Miniso: A successful franchise model in Japan

Miniso is a brand in Japan, founded by Japanese designer Miyake Old and a young Chinese entrepreneur Ye Guo Fu. This brand is seldom known in western countries, but the performance of this company is remarkable. Its ethics have made it possible for it to establish itself as a market leader in this area, especially in Asia, without even using e-commerce! But the Minnesota brand still has big ambitions. In particular, their goal is to develop the brand and build more than 6,000 stores worldwide. So we researched them to assess their success and evaluate their success story.

With respect for customers, the Miniso brand guarantees its customers creative products, quality, and affordable prices. (Most items cost between $1 to $30). Through Miniso, two designers from China and Japan have developed a new type of shop. In fact, they did not want to market generic products, but they did want to develop the concept of a healthy and truly satisfying lifestyle through their products or store-buying experience. This brand spirit has given them tremendous success, which in a short period of time has opened 1000 stores in 50 countries around the world and started earning more than 1 billion dollars, in just five years… !!!

Minnesota: Brand Values

Miniso Values ​​has five key points aimed at developing intelligent consumption among consumers:

Simplicity of products.

Only the authenticity of the product without showing off.

Best quality at low prices.

Explicit basics, proper material selection and demonstration of natural product as much as possible.

Respect for customers and principles

Minnesota: Brand Strategy

The products sold are numerous and varied, e.g. Snacks, clothing, cosmetics, jewelry, homeware, electronics, etc. Miniso’s approach is to sell a lot of low-cost, extremely high-quality, and up-to-date items every day. In addition, Miniso is constantly trying to bring new products. In fact, new products arrive every seven days. The low cost of the products is explained by the materials used (mostly plastic), which cost less than other materials, as well as the production cost being lower than average as the manufacturing centers are in China. The best quality of a brand’s products is the key to a brand’s success. “Ten yuan each, quality of life…” is the motto of Miniso and the brand itself promotes it. Quality assurance enables the brand to gain a measure of financial dominance and is of great benefit to the brand. Therefore, this approach is very beneficial.

The brand guarantees research design for its customers. Indeed, the brand works to inspire and understand trends in foreign countries and go beyond them. From products to shops, the design is decorated in a unique style, making shopping easier and more enjoyable.

Miniso’s approach is also based on its customers ’choices and their internet presence. The fact that you want to build stores around the world brings you closer to your customers and enables them to buy more. The brand strives to attract the most prevalent middle-class customers. The age group of its customers is also different. This segmentation helps to make a wide selection of customers. Miniso is also very active on social networks and tries to attract customers, engage with brands and motivate them to buy your products. To identify themselves, they use the media, word of mouth and advertisements. It also keeps customers loyal to the brand.

For this reason, it is safe to say that the brand will have great opportunities in the future. Miniso is likely to retain its customers by maintaining the same approach and frequently bringing new products. There are so many possibilities, especially the success of its overseas market. Although their stores already exist in all countries, there are also many new markets for business expansion. In addition, the New Silk Road initiative will encourage and facilitate these exchanges in Europe in the coming years. Also, the railway connection will definitely give a boost to this initiative for turnover between China and Eurasian countries.

What can you learn from Miniso’s success story?

Preserve clear and distinct values

Match with your potential customers

Don’t neglect quality for price

Work on visuals

Increase customer loyalty

Stay active on social networks.

Marathi entrepreneurs who want to work on a franchise model should definitely study a brand like Miniso.

As franchise consultants in Mumbai, we at Franchise Birbal always provide individual attention to our clients and help them to establish franchise businesses both in India and internationally. Franchise Birbal helps franchisees start, grow, and protect their franchises. By developing a franchise business with us you get the assurance that you will be able to establish your franchise business successfully. Our franchise consulting and legal documentation services start from Rs. 15000/-* onwards.

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