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
Excerpts
Unique Features
Apart from 147 directly operated stores globally, all of the Miniso stores in China and in overseas markets (about 5,066 stores) operated under its Retail Partner Model. The Miniso Retail Partner model was a hybrid store operation model that had elements of both the franchise store model and the self-operated chain store model..
Multichannel Marketing
Miniso launched various marketing initiatives and promotional efforts to enhance brand recognition and increase sales. These included outdoor campaigns, social media-based marketing, marketing through short-video platforms, membership programs, store-based omni-channel communities, appointment of celebrity brand ambassadors, and promotion through livestreams or videos featuring KOLs or celebrities..
A Global Player
In 2015, after just two years in operation, Miniso began expanding outside China. The retailer opened its first overseas store in Singapore. Leveraging the One Belt One Road policy , it then began to expand aggressively in Asia – to Taiwan, Hong Kong, and many other countries. In the first nine months of 2021..
Challenges Ahead
Despite its global success, the road ahead for Miniso would not be without challenges. One of the biggest challenges for the retailer going forward would be anticipation of and timely responses to changes in consumer preferences and fulfilling of different product expectations from consumers globally. The main task would be to sustain the popularity of its products, drive product innovation, launch of new products and sub-brands and global expansion..
Exhibits
Exhibit I: Miniso: Business Model
Exhibit II: MINISO and TOP TOY stores
Exhibit III:
Miniso: Marketing Campaigns
Exhibit IV: Revenue by Geographic Region
Exhibit V: MINISO: Selected Financial Data
Exhibit VI: Retail Ecommerce Sales Worldwide, 2019-2025
Exhibit VII: Market Size of Global Branded Variety Retail Market by GMV (2017-2026E)
Buy this case study (Please select any one of the payment options)
| Price: Rs.400 |
Price: Rs.400 | PayPal (9 USD) |
