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May 8, 2024
(Updated on
Apr 1, 2024

Miniso Marketing Strategies That Led To Global Success

Miniso, which was founded in 2013 by Chinese entrepreneur Ye Guofu and takes inspiration from Japanese design-led lifestyle products, has quickly gained popularity and become a significant player in the global consumer market since 2017. The fact that it has been successful in Japan is quite impressive, considering that Japanese consumers are known for having high expectations when it comes to quality and design. Miniso has successfully connected with Japanese consumers by combining affordability, quality, and a distinctive brand identity.

Miniso's strategy is built on its agile supply chain and product development process. The brand's ability to quickly introduce new and trendy products to the market is a clear indication of how well they respond to consumer trends and preferences. Miniso's ability to quickly adapt and change its product lineup keeps it exciting and appealing to customers, making them want to come back for more and always find something new. The quick turnover of products is designed to meet the fast-paced demand for consumer goods. It also creates a sense of urgency, encouraging customers to buy items before they run out of stock.

Source: Wikimedia by EEIM

Miniso Products 

Miniso has a diverse selection of products that cover many different categories, so they have something for everyone's needs and preferences. Miniso offers a wide range of products, including daily life essentials, make up, skincare, fashion accessories, household items, toys, electronics, and other products. Their goal is to meet the various shopping needs of their customers. The brand is successful in appealing to consumers' impulsive buying behaviour by consistently offering new products at affordable prices, with a focus on fast-fashion items. They specifically target middle-class and upper-class individuals between the ages of 15 and 35, as well as those who value affordability and style. 

Miniso In-Store Experience

Miniso focuses on creating a great in-store experience by carefully designing its stores to be visually attractive and easy to navigate. Miniso has a strong presence in more than 5000 stores across various countries, including the US, Canada, South Korea, India, the UAE, Hong Kong, and others. They are known for their products that have attractive designs, affordable prices, and excellent quality. Their goal is to cater to the different preferences and needs of their customers. The careful organization of products, along with appealing decorations and interiors, creates a welcoming ambiance that encourages customers to browse and buy. Miniso is a provider of safe, fashionable, and reasonably priced products that satisfy the practical demands and aesthetic sensitivities of customers worldwide. Their products range from clever face masks that expand upon contact with water to a wide array of lifestyle products. The brand's business strategy, called "Three Highs, Three Lows," focuses on offering low prices by keeping costs and margins low. At the same time, they aim to achieve higher efficiency, incorporate advanced technology, and maintain high product quality.

Another important aspect of the brand's marketing strategy is the careful selection of its location. Miniso stores are usually located in busy areas like shopping malls and commercial streets, so they are easy for a lot of people to get to. The brand's store locations are easily visible and convenient, which helps attract a lot of foot traffic and ultimately leads to better sales performance. The strategic placement of our products, along with a store layout that is designed to promote product discovery, creates a pleasant shopping experience that encourages customers to explore and interact with our brand. Like industry leaders like Starbucks, In-Store Miniso understands the value of giving customers an engaging and visually beautiful in-store experience. Miniso carefully selects and arranges its products, using a colour scheme that appeals to American tastes and designing captivating interiors. This creates an inviting atmosphere that encourages customers to explore and buy their products. Customers are often amazed and impressed by the strategic placement of products and the attention to detail. It's so captivating that it's hard for them to resist leaving without making a purchase.

Miniso Collaborations

Miniso has also formed strategic relationships with well-known brands like Marvel Studios, Coca-Cola, Minions, Disney, Barbie, and Hello Kitty. They use the appeal and popularity of these partnerships to bring in more customers. Miniso uses contests and gifts on social media to connect with its followers and build brand loyalty. By giving away free stuff and holding contests during the holidays, the brand not only keeps its customers but also makes more people aware of it and gets people talking about its goods. The Miniso Membership program adds a sense of exclusivity, encouraging customers to take part in promotional events and get their hands on limited-edition goods.

Miniso On Social Media

In addition, Miniso uses social media to connect with its customers in a meaningful way. The brand keeps its online presence active with campaigns like #ShowMinisoColour and #LoveWithoutDistance. It stays in touch with its followers by sharing interesting content and joining talks that are currently popular. Miniso also uses influencer marketing to reach more people and get more customers involved. To do this, it does things like giveaways, store visits, and product trials with its followers to build a feeling of community and loyalty. Miniso's #Love2gether campaign is a great example of one of their successful marketing efforts. It promoted love and unity on social media and in-store interactions in many countries, building a sense of community and connection with customers. During the COVID-19 pandemic, Miniso started the #LoveWithoutDistance campaign, sending personalized gift packages to loved ones who were separated by lockdowns. The campaign got a lot of attention and showed that the brand was committed to spreading happiness and positivity during hard times. Miniso's smart use of social media campaigns like #ShowMinisoColour shows that it can connect with customers and have important conversations. The brand builds a sense of community and belonging among its audience by pushing them to talk about their experiences and show off what they've bought.

Other Miniso Marketing Strategies

Miniso uses a variety of psychology marketing strategies to influence consumer behaviour and drive sales. The brand creates an atmosphere that encourages impulse purchases and longer shopping trips by using smart pricing strategies, giving personalized products, and making the stores lively with music. Miniso meets the needs and wants of all of its customers by offering a wide range of gift choices, from cute handbags to useful everyday items. By choosing a range of appealing, reasonably priced items that can be given as gifts, the brand becomes a popular spot for people looking for thoughtful, one-of-a-kind presents for their loved ones. The fact that Miniso's gifting collection is so popular shows that it understands and meets customer wants beyond basic retail items.

Miniso is still working to improve its marketing strategy and grow its physical presence so that customers can have more unique and involved experiences. With a growing network of shops and a focus on new products, like the release of "Art Toys," the brand is set to continue to grow and be successful in the global retail market. But, as with any business, Miniso will need to be careful not to fall into marketing myopia if it wants to stay relevant and adaptable to changing customer tastes and market conditions in the long term.

In terms of Japanese retail, Miniso's success is also due to the fact that it understands Japanese customer culture. The brand's focus on style, quality, and affordability fits with what Japanese shoppers want and expect. By making goods that meet both the practical and aesthetic needs of its customers, Miniso has become a popular place for people to shop who want to save money without giving up style or quality.

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