Historia:

Miniso is a Japanese-based design brand, born from a co-founding between Japanese designer Miyake
Junya and the young Chinese entrepreneur Ye Guofu, a former designer.

New type of store → Miniso opened 1,000 stores in 50 countries around the world in less than three
years and to generate sales of more than one billion dollars in just 5 years.

The products sold are many and varied, there are snacks, clothing, cosmetics, jewelry, homeware,
electronics

Although it is already present on all continents, it still has many new markets to seize.

Puntos clave:

Estrategias

-The brand promises its customers creative products, quality and competitive prices (most
products are sold between $1 and $30).
- Each week new products are added on the shelf, which encourages the customer to return
regularly.
- They did not want to commercialize simple objects, but to transmit a real lifestyle more
healthy and more fulfilling, either through their products or the experience of purchase in
store.
- The strategy of Miniso involves selling many products every day all having a very low price,
a very high quality and a modern and generally appreciated design.
- PRODUCTION: The low price of the products is explained by the material used, often
plastic, which costs less than other materials in general, as well as the place of production
which is China, where the production and labor costs are also cheaper than average.
- MARKETING - PRODUCTION: The quality of the brand’s products is the watchword of
the brand, it is promoted by the brand itself in its slogan “ten yuan each, quality of life”. This
guarantee of quality allows the brand to achieve economies of scale and significantly improve
its marginal advantage.
- MARKETING: The brand also ensures its customers a research design. Indeed, the brand
works with designers around the world to inspire, see, and be ahead of trends in foreign
countries. This design preoccupation ranges from products to stores, as they are uniquely
decorated, making shopping simpler and more enjoyable.
- MODE OF ENTRY: Miniso’s strategy is also based on the choice of its customers and its
presence on the web. The fact that the store wants to be exported all over the world brings it
closer to its customers and allows them to acquire more.
- MARKETING: Miniso is also very present on the social networks, and tries to attract, to
keep and to motivate its customers with the help of these, with quizzes for example. They use
the media, word of mouth, and promotions to make themselves known.
SEGMENTATION:

The brand also aims to appeal to the customers of the middle class that is the most widespread. The
age of his clients also varies. This segmentation makes it possible to have a wider choice of
customers.

Miniso: The values of the brand

Miniso’s values are five fundamental points that aim to promote intelligent consumption:

- The simplicity of the products, Miniso goes to the essential.

 - The authenticity of the product, without excess or embellishment.
- Quality, best quality possible with low prices.
- Natural, material selection and appearance of the most natural product possible.
- Respect, for consumers and nature.

https://marketingtochina.com/miniso-success-story-china/

Historia

En diciembre de 2016, Miniso desembarcó en México, lo que supuso su puerta de entrada a

Latinoamérica. Actualmente, la compañía cuenta con una red comercial de veinte establecimientos en
el mercado azteca y prevé alcanzar los 220 puntos de venta en 2022.

Fundada en Tokio en 2013, la empresa cuenta actualmente con 1.500 establecimientos en cuarenta
mercados.

https://www.modaes.com/empresa/la-japonesa-miniso-acelera-en-latinoamerica-y-entra-en-colombia-
en-2018.html

Historia

Hasta el momento, más de 60 países y regiones han trabajado con MINISO. Ha abierto con éxito más
de 2600 tiendas en Asia , América del Norte , América del Sur , Oceanía, Europa y África . En el
futuro, MINISO se desarrollará en más países con el concepto de "localización de productos y
localización de talentos" y llevará productos de alta calidad a más consumidores.

Puntos clave:

El 30 de enero de 2018 , la marca de diseño japonesa MINISO llegó formalmente a un acuerdo

estratégico con Miniso Colombia SAS en el Parque Industrial MINISO.

Con el principio de "alta calidad y asequibilidad", MINISO se dedica a brindar una experiencia de
compra cómoda y sin estrés para los consumidores globales. MINISO tiene su visión y modo únicos
en la producción de productos inteligentes, simples y cómodos. La marca ha adoptado un modo de
selección estricto para los proveedores que cooperan, ha seleccionado proveedores de alta calidad y
materias primas adecuadas y de alta calidad en el mundo, y controla los precios de los productos con
adquisiciones a gran escala.

https://markets.businessinsider.com/news/stocks/miniso-to-launch-in-colombia-speeding-up-the-
process-of-internationalization-1015048476

History:

Miniso, a fast-fashion retail chain for homeware, electronics, and personal care products.

