Keywords
Development strategy
Retail industry
Submitted : 2025-08-13
Accepted : 2025-08-28
Published : 2025-09-12
Abstract
As a representative enterprise in the retail industry, MINISO takes cost leadership and product differentiation as its core strategy to compete actively in the global market. However, multi-brand retailers continue to appear in the domestic market and the existing “dollar stores” in the foreign market already have a certain number of loyal customers. Therefore, MINISO needs to understand its principles for creating, delivering, and capturing value. By strengthening its own competitive advantages, it could achieve differentiation when confronting challenges in both domestic and international markets. Based on the analysis of MINISO’s business model canvas, this paper puts forward corresponding strategic development suggestions.
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