According to the Zhixin Finance APP, on October 29, Miniso (09896) held the "2024 Global Brand Strategy Upgrade Achievement Release Conference" in Shanghai, focusing on China's brand global breakthrough, and releasing important achievements in product strength, channel strength, brand strength, among others. Over a thousand guests attended the event to witness a new chapter in the high-quality development of Chinese brands.

In 2024, Miniso stands at the new decade's starting point, continuously surpassing in the intense global market competition, leading Chinese brands to break through. The group has over 7,000 global stores, spreading 'happiness' to 111 countries and territories, providing a great life experience for over 1 billion consumers worldwide, achieving a magnificent transformation from Miniso China to Miniso World.

At the conference, Miniso's founder, chairman of the board, and CEO, Ye Guofu, delivered a keynote speech on "Creating Greatness for Chinese Brands," pointing out the significant changes in the global retail industry. China's retail sector is facing an unprecedented breakthrough, and Miniso aims to become a truly globally competitive and influential world-class retail company during this crucial period.

As early as 2020, Ye Guofu first proposed that 'interest consumption' would become the mainstream trend of future consumption, followed by a global wave of interest consumption. The IP strategy is a key driver for Miniso in leading interest consumption, injecting strong momentum into its global presence. Miniso pioneered the innovative business model of 'Global IP Joint Collection Store,' focusing on IP design in the retail domain, aiming to build a new high ground and strengthen its advantages in channels and scale, continuously moving towards the vision of 'becoming the world's top IP design retail group.'

Ye Guofu stated that he would disrupt traditional thinking to deliver quality retail, building a retail giant that integrates 'must-buy + optional consumption' and covers both the 'Chinese and global markets.' Returning to the essence of retail, consumers, and service, he aims to create a great brand by fulfilling consumers' pursuit of a better life.

Miniso's Executive Vice President and Chief Product Officer, Dou Na, mentioned that Miniso has been implementing its IP strategy since 2016, collaborating with over 150 globally renowned IPs worldwide. The global IP product sales have exceeded 10 billion, introducing over 0.01 million new IP products annually, with a historical total of over 0.8 billion IP product sales, solidifying Miniso as a true 'IP joint name leader.'

At the press conference, Miniso announced another heavyweight IP collaboration with Disney, and the co-branded products went live on all global channels on October 31. Miniso also officially released the 'TPE Plush' category, and announced the upcoming launch of a mini plush series of TPE plush products created in partnership with Disney next year.

To ensure that innovative designs can quickly be transformed into high-quality products and pushed to the global market, Miniso is continuously improving its global supply chain system, expanding upstream top-tier supply chain partnerships. Dou Na stated that Miniso has strategically partnered with a world-class century-old fiber chemicals brand to jointly launch multiple patented fabric and clothing products, providing global consumers with a better wearing experience.

Since the brand's strategic upgrade, Miniso has been transforming towards product branding, content companies, and user orientation, constantly strengthening brand power and building a lighthouse brand for IP consumption.

Liu Xiaobin, Vice President and Chief Marketing Officer of Miniso Group, stated that Miniso's first mention rate among similar brands, as well as brand preference reflecting purchase frequency, has continued to significantly increase over the past two years. As of now, in the major global markets, Miniso's registered membership has exceeded 0.1 billion. In China, the cumulative number of private domain users based on the WeChat ecosystem has exceeded 47 million, with stock exceeding 30 million. Overseas members that started to focus on last year have grown by 63% from 2024 to present.

As Miniso deepens its user operations, user value continues to be unearthed and highlighted, resulting in the growth of brand value, reflected in the steady increase of the unit price and the per customer transaction value. Taking the example of the USA market, in the past four years from 2019 to now, Miniso's product unit price has increased by 93%, and the per customer transaction value has increased by 77%.

Chinese brands are not only symbols of commercial power but also messengers of cultural dissemination. Since Miniso collaborated with the Xinhua News Agency client app to launch the 'China Cultural Innovation Global Development Plan' last year, the two parties have worked closely together to create a series of China's intangible cultural heritage products with intangible cultural heritage inheritors. Through innovation, they interpret Chinese culture and promote the continuous deepening and far-reaching development of Chinese culture. At this event, Miniso and Xinhua News Agency client app jointly upgraded and launched the 'China Cultural Innovation Global Development Plan,' announcing a 10-year commitment to help 100 Chinese IPs go global.