MINISO is a fashion retail designer brand lies in the industry of
variety store. It’s a Japanese brand lunched back in 2011 in Tokyo by a Chinese
entrepreneur Mr. Ye Guofu and a Japanese designer Mr. Miyake Junya. Quality and
competitive pricing took it to the height of reputation. In last 5 years MINISO
opened more than 3500 stores in more than 79 countries. In 2018 their revenues
were USD 2.5 billion. It’s headquartered is in Guangzhou (China).
There are a lot of rumors about brand’s opening and identification
but originally MINISO started its operations in Pakistan on September 2017 by
opening a flagship store in Amanah mall Lahore. Pakistani cricket superstar
Shahid Afridi was a chief guest in opening ceremony. After that second outlet
of MINISO was opened in Islamabad. It’s not a Chinese brand. Their products are
officially designed in japan and manufactured in china to maintain the low cost.
MINISO deals in kitchen products, house hold products, fashion
products, cosmetics and beauty products, toys and electronics products etc.
Their hot selling category includes cosmetics and electronics. In emerging
countries like Pakistan MINISO is expanding aggressively. Now catering 8 big
cities of Pakistan which includes Islamabad, Rawalpindi, Lahore, Karachi,
Faisalabad, Sialkot, Peshawar and Multan with more than 38 outlets. Their
leading store in terms of revenues is in F-7 Markaz Safa Mall Islamabad.
The competitive advantage of MINISO are Quality, affordable
pricing and all under one roof. There are a lot of other local and
international brands start following the same concept in Pakistan like Ximi
Vogue, OD2D and One Dollar Shop but still the quality of MINISO is its
competitive advantage. MINISO is adding a lot of different products on regular
basis to get customer’s attention whenever a customer visit again. Recently
they have introduced some big Pink Panther in toy’s category to get attention
of kids. They are offering discounts at the end of season and on special
occasions as well. Their stores are designed very well internally.
Every section looks different from others and having a smooth way for customers
to enjoy a good shopping experience.
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