MINISO USA Achieved Staggering 250% Membership Growth in 2024, Underscoring Successful Localization Strategy

Rhea-AI Summary

MINISO has reported significant growth in its US operations for 2024, with membership increasing by 250% to approximately 2 million members. The company saw member spending nearly quadruple compared to the previous year, with blind box sales contributing about one-quarter of 2024 performance.

The company has implemented an upgraded membership program in January 2025, featuring benefits like birthday blind box cards, points for discounts, and reduced SVIP thresholds. MINISO's localization strategy includes collaborations with popular IPs like Harry Potter and One Piece, and diversification of store formats including IP-themed pop-up stores.

Since 2019, MINISO's product unit price and average transaction value have nearly doubled in the US market. The company added 449 new stores globally in the first three quarters of 2024, reaching its 200th US store milestone mid-year, with presence in over 40 states. Globally, MINISO now operates in 112 countries and regions, with total membership exceeding 100 million.

Positive

• 250% membership growth in US market during 2024
• Member spending nearly quadrupled compared to previous year
• Product unit price and average transaction value doubled since 2019
• Expanded to 200+ stores across 40 US states
• Strong blind box sales contributing 25% of 2024 performance

Negative

• None.

• MINISO Welcomed Over 1.2 Million New USA Members in 2024, Signifying Successful Brand Enhancement and Global Expansion Journey

NEW YORK, Feb. 7, 2025 /PRNewswire/ -- In January 2025, Global lifestyle brand MINISO rolled out an upgraded membership program, packing it with exciting perks such as birthday blind box cards, points for discounts, and reduced SVIP thresholds. These exclusive benefits are designed to deliver even more joy and rewards to consumers, fostering a stronger bond with the MINISO brand.

The driving force behind this revamp stems from MINISO's pursuit of successful localized operations and brand enhancements in the United States. In 2024, the company witnessed tremendous growth in membership, order volume, and overall market performance in the country.

Thanks to MINISO's refined strategy, the brand's saw a 250% membership growth in 2024, this brought the total to around 2 million, with continued expansion on the horizon.

Member spending grew at a significantly faster pace than the increase in membership in 2024, with total spending by members nearly quadrupling compared to the previous year. Additionally, the proportion of overall sales driven by member purchases saw a notable increase, further highlighting the effectiveness of the membership program.

Driving Growth in the U.S. with Localized Strategies

This success stems from its strategic focus on catering to local consumer preferences. So far, members have become a significant portion of U.S. blind box consumers, with this category contributing approximately one-quarter of 2024 performance—far exceeding other categories. Through initiatives like multiple point rewards, blind box carnivals, and targeted campaigns, MINISO has significantly boosted blind box sales.

Moreover, MINISO has extended its localization strategy to product offerings and operational practices within the American market.

In terms of product localization, MINISO leverages the advantages of its global supply chain while tailoring products to local consumer preferences. To further enhance its market presence, MINISO has collaborated with local popular IPs like Harry Potter and One Piece, with swift product launches. It optimizes supply chain operations through efficient logistics, ensuring timely and accurate fulfillment.

On the operational front, MINISO's targeted marketing activities have yielded impressive results. For instance, MINISO has diversified its store formats in the US market to expand its reach by opening IP-themed pop-up stores and venturing into multiple dynamic business districts and commercial locations.

These efforts have elevated the brand's value in the U.S. market. Since 2019, MINISO's product unit price and average transaction value have both nearly doubled, demonstrating growing recognition and appreciation among North American consumers.

In 2024, MINISO added 449 new stores globally in the first three quarters, with the US leading in growth. By mid-year, MINISO celebrated its 200th US store, solidifying its status as the Asian retail brand with the largest offline presence. Currently, MINISO has a footprint in over 40 states, showcasing its widespread reach.

MINISO's Globalization Strategy

MINISO's achievements in the U.S. mirror its broader global success. Following the unveiling of its brand strategy upgrade in 2023, the company has stayed true to its commitment to localization while relentlessly pursuing its global ambition to become a super brand. Today, MINISO's global footprint has expanded even further, with a presence in 112 countries and regions. In tandem with this expansion, MINISO's global membership has now surpassed the 100-million mark.

About MINISO

MINISO Group is a global value retailer offering a variety of trendy lifestyle products featuring IP design. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand and established a massive store network worldwide.

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SOURCE MINISO

FAQ

What was MINISO's (MNSO) US membership growth rate in 2024?

MINISO achieved a 250% membership growth in the US during 2024, reaching approximately 2 million members.

How many stores does MINISO (MNSO) have in the United States as of 2024?

MINISO reached its 200th store milestone in the US by mid-2024, with presence in over 40 states.

What percentage of MINISO's (MNSO) 2024 performance came from blind box sales?

Blind box sales contributed approximately one-quarter (25%) of MINISO's 2024 performance in the US market.

How much did MINISO's (MNSO) member spending increase in 2024?

MINISO's member spending nearly quadrupled (increased approximately 4x) compared to the previous year.

What new membership benefits did MINISO (MNSO) introduce in January 2025?

MINISO introduced birthday blind box cards, points for discounts, and reduced SVIP thresholds in its upgraded membership program.