On December 23rd, Miniso Shanghai flagship store made its debut in the core business district of Huaihai Middle Road in Huangpu District, Shanghai. Mr. Liu Xiaobin, Vice President and Chief Marketing Officer of Miniso Group, Yao Jianzheng, Vice President and General Manager of China Operations Division of Miniso Group, Yang Yiqi, Chairman of Shanghai Huashi Square, and Chen Feiyu, Global Brand Image Spokesperson of Miniso Group, attended the event to jointly cut the ribbon for the opening of the store.
Understanding the important role of consumer scenarios in consumer shopping experience and brand image shaping, Miniso Shanghai flagship store focuses on Disney's classic IP Strawberry Bear, creating an "IP Paradise" style scenario based shopping experience for consumers. With a brand new store image, it refreshes consumers' brand perception and further drives the consumption vitality of the Huaihai Middle Road trend market in Shanghai.
The consumption scene has been revitalized and upgraded, injecting new vitality into the fashion city
As one of the most influential international consumption centers, Shanghai is currently moving towards a trillion dollar consumption market for fashion consumer goods. According to official data, the number of new first and flagship stores in Shanghai this year ranks first in the country. It is understood that the flagship store of Miniso Shanghai is located in the core area of Huaihai Middle Road. The overall layout of the store is divided into two floors, with a total area of nearly a thousand square meters, covering over 3000 trendy products. The store has set up a strategic category experience zone such as aromatherapy, blind boxes, and accessories, striving to create a brand exclusive mental "signature dish".
Liu Xiaobin, Vice President and Chief Marketing Officer of Miniso Group, stated at the opening that the trendy attributes of Miniso have a natural fit with Shanghai's fashion capital characteristics. As a leading urban consumer destination and a gathering place for trendy culture, the Huaihai Road commercial district gathers multiple domestic and foreign trendy brands, with a highly imaginative consumption potential. We believe that the new flagship store of MINISO will better meet the trendy needs of the younger generation and stimulate deeper trendy vitality among local consumers.
The flagship store of Miniso Shanghai has once again led the "pink trend", with the giant strawberry bear co created by Disney on the exterior of the store eye-catching, as if warmly inviting customers to participate in Miniso's IP trend party. The store also features strawberry bears as the main visual element for decoration, with a highly atmospheric strawberry bear carousel and a giant wink check-in wall set up. Through IP trend innovation space design, Miniso creates a fun, interesting, and immersive "IP amusement park" scene that conveys beauty.
At the opening ceremony, Chen Feiyu, the global brand image spokesperson of the famous innovative and high-quality products, came to the scene to surprise and interact with fans, and performed a cheerful "Happy Dance of the famous innovative and high-quality products", which shared a positive and beautiful lifestyle with the brand. He is still taking a photo with the Strawberry Bear IP device while browsing the store, further driving the trend of young people checking in at the store. At the same time, he deeply experiences the "beautiful, fun, and useful" products of Miniso. The "celebrity effect" collides with the "winter romantic carnival", igniting the trendy consumption enthusiasm of Shanghai consumers.
It is worth mentioning that Miniso has set up creative interactive scenes such as flash song performances and sweet PINK mini sweet carts at the opening site. There are also handsome and attractive shop assistants who take on the role of shopping guides and butlers, using the fancy gameplay of "super stores" to open up a dialogue space with the younger generation, attracting many young consumers to experience immersive shopping and fully interpreting the brand's "happy philosophy". It is understood that on the first day of opening, the flagship store of Miniso Shanghai achieved a performance of 225000 yuan, and the next day's performance was 270000 yuan, setting a new record for single store opening performance.
Continuing the spatial expression of "IP Paradise" and unlocking the growth password of "Super Store"
According to the latest financial report of Miniso, as of September 30th, Miniso has achieved an important milestone of over 6000 global stores. Under the leadership of "big stores creating big performance", Miniso creates "super stores" through three levels: global flagship stores, national flagship stores, and city flagship stores/image stores.
City flagship stores and city image stores, as important parts of Miniso's "super stores," lay a solid foundation for Miniso's performance growth and brand upgrading. It is understood that Miniso has successively built city flagship stores and city image stores in core business districts of more than 10 cities this year, including Chengdu, Guangzhou, Xi'an, Wuhan, Taiyuan, Ganzhou, Xiamen, Hangzhou, etc. Among them, Miniso Guangzhou flagship store has a monthly sales record of over 5 million yuan, breaking the domestic monthly sales record of Miniso.
Throughout, Miniso has been exploring the connection between "super IPs" and "super stores" to create popular IP co branded products and innovative store consumption scenarios, building a unique and fun "IP paradise" that deeply connects consumers' minds. Liu Xiaobin said that Miniso has determined its brand's differentiated positioning and advantages through IP design, continuously injecting vitality into store scene innovation, successfully unlocking the breakthrough password of "super stores", and further strengthening its positioning as a "lifestyle trend brand with IP design as its characteristic".
In September this year, Miniso launched its first original IP DUNDUN chicken themed store in Wuhan. In October, Miniso opened its first IP limited themed store with Sanrio as its theme in Indonesia. With sales exceeding 450000 RMB on its first day of operation, it set a new historical high for Southeast Asian stores. Miniso showcases the creativity of IP through multi-dimensional innovations such as scene upgrades, experience upgrades, and IP content upgrades, driving product sales through IP scenarios and unleashing the vitality of IP trend consumption.
On the path towards becoming a global "super brand", Miniso continues to explore new ways of empowering consumer growth through store experience, constantly building content highlands through interest consumption, and upgrading new stores through IP strategy, creating an immersive "super destination" for global consumers. At the same time, relying on replicable experience in super stores, we will promote the landing of more flagship stores worldwide, steadily lay out a healthy and complete global store network ecosystem, and write a new story of Chinese brand trends.