MINISO USA Achieved Staggering 250% Membership Growth in 2024, Underscoring Successful Localization Strategy
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.
MINISO ha riportato una crescita significativa nelle sue operazioni negli Stati Uniti per il 2024, con un aumento degli iscritti del 250% fino a raggiungere circa 2 milioni di membri. L'azienda ha visto la spesa dei membri quadruplicare rispetto all'anno precedente, con le vendite dei box misteriosi che hanno contribuito per circa un quarto delle prestazioni del 2024.
L'azienda ha implementato un programma di iscrizione aggiornato a gennaio 2025, caratterizzato da vantaggi come le carte per i box misteriosi di compleanno, punti per sconti e soglie SVIP ridotte. La strategia di localizzazione di MINISO include collaborazioni con IP popolari come Harry Potter e One Piece, e la diversificazione dei formati di negozio, inclusi negozi temporanei a tema IP.
Dal 2019, il prezzo medio unitario dei prodotti di MINISO e il valore medio delle transazioni sono quasi raddoppiati nel mercato statunitense. L'azienda ha aperto 449 nuovi negozi a livello globale nei primi tre trimestri del 2024, raggiungendo il traguardo del 200° negozio negli Stati Uniti a metà anno, con una presenza in oltre 40 stati. A livello globale, MINISO ora opera in 112 paesi e regioni, con un totale di membri che supera i 100 milioni.
MINISO ha reportado un crecimiento significativo en sus operaciones en EE. UU. para 2024, con un aumento en la membresía del 250% hasta aproximadamente 2 millones de miembros. La compañía vio cómo el gasto de los miembros casi se cuadruplicó en comparación con el año anterior, con las ventas de cajas misteriosas contribuyendo alrededor de una cuarta parte en el rendimiento de 2024.
La empresa implementó un programa de membresía actualizado en enero de 2025, que incluye beneficios como tarjetas para cajas misteriosas de cumpleaños, puntos para descuentos y umbrales SVIP reducidos. La estrategia de localización de MINISO incluye colaboraciones con IP populares como Harry Potter y One Piece, y la diversificación de formatos de tienda, incluidas tiendas pop-up con temática de IP.
Desde 2019, el precio unitario de los productos y el valor promedio de las transacciones de MINISO casi se han duplicado en el mercado estadounidense. La compañía añadió 449 nuevas tiendas a nivel global en los primeros tres trimestres de 2024, alcanzando el hito de su 200ª tienda en EE. UU. a mitad de año, con presencia en más de 40 estados. A nivel mundial, MINISO ahora opera en 112 países y regiones, con un total de miembros que supera los 100 millones.
MINISO는 2024년 미국 사업에서 250% 성장률을 기록하며 회원 수가 약 200만 명으로 증가했다고 보고했습니다. 회사는 회원의 지출이 전년 대비 거의 4배로 증가했으며, 블라인드 박스 판매가 2024년 성과의 약 1/4을 기여했습니다.
회사는 2025년 1월에 생일 블라인드 박스 카드, 할인 포인트 및 SVIP 조건 완화와 같은 혜택을 제공하는 업그레이드된 멤버십 프로그램을 시행했습니다. MINISO의 현지화 전략에는 해리 포터 및 원피스와 같은 인기 IP와의 협업이 포함되어 있으며, IP 테마의 팝업 스토어 등 다양한 매장 형식을 도입하고 있습니다.
2019년 이후 MINISO의 제품 단가와 평균 거래 가치는 미국 시장에서 거의 두 배로 증가했습니다. 회사는 2024년 첫 세 분기 동안 전 세계에 449개의 새로운 매장을 추가했으며, 올해 중반에 200번째 미국 매장이라는 이정표를 달성했습니다. 현재 MINISO는 40개 이상의 주에 진출해 있으며, 전 세계적으로 112개국과 지역에서 운영되고 있습니다. 총 회원 수는 1억 명을 초과합니다.
MINISO a rapporté une croissance significative de ses opérations aux États-Unis pour 2024, avec un nombre d'adhérents augmentant de 250% pour atteindre environ 2 millions de membres. L'entreprise a constaté que les dépenses des membres avaient presque quadruplé par rapport à l'année précédente, les ventes de boîtes surprises représentant environ un quart des performances de 2024.
