On the evening of January 31, the MINISO Global Partners Conference was held in Guangzhou. At the conference, Ye Guofu, Founder, Board Chairman, and CEO of MINISO, officially unveiled a new corporate vision: to become a globally leading IP operations platform. Moving forward, MINISO will build an IP ecosystem, fully incubate its own IPs, and create world-class Chinese IPs.

Ye Guofu emphasized that future competition will center on a deeper understanding of culture and IP. Centered around this vision, MINISO will prioritize the incubation of original IPs, driving the company's transformation from a retailer to a globally leading IP operations platform.

Ye Guofu stated that MINISO is expected to surpass 10,000 global stores within three years, serving as the main conduit for the globalization of Chinese IPs and leading 100 Chinese IPs to expand overseas. "In the future, MINISO will be driven by the dual engines of retail and entertainment, achieving a value elevation from selling products to selling experiences and dreams," he said.

Kou Weixuan, Global Vice President and Chief Channel Officer of MINISO Group, indicated that the "Land Series" of stores, with MINISO LAND at its core, is the key implementation of the new vision. Through a channel strategy focused on opening large, high-quality stores, there are already more than 25 MINISO LAND locations globally. This urban IP-themed entertainment destination is set to expand worldwide, continuously leading global interest-driven consumption trends.

On January 30, the MINISO LAND Guangzhou Flagship Store, located in the Grandview Mall in Guangzhou, opened for business. Spanning over 1,100 square meters, the store is spread across two floors. In terms of product composition, IP-related merchandise accounts for over 90% of the offerings, bringing together globally popular IPs as well as MINISO's own proprietary IPs such as YOYO and Gifft Bear.