On October 29, Miniso held its Global Brand Strategic Upgrade Results Launch Conference 2024 in Shanghai, reaffirming its ambition to become the world’s leading IP design retail group. Since announcing this goal in 2023, Miniso has focused on product innovation, store expansion, and brand building, successfully positioning itself in the global retail market. The company has pioneered an “interest-driven consumption” strategy, integrating popular intellectual properties (IPs) into its offerings, which has led to impressive sales figures and partnerships with over 150 renowned IPs, including Harry Potter and Disney. At the conference, Miniso unveiled its latest store format, Miniso IP Land, and highlighted its commitment to user engagement, reporting a significant increase in brand preference and membership. As it looks to the future, Miniso plans to enhance its global presence and continue innovating its product lines while promoting social responsibility initiatives.