Video Description
Lakshay and Pari, two souls who have a special bond despite being miles apart-Lakshay in Delhi and Pari in Punjab. Pari is a talented home baker, and she keeps Lakshay delighted with her creations. One day, while Lakshay is enjoying a beautifully baked cake, he recalls Pari and their cherished friendship. Inspired by Harry Potter’s magic and Miniso’s whimsical Harry Potter collection, he decided to give a spell a try- “Accio!” Just like magic, Pari appears, spreading delight and joy at the reunion. The ad beautifully weaves the magic of friendship and the Miniso x Harry Potter collaboration
Introduction Of Miniso
Ye Guofu- Founder, Chairman And CEO of Miniso
- Founded : Launched in 2009, first store opened in Guangzhou, China, in 2013.
- Global Presence: Expanded to Hong Kong, Singapore, Malaysia, and Sydney, Australia.
- Public Listing: Miniso went public on the New York Stock Exchange in October 2020.
- Core Values:
- Improve social consumption patterns.
- Introduce innovative, value-driven business models.
- Co-founder: Collaborated with Japanese designer Miyake Junya in 2013.
Size And Scope Of Miniso
Wide Product Categories: The brand offers diverse products, including home essentials, beauty, electronics, lifestyle items, and more.
Rapid Expansion: Miniso continues to expand and establish itself in new markets while maintaining its position as one of the world’s leading lifestyle retailers.
Global Customer Base: It caters to millions of customers worldwide, catering to varied preferences with trendy and affordable products.
Large Retail Network: Miniso owns thousands of stores in over 100 countries, positioning it as one of the most renowned international retailers.
Challenges Faced By Miniso
Market Research
TARGET AUDIENCE: The target consumers of miniso are customers between the ages of 18 to 35. As we know that Miniso provides high quality products at affordable prices, so Miniso focuses on targeting middle-classed customers who are not willing to spend a lot of money on a premium brand while still wanting quality and beauty.
LOCATION AND GENDER: Urban cities within developed and developing economies are major markets for Miniso. Its products, range like cosmetics, domestic utensils to electronics and pens, attracts both men and women, but categories such as cosmetics and accessories favor females.
HOW TECHNOLOGY IS IMPACTING THE MINISO’S INDUSTRY: As the rise of online shopping and e-commerce platforms, Miniso has started online retail, expanding its digital presence through platforms such as Alibaba’s small in China, and global platforms like Amazon and Lazada in Southeast Asia. Miniso has optimized its websites and applications to give more consumers a seamless mobile shopping experience. In addition, Miniso has combined physical stores with online channels to make the shopping experience seamless. For example: Most locations can now provide click-and-collect services; a consumer can order products from the online channel and then collect in the actual store, which blurs the lines between the instore and digital experiences.
CONCLUSION: Success on the part of Miniso does not only depend on economical prices and trendy product assortment but also how they adapting technological innovations. It is the company’s strategies towards E-commerce, mobile integration, and many more. As the company continues to innovate, its ability to adapt to new technologies and consumer trends will be crucial in maintaining its strong position in the global retail landscape
Social media strategy
·Eye-Catching Content: Sharing beautiful images and videos of products, showing how they can be used in daily life.
·Influencer Collaborations: Working with influencers to showcase products and run giveaways, boosting visibility and engagement.
·User-Generated Content: Encouraging customers to post their purchases and sharing their content on Miniso’s official pages.
·Seasonal Promotions: Running campaigns around festivals and special product launches to attract attention.
·Instagram Focus: Using Instagram Stories and Reels to engage followers with fun, quick content and influencer takeovers.
·Interactive Engagement: Running polls, quizzes, and asking for feedback to involve followers.
·Paid Ads: Using ads to reach specific audiences, promoting sales or new arrivals.
·Exclusive Offers: Giving social media followers early access to sales and special deals.
Engagement Rate, Target Audience
TOUCH POINTS FOR CONNECTING WITH THE AUDIENCE :
Since Miniso is a popular Chinese company that has stores all around the world , it is probably the first name to pop up in people’s heads whenever someone thinks of buying beautiful-looking stuff on a budget. It is because of the brand’s amazing marketing strategies that make it a popular name among everyone. The following are the key marketing strategies of Miniso:
Market Entry Strategy:
- Operates over 5000 stores in international markets (e.g., US, Canada, South Korea, India, UAE, etc.).
- Focuses on products with appealing designs, high quality, and affordable prices.
- Employs the “Three Highs, Three Lows” strategy:
- Three Lows: Low costs, low prices, low margins.
- Three Highs: High efficiency, high technology, high product quality.
Endorsements & Influencer Marketing:
- Collaborates with celebrities and influencers to drive product popularity.
- Gains attention through partnerships with Marvel, Hello Kitty, etc., boosting demand for themed items (e.g., Marvel drinkware, AirPods cases).
Intensive Management Strategy:
- Stores have minimalist interiors with an American color palette and thoughtful shelving.
- Eye-catching product displays encourage purchases.
Giveaways & Contests:
Conducts regular contests and giveaways to attract customer attention and engagement.