About MNSO Company

In 2013, when Ye Guofu, the founder of the brand, traveled to Japan with his family, he discovered that there are many lifestyle specialty stores in the area. The daily necessities sold by these stores are not only of good quality, beautiful design, but also very affordable, and the vast majority of them are “made in China.” As a result, Ye Guofu received commercial inspiration, and based on the product development experience, supply chain, and channel resources he has accumulated while running fashion chain brands in the past, he founded a “Lifestyle Collection Store” — Mingchuang Premium Products, in Guangzhou, China. Using high-quality products and services so that more people can easily enjoy a quality and beautiful life is the original purpose of the establishment of the Mingchuang Premium brand. Consumers can buy good-looking, high-quality products at affordable prices. Therefore, “ultimate cost performance” has also become a product label for Mingchuang premium products with high value, good quality and excellent price. With the continuous deepening of the global market and in-depth insight into consumers, Mingchuang Premium continues to innovate and upgrade in the pursuit of “ultimate cost performance” value, and proposed the concept of “interest consumption” for the first time in the industry. In order to meet the rising needs of young consumers, Mingchuang Premium continuously empowers product innovation through “IP co-branding, excellent design, and black technology”, and launches “easy to use, fun, and good-looking” products to the global market, which ultimately satisfies the material pursuit and emotional value of young consumers. At the same time, in line with the diversified shopping habits of today's consumers, Mingchuang Premium actively embraces the Internet and is moving towards an integrated online and offline omni-channel layout, so that consumers can have a convenient, easy, and enjoyable shopping experience whether in stores or at home. In 2022, Mingchuang Premium officially launched a brand upgrade strategy and launched a new brand slogan “Light up a better life in 99 countries around the world”. Today, Mingchuang Premium has successfully entered 100 countries and regions around the world, and has more than 5,000 stores worldwide, spread across the core business districts of world-renowned cities such as New York, Los Angeles, Paris, London, Dubai, Sydney, and Istanbul. Relying on high-quality products and services, Mingchuang Premium continues to create a beautiful and high-quality life experience for hundreds of millions of consumers around the world. Brand philosophy The nature in which humans live has magical powers. Learn from nature, learn and create from it, live with heart, and feel the joy that life brings to humans! Because of this, MINISO Mingchuang Premium pursues a simple, natural, and textured lifestyle philosophy, designs and manufactures “excellent value for money” products. While developing products, they also take into account issues related to the Earth's resources, environment, recycling, etc., to truly return to nature and restore the essence of the product. MINISO Mingchuang Premium is not only a brand, but also a way of life. We have always believed that “a good life has nothing to do with price”. To this end, MINISO Mingchuang Premium is continuously striving to innovate and reshape the new standard of “good” and break the “good product must be expensive” boundary. However, there is no shortage of really good products, “good value, quality, and impressive price.” MINISO Mingchuang Premium hopes to bring this kind of excellent value for money product to everyone. Over the years, we have integrated high-quality resources from around the world, cooperated deeply with world-renowned IPs and designers, and achieved a “great value and low price” business method through large-scale procurement and capital injection into high-quality supply chain enterprises. MINISO Mingchuang Premium has always exported high-quality products at low prices to the public, and has adhered to the business philosophy of “low gross profit, no quick profit, and sustainable development”. MINISO (origin of name) MINISO Mingchuang Premium was created with the original intention of establishing a lifestyle. She doesn't deliberately emphasize so-called fashion or individuality, but the product lives up to its name and is unique; she doesn't think that popular brands should raise their value. On the contrary, MINISO Mingchuang Premium develops products from a future consumer perspective, which is to “restore the essence of the product” to go back to the original, and make it more stylish, more reliable, and cheaper. MINISO Mingchuang Premium not only makes daily necessities have a rich face, but also takes into account the reasonable price, making the consumption of Mingchuang Premium products more natural and a fashionable lifestyle. Mingchuang Premium (graphic explanation) The logo design for Miniso Premium Products uses shopping bag ideas as the main image. The overall design is simple and stylish, and very modern. While perfectly blending with the brand's industry attributes, it highlights the concepts of shopping and consumption, and is highly recognizable and fresh in the memory. Mingchuang Premium (graphic explanation) The Wink smiley face graphic is the original intention of Mingchuang Premium to bring easy, enjoyable and beautiful life to consumers around the world. By creating products that are “good-looking, fun, and easy to use”, we make surprises easier and make a beautiful life within reach. corporate culture Mission: To make it easier for every consumer to enjoy a quality life Vision: Become a world-class technology-based retail enterprise Values: Struggle to change destiny Cultural philosophy: simplicity, sunshine, telling the truth Enthusiastic, efficient, and responsible Focus, professionalism, concentration