Behind the high quality reputation, what has Miniso done right?



With the continuous improvement of income level, people's consumption concept and structure have changed significantly. Driven by the new consumption upgrade, users began to pursue the basic needs and cost performance of consumer goods, but to enjoy the spiritual pleasure brought by high quality. Excellent quality reputation has become the key to winning the market, and China is ushering in a new wave of consumption upgrading.

Recently, the "2021 Fourth China Quality Summit and Enabling and Sharing High-quality Development Forum" jointly sponsored by China Quality News Agency (China Quality News Network) and People's Net (People Online) was held in Beijing, and focused on recognizing a number of outstanding enterprises. As a representative of the enterprise, Miniso was invited to attend the conference and won the honorary title of "2021 quality reputation Model Brand". This honor is not only a full recognition of Miniso's high-quality products and high-quality services, but also an affirmation of the innovative development of Miniso's quality management model.

The "14th Five-Year Plan" and the outline of the 2035 vision goals clearly propose to "carry out China's brand creation action" and "enhance the influence and competitiveness of independent brands". Under the general trend of high-quality consumption, Miniso has stepped out of its own surprise road from product layout, quality assurance and supply chain, promoted high-quality life with high-quality brands, and successfully joined the vanguard camp of the new consumer retail industry.

Adapt to the consumer market from "must type" to "quality type" change

According to the survey results released by China Consumption Network, more than one-third of young consumers have paid more attention to the key categories of consumption upgrading after the epidemic. The definition of quality consumption by most users is no longer blindly "buy buy buy", but the ability to choose products and spend money on products that can effectively improve the quality of life.

In this era of abundant production capacity and upgraded consumption, only high-quality products can stand out in the fierce competition. At present, Miniso is more representative in quality, adhering to the concept of "product is king", and constantly providing global consumers with 11 categories covering home life, electronic appliances, textiles, bag accessories, beauty tools, toy series, makeup, skin care, leisure food, perfume, stationery and gifts. Over 8,000 core SKUs for good living. Different from the traditional retail industry, the product categories of Miniso are in a new state of rapid iteration and constantly adapt to the higher level of product quality in the new consumer market.

Leading the development of "high quality" with "high standards"

In the long run, product quality is not only an important measure of brand reputation, but also a catalyst for the long-term development of enterprises. Miniso has built a "1+1+1" quality control system to solve quality control problems from the source. "1+1+1" includes three dimensions of quality inspection system: national quality inspection agency, authoritative third-party quality inspection agency and Mingchuang quality internal quality control team. The internal quality control team will ensure the production level of each product in accordance with strict quality control measures and standardized processes, from supplier screening, product design, raw material testing, sample testing, product testing to follow-up store sampling inspection after product launch.

At the same time, Miniso also reached cooperation with international third-party well-known quality inspection institutions such as Intertek, BV, CTI, CCIC, etc., adding another key to product quality control. Taking food products as an example, the food products sold by Miniso are required to pass the inspection of Intertek, and the clover logo will be printed on the packaging of the goods.

"For Miniso and the Made in China retail industry, consumers are our food and clothing parents, and providing them with the most reliable quality assurance is our only constant commitment and commitment," said Yip Guofu, Chairman and CEO of Miniso (Group). Such a bold commitment is enough to make consumers trust Miniso.

Build core competitiveness through flexible supply chain

At a time of fierce competition and soaring costs. Miniso relies on its own innovative product design and development capabilities and flexible supply chain integration capabilities to achieve rapid new and quality assurance.

Miniso has reached in-depth cooperation with more than 600 suppliers around the world; And through the grasp of market trends and trends, forecast market demand, and finally place orders and form large-scale procurement. Miniso adopts the "factory to store" model, effectively integrates the global excellent supplier resources, creates the ultimate short chain supply from the factory to the store, greatly reduces the performance time, in order to cope with the rapid changes in the market environment, ensure the rapid new products to adapt to the market changes and demand, and find the dynamic balance between product quality and price consumption upgrading.

As of June 30, 2021, Miniso has built a retail network of 4,749 stores in nearly 99 countries and regions around the world, including 2,939 stores in the Chinese market and 1,810 stores in overseas markets. The reason why it can maintain a stable and accelerated pace of global expansion is attributed to Miniso's lean management in the supply chain.

In fact, everyone's yearning and pursuit of high-quality life is an important driving force for the development of enterprises. Miniso has always taken quality control as the most basic and core work, promoted the high-quality development of the industry through innovation, better met the needs of the people for a better life, cast high-quality products with ingenuity, tree brand with quality, and created a world-renowned Chinese brand.