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

Chinese lifestyle goods retailer cultivates spinoff toy store chain

20211015 Miniso Minions

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)

CK TAN, Nikkei staff writer

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

Each is in charge of one of the 11 product categories carried across the group's nearly 4,750 outlets around the world and presents potential new items to stock, showing off prototypes and samples from suppliers to make their case.

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