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

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
MINISO: A Discount Retailer Thriving in the E-Commerce Era
Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In 2021, China based global lifestyle retailer MINISO Group Holding Limited’s (Miniso) aggregate Gross Merchandise Value (GMV) of products sold through its network was approximately RMB18 billion (US$2.8 billion), making it one of the largest global variety retailers of lifestyle products, according to a report from global research and consulting firm Frost & Sullivan . Miniso’s market share in the global branded variety retail market increased from 5.2% in 2019 to 6.7% in 2021 while in China, it increased from 10.9% to 11.4%..

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