MINISO: A Discount Retailer Thriving in the E-Commerce Era

Case Code: BSTR655
Case Length: 15 Pages
Period: 2013-2022
Pub Date: 2023
Teaching Note: Available

Price: Rs.400
Organization : MINISO Group Holding Limited
Industry : Retailing
Countries : China
Themes: International Marketing , Digital Marketing, Global Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

Miniso was founded in 2013 by Guofu , a Guangdong based Chinese entrepreneur. He came up with the idea of starting a chain of lifestyle stores during a family vacation to Japan. He saw local specialty stores in Japan selling well designed yet affordable items under 100 Yen, most of which were manufactured in China and was inspired. Guofu wanted to harness China’s manufacturing capacity and combine it with good design, to offer quality products at attractive prices to young consumers globally..

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