MINISO was co-founded by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer and the latter serving as CEO. Sticking to the life philosophy of “simplicity, nature and good quality” and the brand proposition of “returning to nature”, MINISO focuses on life supplies with aesthetic beauty. With the core values of excellent product design, high cost performance and comfortable shopping experience, MINISO gains popularity among consumers, which sets the personalized consumption trend in the household market. MINISO began to develop in the Chinese market in September, 2013. It actively explored the international market and has opened 3900 stores by the end of 2019. At present, MINISO has reached cooperation agreements with more than 70 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China). MINISO advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive price and creativity”. MINISO earns love from the major consumers aged from 18 to 35 due to its simple and quality features and keeping pace with consumption trend. MINISO established a new type of life aesthetic collection store, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and cozier products, so that consumers can experience relaxed and happy lifestyles when shopping. Taking product structure optimization and product management as its priority, MINISO insists on selecting materials from all over the world. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China, etc. While pursuing high quality and intelligent technology, MINISO also attaches great importance to consumers’ shopping experience and devotes itself to creating a culture of quality service, so as to convey such features as health, leisure, quality and creativity through shopping experience.