MINISO, the king of IP collaboration

In 2024, MINISO successfully consolidated its leading position in the young consumer market through a series of innovative IP joint cooperation. This article will explore in depth how MINISO creates immersive experiences and innovative communication methods through joint cooperation with well-known IPs such as Barbie, Chiikawa, Loopy and Harry Potter, thereby establishing a deep connection with young consumers.

When I first walked into MINISO, I couldn’t imagine that I could eat so well. From low-priced goods to hobby consumption, MINISO quickly became a super brand and became the darling of young consumer groups.

In this brand upgrade, IP co-branding undoubtedly plays a vital role. In 2024, MINISO's IP co-branding will usher in a blowout. Let's take a look at the new highlights.

1. Barbie: Creating an Immersive Experience

The second collaboration between MINISO and Barbie coincided with the dual anniversary of Barbie’s 65th anniversary and International Women’s Day. The two joined forces to bring about the first “MINISO x Barbie 65th Anniversary Float Parade” in the country.

The parade of floats blew up the streets, and the classic elements were perfectly integrated with contemporary street culture. The Barbie Dream World became the most beautiful scenery in Guangzhou. The Dongshankou Street District was built into a pink ocean, with pink walls, giant "inflatable models", and new product displays. Every detail was full of fantasy, attracting a large number of young people to stop and take pictures and interact.

In addition to classic products such as bags and accessories, MINISO further caters to young people's pursuit of individuality and lifestyle, and has launched trendy items such as pink headphone protection bags.

The dreamlike cooperation between MINISO and Barbie perfectly interpreted the fairytale dream of the Barbie world and triggered a warm response on social platforms. MINISO closely connected the Barbie world with the brand through emotional connection and scene shaping, injecting culture and memory into the brand.

2. Chiikawa: Forward-looking IP strategy

To be honest, when most people didn’t know Chiikawa yet, MINISO had already brought out the IP collaboration.

Chiikawa has become the emotional sustenance of countless young people with its cute and cute image and warm and healing story. Faced with the rise of this top IP and the current situation where domestic fans are hard to find, MINISO listened to the advice in time and the joint name became popular before it was released.

Through the pop-up store in Shanghai Jing'an Joy City, MINISO created the "Chiikawa Pain City" and a topic center, attracting a large number of fans to check in. The single-day sales exceeded 2.68 million yuan, breaking the single-day sales record of the pop-up store.

According to public reports, this cooperation was finalized at the end of 2023, and the product was launched in March 2024, completing the complex links from design, production to logistics in just 4 months.

A good IP requires not only high-quality content support, but also mature business support. From product design to logistics management, MINISO has demonstrated its unrivaled resource integration capabilities and forward-looking pattern, successfully igniting the market boom of Chiikawa.

3. ZanmangLoopy: Innovative and Leveraging Trends

Loopy is loved by young people for its humor and rebellious spirit. With the popularity of "crazy literature", MINISO has cleverly combined the spirit of this IP with young people's needs for freedom and personalization through cooperation with Loopy.

Weifang Kite Festival is known as the "human imagination competition". It is such an occasion where "nothing can't be released" that has become the perfect stage for Loopy to let go of himself. MINISO released Loopy's giant kite into the sky, and with the "crazy words and crazy language" banner and the release of new co-branded products, it created a resonance between freedom and "craziness".

In the eye-catching offline activities, Loopy's image was perfectly interpreted, and the communication potential of the joint venture was once again amplified. MINISO has a deep insight into the fact that young people not only want to follow trends and hot spots, but also hope to find a sense of self-identity in these scenes. The successful joint venture with Loopy not only gives the brand stronger emotional value, but also makes the connection between MINISO and young consumers closer.

4. Harry Potter: Empowered by Digital Media Technology

Harry Potter fans have had a great time this year, with the TV series being re-screened and new products being launched in collaboration. MINISO has also kept up with the trend and teamed up with Harry Potter to once again launch a big magical event.

The brand boldly adopted CGI technology to produce a stunning official announcement video. On the big screen in Times Square, New York, a large number of co-branded magic items collided with the screen. A classic messenger bag was hung on the Brooklyn Bridge in New York, a Hagrid cake exploded on the Arc de Triomphe in France, a monster book ate a British double-decker bus, and Hedwig sent an invitation letter on the bank of the Huangpu River in Shanghai... Various classic landmarks flashed, inviting everyone to come to MINISO for an appointment. CGI technology makes these classic magic props seem to "cross dimensions" and seamlessly connect with the real world.

In addition, MINISO has brought magic to the streets and alleys. MINISO has further expanded the scope of the experience by transforming Huaihai Middle Road and Xujiahui subway station into "magic platforms" and creating themed pop-up stores.

By creating a magical experience through offline and offline immersion, MINISO has brought the classic IP of Harry Potter back to life, demonstrating the power of technology and new ways to play with traditional IP.

Conclusion

In 2024, MINISO will continue to lead the young consumer market, relying on precise user insights, forward-looking IP strategies, innovative communication methods, and immersive experience creation to create a deep connection between the brand and young consumers.