Miniso (Simplified Chinese: traditional Chinese: ; pinyin: MÃÆ'ngchuÃÆ'ng Y? up? n ), styled as MINISO , is Reseller cheap Chinese and various chain stores specializing in household and consumer goods including cosmetics, stationery, toys, and kitchen utensils. Co-founded in 2011 by Japanese designer Junya Miyake and Chinese businessman Ye Guofu, the company is headquartered in Guangzhou, China, under the Chinese company Aiyaya. In 2016, the company's sales revenue totaled $ 1.5 billion, up from $ 769.9 million a year earlier.
Miniso has grown beyond the Chinese market and operates 1,800 stores in Asia, Europe, Australia, Africa, North America, and South America. He plans to eventually open 6,000 stores worldwide.
Video Miniso
Histori
Miniso was founded in 2011 by Japanese designer Junya Miyake, a graduate of Bunka Fashion College in Shinjuku, Tokyo, and Chinese businessman Ye Guo Fu. Originally claiming to be a well-known Japanese brand, although operating mainly in Mainland China under its Aiyaya Chinese company, Miniso has grown outside China and opened more than a thousand stores worldwide.
In January 2017, Miniso announced that they were trying to enter the North Korean market, opening their first store in Pyongyang four months later. According to The Economist , the store is popular among rich countries but only accepts foreign currency, including US Dollars, Chinese Yuan, and Euro as payment. Immediately after the opening, the Japanese company's branch was under pressure for violating UN Security Council Resolution 2321 which banned trade with North Korea, distance itself from the move, and blamed Chinese offices for the decision. As a result of the controversy, Miniso promised not to ship any more products to North Korea and Pyongyang stores were re-branded as "Evolution".
Expansion and location
Miniso first established a retail company in China, and most of his stores still operate there. Even so, he has been pursuing an aggressive expansion plan in countries linked to China One Belt One Road's economic policy and first started developing in Asia, starting with four retail locations in Japan before expanding into Taiwan, Hong Kong, Nepal, Macau, India , Pakistan, Mongolia, South Korea, North Korea, Indonesia, Malaysia, Singapore, Vietnam, Sri Lanka, Philippines and Bangladesh. Sales at one store in Vietnam on its opening day exceeded $ 10,000 in one hour. Miniso's store in Pyongyang is the first and only foreign retail store in North Korea. It arrived in Australia in early 2017. Miniso also opened their first store in Cambodia on October 8, extending to locations including Siem Reap, Sihanoukville, and Phnom Penh.
In North America, Miniso currently operates several stores in Canada, US, and Mexico. On August 6, 2016, Miniso signed a Comprehensive Strategic Cooperation Agreement with American partners to expand its retail operations to the United States. The first US store opened in Pasadena in April 2017.
In South America, Miniso opened its first retail store in Brazil in August 2017, the second in Chile in December 2017, with plans to enter Argentina soon. In May 2018, its first retail store in Peru opened at Jockey Plaza Shopping Center. In Africa, Miniso first entered South Africa in August 2017 and Nigeria a month later. There is also a shop in Kenya. In January 2018, Miniso operated two stores in Egypt. In Europe, Miniso operates retail outlets in Spain, UK, Germany, Italy, and Russia, among others.
Maps Miniso
Marketing
The name Minis comes from the word "mini", after the Japanese minimarket. The color red is chosen as the main color of the brand as it is considered to be profitable in Asian culture. However, there are no "minimarts" in Japan, where they are known as department stores.
Miniso's marketing strategy has been compared to other Japanese retailers such as Muji, Daiso, and Uniqlo due to similarities in store aesthetics, brand designs, and inventory. Due to Japan's influenced branding strategy, the company's products have been criticized as "made in China for Japanese looking", especially when many company stores are located in China, where people are more confident of Japanese brands than domestic offerings. It has also been criticized for posting incorrectly grammatical Japanese labels on many products, a consequence of using Baidu Translate to produce a copy of Japanese, as Miniso management claims.
Nevertheless, due to Minisya's success in expanding its number of retail stores, AllianceBernstein, a global asset management company, calls its market strategy a success by "filling a prized niche that is not handled by the imitated Japanese format".
References
External links
- Miniso homepage
Source of the article : Wikipedia
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