- MINISO Welcomed Over 1.2 Million New USA Members in 2024, Signifying Successful
Brand Enhancement and Global Expansion Journey
NEW
YORK, Feb. 7, 2025 /PRNewswire/ -- In
January 2025, Global lifestyle brand
MINISO rolled out an upgraded membership program, packing it with
exciting perks such as birthday blind box cards, points for
discounts, and reduced SVIP thresholds. These exclusive benefits
are designed to deliver even more joy and rewards to consumers,
fostering a stronger bond with the MINISO brand.
The driving force behind this revamp stems from MINISO's
pursuit of successful localized operations and brand enhancements
in the United States. In 2024, the
company witnessed tremendous growth in membership, order volume,
and overall market performance in the country.
Thanks to MINISO's refined strategy, the brand's saw a 250%
membership growth in 2024, this brought the total to around 2
million, with continued expansion on the horizon.
Member spending grew at a significantly faster pace than the
increase in membership in 2024, with total spending by members
nearly quadrupling compared to the previous year. Additionally, the
proportion of overall sales driven by member purchases saw a
notable increase, further highlighting the effectiveness of the
membership program.
Driving Growth in the U.S. with Localized Strategies
This success stems from its strategic focus on catering to local
consumer preferences. So far, members have become a significant
portion of U.S. blind box consumers, with this category
contributing approximately one-quarter of 2024 performance—far
exceeding other categories. Through initiatives like multiple point
rewards, blind box carnivals, and targeted campaigns, MINISO has
significantly boosted blind box sales.
Moreover, MINISO has extended its localization strategy to
product offerings and operational practices within the American
market.
In terms of product localization, MINISO leverages the
advantages of its global supply chain while tailoring products to
local consumer preferences. To further enhance its market presence,
MINISO has collaborated with local popular IPs like Harry Potter and One Piece, with swift product
launches. It optimizes supply chain operations through efficient
logistics, ensuring timely and accurate fulfillment.
On the operational front, MINISO's targeted marketing activities
have yielded impressive results. For instance, MINISO has
diversified its store formats in the US market to expand its reach
by opening IP-themed pop-up stores and venturing into multiple
dynamic business districts and commercial locations.
These efforts have elevated the brand's value in the U.S.
market. Since 2019, MINISO's product unit price and average
transaction value have both nearly doubled, demonstrating growing
recognition and appreciation among North American consumers.
In 2024, MINISO added 449 new stores globally in the first three
quarters, with the US leading in growth. By mid-year, MINISO
celebrated its 200th US store, solidifying its status as the Asian
retail brand with the largest offline presence. Currently, MINISO
has a footprint in over 40 states, showcasing its widespread
reach.
MINISO's Globalization Strategy
MINISO's achievements in the U.S. mirror its broader global
success. Following the unveiling of its brand strategy upgrade in
2023, the company has stayed true to its commitment to localization
while relentlessly pursuing its global ambition to become a super
brand. Today, MINISO's global footprint has expanded even further,
with a presence in 112 countries and regions. In tandem with this
expansion, MINISO's global membership has now surpassed the
100-million mark.
About MINISO
MINISO Group is a global value retailer offering a variety of
trendy lifestyle products featuring IP design. The Company serves
consumers primarily through its large network of MINISO stores, and
promotes a relaxing, treasure-hunting and engaging shopping
experience full of delightful surprises that appeals to all
demographics. Aesthetically pleasing design, quality and
affordability are at the core of every product in MINISO's wide
product portfolio, and the Company continually and frequently rolls
out products with these qualities. Since the opening of its first
store in China in 2013, the
Company has built its flagship brand "MINISO" as a globally
recognized retail brand and established a massive store network
worldwide.
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SOURCE MINISO
