Success Case Study: Miniso provides a deep dive analysis of the factors driving the retailer's success in the retail sector
Miniso is a China-based affordable lifestyle retailer with a global presence
Miniso’s playful retailing model has driven strong global success
Novelty, affordability, localization, and immersive formats drive sustainable retail growth
Report Scope
- Founded in 2013, the retailer offers affordable lifestyle products, including home goods, digital accessories, personal care, and plush toys, while leveraging collaborations with popular global characters and brands such as Disney, Marvel, and Sanrio.
- Store expansion in major global cities alongside immersive flagship concepts has strengthened international visibility and reinforced brand differentiation.
- As of June 2025, the retailer operates 7,612 stores globally, with 4,305 in China and 3,307 in overseas markets.
Reasons to Buy
- Gain a deep understanding of Miniso's successful strategy to identify opportunities and threats in the global retail market
Table of Contents
- Executive Summary
- What: Miniso’s story begins with playful design and affordability
- Why: Miniso drives engagement through playful design and global IP collaborations
- Why: Immersive store formats and rapid expansion fuel Miniso’s global momentum
- Take-outs: Affordable pop culture resonates with younger consumers
- Take-outs: Experiential retail and cultural relevance drive global momentum
- Q2 2025, Global consumers: "How important are new experiences associated with product purchases?"
- Q2 2025, Global consumers: "How important is novel/unique in a product?"
- Miniso’s global value sales ($ million), 2019 - 2024
- Miniso’s global store count, 2019 - 2024
- Q2 2025, Global consumers: "How important is attractive packaging when making a purchase?"
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Miniso
