EXPANSION

Miniso was first established in China, and majority of its stores are still operating there. It has
pursued an aggressive expansion plan in countries which are connected with China’s One
Belt One Road economic policy and it first began expanding in Asia: Taiwan, Hong Kong,
Cambodia, and many more countries.
On August 6, 2016 Miniso has signed a Comprehensive Strategic Cooperation Agreement
with an American partner to expand its retail operations to the United States. The first U.S.
store was established in April 2017 in Pasadena. In Central America, it has opened its first
store in Panama. In South America, it has opened its first retail store in Brazil in August
2017, it’s second in Chile in December 2017.
In Europe, it has been operating retail stores in Spain, Germany, Italy, Estonia, Serbia,
Russia, among others. In Africa, the company has first entered in South Africa, Nigeria,
Kenya, Kampala, and Uganda.
Miniso also has been operating stores in Egypt. On September 1, 2018, Miniso has opened
two stores in Romania and plans to open 40 more stores nationwide. Miniso has opened its
first store in Bangladesh, on January 12, 2018. In June 2019, Miniso has announced it would
open 6 more stores in Israel, bringing the total to 18 by the end of the year.
Miniso, now has a presence over 70 countries, is on an expansion spree. This Japanese
lifestyle brand, is well known for its good quality products within an affordable price range,
and has forged an empire of over 2,600 stores worldwide through franchises and self-owned
stores. It is planning to open 800 stores in India by 2020. Launched in 2013, the brand
philosophy of ‘simplicity, nature and good quality’, has already seen a growth rate of 80-100
stores per year. For achieving these goals, MINISO has received multiple investments
through a series of funding, with recent one in October 2018 by Tencent Holdings of USD
147 million in Series A funding.
MINISO has signed cooperation agreements with partners from six markets including the
UK, France, Reunion Island, Maldives, Aruba, and Curacao. According to official statistics,
the number of Miniso cooperative countries and regions has exceeded 90, which is a step
closer to the 100 countries target that is part of its mid-term goal of opening 10000 stores in
100 countries with 100 billion sales volume in 2022.
The European market has been one of the most mature retail markets in the world. Since last
year, Miniso has been trying to enter the European market, opening physical stores in Spain,
Germany and Ireland, it has been overcoming a series of differences in economic and
political environments, natural cultures, consumption habits, laws and regulations, and
achieving breakthroughs in performance and reputation.
After conducting careful trial operations, Miniso has established in the European retail
market, delivering many innovative products of high cost performance and high quality to
European consumers.
For overseas markets, MINISO has adopted a strategy of differentiation with its products and
specially set up an international commodity department, which has developed international
diversified products, ranging from kitchen supplies, travel supplies, food, perfume, dolls and
toys to makeup series.
At the recently held Miniso 2020 Global Spring and Summer New Product Ordering Fair,
Miniso has set up the Europe pavilion in the exhibition area. Nearly a thousand SKUs were
developed by the Commodity Center team over half a year for the European market.
The products are to be said the “European market customization products” which are more in
line with consumption habits and design aesthetics of the European people.
Good products are the best weapons for Miniso to “conquer” the world.  In recent years, by
ensuring high quality and low prices, Miniso has been continuously strengthened its research
and development ability of design innovation, in which the most prominent thing is the cross-
border cooperation with world-renowned IPs, including Pink Panther, Hello Kitty, We Bare
Bears, Marvel and Sesame Street , launching a series of licensed products and winning the
favor of a large number of young people.
For example, the recent 2.0 series of new products launched with Marvel led to a reservation
boom from Miniso agents and partners around the world before they had officially launched
to the market.
Since the launch of the brand of Miniso in overseas. It has been developing smoothly. With
its cost-effective strategy in products, it has become one of the most successful brands that
has been developing in overseas. In addition to the brand philosophy that Miniso has been
adhering to, MINISO has also been taken to the overseas markets with its strong commitment
to social responsibility.
Japanese designer lifestyle brand Miniso has celebrated its achievement of the breakthrough
of 100 stores in India on August 31, 2019. In India, Miniso has been operating for the last
two years and there has been a rampant growth in terms of establishing its presence across the
entirety of the Indian geography. Currently, the Miniso brand has around 106 stores across
43+ Indian cities. It has received a splendid response towards its products, Miniso has
continued to add newer categories to their product portfolio - manufacturing some in India
itself. The brand has forged partnerships with key global intellectual property brand like
Marvel, Cartoon Network, Pink Panther, We Bare Bears, etc., to further enhance the brand
recognition in Indian market. The kind of strategic collaborations which have been
undertaken by the Miniso brand to accelerate a holistic image upgradation of its products
globally. Despite a few initial hiccups in their original expansion plan, Miniso India has been
able to regained their momentum and adjusted their strategy for the Indian market.
Miniso is now trying to explore strategic business partnerships within the country India so
that it would help Miniso in producing goods at competitive prices. Also it would enable
Miniso to manufacture certain merchandise in India and then export to other countries.
Miniso is now looking to streamline the supply chain resources of the group - with a very
keen focus on developing local direct mining resources. It would prove to be beneficial to
both the consumers and the franchise owners.