{"id":8373,"date":"2025-10-04T07:28:02","date_gmt":"2025-10-04T07:28:02","guid":{"rendered":"https:\/\/jobuzo.com\/en\/chinese-budget-retailer-miniso-bets-big-on-collectible-designer-toys\/"},"modified":"2025-10-04T07:28:02","modified_gmt":"2025-10-04T07:28:02","slug":"chinese-budget-retailer-miniso-bets-big-on-collectible-designer-toys","status":"publish","type":"post","link":"https:\/\/jobuzo.com\/en\/chinese-budget-retailer-miniso-bets-big-on-collectible-designer-toys\/","title":{"rendered":"Chinese budget retailer Miniso bets big on collectible designer toys"},"content":{"rendered":"
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Chinese retail giant Miniso<\/span> aims to become a leading player in the designer toy market, as it broadens its digital presence by tailoring e-commerce initiatives to platform-specific consumer behaviours while simultaneously reinforcing its core strength in the offline shopping experience.<\/div>\n
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Miniso was experimenting with product customisation to better align with the unique attributes of various e-commerce platforms in China, capital market director Christina Zhu Mengyun said during a recent interview at the company’s headquarters in Guangzhou, the capital of China’s eastern Guangdong province.<\/p>\n

“For instance, on Douyin, where video content is highly effective, we might launch extra-large plush toys. These items have a higher unit price and are visually striking, making them particularly suitable for video-based marketing,” she said.<\/p>\n

Founded in 2013 as a variety store offering affordable accessories and make-up products, Miniso shifted its mission last year to “become the world’s leading IP operation platform”, focusing on intellectual property-based toys and goods. Last year, its products featuring Chiikawa – a series of anime animal characters – became hugely popular.<\/p>\n

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Outside Miniso’s headquarters in Guangzhou. Photo: Coco Feng<\/figcaption><\/figure>\n<\/div>\n<\/div>\n
In response to its growing focus on toys, Miniso launched the Top Toy brand in 2020, specialising in toy products, including Lego-like building blocks. The company planned to spin off and list the brand<\/span> on Hong Kong’s bourse, according to a September filing. Miniso is currently traded on both the Hong Kong and New York stock exchanges.<\/div>\n
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With an online presence on major shopping platforms such as Alibaba Group Holding’s Tmall, Amazon.com and TikTok, e-commerce has become increasingly vital for Miniso. Online sales accounted for more than 6 per cent of the company’s revenue in the first half of the year, up from 5.2 per cent a year earlier.<\/p>\n<\/div>\n

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Chinese budget retailer Miniso bets big on collectible designer toys<\/sub><\/p>\n","protected":false},"excerpt":{"rendered":"

Chinese retail giant Miniso aims to become a leading player in the designer toy market, as it broadens its digital presence by tailoring e-commerce initiatives to platform-specific consumer behaviours while simultaneously reinforcing its core strength in the offline shopping experience. Advertisement Miniso was experimenting with product customisation to better align with the unique attributes of…<\/p>\n

Read More “Chinese budget retailer Miniso bets big on collectible designer toys”<\/span> »<\/a><\/p>\n","protected":false},"author":1,"featured_media":8374,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/posts\/8373","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/comments?post=8373"}],"version-history":[{"count":0,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/posts\/8373\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/media\/8374"}],"wp:attachment":[{"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/media?parent=8373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/categories?post=8373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jobuzo.com\/en\/wp-json\/wp\/v2\/tags?post=8373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}