The MINISO Brand founder Jack Ye gained inspiration for MINISO while on his vacation with his family in Japan in 2013. He came across a number of specialty stores in Japan which stocked good quality, well designed, and inexpensive products that were mostly manufactured in China. With his knowledge and experience in product development, supply chain and resources gained from running fashion chain b
rands, Jack established MINISO with its headquarters in Guangzhou, China, a brand which caters to young people around the world. MINISO’s original intention is to enable the young generation to enjoy the life through the high-quality products and service. Customers are able to afford those well-designed and good quality product with inexpensive price, thus, “extreme cost-effective”has been the tag of MINISO products. With the in-depth operation in the global market and in-depth insights into consumers, MINISO has continuously innovated and upgraded in the pursuit of "extreme cost-effectiveness", and proposed the concept of "interest-driven consumption" for the first time in the retail industry. In order to meet the needs of young consumers, based on the "interest-driven consumption", MINISO continuously empowers the product development through “licensed collaboration”, “excellent design”, and “black technology”, and launches "cute, fun, and easy" products for the global market to meet the material pursuit and emotional value of young consumer groups. At the same time, in line with customers’ multiple consuming habits, MINISO actively embraces the internet and proceeds omni-channel strategy that integrates online and offline channels, which enable consumers to shop conveniently and joyfully in stores and at home. In 2022, MINISO officially launched its brand upgrading strategy and the brand slogan "Life is for fun". Today, MINISO has successfully entered 100 countries and regions and opened more than 5,000 stores around the world, covering the core business districts of most of big cities such as New York, Los Angeles, Paris, London, Dubai, Sydney, and Istanbul. Relying on high-quality products and services, MINISO will insist on creating joyful and high-quality life experience for billions of consumers around the world.
