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Success Case Study: Miniso

Publisher GlobalData
Published Sep 30, 2025
Length 9 Pages
SKU # GBDT20610522

Description

Success Case Study: Miniso

Summary

Success Case Study: Miniso provides a deep dive analysis of the factors driving the retailer's success in the retail sector

Miniso is a China-based affordable lifestyle retailer with a global presence

Miniso’s playful retailing model has driven strong global success

Novelty, affordability, localization, and immersive formats drive sustainable retail growth

Scope
  • Founded in 2013, the retailer offers affordable lifestyle products, including home goods, digital accessories, personal care, and plush toys, while leveraging collaborations with popular global characters and brands such as Disney, Marvel, and Sanrio.
  • Store expansion in major global cities alongside immersive flagship concepts has strengthened international visibility and reinforced brand differentiation.
  • As of June 2025, the retailer operates 7,612 stores globally, with 4,305 in China and 3,307 in overseas markets.
Reasons to Buy
  • Gain a deep understanding of Miniso's successful strategy to identify opportunities and threats in the global retail market

Table of Contents

9 Pages
Executive Summary
What: Miniso’s story begins with playful design and affordability
Why: Miniso drives engagement through playful design and global IP collaborations
Why: Immersive store formats and rapid expansion fuel Miniso’s global momentum
Take-outs: Affordable pop culture resonates with younger consumers
Take-outs: Experiential retail and cultural relevance drive global momentum
List of Figures
Q2 2025, Global consumers: How important are new experiences associated with product purchases?
Q2 2025, Global consumers: How important is novel/unique in a product?
Miniso’s global value sales ($ million), 2019 – 2024
Miniso’s global store count, 2019 – 2024
Q2 2025, Global consumers: How important is attractive packaging when making a purchase?

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