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

Looking for the article?
We have the summary! Get the key insights in just 5 minutes.

What’s the Secret to the Explosion of the Miniso “10-Yuan Store”? summary
Start getting smarter:
or see our plans




  • Innovative
  • Applicable
  • Concrete Examples


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.

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.

Miniso isn’t your typical “dollar store” that sells cheap products for cheap prices. Instead, Miniso markets high quality at low cost. The founders modeled their store...