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发布日期:2021-04-06 00:02:01 发布者:Admin5  点击率:

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本文是从微信公众号:Ai Faner(id:ifanr)转移而来的。未经授权,不得转载。

What is your impression when it comes to MINISO? Cheap ten-yuan boutiques, red and white logos that resemble Uniqlo, and entangled "Japanese brand" identities, are there any more? If you add one more item, it may be a "co-branded account" that has been co-branded with various big IPs all year round.


When MINISO was first established in 2013, polarized evaluations have been accompanied by its growth. People who hate MINISO will think that the image of the Japanese boutique grocery store created by MINISO is a plagiarism from other brands, while fans who like it think that MINISO’s products are high in quality and cheap, and will not reject him because of the similarity.


Picture from: Filckr.com


Branded products with similar concepts to MUJI, red and white logos and shop decoration similar to Uniqlo, and "micro-innovative" products that collided with the appearance of big-name popular products. The start of MINISO really hated many consumers. Its reason.

具有与MUJI相似的概念的品牌产品,与Uniqlo类似的红色和白色徽标以及商店装饰,以及与知名大牌产品的外观相冲突的“微创新”产品。 MINISO的诞生确实让许多消费者感到痛心。其原因。

In the constant controversy over the years, MINISO has not only not been defeated, but the annual turnover and number of stores have been rising in an orderly manner. On September 24, MINISO publicly submitted a prospectus to the US Securities and Exchange Commission. It plans to raise US$100 million under the stock code "MNSO". Tencent holds 5.4% of the shares.

多年来不断发生争议的是,MINISO不但没有被打败,而且年营业额和商店数量有序增长。 9月24日,MINISO向美国证券交易委员会公开提交了招股说明书。它计划以股票代码“ MNSO”筹集1亿美元。腾讯持有5.4%的股份。

The word "MINISO" is getting rid of the stereotype of cheap and inferior. This new retail star founded by the owner of "Oh Yeah", Ye Guofu, seems to be conducting a commercial experiment.

“ MINISO”一词摆脱了廉价和劣等的刻板印象。由“哦呀”的所有者叶国富创立的新零售明星似乎正在进行商业实验。

If you still remember the predecessors of MINISO, oops, boutiques, then the Internet still has memories. Although MINISO has never mentioned the relationship between itself and its predecessors, it still sheds light on Tianyancha.


Oops, taking over with MINISO shows that the traditional ten-yuan boutique model is no longer suitable for the market. In the past, boutiques were always located in relatively corners in order to save shop rent. Coupled with the matte appearance of the shops, apart from young girls who pursue exquisite shopping, they rarely attract other customer groups.


It can be seen from the location selection of MINISO's store that it is taking a completely different path. Wherever there is a flow of people, famous brands will be opened, and they can be opened on the first floor of a shopping mall and never on the second floor. Using simple and pleasing decoration to attract huge passenger flow, and then convert it into sales, this is also the magic weapon for MINISO's initial growth.


The passenger flow brought by the excellent location is always temporary. Without good products to attract customers, then these objective passenger flow will eventually become one-time passenger flow.


In the absence of strong enough product self-research capabilities, MINISO thought of the fastest way to get rid of cheap and low-end products and co-branded with big IP. From the childhood pink leopard to the enduring Pokémon, from the Forbidden City with a heavy cultural background to the glory of the national mobile game king, MINISO's co-branding is beyond people’s imagination. The co-branding object only needs one key word ,"fire".

在缺乏足够强大的产品自我研究能力的情况下,MINISO想到了摆脱廉价和低端产品并与大型IP品牌联合的最快方法。从童年的粉红色豹子到经久不衰的神奇宝贝,从具有浓厚文化底蕴的紫禁城到全国手机游戏之王的荣耀,MINISO的联合品牌都超出了人们的想象。联合品牌对象仅需要一个关键字“ fire”。

In order to maintain the freshness of the store, MINISO basically maintains more than 4 IP co-branding projects a year, which means that even if you are not interested in the Hello Kitty co-branding in this issue, the Sesame Street co-branding in the next issue is likely It will stimulate your cuteness and let you enter the store.

为了保持商店的新鲜度,MINISO基本上每年维护四个以上的IP联合品牌项目,这意味着即使您对本期的Hello Kitty联合品牌不感兴趣,Sesame Street联合品牌在下一期中可能会刺激您的可爱并让您进入商店。

In addition, MINISO’s product update cycle is only 7 days, and a large number of new products will be launched every week. It will not fall behind on consumer trends, so that MINISO fans always have a reason to visit the store. .

此外,MINISO的产品更新周期仅为7天,并且每周都会发布大量新产品。它不会落后于消费者趋势,因此MINISO粉丝总是有理由光顾这家商店。 。

One of the most successful joint projects is the cooperation with Marvel. With the box office boom of "Avengers 4" last year, MINISO also took a ride in the fire.


From the initial launch of 2000 Marvel's co-branded products, to the opening of the first Marvel Black Gold store in Guangzhou Tianhe Festival Walk, to the opening of hundreds of Marvel Black Gold stores across the country, MINISO and Marvel went to a joint event It is definitely the most powerful one.

