About MNSO Company

In 2013, when brand founder Ye Guofu traveled to Japan with his family, he discovered that there were many lifestyle and home furnishing franchise stores there. The daily necessities sold by such stores were not only of good quality, beautiful design, and very affordable, but the vast majority of them were “made in China.” As a result, Ye Guofu got commercial inspiration, and based on the product development experience, supply chain, and channel resources he had accumulated while running fashion chain brands in the past, he founded the “Good Life Collection Store” in Guangzhou, China — Mingchuang Premium. Using high-quality products and services so that more people can easily enjoy a good quality life is the original intention behind the establishment of the Mingchuang Premium Brand. Consumers can buy good-looking, high-quality products at affordable prices. Therefore, “extreme value for money” has also become a product label for Mingchuang Premium products with high value, good quality, and excellent price. With continued deepening of the global market and in-depth insight into consumers, Mingchuang Premium continues to innovate and upgrade in the value pursuit of “ultimate cost performance”, proposing the concept of “interest consumption” for the first time in the industry. In order to meet the upgrading needs of young consumers, Mingchuang Premium continuously empowers product innovation through “joint IP, excellent design, and black technology” based on “interest consumption”, 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 consumers' diversified shopping habits, Mingchuang Premium is actively embracing the Internet and 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 Better Lives 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, covering the core business districts of world-famous 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 beautiful, high-quality life experiences 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 “great value for money” products. While developing products, they also take into account issues related to the Earth's resources, the 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”. For this reason, MINISO Mingchuang Premium continuously strives to innovate in product development to reshape the new standard of “good” and break the “good product must be expensive” boundary. However, there is no shortage of truly good products, “value, quality, and impressive prices.” MINISO Mingchuang Premium hopes to bring this kind of 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 adheres to the business philosophy of “low gross profit, no quick profit, sustainable development”. MINISO (origin of name) The original purpose of creating Miniso Mingchuang Premium was to establish a way of life. She doesn't intentionally emphasize so-called pop fashion or personality, 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 the perspective of future consumption, which is to “restore the essence of the product” to go back to the flashiness and return to the real thing, making it more stylish, more reliable, and cheaper. While Miniso Mingchuang Premium makes daily necessities have a rich appearance, it also takes into account reasonable prices, making the consumption of Mingchuang Premium products more taken for granted as a fashionable way of life. Mingchuang Premium (graphic explanation) The logo design of MinISO Mingchuang Premium has a creative shopping bag as the main image. The overall design is simple and stylish, and has a very modern feel. While it is perfectly integrated with the brand's industry attributes, it highlights the concepts of shopping and consumption, and is highly recognizable and memorable. Mingchuang Premium (graphic explanation) The Wink smiley face graphic is the original intention of Mingchuang Premium products to bring consumers around the world easy and enjoyable to enjoy a beautiful life. By creating “good-looking, fun, and easy to use” products, surprises are made simpler, and a better life is within reach. corporate culture Mission: Make it easier for every consumer to enjoy a quality life Vision: Become a world-class technology-based retail enterprise Values: Struggle to change fate Cultural concept: simple, sunny, truth-telling Enthusiastic, efficient, and daring to take responsibility Focus, professionalism, concentration