Group Discussion Week 8_Group 8

 Group 8

LI Jiayuan

TENG Qianyu

ZHANG Yujia

ZHANG Leyan

ZHENG Xiaoyu

Using the POE model, we want to analyze the advertising strategy of Miniso（名创优品）

1.Paid Media

-Social media ads: Miniso invests heavily in ads on platforms like WeChat, Weibo, and TikTok. These ads are often interactive, using poster images, short videos and live streams to grab people’s attention.

-PR press release: During festivals or other key nodes, Miniso will release PR press release in news media or professional media. This can enhance the brand's positive exposure and promote public understanding of Miniso. For example, in August this year, when Miniso's largest store opened in Indonesia, financial magazines and other media released in-depth reports.

-Offline ads: Miniso uses offline advertising, like ads on mall billboards, buses, and subways. Sometimes Miniso also sets up a pop-up store in big shopping mall. Combined with their high number of stores, this creates a strong presence in everyday life.

- KOL endorsements and collaborations: Miniso collaborates with well-known influencers and celebrities to promote their products.

2.Owned media

- Official Website: MINISO's official website serves as a central hub where the brand can present comprehensive details about its products. This platform is also ideal for engaging customers with brand storytelling that highlights the company’s values and development, and offering customer support through frequently asked questions (FAQs) and contact information.

- Social Media Accounts: Social media accounts, such as Weibo and WeChat Official Accounts, enable MINISO to maintain a dynamic presence online. By regularly posting updates about new products and promotional campaigns, MINISO can keep its followers engaged and informed. In addition, platforms like Douyin allow the brand to reach younger audiences through creative video content, while communities such as Xiaohongshu can foster a sense of belonging among users by encouraging them to share their experiences and interact with one another.

-Offline stores: MINISO's offline stores are also part of its own media. The store's decoration style, display design, product display, etc. all reflect the brand's image and characteristics, which can attract consumers' attention and encourage them to buy in the store. At the same time, the store's promotional posters, display racks, etc. can also serve as a channel for disseminating brand information, delivering the latest product and event information to consumers.

-WeChat community：MINISO guides consumers to follow the official WeChat public account through offline store guidance and online activities, and joins the online community and membership system by scanning the corresponding corporate WeChat QR code. The group provides a variety of benefits and preferential activities, conducts daily product recommendations and topic interactions, and makes full use of private domain traffic for user operation and maintenance. This online and offline combination strategy enables the brand to communicate with consumers more effectively and improve user stickiness and repurchase rate.

3.Earned media:

-User-Generated Content: MINISO conducted some incentive activities to encourage customers to share their MINISO experiences and product photos on social media using branded hashtags. UGC helps create authentic brand advocates and increase brand awareness.

-Word-of-Mouth: Miniso's trendy, affordable products and IP collaborations often generate positive word-of-mouth recommendations. Miniso will also collect users' suggestions for IP co-branding in the comments section. This organic buzz among customers, particularly younger generations, fuels brand awareness and drives sales.

-Media relations and influencer relations：MINISO often holds marketing campaigns and they use the media matrix for all-round communication. It induces the discussion through online world and offline world, for example, MINISO held an IP-collaborated pop-up shop off-line and it conducted incentive activities on social media at the same time. This will raise so many discussions that the activity becomes a relatively big event that other media or KOLs would like to report about spontaneously to expand their own influences. Thus, MINISO accumulated its own influence and it becomes a brand that other media and influencers always concern about. And once MINISO makes a move or launches a new campaign, these media and influencers will move upon, naturally increasing the discussion about MINISO, which forms a positive cycle.

-Link Building: Using the strategy of IP-collaboration, MINISO connects itself with other brands. And this will form an associated expanded reputation while these related brands make progress. Part of the influence of these brands will be converted to the potential resources of MINISO.