robin liu

May 15, 2024

Asia-Pacific Power List 2024: Robin Liu, Miniso

Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.

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.