MINISO: The Miniso Experience
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This MINISO was founded at the end of 2013 as a Japanese-inspired lifestyle products retailer offering high-quality household items, cosmetics, and food at affordable prices. In such a short time, MINISO became a famous global brand. However, the firm is now at a critical stage, where it still must face the challenges that lie ahead after the ravages caused by the COVID-19 pandemic. This case study dives into the history of MINISO and attempts to explain why its business model has been successful. In addition to determining its competitive advantages, marketing strategies and other factors that have helped the company overcome several obstacles along its journey around the world. It will also help better understand differences between international markets and how the brand adapted to the public's requirements, especially to win the Latin American population's hearts, as evidenced by its rapid positioning in the region. For this purpose, this study can be divided into four parts. The first part explains what MINISO is and the business model that has allowed the company to expand globally. The second part analyzes the obstacles that the company has overcome to develop its strengths across its history. The third part will delve into success factors, the "heart of the brand”, allowing the company to connect with consumers worldwide. Finally, the last part describes the challenges that the firm must face to remain competitive in such an uncertain environment.
Abstract
This MINISO was founded at the end of 2013 as a Japanese-inspired lifestyle products retailer offering high-quality household items, cosmetics, and food at affordable prices. In such a short time, MINISO became a famous global brand. However, the firm is now at a critical stage, where it still must face the challenges that lie ahead after the ravages caused by the COVID-19 pandemic. This case study dives into the history of MINISO and attempts to explain why its business model has been successful. In addition to determining its competitive advantages, marketing strategies and other factors that have helped the company overcome several obstacles along its journey around the world. It will also help better understand differences between international markets and how the brand adapted to the public's requirements, especially to win the Latin American population's hearts, as evidenced by its rapid positioning in the region. For this purpose, this study can be divided into four parts. The first part explains what MINISO is and the business model that has allowed the company to expand globally. The second part analyzes the obstacles that the company has overcome to develop its strengths across its history. The third part will delve into success factors, the "heart of the brand”, allowing the company to connect with consumers worldwide. Finally, the last part describes the challenges that the firm must face to remain competitive in such an uncertain environment.
참고문헌 (37)
- "Cómo Miniso lanzó un proyecto de cinco meses en apenas cinco semanas" (2020)[URL]
- "MINISO Readies for Rapid Growth in Latin America with Aptos Retail Technology" (2020)[URL]
- "Reporte de Inflación Setiembre 2021: Panorama actual y proyecciones macroeconómicas 2021–2022" (2021)[URL]
- "La emergencia de los contenedores: cómo una de las mayores crisis del transporte marítimo de la historia puede afectar tu bolsillo" (2021)[URL]
- "El sector retail" (2016)[URL]
- "Forecast for retail sales growth worldwide from 2018 to 2022" (2020)[URL]
- "2015-16 Outlook for the Retail and Consumer Products Sector in Asia" (2015)[URL]
- "Miniso" (2021)[URL]
- "Miniso prevé cerrar el 2019 con 200 tiendas en México" (2019)[URL]
- "China Retail Industry Development" (2017)[URL]
- "Precios bajos y diseño: Miniso y competencia seducen a mexicanos" (2020)[URL]
- "Miniso: el “Ikea japonés” que triunfa con su innovador modelo de negocio" (2021)[URL]
- "Miniso: A success story in China" (2018)[URL]
- "How Fast-Growing Chinese Retailer MINISO Is Building A Global Empire" (2019)[URL]
- "Shop Layout: What can We Learn from the Popularity of MINISO Stores" (2020)[URL]
- "Leading retail and e-commerce brands based on brand value in China in 2020 (in billion yuan)" (2021)[URL]
- Jayant, J., "A Case Study: Miniso", International Journal of Tourism & Hospitality in Asia Pacific, 3(1), pp.68~76 (2020)
- "The Changing Face of China’s Retail Market. Fung Business Intelligence Centre" (2014)[URL]
- "7 Secrets About Daiso Japan, The Fun and Quirky 100-Yen Shop!" (2019)[URL]
- "Precios bajos y diseño: Miniso y competencia seducen a mexicanos" (2020)[URL]
- "MINISO, No sabía que lo necesitaba" (2018)[URL]
- "MINISO Group Holding Limited (MNSO) Q2 2021 Earnings Call Transcript" (2021)[URL]
- "Brand" (2020)[URL]
- "MINISO Announces Upcoming International Release of Minions Series Products" (2021)[URL]
- "Supplier Channels" (2021)[URL]
- "How Miniso Became a Mega-success. CKGSB Knowledge" (2017)[URL]
- Putu, T., "The effect of the store’s atmosphere, emotional shopping, and shopping lifestyle on impulse buying", American Journal of Humanities and Social Sciences Research, 4(11), pp.38~48 (2020)[DOI]
- "¿Por qué invierten más en México?" (2015)[URL]
- "Muji, The Global Strategy Behind The Japanese No-Brand Brand" (2020)[URL]
- "¿Quieres llegar al corazón de tus clientes? Sigue estas 7 lecciones de MINISO para" (2019)[URL]
- "MINISO's Miyake Junya Talks about Expansion & Brand Journey" (2019)[URL]
- "Shares of Chinese retailer Miniso rise in Wall Street debut" (2020)[URL]
- "Form 1, MINISO Group Limited" (2020)[URL]
- "Chinese Retail Billionaire Says Now Is The Time To Expand Overseas" (2021)[URL]
- "The influence of microenvironment factors on Marketing Mix Strategy: A case of retail businesses within Shopping Malls in Nairobi" (2020)[URL]
- "Miniso is Japanese, say founders" (2016)[URL]
- "MINISO is regarded as “the most powerful competitor” by MUJI and Watsons" (2020)[URL]