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Character-building key to Miniso's plan to raise profits

Chinese lifestyle goods retailer cultivates spinoff toy store chain

Sales of items featuring the Minions and other characters licensed by Miniso or created by it rose 79% in the April-June quarter. (Photo by CK Tan)

GUANGZHOU -- Nearly every Monday, young executives hustle into a conference room at the headquarters of lifestyle goods chain Miniso Group in Guangzhou.

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