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What’s the Secret to the Explosion of the Miniso “10-Yuan Store”?
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What’s the Secret to the Explosion of the Miniso “10-Yuan Store”?

1,800 Stores in 3 Years; Every Product a Bestseller and About to Hit 10 Billion Yuan in Revenue

Du Boqi
Iyiou, 2017
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Editorial Rating

8

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Recommendation

Everything about Miniso seems Japanese, including its name, design and branding. But Miniso is a Chinese business operating out of Guangzhou. No doubt the Japanese-style branding has helped Miniso create an image of high quality and win the trust of consumers. But of course, that’s not the sole reason for the company’s success. In this article, business analyst Du Boqi discusses how Miniso’s unique business model and market positioning led to 1,800 stores and ¥10 billion [$1.5 billion] in revenue. getAbstract recommends this article to anyone working in logistics or offline retail, as well as to designers, business managers and shopaholics.

Take-Aways

  • Miniso is a Chinese variety store whose Japanese-style branding is an essential part of its business strategy.
  • The company offers high-quality goods with stylish minimalist designs at low prices.
  • Miniso requires suppliers to adhere to a strict set of standards to ensure product quality.

About the Author

Du Boqi a business and economics researcher and analyst. He is also a columnist for IYiou, a new-tech media outlet focused on offline-to-online (O2O) businesses, and has written several books, including one on Miniso.

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