During the holiday season, brands globally endeavor to distinguish themselves amidst the festive fervor. For MINISO, the Chinese lifestyle brand committed to spreading joy to consumers, it unveiled new stores and products, alongside entertaining activities throughout the past winter holidays, resulting in a notable surge in its global performance.
In China, MINISO debuted a two-story pink flagship store on Shanghai’s Huaihai Zhong Road, spanning over 1000 square meters and offering over 3,000 SKUs. Within just the first two days, the flagship store’s sales performance surpassed $70,000 USD and establishing new national records for MINISO’s single-store opening sales. Capitalizing on the year-end festivities, consumers showed strong enthusiasm for MINISO’s enhanced store experience. On the final day of 2023, the brand’s stores nationwide total sales volume broke the brand’s single-day highest performance record for the entire year.
In the US, a pink flagship store was also opened in Florida Mall, Orlando, coinciding with Christmas. The store recorded outstanding performance in its opening month, ranking in the top 3 among all the US stores in terms of monthly sales. In December, MINISO accelerated its store expansion in US, with a significant sales increase compared to November and the previous December.
The festivities were also lively in Indonesia, marked by MINISO’s launch of its first dedicated blind box store in the country during the holiday season. This addition also boosted nationwide holiday sales, across the nation, 48 stores achieved record-breaking single-day sales, while 91 stores surpassed previous single-month sales records during this period.
MINISO also introduced a series of holiday promotions and joyful consumer activities to appeal consumers. In December and January, the brand successfully launched its “Global Blind Box Carnival” in China, the United States, Indonesia, the UAE, and other locations, captivating young consumers through collaborations with renowned IPs, innovative in-store scenarios, and interactive installations. In China, blind box sales at MINISO’s Hangzhou flagship saw a 156.6% surge in sales volume. MINISO Indonesia experienced a remarkable 683% surge in blind box sales compared to an average month. Globally, MINISO’s blind box sales exceeded 20 million units in 2023.
Going beyond new stores and captivating activities, MINISO introduced an array of products for the holiday season too, especially IP products and fragrance. In Indonesia, with new collections launched, women’s fragrance sales soared to over one million USD in December. The IP category’s monthly sales also reached the highest proportion for the past two years. On a global scale, MINISO sequentially released beloved Zanmang Loopy and Care Bears IP collections in several countries, eliciting an enthusiastic response from consumers upon their launch.
“Our global success during the holiday season is rooted in our commitment to spreading joy and innovation, fueled by the love and support from consumers. From the record-breaking Shanghai flagship to the outstanding performance in Orlando, our impact is resonating worldwide,” said Jack Ye, founder and CEO of MINISO. “This year, as we persist in collaborating with our esteemed IP partners, we aspire to extend our footprint into diverse lifestyle segments with more IP-licensed designs. Themed stores are another focus, featuring upgraded store scenarios and shopping experiences. Our overarching objective is to solidify MINISO’s position as a frontrunner in the worldwide lifestyle market, spreading our Joy Philosophy to an even broader audience worldwide.”