Recently, Miniso's 100th store in the United States was grandly unveiled, marking another milestone in the internationalization process of this lifestyle consumer brand. This new store is located in the famous Florida shopping center in Orlando, presenting a wonderful pink shopping experience for local consumers as Christmas approaches. The opening of the 100th store in the United States is not only a strong proof of Miniso's strong development in the US market, but also a successful confirmation of its global expansion strategy.
Pink storm sweeping across the United States, creative surprises for Christmas season
The Florida Business Center, as a landmark commercial district in Orlando, attracts millions of tourists from around the world. It is understood that the MINISO Florida Business Center store covers an area of 2080 square feet and is conveniently located, just a few minutes' drive from Orlando International Airport, Disneyland, and other famous local attractions. With a keen insight into consumer interests and trends, Miniso has planted the banner of a Chinese brand in this shopping paradise, aiming to provide a more convenient shopping experience and create the preferred destination for local consumers to shop for holiday gifts.
The store features eye-catching all pink decor, sparking a dazzling "pink storm" in the Florida shopping center. The store has brought consumers over a thousand kinds of trendy items, including a series of exclusive all pink new products, all of which come from the joint cooperation between Miniso and popular IPs such as Sanrio and Disney. It is worth mentioning that MINISO's latest Care Bear series has also made its debut in Florida shopping centers in the United States, bringing consumers more surprises and trendy experiences.
Since the brand went global in 2016, Miniso has been committed to conveying the business philosophy of "happy philosophy" to consumers through products that are "beautiful, fun, and user-friendly". Miniso has broken through the ceiling of product innovation and market expansion by utilizing IP co branding and incubating its own IP, bringing unique market influence and competitive advantages to the brand. It is understood that the Florida Business Center store has set up special areas for blind boxes, dolls, perfume fragrance, etc., to anchor consumer awareness through new high-frequency, highlight the positioning of "lifestyle brand with IP design as a feature", and lead the future development trend of fashion consumption.
Deepening overseas market layout and driving growth through overseas strategy
According to the latest quarterly financial report data, the overseas revenue of famous and excellent products (outside Chinese Mainland) was nearly 1.3 billion yuan, up 40.8% year on year. The GMV of overseas single stores increased by 27% year-on-year, and the average number of stores increased by about 12%. The overseas expansion model of Miniso has evolved to the 3.0 stage of Chinese consumer brand expansion, with a significant acceleration in opening stores in overseas markets. In the third quarter of this year, the overseas market saw a net increase of 126 stores, setting a new record for opening stores in a single quarter since 2020. With the accelerating pace of global business expansion, Miniso has achieved an important milestone of exceeding 6000 global stores and is moving towards the goal of achieving net growth of 350-450 overseas stores for the whole year.
In May of this year, Miniso opened its first global flagship store in Times Square, New York, breaking the gap of zero entry for Chinese brands in this core area and refreshing a new height of global development for Chinese brands. The store has a brand new storefront image, trendy products that combine differentiation and cost-effectiveness, further enhancing the brand awareness and consumer perception of local consumers. In the first month, it broke the global single store sales record.
Since opening its first store in the United States in 2017, Miniso has always regarded the US market as an important component of its overseas business. At present, Miniso's US market business has expanded to 20 states in the United States, with the number of stores officially exceeding 100, becoming an important milestone on the occasion of the brand's 10th anniversary. In the future, Miniso will expand to more cities and regions in the United States, occupying more high potential prime locations and prominent positions.
Miniso continues to deeply cultivate the US market, demonstrating its super brand power and international influence, deepening brand strategy upgrading and global development momentum. Looking ahead to the future, Miniso will continue to target global core business districts, continuously promote overseas store construction with replicable super store experience, optimize the global high potential store network, and better create a "super destination" that leads the global IP trend.