Miniso, the world's largest store, lands in Indonesia, with first-day sales of 1.18 million RMB setting a new record

On August 31, Miniso (MNSO.US) opened its largest global store at Central Park flagship store in Jakarta, Indonesia, marking the beginning of a new chapter in global superstore development. The store continues the golden formula of "super IP" + "super store", solidifying Miniso's brand positioning as a "global IP collaboration store", successfully tapping into overseas market interest in consumer trends. On the opening day, the flagship store was extremely popular, with sales exceeding 1.18 million RMB, setting a new record for single-day sales in Miniso's global stores.

It is understood that as Miniso's largest store to date globally, the Central Park flagship store covers a total area of approximately 3000 square meters, featuring 8 major category zones and a special IP zone. With an immersive store design, it creates a new shopping, leisure, and entertainment experience space, redefining the "happy shopping experience".

Miniso's Vice President and Chief Marketing Officer, Liu Xiaobin, stated that the Central Park flagship store is a new upgrade of Miniso's "super store", showcasing new heights in spatial layout and scene design. The landing of the world's largest store in Indonesia's top business district demonstrates the unique charm and strong capabilities of Chinese brands to the world.

In addition to store size, the Central Park flagship store has also made new breakthroughs in design concepts, store layout, and product offerings. With the design concept of "Dream Castle Park", the store leads consumers on a wonderful experience journey through the "super long dreamy entrance + immersive IP zone + 8 super interactive experience zones". The store offers over 10,000 SKUs, including up to 3000 SKUs of IP products, covering popular IPs such as Sanrio, Disney, Loopy, One Piece, and Chiikawa.

It is worth mentioning that to better meet the personalized needs of local consumers, Miniso continues to develop targeted localized products. In the Central Park flagship store in Jakarta, Indonesia, a new No. 7 perfume series was prominently launched. On the opening day, Miniso invited its Indonesian perfume endorser, Prilly Latuconsina, to attend the ceremony, participate in the ribbon-cutting, and interact with fans.

As the largest economy in Southeast Asia, Indonesia has become a popular destination for Chinese consumer brands to expand into due to its sustained market potential and large, youthful population.

As early as 2017, Miniso entered the Indonesian market and has since opened over 300 stores in more than 130 cities across Indonesia. Tu Baoyan, Vice President and General Manager of Miniso's Overseas Business Division, stated that "Glocalization" is the key to Miniso's success in opening up the Indonesian market. Over the years, Miniso has established its brand image in the Indonesian market through continuous product innovation and localized marketing strategies, becoming one of the "national brands" that local consumers admire It is reported that in the overseas market of Miniso, the performance in the Indonesian market is outstanding, with GMV contribution consistently ranking in the top five. This year, the performance in the Indonesian market also maintains a steady growth trend.

In 2015, Miniso initiated its globalization strategy by opening its first overseas store in Southeast Asia. Subsequently, Miniso rapidly expanded its stores to markets in Oceania, the Middle East, Latin America, North America, Europe, and other regions. The global number of stores has now exceeded 7,000.

On August 30th, Miniso released its 2024 interim financial report. The financial data shows that in the first half of 2024, Miniso's total revenue increased by 25% year-on-year to 7.76 billion RMB, with overseas business revenue surpassing 2.7 billion RMB, a year-on-year growth rate of 43%, becoming an important engine driving the company's performance growth.

Miniso's Chairman and CEO Ye Guofu stated that only super flagship stores can establish a strong brand impression in consumers' minds, and large stores create significant performance. Miniso will continue to deepen its strategic layout of "super stores", continuously refreshing consumers' perception of the brand through differentiated stores, and steadily advancing its globalization development strategy