MINISO's Global Expansion: Organizational Capabilities and Localization Strategies

In recent years, an increasing number of Chinese brands have started to go global. However, not all retail enterprises have been successful in going global. As one of the few Chinese retail companies to achieve large-scale overseas profitability, Miniso now has more than 8,000 stores around the world and its global localisation strategy is worth studying. This paper mainly investigates how Miniso has constructed the organisational capabilities for overseas expansion and what localisation adjustments have been made in various countries. A case study method is used, and the main sources are company financial reports and news reports. The findings show that Miniso has employed the following three strategies for overseas expansion by building a Chinese supply chain first. Second, cultivate a talent pool for overseas operations and management. Thirdly, fully utilise the digital system to manage the world's warehouses and inventory in the era of information technology. At the same time, it will also have different products and marketing plans in different areas.