ChaoWan Toy Brand MINISO Northwest Flagship Store, using the IP Park model to verify interest-driven consumption potential

MINISO’s strategic innovation store, MINISO LAND, officially expands into Northwest China, with its first store opening grandly in the core commercial district of Xi’an, Yuanli Chang. As the country’s first WAKUKU themed store, this three-story retail space is not only an immersive destination integrating trendy toy retail, social interaction, and cultural experience but also a key step for MINISO to deepen its nationwide layout and activate regional “first store economy.” It injects fresh trendy commercial vitality into the ancient capital of Xi’an.

Precisely targeting young consumers and building landmark IP-themed spaces

The success of MINISO’s first Northwest store in trendy toys stems from precise insights into its core consumer group. The store is located in the Xiaozhai commercial district of Xi’an, an area dense with universities and young foot traffic, highly aligned with MINISO’s “interest consumption” strategy. Nearly 1,200 square meters of space with a highly recognizable exterior creates strong attraction, with a giant three-dimensional WAKUKU plush theme installation forming a stunning visual symbol, quickly making it a new city landmark for young trendy toy enthusiasts to check in.

Inside, the traditional retail layout has been thoroughly innovated. Through modular and curated space planning, globally popular IP themes such as Stitch and Zootopia are cleverly integrated, creating an immersive all-scenario treasure hunt experience that transforms shopping into a delightful journey in a trendy toy wonderland.

Enriching the trendy toy brand matrix to drive market and validate business model potential

A rich IP product matrix is central to attracting consumers. The store features over 6,000 items, with more than 80% being IP derivatives, forming a vast consumer scene for trendy toys. The product line not only covers major international licensed IPs like Disney, Sanrio, and Harry Potter but also highlights MINISO’s own incubated original artist IPs such as YOYO, Kumaru, and Radish Street, fully satisfying young fans and trendy toy enthusiasts’ diverse and deepening needs for collection and consumption.

Unique spatial experiences combined with strong IP appeal generate significant market attraction. During the trial operation, the store attracted many consumers and showed strong sales momentum. This excellent opening strongly confirms MINISO’s large-store model driven by IP as a successful extension of its trendy toy brand ecosystem offline, with enormous potential and high adaptability in the Northwest market.

Deepening dual-driven strategy to build a trendy toy brand

The operation of the Xi’an first store is a deep practice of MINISO’s “International Licensed IP + Exclusive Signed Artist IP” dual-driven strategy. The WAKUKU themed zone within the store, featuring dedicated check-in points, limited products, and interactive setups, not only enhances shopping fun but also deeply demonstrates the ability of trendy toy IPs to build emotional resonance and unique brand value. This marks MINISO LAND, the trendy toy brand, surpassing traditional retail spaces to evolve into a hybrid value-creating space that combines global IP showcases and local trendy toy IP incubation platforms.

Empowering urban commercial upgrades and continuously expanding a quality commercial ecosystem

The opening of MINISO LAND in Northwest China signifies a new phase of deepening expansion for the trendy toy brand centered on IP + large stores. As such high-potential stores continue to be deployed in various promising cities nationwide, MINISO is creating new urban trend landmarks, achieving mutual empowerment between its influence as a trendy toy brand and regional commercial upgrades.

In the future, MINISO will continue to unwaveringly focus on the interest consumption strategy, through ongoing store innovation and IP ecosystem development, to build a more vibrant new quality commercial ecosystem and create long-term value for global consumers.