Research On The Business Strategy Of MINISO In China In The Internet Era

With the advent of the Internet era,the Internet has been widely applied in the retail industry.However,while bringing unprecedented convenience to consumers,it has also given a big strike to the traditional offline retail industry,leading to bleak business in this industry.In the Internet age,the company of MINISO takes the initiative to explore the international market and apply the Internet to seek efficient management for the offline retail business.In a few years,MINISO has seen significant achievements.In this thesis,the author firstly analyzed the strategy of store management through studying the business history of MINISO company in China.Then he made a summary of characteristics of MINISO company embodied in the internet era.In the end,concerning China's business environment,the author discovered the enlightenment brought by the MINISO to the traditional offline retail industry in China.Only by attaching great importance to the product content,the decoration and services in stores,brand awareness,marketing methods,modern management,online stores and so on,will the traditional offline retail business in China be able to get out of its dilemma in the Internet age.