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MINISO’s Digital Transformation Pathway: A Case Study

In: Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)

Author

Listed:
  • Li Zhang

    (Jinan University, International Business School)

Abstract

Under the wave of digital transformation in the global retail industry, traditional retailers face the challenge of shifting from “scale expansion” to “efficiency-driven” development. MINISO, as a benchmark brand in fast-fashion retail, offers significant reference value for its digital transformation practices. This study focuses on the motivations, pathways, and outcomes of MINISO’s digital transformation, employing methods such as corporate disclosure data, industry reports, and case interviews. Research findings reveal that MINISO achieved inventory turnover reduction to 28 days and procurement cost savings of 18% through a digitally integrated supply chain system connecting 1,100 + suppliers. By constructing a user data platform with 3.5 billion behavioral tags, the company realized a 19% increase in repurchase rates and significant growth in IP-licensed product sales. Organizational restructuring emphasized data-driven metrics in performance evaluations, fostering cross-channel synergies. Financial results demonstrate a 2025 Q1 revenue of RMB 4.43 billion with a 39.8% overseas growth rate, highlighting the success of large-format stores like MINISOLAND. A SWOT analysis indicates strengths in global network and IP partnerships, while challenges include data fragmentation and competitive digital barriers. MINISO’s transformation exemplifies a replicable paradigm centered on “supply chain efficiency + user experience + organizational agility,” requiring further unification of data platforms for sustainable growth.

Suggested Citation

  • Li Zhang, 2026. "MINISO’s Digital Transformation Pathway: A Case Study," Advances in Economics, Business and Management Research, in: Ata Jahangir Moshayedi (ed.), Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), pages 84-94, Springer.
    • Handle: RePEc:spr:advbcp:978-2-38476-585-0_11
    DOI: 10.2991/978-2-38476-585-0_11
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