An Analysis of the Reasons for MINISO's Marketing Success: A Comprehensive Application of SWOT and Its Submodels
Year: 2025
Type: article
Abstract: In the era of new retail, digitization and consumption upgrading are transforming the global consumer goods market. The trends of “high cost performance” and “IP co-branding”, led by Generation Z, are restructuring the consumer ecology. Traditional retail brands are facing homogenized competition due to e-commerce, but MINISO has achieved counter-trend growth through IP co-branding, supply chain integration, and social media operations. Positioning as “Japanese design + extreme cost-effectiveness”, the brand has completed the globalization layout since 2013, covering more than 100 countries, and exceeding 10 billion in revenue in 2022. Its innovative marketing strategy has become the focus of academic research. This paper utilizes the SWOT model and its sub-models, combined with empirical cases, to systematically analyze its strategic advantages and potential risks, providing theoretical references for the transformation and upgrading of the retail industry. It is found that MINISO’s success stems from its ability to align with the priorities of the SWOT model and translate its strategy into quantifiable actions.
Author: Zhan Huang
Institution: Communication University of China
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410128247