Summary of What’s the Secret to the Explosion of the Miniso “10-Yuan Store”?

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What’s the Secret to the Explosion of the Miniso “10-Yuan Store”? summary
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Everything about Miniso seems Japanese, including its name, design and branding. But Miniso is a Chinese business operating out of Guangzhou. No doubt the Japanese-style branding has helped Miniso create an image of high quality and win the trust of consumers. But of course, that’s not the sole reason for the company’s success. In this article, business analyst Du Boqi discusses how Miniso’s unique business model and market positioning led to 1,800 stores and ¥10 billion [$1.5 billion] in revenue. getAbstract recommends this article to anyone working in logistics or offline retail, as well as to designers, business managers and shopaholics.

In this summary, you will learn

  • What Chinese low-price retailer Miniso achieved within just three years of operations,
  • What Miniso’s business model looks like, and
  • Why Miniso has been so successful.

About the Author

Du Boqi a business and economics researcher and analyst. He is also a columnist for IYiou, a new-tech media outlet focused on offline-to-online (O2O) businesses, and has written several books, including one on Miniso.



Japanese designer Miyake Junya and Chinese entrepreneur Ye Guofu founded the offline retail chain Miniso in September 2013. About half of the more than 4,800 household and consumer goods that Miniso sells cost ¥10 [$1.50] each. Within just three years, Miniso had opened 1,800 stores worldwide. In 2016, it generated nearly ¥10 billion in revenue. The company has formed strategic partnerships in more than 40 countries and regions and is currently opening 60 to 80 new stores each month. Ye aims to have opened 6,000 stores and earned ¥60 billion in revenue by 2020.