由 jpichiban 名创优品正在通过与迪士尼等知名IP合作推出联名商品，积极开拓海外市场。公司根据不同地区的市场特点灵活调整IP商品的投放策略，目标是在客单价更高的海外市场实现增长。名创优品计划在未来五年内将海外门店数量增加至2600家，每年新增门店数量将超过中国国内。美国、印度尼西亚、墨西哥等国家被视为具有巨大增长潜力的市场，公司也将继续加强在欧洲等地区的布局。IP商品在海外市场的销售占比更高，且利润率也比传统商品高。名创优品计划未来五年将IP商品在整体销售中的占比提升至50%，并积极开发自有IP商品。
Original Title: 名创优品力推IP商品，加快出海步伐
Summary: MINISO, a Chinese “lifestyle retailer,” is aggressively expanding into overseas markets with the help of its collaboration with popular IPs such as Disney. MINISO strategically adjusts its IP product offerings to suit different regions, aiming to achieve growth in overseas markets with higher average order values. The company plans to open up to 650 new stores annually in overseas markets like the United States and Indonesia from 2024 to 2028, exceeding its expansion pace in China. The United States, Indonesia, Mexico, and other countries are seen as markets with significant growth potential, and MINISO will also continue to strengthen its presence in Europe. IP products contribute a higher proportion of sales and boast higher profit margins in overseas markets compared to traditional products. MINISO aims to increase the share of IP products in its overall sales to 50% in the next five years and actively develop its own IP products.
Original article: http://cn.nikkei.com/china/ccompany/56307-2024-08-015-05-00-50.html?print=1