The Assortment and Design of MINISO Stores: Why They Are Different

Each MINISO store operates with its own product assortment matrix. This means that the ratio of product categories is selected individually:
— some stores feature an expanded assortment of blind boxes and collectible figures;
— others focus on soft toys and gift products;
— while in others, household goods, storage solutions, kitchen items, and everyday products predominate.

This approach allows each store to best meet the expectations of its audience and increase inventory turnover.

The formation of the assortment matrix depends on several key factors:

Store Location
Stores in shopping malls with a high proportion of youth traffic more often receive an expanded selection of blind boxes, licensed collections, and trendy products. In areas with a family audience or near residential neighborhoods, a greater emphasis is placed on household and children's products.

Target Audience Profile
The age, lifestyle, purchasing power, and interests of visitors directly influence the product balance. For example, near universities and creative clusters, gaming and collectible categories are in high demand, while in business districts, practical items and gifts are more popular.

Retail Space Size
Compact stores operate with a more focused assortment, whereas larger formats can afford a wide selection spanning several key categories at once.

Sales Analytics and Seasonality

The assortment is regularly adjusted based on sales data. Popular categories are expanded, while less in-demand ones are reduced. Seasonal demand fluctuations are also taken into account.

Although MINISO adheres to a unified brand concept, the interior design of each store is adapted to specific conditions:

— the layout of the premises and architectural features;

— the size and shape of the sales floor;

— the key product categories that are emphasized;

— customer shopping routes and traffic flows.

If a store is focused on blind boxes and collectible items, the design features more display cases, lighting, and accent zones. When the focus is on soft toys, the space becomes more "emotional" and visually rich. Stores with a predominance of household goods, on the other hand, are designed in a more structured and functional way, with clear navigation and demonstrations of how the products can be used.

This individualized approach to assortment and design is an important part of MINISO's strategy. It allows the brand to remain versatile while being as relevant as possible to the local customer. As a result, each store maintains brand recognition while still feeling familiar and "tailored" to its specific audience.
It is this combination of a global concept and local adaptation that makes MINISO a successful format in different countries and cities.