Liu has driven Miniso’s rapid global expansion and innovative marketing, positioning the brand as a leading IP design retail powerhouse with a strong commitment to purpose and sustainability.
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Asia-Pacific Power List 2025: Robin Liu, Miniso
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asia
asia pacific
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marketing
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power list
robin liu
Asia-Pacific Power List 2024: Robin Liu, Miniso
apac
asia
asia pacific
cmo
marketing
miniso
power list
robin liu
Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.
The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
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As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.