从最初推出2000种Marvel联名产品开始,到在广州天河Festival Walk开设第一家Marvel黑金商店,再到在全国各地开设数百家Marvel黑金商店,MINISO和Marvel参加了联合活动它绝对是最强大的。

The economic benefits brought by the huge co-branding event are naturally huge. For the time being, not to mention the strong gold-absorbing ability of the black gold store, which has soaring performance. This co-branding event also gave brand owners and consumers a new impression of MINISO.


Although the co-branded products without exception reveal the cheap flavor of the famous and excellent products, the word "genuine" is emphasized on both its labels and publicity boards.


This time the "genuine" joint name with Marvel is probably the first time that MINISO has emphasized the genuine label after being questioned for so many years. Before this, consumers rarely combined the label of "genuine" with MINISO. Think of Youpin.


MINISO has made such a great effort to emphasize that the "genuine" identity of the joint name is ulterior. After receiving many years of "counterfeit" doubts from the public, MINISO products must get rid of it if they want to continue to develop upwards. The "cottage" label.

MINISO做出了巨大的努力,以强调联合名的“真实”身份是不可告人的。在收到公众多年的“假冒”质疑之后,MINISO产品要想继续发展,就必须摆脱它。 “山寨”标签。

The joint name with Marvel can not only increase the brand's height, but also use the co-branding meaning to tell consumers that MINISO also has copyright awareness, so that the "genuine joint name" will become MINISO subtly in the minds of consumers. "Genuine" awareness of the product.


Judging from the results of this joint name, MINISO is a success. It has to be said that co-branding with world-class big IPs can indeed make the brand more inferior and some big-name products can be favored by more consumers.


Even if there is no amazing product in this joint name, there is no exquisite design, Marvel fans will dislike saying "This Iron Man is really ugly", but turned around and picked up another product "It's not expensive anyway." .

即使这个联合名中没有惊人的产品,也没有精美的设计,Marvel的粉丝会不喜欢说“这个钢铁侠真的很丑”,但转身又拿起另一种产品“反正也不贵”。 。

Picture from: miniso.cn


After successfully co-branding with Marvel, MINISO successfully attracted the attention of IP parties including Disney, and subsequently conducted a series of big IP co-branding with Disney, including Frozen 2, Mickey series and so on. Recently, the high-quality and inexpensive peripheral products jointly launched with the glory of the king have also been sought after by many fans of the glory of the king.

在与Marvel成功进行品牌合作之后,MINISO成功地吸引了包括迪士尼在内的IP各方的关注,随后与迪士尼进行了一系列大型IP联合品牌的合作,包括Frozen 2,Mickey系列等。最近,与国王的荣耀共同推出的高质量和廉价的外围产品也受到许多国王荣耀的粉丝的追捧。

Being able to co-brand with various popular big IPs with ease, what is the charm of MINISO? Is it really because of its "Japanese origin"?


What may surprise you is that this boutique grocery store on the streets of downtown has spread all over the world. MINISO currently has more than 4,200 stores worldwide, of which more than 1,700 stores are located in more than 80 countries and regions outside of China.

您可能会感到惊讶的是,这家位于市中心街道上的精品杂货店已经遍布全球。 MINISO目前在全球拥有4,200多家商店,其中1,700多家商店位于中国以外的80多个国家和地区。

MINISO relies on its own strong business model to spread the store's territory around the world within only a few years of establishment.


"In the early days, many overseas partners experienced our products and services when shopping in domestic stores. They recognized this business model very much, so they took the initiative to get in touch with us. Until now, we still receive a lot of requests for cooperation every day. Phone and email."


In the interview, Ye Guofu, the owner of MINISO, emphasized that MINISO’s going overseas is a "passive" attempt. In 2018, MINISO achieved a revenue of RMB 17 billion with the opportunity of globalization. Its global store network and huge fan base have made MINISO an emerging force that cannot be ignored in the retail industry.

MINISO的所有者叶国富在采访中强调,MINISO出国是一次“被动”的尝试。凭借全球化的机遇,2018年MINISO实现收入170亿元人民币。 MINISO的全球商店网络和庞大的粉丝群使MINISO成为新兴力量,在零售业中不容忽视。

After these years of continuous growth, Marvel has gradually become the largest IP series in the film industry. How to use these IPs to develop peripheral markets, MINISO’s low-cost and high-quality business philosophy, and retail terminals around the world have provided Marvel with Different cooperation ideas.


Ye Guofu said that Marvel belongs to the world's top IP. Good products should benefit the public, not exclusive to a few people. MINISO will continue to follow the concept of high-quality and low-cost products and bring Marvel fans around the world. Go to genuine peripheral products with first-class quality and affordable prices.

叶国富说,漫威属于世界顶级知识产权。好的产品应该使公众受益,而不是少数人专有。 MINISO将继续遵循高质量和低成本产品的概念,并将Marvel粉丝带到世界各地。选择具有一流质量和实惠价格的原装外围设备。

The joint name of MINISO and Marvel gave fans of both sides a complementary opportunity. Marvel uses cute and exquisite peripheral products to impress female customers, and MINISO also uses superhero images to attract male consumers who may not have followed boutiques.


