Once regarded as a ten yuan store, Miniso has now shifted from being made in China to a global brand

The Avenue des Champs-Élysées in France has always been a symbol of luxury in Paris.

But now, a Chinese brand that was once considered a ten-yuan store has entered this top district of less than 1.3 kilometers last month, standing side by side with luxury brands such as LV and Bulgari. Its store location is only a few steps away from the Arc de Triomphe.

It is MINISO, which has established the image of a "Chinese business card" around the world in recent years.

In fact, this is not the first time MINISO has entered the world's top business districts.

As early as May last year, it swept through famous commercial areas such as Times Square in New York and Oxford Street, becoming the first Chinese brand to enter Times Square in New York.

What has changed MINISO? How did it transform from the ten-yuan store in our impression into a global super brand?

MINISO Champs-Élysées Flagship Store in France  Image source: Internet

From "Made in China" to "Global Brand"

MINISO's globalization journey began in 2015, starting with its first overseas store in Southeast Asia,gradually expanding to 107 countries and regions.

By 2023, MINISO achieved revenue of 3.82 billion yuan in overseas markets, accounting for one-third of the company's total revenue. The brand's success lies not only in its highly competitive prices, but also in its profound understanding and practice of "interest-driven consumption."

Founder Ye Guofu believes that "the essence of consumption is happiness." MINISO's brand mission is "Born for Happiness," providing consumers with ample emotional value.

Through collaborations with global top IPs such as Disney, Sanrio, and Pokémon, MINISO continuously launches co-branded products loved by young people, turning a simple shopping experience into a fun and emotionally resonant consumption process. It is this unique "happiness philosophy" that has helped MINISO quickly stand out in the global market.

MINISO's first global flagship store debuts in Times Square, New York

MINISO's Win-Win Collaboration with TikTok

In MINISO's global expansion, TikTok has played a crucial role. As the world's most popular short video platform, TikTok provides MINISO with an excellent showcase, helping the brand quickly reach young consumers around the globe.

MINISO leverages TikTok's vast influence, attracting a large number of users through creative videos and challenges. While enhancing its own brand power, it also brings greater user engagement to TikTok.

For example, MINISO launched the #penpen2PENPEN challenge, encouraging users to imitate PENPEN's dance moves and upload videos. This campaign quickly went viral on social media, with related videos garnering over 7 million views, greatly boosting PENPEN's brand awareness and influence.

In addition, MINISO has also collaborated with numerous influencers on TikTok, further expanding its brand influence through their recommendations and showcases. These influencers present MINISO's products to a wider audience through store visits, unboxing, parent-child interactions, and other formats, successfully attracting a large number of potential consumers. Through TikTok promotion, MINISO has not only gained widespread popularity among young people, but also further consolidated its brand position in the global market.

Building Global Super Stores

MINISO's global strategy not only relies on online platforms, but also further consolidates its brand image by opening "super stores" in major cities around the world.

The MINISO flagship store in Times Square, New York, achieved sales of over 9 million yuan in its first month of opening, becoming a leader among global stores.

On the Champs-Élysées in Paris, the MINISO flagship store is adjacent to Louis Vuitton, becoming the first Chinese brand to enter this top business district. These super stores not only offer a rich variety of products, but also provide dedicated display spaces for popular IPs, enhancing the shopping experience for consumers.

Moreover,MINISO's success in the global market is inseparable from its strong supply chain and localization strategy.

Relying on China's efficient supply chain system, MINISO can provide high-quality products at lower costs. At the same time, by establishing local teams in various countries, MINISO can better understand and meet the needs of consumers in different markets.

In the US market, MINISO's product strategy reflects this.

Catering to the preferences of American consumers, MINISO has launched more IP co-branded products, beauty items, snacks, etc., meeting local consumers' needs for personalization and interest-driven consumption.

So far, MINISO has established cooperation with more than 100 global IP licensors, developing over 300 IP product categories,growing into "the company that understands IP best in the retail industry".

A New Paradigm for Brand Globalization

All the way, MINISO's globalization represents a new paradigm: brand-centered, relying on a mature supply chain system, keeping the added value of the industrial chain in China.

MINISO's success is not only a commercial victory, but also a model for Chinese brands to establish their image in the global market. Through continuous innovation and strategic adjustment, MINISO is step by step realizing its goal of becoming a global super brand.

Whether through promotion on platforms such as TikTok, or by opening super stores in major cities around the world, MINISO is constantly strengthening its brand influence, winning more consumers' love and trust.

Although the path to success for each brand cannot be completely replicated, we still look forward to seeing more Chinese brands like MINISO go abroad and win recognition in the global market.

Just like Coca-Cola, Disney, and LEGO, becoming a global super brand, allowing consumers around the world to share in the outstanding achievements and innovative vitality of Chinese brands.