The official story is that the brand was established in Tokyo, Japan, in 2013, yet the English
Wikipedia page calls Miniso a "Chinese brand "; some other English-speaking websites also refer to it
as such. On the Chinese Internet, accusations about Miniso being a "fake Japanese brand" have long
circulated, as Miniso has an overwhelming proportion of its presence in China while staying almost
invisible in Japan, where it only operated four shops. In China, by comparison, Miniso runs more than
1500 outlets and is still aggressively expanding. Yet Japan is still allegedly the location of the brand's
headquarters.The truth is the company has never denied its Chinese roots, with one of the co-founders
being Chinese (another is Japanese) and its operational base remaining in China. The only thing
Miniso firmly sticks to is that the brand brings high-end Japanese design and quality at affordable
prices. "Designed in Japan / manufactured in China" - say most of the labels you see in Miniso shops.
Puntos clave:

Miniso is the industry champion in operational effectiveness and process management. Far from just
offering affordable everyday commodities, something that many small shops do, Miniso has
developed a unique monitoring and stock-keeping system that allows them to stay attuned to what
their clients like.

The company’s pledge to update its product lines every seven days, which looks like a smart way to
create customer interest, is, in fact, an elaborate management system involving stock and sales
dynamics. Introducing new products every seven days, Miniso outlets perform the whole turnaround
in a 21-working-day cycle.

To make prices so low, the chain had to completely reorganize the supply chain and its co-operation
with upstream companies. The conventional way retail chains work with suppliers in China creates a
lot of pressure for the latter. Using their buying power and dominating market share, retailers impose
a lot of obligations on their suppliers and create problems such as delays in payments, sometimes for
as long as 6 or even 12 months, or they impose an obligation to clear unsalable merchandise.

Not only do they prepay for their orders and clear their bills before shipments, they use a buyout
system for all their merchandise so that a supplier need not to worry whether his product is sold out in
Miniso stores

Keeping the overheads low, Miniso cuts out every intermediary possible -- 99% of the merchandise is
the Miniso private label, starting from the drinking water and continuing up to headphones and bags.
The supplies move straight from factories to shops or the company's 7 national warehouses.

Yet Miniso is very clear about where to spend as well as where to cut off. Miniso stores, though
relatively small (200-300 sq. meters), are always located in great destinations in a city. Even though
its image is that of a "one dollar shop," the company never cuts corners on marketing, advertising, and
promotion. New product series are supported with colorful promo videos, and Miniso cooperates with
Intercos, an Italian manufacturer of cosmetics, and a Swiss manufacturer of flavors and fragrances
called Givaudan handles their perfumes. Also, they use influential young models, such as Lu Han, for
promo campaigns. Last but not least, Miniso shops have an overall atmosphere that is always kept
nice and pleasant for shopping.

Unfortunately, we could not find official information about the number of franchises operated by
Miniso, but the company's official website provides some insights about the terms of the franchise
agreement: an investor is obliged to pay 150 000 RMB/25 USD on a yearly basis as the brand royalty
fee, plus a one-time product placement and refill fee of 750 000 RMB/113 000 USD to guarantee the
flawless 7-day supply turnaround of Miniso merchandise to the shop through the shop's whole life
cycle. The franchisee will additionally pay to Miniso for a corporate design renovation, the training of
personnel etc.

The company is trying to diversify its markets and is aggressively expanding overseas -- a week ago
there was a promotional conference in South Africa, a week before that another promotional
conference in Brazil, before that there was the signing of an agent agreement with a company from
Uzbekistan, and before that with agents from New Zealand and Ireland.

Overall Miniso has already entered more than 30 countries and regions and reached aturnover of 1.5
billion USD for 2016. The company is looking for more, with 6000 stores set to be opened by 2020
for a revenue of 9 billion USD.

https://www.linkedin.com/pulse/perfect-matrimony-how-miniso-wedded-japanese-cool-chinese-
nykytyuk/
https://cuitlahuacoviedo.com.mx/2019/08/29/auge-de-la-empresa-miniso-y-su-modelo-de-negocio-en-
los-anos-2013-2018-en-mexico/
https://www.emprendedores.es/franquicias/han-abierto-4-500-tiendas-en-ocho-anos-y-estan-
replicando-su-exito-en-espana/
https://www.emprendedores.es/franquicias/entrevista-2021-ana-rivera-ceo-miniso-franquicia-diseno-
japones/
https://issuu.com/07becks/docs/modelo_de_negocio_de_la_empresa_china_miniso_
https://www.las2orillas.co/miniso-el-nuevo-negocio-chino-que-pisa-duro-en-colombia/
https://blog.hubspot.es/sales/internacionalizacion
https://diariolaeconomia.com/fabricas-e-inversiones/item/4003-tiendas-miniso-el-sol-naciente-de-las-
compras-inteligentes.html
https://www.miniso.co/acerca-de
https://minisousaonline.com/pages/about-miniso
https://prezi.com/p/ysa90sbpvdyu/miniso/
https://retailinasia.com/in-trends/miniso-goes-global/
https://cedec-group.com/es/conocimiento/las-7-fases-del-proceso-de-internacionalizacion-de-
empresas