MINISO pursues a simple, natural and quality life philosophy and a brand proposition of "come back to nature, and revert to the essence of products". It launches new products every seven days and the low-price but high quality products are popular among customers. MINISO positions itself as the fast fashion chain stores, whose core values gain popularity among consumers and lead the market to a new trend of superior products consumption. MINISO Co., Ltd. has been operated since 2013. It established in China in September of the same year, expanding across China since then.
MINISO has been expanding globally since its establishment in 2013. It opened more than 1,800 stores around the world within 3 years, whose sales revenue reached RMB 5 billion in 2015 and approached RMB 10 billion in 2016. MINISO is regarded as a fierce competitor by some well-known enterprises such as UNIQLO, MUJI and Watsons. It is also deemed as the biggest enemy by the Chinese Apple distributor.