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Three MINISO Stores Were Opened in Turkey on the Same Day, Spurring Shopping Spree


On February 28, Japanese fast fashion designer brand MINISO set foot in Turkey officially. It opened three stores on that very day, attracting a large number of consumers to stop by and shop in the stores. Mr. Miyake Junya, the global co-founder and chief designer of MINISO, Mr. Ye Guofu, global co-founder and CEO of MINISO, Ozgur, representative of Turkish AVEA Saglik and super star Gökhan Keser were present at the opening ceremony to witness this special moment.

(Illustration: Three MINISO stores were opened in Turkey on the same day; Mr. Ye Guofu was taking a group photo with the representatives of Turkey.)

Mr. Ye Guofu addressed the opening ceremony, expressing his gratitude to the attendees and all the partners. He indicated that under the guidance of “the Belt and Road Initiative”, MINISO has gained extensive attention of local government and all walks of life since it reached strategic cooperation agreement with Turkey. MINISO will meet people’s expectations and bring products of high cost performance to local consumers. At the same time, MINISO attaches great attention to the opening in Turkey. From site selection, product design and opening ceremony to future plan, MINISO is particular to every aspect and strives for perfection. Mr. Miyake Junya introduced the philosophy of MINISO to attendees, which is “to come back to nature, and revert to the essence of products”. He also indicated that MINISO would provide products of “simple, nature and quality” and comfortable shopping experience to the Turks.

On that very day of opening ceremony, the stores were packed with consumers. The ivory-white wall and warm yellow lights make the stores warm and comfortable. The simple and natural design style attracts many tourists and residents to come and shop. Although it covers merely 300 square meters, there are over 3,000 kinds of products displayed in the store. From cosmetics to snacks and each kind of small article for daily use, all of them can fully satisfy consumers’ daily needs. MINISO also brings the principle of “self-help shopping” to Turkey. There is no shopping guide in the stores so that people can enjoy stress-free shopping in MINISO.

(Illustration: MINISO displays a wide range of products in the stores; high quality but low-price products are popular around consumers.)

Bordered by the Black Sea to the north and Mediterranean to the south, Turkey is the junction connecting Europe and Asia, which has abundant national resources. Turkey leads the world in agricultural production, textile and household appliances. MINISO will make good use of the advantages of such resources in Turkey in the future, establishing raw material production base of high quality, so that it can not only produce more and more safe and quality products, but also promote the Turkish economic growth and improve the Turks’ living standard.

In fact, “relieving the younger generation’s shopping stress and making more consumers happy” is the basic principle that MINISO has always stuck to. Since its establishment in 2013, MINISO has been popular around the world for its advocacy of “coming back to nature, and reverting to the essence of products”, unique design and high quality but low-price products. So far, it has reached strategic cooperation agreements with over 40 countries and regions including Canada, the U.S., England, Dubai, Russia and Australia, opening more than 1,800 stores all over the world. In 2016, when the general sales volume was declining in the whole market, MINISO generated nearly USD 1.5 billion in revenue. Due to its rapid development, MINISO was even deemed as “the fiercest competitor” by some well-known enterprises such as MUJI, Watsons and UNIQLO.

(Illustration: None of the shopping guide is set in MINISO; stress-free shopping makes consumers feel happy.)

The establishment of MINISO in Turkey can not only relieve local people’s shopping stress and improve their living standard, but also stimulate consumption and promote the development of local economy. The opening of the Turkish stores also marked MINISO’s another step forward to its globalization. In the future, MINISO will develop in more countries and regions, striving to open 6,000 stores around the world by 2020 and making more consumers enjoy the happiness of stress-free shopping.