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Min Read
MINISO is a low-cost Japanese retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. The Japan-based designer brand was co-founded in 2011 by Japanese designer Miyake Junya and a young Chinese entrepreneur Ye Guofu in Tokyo, Japan, with the former serving as chief designer.
A year after entering India’s $670 billion retail market, the little-known brand has already taken the Indian market by storm.
MINISO advocates the philosophy of quality life and, in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive pricing and creativity”. MINISO gained popularity among consumers with its core brand edges of updating products every seven days, pricing at a low level, and targeting at intelligent consumer product chains.
The MINISO Journey
With the unprecedented prosperity of the world economy, luxury brands from Europe are being blindly pursued by customers. However, counterfeit goods are also spread all over the market which results in people’s two extreme consumption patterns. As a reflection and criticism of this situation, MINISO was founded in 2011.
MINISO was run by MINISO Industries Co., Ltd. in 2013 and entered the Chinese market in September of the same year to comprehensively come into the market of intelligent consumer products in China. It opened its doors in India in August 2017. Established in Japan in 2013, MINISO actively explores the international market and has opened over 2600 stores until now. At present, MINISO has reached strategic cooperation agreements with more than 60 countries and regions with an average monthly growth rate of 80-100 stores.
Miniso's name is derived from the word "mini", after Japanese minimarts. The colour red was chosen as the brand's primary colour because it is considered auspicious in Asian cultures.
Affordable Quality Products
With simple and quality features, most MINISO products are priced between ?150 & ?450, thus earning love from the major consumers aged from 18 to 35. MINISO strives to provide consumers with smarter, simpler and stylish products, so as to make the consumer experience happy when shopping.
Taking product structure optimization and product management as its priority, MINISO insists on selecting materials used in product design & development from all over the world. 80% of the designs are 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, to convey features such as intelligence, leisure, quality and creativity through a great shopping experience.
Franchising For Rapid Expansion
In just 1.5 years of entering India, Miniso has already opened 67 stores. Keeping a very high target for itself, the brand intends to open around an astounding 800 stores pan India by 2020.
Miyake Junya, Co-Founder and Global Chief Designer, MINISO, said, “India is one of the top five markets in terms of revenue for MINISO. To expand our presence in India, we have initiated our franchise model.”
MINISO has also secured a fine place among the Top 100 Franchise brands list by India’s no.1 Franchising Magazine - The Franchising World, making it one of the most desirable and profitable franchises currently. The increasing number of franchise recounts an inspiring story of secure business success in teaming up with MINISO Ltd.
Franchise 100
The Franchising World, India’s no.1 Franchising Magazine, identifies the TOP 100 Franchise Brands and celebrates their achievements every year in its anniversary issue. The issue highlights the established Indian and big global brands that are increasing their positioning in India along with the new-age brands that are lucrative and profitable, expanding fast, as a reference guide for budding entrepreneurs and investors across India.
Franchise Top 100 is the one-stop destination to know everything about the franchise industry which establishes the authority, and strength to evaluate the growth of the franchise industry.
