Minisokorea has opened its first store in Shinchon last August, and recently opened its 27th store, Daegu branch, following Gangnam store.
Shinsegae Centum City Store, Lotte Gwangbok Store, Pyeongchon Store, Hyundai Department Store Ulsan Store and Pusan Store were opened in March and April, and Wangsimni Enter Six, Incheon Square One, and Hyundai City Mall Garden Five were confirmed in May.
MiniSo has recently become popular in domestic market with word-of-mouth rumor among consumers due to caustic rain and unique design.
MINISO is a global lifestyle design brand. Miyake Jyunya, a Japanese designer who mainly worked in Tokyo, and Miyake Junya, the chairman of the Chinese youth entrepreneur Furukubu, co-founded Miyake Junya as a senior designer. is. Established in 2013, MiniSo has more than 2,000 stores in 35 countries, including Japan, China, the United States, the Philippines, Hong Kong and Singapore, and has been sold to Chinese capital in the year following its establishment in 2014.
Minsoo entered the Asian market based on Guangzhou, China in 2013, since last year.
Minisso's various global products began to be introduced to Korean consumers as the company entered into the Korean market in January last year and entered into a strategic consultation with Miniso.
# Appearance of SPA brand for daily life goods
Minso was born with Japanese designers and Chinese entrepreneurs.
According to Kotora, Minso is a brand made by Japanese designer Miyake Jyunya and a young entrepreneur of Chinese youth entrepreneur, Mr. Furukubu. In 2013, Junya Miyake designer opened a store in Japan, The company was acquired by the local chairman of the company and made it into a SPA brand for household goods.
Minsoo has been expanding rapidly since opening its first store in Guangzhou, China in September 2013, opening its stores around the world.
Miniso has products in various fields such as household goods, digital, food and beverage, cosmetics, stationery and so on. Instead of bringing products from the outside, mini-designers come together to create their own products and make products from 700 mini-outsourcing factories. Stationery, cosmetics and some products are supplied from outside.
The price of the goods is 10 ~ 29 yuan, and the price is low, reasonable price. The main consumer group is 18 ~ 35 years young and white color class. In the three years since its inception in 2013, it has opened more than 2,000 stores around the world, with an operating profit of over RMB 5 billion in 2015 and an operating profit of RMB 10 billion in 2016.
MiniSo has strategic partnerships with more than 35 countries and regions including the US, Canada, Singapore, Korea, Malaysia, Hong Kong and Macao, and has opened an average of 100 stores per month.
As such, MiniSo has attracted consumers' hearts with good quality and low prices, earning high operating revenues, and rapidly expanding the market around the world, starting to be called the "second mistake of the continent."
Miniso's success factors are good quality and reasonable price.
According to Kotora, MiniSo currently has about 50,000 products and is developing between 500 and 1000 products per month. There are 800 R & D personnel for product development and 200 international designers. In addition, specializing in global sourcing has reduced costs by procuring materials from around the world, including Japan, Korea, Sweden, Denmark and Singapore.
We take a method to produce a large quantity of single item items, reduce the production cost, and sell it in a strategy to secure only 8% of total sales. In addition to eliminating interim transactions, the system also reduces costs by transporting products directly from the central warehouse to stores, and when new products are released every 7 days, they are distributed to mini-stores within 21 days.
The mini-SOS is the strength of the offline purchase experience service that can not be felt online
MiniSo does not have a salesperson, so it eliminates 'purchasing stress' from customers. So that you can shop in a comfortable atmosphere. MiniSo is a "hidden service," where employees provide help when they are asked to do so, while other services such as payment, product display, and hygiene are carried out.
The store is usually located in a place with a lot of floating population, and consumers are walking on the road and open the front without making a door separately so that they can enter the store and watch the goods.
Lok Koo, president, visits the store every time a gap breaks, looks at customers' purchasing behavior, and receives customer feedback to reflect customer feedback in product development and store operations
Another of Miniso's success factors is delicate store management.
When displaying merchandise, we use the "two-finger rule", which is to place a gap between two items between the items when displaying merchandise. This makes the products in the display case not appear to be empty or overfilled and encourages consumers to take goods comfortably and quickly.
Miniso also helps customers to shop in a relaxed atmosphere and uses milk light as a whole base to give customers a clean and sophisticated feel.
The interior is being made so that it does not become monotonous.
MiniSo is a fast-growing designer brand that promotes' good quality 'and reasonable price'. It is a global living SPA brand that is rapidly growing not only in China market but also worldwide. In China, the company opened 27 stores in cities such as Guangzhou, Shenzhen and Shanghai in 2013, opening 373 stores in 2014, 1075 in 2015 and 525 in 2016.
◆ mini small brand practice
We are making mini-suits of 'good quality and reasonable price' but that does not mean that it is 'cheap'. Under its philosophy of being a high quality brand, MiniSo specializes in global sourcing and procures materials from all over the world to provide safer, more reliable and cheaper products for consumers. MINISO is always confident of satisfying our customers and always aiming for quality improvement.
◆ mini small brand value
Mother Nature that mankind has a wonderful power. Studying, creating, and living nature as a teacher gives mankind pleasure. So, Minsoo O not only believes in a simple, natural and affluent philosophy of life, but also designs and manufactures 'good quality, reasonable price' products considering the environmental problems of the earth. MiniSo is a brand that truly revolves around nature and tries to restore the essence of the product.
◆ The birth of the mini brand
With the development of the world economy, luxury brands are blindly supported and low-priced counterfeit goods are flooding the market. With the reflection and criticism against the polarization of consumption, mini-mini was born for the rational consumption of most consumers. MINISO recognizes that quality is the true value of the brand and aims to become a leader in the fast-living market by positioning itself as a cultural content.
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