The enthusiasm of Fulian 4 has made the Marvel superhero culture popular around the world, and MINISO has turned this culture into mugs and entered the homes of fans all over the world. The joint name of MINISO and Marvel proves that IP, which is popular all over the world, should be within reach.

富联4的热情使漫威超级英雄文化在世界范围内广为流行,MINISO将这种文化变成了杯子,并进入了全世界歌迷的家中。 MINISO和Marvel的共同名称证明,在世界范围内流行的IP应该可以实现。

Co-branding has been widely used by merchants for product marketing in recent years. A pair of sneakers co-branded by Nike and a certain trendy brand will cause young people to snatch it. LV's street co-branded bag allows fans to line up in front of each store. IP economy seems to be the marketing "magic oil" of various brands. effective.

近年来,联合品牌已被商家广泛用于产品营销。一双由耐克和某个时尚品牌联名的运动鞋会引起年轻人的抢夺。 LV的街头联名包可以让粉丝在每家商店前排队。 IP经济似乎是各种品牌的营销“魔力油”。有效。

For the retail industry, it is not easy to play a good joint name. How to grasp the needs of consumers and launch suitable co-branded products to realize the realization of IP, and how to fully tap the value of IP into greater commercial profits, MINISO has given other players in the retail industry a good answer.

对于零售业来说,要打好名字并不容易。 MINISO如何把握消费者的需求并推出合适的联合品牌产品来实现IP的实现,以及如何充分利用IP的价值来获得更大的商业利润,MINISO为零售业的其他参与者提供了很好的答案。

MINISO clearly divides the needs of consumers into three, the higher the better the quality, the lower the better the price, and the freshness forever.


In order to achieve the coexistence of high quality and low price, MINISO has learned from Costco, which is far beyond the ocean.


From the appearance of the logo and product route of MINISO, you might think that its "teacher" is Muji, Daiso or Uniqlo, but in fact the mentor of MINISO is more like Costco on the other side of the ocean. .

从MINISO徽标的外观和产品路线来看,您可能会认为其“老师”是无印良品,大创或优衣库,但实际上MINISO的指导者更像是海洋另一端的Costco。 。

Costco adheres to the operating philosophy of low inventory single product (Sku) and low product gross profit margin. Costco has only about 3,700 Skus, which makes Costco's management costs and inventory pressure much smaller than Wal-Mart's 100,000 Skus.

Costco坚持低库存单一产品(Sku)和低产品毛利率的经营理念。 Costco只有约3,700 Skus,这使Costco的管理成本和库存压力大火狐体育app官方大小于沃尔玛的100,000 Skus。

After comparing the Skus of many MINISO stores, it can be found that MINISO basically controls the Sku at around 2300. With the support of many franchisees, MINISO has started a virtuous circle of operations:


MINISO can use the start-up funds of franchisees to open a large number of new stores in a short period of time, and then rely on a single product with a volume of millions of demand to lower prices from suppliers, which can keep the purchase cost of goods low enough.


After lowering the purchase cost, MINISO maintained a gross profit margin of 8%, allowing the reduced cost to benefit consumers, thereby establishing an image of high quality and low price, attracting a large amount of passenger flow, and realizing small profits but quick turnover.


MINISO compresses the product price to a price within reach, which is not only more popular with consumers, but also frees up more premium space for co-branded products, giving IP a better opportunity for realization. Since the quality of the products is guaranteed and the approachable prices are exchanged for considerable sales, MINISO is indeed a high-quality partner for the IP side.


In addition, MINISO knows that the value of IP to the retail industry is not only the added value of commodities, but more importantly the traffic it brings.


The spontaneous fan dissemination effect produced by co-branding with a big IP is difficult to achieve no matter how much money is spent on advertising. With the help of IP culture fans’ sharing on various media, the IP fan group is transformed into potential consumers. Chuangyoupin virtually gained traffic outside of its target group.


Constantly co-branding with new IP also keeps its brand young. The young people's market has become the focus of capital. The easiest way to break the brand's inherent impression and cater to young people is to co-brand.


MINISO’s crazy co-branding activity successfully built itself into a young retailer, which also means that if the IP side wants to reshape its young image, MINISO will be a suitable choice. The joint activity between Tao Taoju and MINISO may indicate that MINISO has begun to transform from an IP hunter into a "young retail" IP itself.

MINISO疯狂的联合品牌活动成功地将自己打造为年轻的零售商,这也意味着,如果IP方面希望重塑其年轻形象,MINISO将是一个合适的选择。陶涛菊和MINISO之间的联合活动可能表明MINISO已经开始从IP猎人转变为“年轻的零售” IP本身。

If a year ago you still felt that MINISO, with such a weak brand power, was co-branded with Marvel, do you still maintain this idea now?


When you hear the slogan "Welcome to Miniso" when you go shopping, you will still speed up your pace with disgust, or want to go in and see what suits you.


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