Miniso goes crazy overseas, Chinese brands stand on the global stage
2024-12-13
In today's business world, brand going global has become a new norm. Miniso, with its unique business model and strong global layout, is quietly leading the wave of brand going global. As of June 30th, Miniso has a total of 2753 stores in overseas markets, and its overseas business revenue in the first half of the year increased by 42.6% year-on-year, reaching 2.73 billion yuan. How to make a simple daily consumer brand cross national borders and become the new favorite of global consumers? Turbo Cloud will discuss with you the path of Miniso's overseas expansion.
Brand Going Global: The Inevitable Choice and Era Mission of Enterprises
What makes us appreciate those internationally renowned brands? Is it their quality, design, or the cultural heritage and innovation behind them? In fact, an excellent brand cannot just stop at the local market. With the deepening of global integration, brand going global is not only a symbol of commercial success, but also a reflection of cultural confidence and national competitiveness. The rapid rise of Miniso is a perfect combination of market demand and intelligent strategies.
Miniso: The Strategy and Wisdom Behind the Rise of Globalization
Image source: Mingchuang Youpin official website
Since its establishment in 2013, Miniso has opened over 6600 stores in 111 countries and regions worldwide. How did Miniso stand firm in the wave of the global economy?
1. Adhere to the principle of "ultimate cost-effectiveness"
Miniso has established an efficient supply chain system and cooperated with over 110 high-quality domestic suppliers to achieve cross-border cost control, giving its products unparalleled advantages in price. This not only ensures the high quality of the product, but also maintains the brand image in the global market, thereby attracting a large number of consumers.
2. Based on market demand, flexibly adjust strategies
Miniso did not stick to traditional daily consumer goods, but quickly iterated and updated its products by combining the needs of local consumers. At the time of entering the US market, Miniso actively cooperated with numerous well-known IPs and launched a joint series, which not only met the pursuit of novelty and fun by young consumers, but also enhanced brand awareness through the influence of IPs. As of now, Miniso has partnered with over 150 globally renowned IPs such as Disney, Sanrio, chiikawa, and Loopy. The global sales scale of IP products has exceeded 10 billion, with a cumulative sales volume of over 800 million IP products in history.
Image source: Mingchuang Youpin official website
3. Deeply cultivate user experience and establish long-term connections
Miniso has realized that modern consumers are not just buying products, but also seeking brand experiences that resonate with them. From New York, to Manhattan, and then to Dubai, Miniso's "super stores" in the core commercial districts of globally renowned cities have sparked wave after wave of popularity. Through the form of "super stores", a brand new experience scene covering brand stories and product values is packaged, conveying the concept and emotions of Miniso in the hearts of every consumer, and shaping a brand new image.
Image source: Mingchuang Youpin official website
Today's Miniso has become a rising star in the global market. With its strong execution power and keen control over market trends, Miniso has not only shaped its own success, but also provided valuable experience and models for other Chinese brands to go global.
Turbo Cloud: Accelerator for the internationalization journey of Chinese brands
Turbo Cloud Intelligent Cloud Control System
In the future, Turbo Cloud looks forward to expanding its internationalization with more Chinese brands and spreading the power of Chinese brands further and wider.
1. Comprehensive brand exposure service: Turbo Cloud provides multi-channel promotion covering social media, online and offline activities, accurately targeting target groups and effectively enhancing brand awareness and influence.
2. Private domain drainage: Build an exclusive private domain traffic pool, attract users through refined operation and personalized content, enhance stickiness, promote conversion, and achieve long-term value growth.
3. Flow boosting and fan promotion service: Using efficient strategies to attract precise fans, enhance account activity and influence, and help brands grow rapidly.
4. Account cultivation: Provide one-stop services for account cultivation, from content planning to daily management, focusing on fan growth and interaction enhancement, and creating high-value social media accounts.
5. Digital and automated matrix traffic construction: use AI tool chain and edge computing technology to achieve digital and automated matrix traffic construction and multi scenario operation on the global social short video platform.
6. Full chain overseas marketing services: Provide full chain overseas marketing services for social media operation, content production, promotion and drainage, and help Chinese brands achieve growth in overseas markets.
Through the above services, Turbo Cloud helps Chinese brands build and grow their brands in overseas markets, achieving their internationalization strategy.
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