L'entreprise a mis en place un programme d'adhésion amélioré en janvier 2025, offrant des avantages tels que des cartes de boîte surprise d'anniversaire, des points pour des réductions et des seuils SVIP réduits. La stratégie de localisation de MINISO comprend des collaborations avec des IP populaires telles que Harry Potter et One Piece, ainsi qu'une diversification des formats de magasins, y compris des magasins temporaires à thème IP.
Depuis 2019, le prix unitaire des produits de MINISO et la valeur moyenne des transactions ont presque doublé sur le marché américain. L'entreprise a ajouté 449 nouveaux magasins dans le monde au cours des trois premiers trimestres de 2024, atteignant le jalon de son 200e magasin américain au milieu de l'année, avec une présence dans plus de 40 États. À l'échelle mondiale, MINISO opère désormais dans 112 pays et régions, avec un total de membres dépassant les 100 millions.
MINISO hat für 2024 ein signifikantes Wachstum in seinen US-Operationen gemeldet, mit einem Anstieg der Mitgliederzahl um 250% auf ungefähr 2 Millionen Mitglieder. Das Unternehmen stellte fest, dass die Ausgaben der Mitglieder im Vergleich zum Vorjahr fast vervierfacht wurden, wobei die Verkäufe von Blindboxen etwa ein Viertel der Leistung 2024 ausmachten.
Das Unternehmen hat im Januar 2025 ein aktualisiertes Mitgliedschaftsprogramm eingeführt, das Vorteile wie Geburtstags-Blindbox-Karten, Punkte für Rabatte und gesenkte SVIP-Schwellenwerte beinhaltet. MINISOs Lokalisierungsstrategie umfasst Kooperationen mit beliebten IPs wie Harry Potter und One Piece sowie die Diversifizierung der Store-Formate, einschließlich IP-Themen-Pop-up-Stores.
Seit 2019 haben sich der Produkt-Unit-Preis und der durchschnittliche Transaktionswert von MINISO auf dem US-Markt fast verdoppelt. Das Unternehmen hat in den ersten drei Quartalen 2024 weltweit 449 neue Filialen eröffnet und im Laufe des Jahres die Marke von 200 US-Filialen erreicht, mit einer Präsenz in mehr als 40 Bundesstaaten. Weltweit ist MINISO jetzt in 112 Ländern und Regionen tätig, mit einer Gesamtmitgliederzahl von über 100 Millionen.
- 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
- None.
Insights
MINISO's extraordinary U.S. performance metrics reveal a masterfully executed market penetration strategy. The 250% membership growth and quadrupled member spending represent more than just impressive numbers - they signal a fundamental shift in the company's revenue quality and customer loyalty dynamics.
The transformation of MINISO's U.S. operations demonstrates three critical success factors:
- Enhanced revenue predictability through a robust membership base of 2 million customers, creating a more stable income stream
- Improved margin potential from higher-value transactions, with unit prices and average transaction values doubling since 2019
- Successful market positioning through strategic IP collaborations and blind box offerings, which now contribute 25% of performance
The expansion to 200+ stores across 40 states positions MINISO as the dominant Asian retail brand in U.S. offline retail, creating significant barriers to entry for competitors. The company's supply chain optimization and localized product strategy have enabled rapid scaling while maintaining operational efficiency.
Most notably, MINISO's ability to nearly double both unit prices and transaction values since 2019 indicates successful upmarket positioning, suggesting improved profit margins and sustainable growth potential. This pricing power, combined with strong membership growth, points to robust brand equity development in a highly competitive market.
- MINISO Welcomed Over 1.2 Million New
USA Members in 2024, Signifying Successful Brand Enhancement and Global Expansion Journey
The driving force behind this revamp stems from MINISO's pursuit of successful localized operations and brand enhancements in
Thanks to MINISO's refined strategy, the brand's saw a
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
This success stems from its strategic focus on catering to local consumer preferences. So far, members have become a significant portion of
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
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
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SOURCE MINISO
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