Chinese retail giant Miniso is ambitiously targeting the designer toy market, enhancing its digital strategy by customizing e-commerce efforts to suit the behaviors of consumers on various platforms, while also strengthening its traditional in-store experience. The company is focusing on product customization to align with the distinct characteristics of e-commerce platforms in China. For example, on Douyin, known for its effective video content, Miniso plans to introduce visually appealing, high-priced large plush toys, ideal for video marketing. Founded in 2013 as a store for affordable accessories and makeup, Miniso shifted its focus last year to become a leading intellectual property-based toy and goods platform. Its Chiikawa anime animal character products gained significant popularity. In line with its toy-centric strategy, Miniso launched the Top Toy brand in 2020, specializing in toy products like Lego-like building blocks, with plans to list it on the Hong Kong stock exchange. With a presence on major platforms such as Tmall, Amazon, and TikTok, e-commerce has become increasingly crucial for Miniso, contributing over 6% to its revenue in the first half of the year, up from 5.2% the previous year.
Is Miniso making a major move into the designer toy market?
