The Study On Marketing Strategy Analysis Of MINISO

The retail industry in the modern market economy is evolving as the increase of social productivity,scientific and technological development and changes in consumer demand in China.From the beginning,the online e-commerce retail industry is growing fast in the country,and till now the company began to follow the new retail era,online and offline companies began to focus on innovation to enhance their own competitiveness in the market in order to take to succeed in the market and keep making the sustainable development.MINISO Since it's founding in China in 2013 gets an unprecedented success,with a new business model,provide the products that met the social consumer demand and very short supply channels in offline fast fashion commodity store retail business.MINISO keeps on expanding in domestic market,gaining profit,and even starts to expand into the overseas market.But when MINISO faces a new era of consumer retail,the market,consumers and competitors change.How MINISO follow the market's changes to develop sustainably.This case first introduced the basic situation of MINISO analyzed it using the 4P theory of marketing management from its product,price,place,promotion,etc.And concluded that the products in question,channels,and competitiveness it faces.And then I use the relevant theoretical analysis that learning from my MBA courses to put forward the improvement of marketing and management of MINISO Improve the brand positioning,diversification of channel construction,product optimization and other aspects of optimization,Hope that it can continue to healthy development in the new retail era.In this thesis the problem within the enterprise external environment combined with new retail propose solutions for MINISO as well as the name of fast fashion retail industry also have its reference.