miniso
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Oct 9, 2023
The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
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.
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Aug 22, 2022
Budget retailer Miniso will drop Japanese styling after Chinese outcry
The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.
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May 30, 2022
Miniso's CMO on consumer-centricity in local marketing and product design
Robin Liu opens up about the brand’s marketing strategies and overseas expansion for the New York-listed Chinese retailer.
Mar 9, 2022
Japanese-inspired, China-based retailer Miniso takes Manhattan
Miniso, a Japanese-inspired lifestyle product retailer from China, has expanded into Manhattan. Will Gen Zers take to Miniso’s collabs at affordable prices?
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