miniso
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Miniso wants its own pop-star dolls: Inside the marketing playbook with CMO Robin Liu
In a candid chat, Miniso’s CMO breaks down the push for original characters, why its supersized stores are hitting their stride, and how Miniso is reinventing itself from bargain retailer to lifestyle destination.
Asia-Pacific Power List 2025: Robin Liu, Miniso
Liu has driven Miniso’s rapid global expansion and innovative marketing, positioning the brand as a leading IP design retail powerhouse with a strong commitment to purpose and sustainability.
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Why Chinese brands are aggressively expanding in Indonesia
With a large youth population and thriving digital landscape, Indonesia is a hotbed for Chinese brands. Miniso is one such success story.
Asia-Pacific Power List 2024: Robin Liu, Miniso
Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.
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The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.
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Budget retailer Miniso will drop Japanese styling after Chinese outcry
The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.
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