emphasize — ‘back to nature, return to basic’.”

With the ambition to reshape and reform the retail industry, MINISO maintains rigid controls over its product designs, product quality and operating cost in order to convey tens of thousands of highly cost-effective products to consumers around the world. MINISO has profound impact on local retail industry regardless of marketplace locations. It segmented the market and constantly pushing to facilitate the transformation and upgrading of backward retail industry.

Established in Japan in 2013, MINISO, “the strongest competitor” deemed by MUJI, UNIQLO and Watsons, actively explores the international market and has opened over 1000 stores in less than three years, with business turnover standing at USD 750 million in 2015 and nearly USD 1.5 billion in 2016, which is also listed as the “NO. 1 Competitor” by Apple distributors in the Chinese market. At present, MINISO has reached strategic cooperation agreements with more than 50 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China), with an average monthly growth rate of 80 – 100 stores. With simple and quality features as well as leading the trend of intelligent consumption, most MINISO products are priced between USD 1.5 and 30, thus earning love from the major consumers aged from 18 to 35.

MINISO establishes a new type of intelligent experience stores, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and cosier products, so as to make the consumers experience intelligent, healthy and happy lifestyles when shopping. Taking product structure optimization and product management as its priority, MINISO insists on selecting materials from all over the world used on product design and development. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China, etc.. While pursuing high quality and intelligent technology, MINISO also attaches great importance to consumers’ shopping experience and devotes itself to creating a culture of quality service, so as to convey such features as intelligence, health, leisure, quality and creativity through shopping experience.