MINISO IP Ecosystem: Dual Strategy for Interest-Driven Consumption

Here’s a breakdown of the key details from the text, focusing on MINISO’s cosmetics and personal care performance:

Top Performing Categories: MINISO’s best-performing products in cosmetics and personal care are color cosmetics, fragrances, and personal care items.
Successful Products:
Lucky 7 perfume: A consistently popular fragrance across markets.
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Flower Series Reed Diffuser: Popular in the home fragrance ‍line, appealing to consumers seeking a premium but affordable lifestyle experience.
Waterproof ‍& Long-Wear Makeup: Introduced in Southeast Asia (SEA) based on‍ consumer ⁤behavior, ⁤and now leading their categories.
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Scented Wipes, Bath Products, & ⁢IP-themed Travel Kits: Perform⁢ strongly in SEA and the Middle East.
Strategy: MINISO plans⁣ to continue using its supply chain and rapid product development to create “fun, functional, ⁢and IP-driven” products to build brand loyalty⁣ and differentiation.
Marketing: ‍Pop-up activations (like the One piece⁤ pop-up in Singapore) are‍ used to launch⁢ IP products⁢ and ⁣engage fans.