Chinese retail giant Miniso is expanding its digital presence to dominate the designer toy market. They are customizing products for platforms like Douyin, focusing on video content marketing. Their shift to IP-based toys has driven popularity, leading to plans to list their Top Toy brand on the Hong Kong stock exchange.

Miniso’s online sales are on the rise, accounting for over 6% of revenue. Despite this, the company remains rooted in physical stores, offering unique experiences like Harry Potter-themed pop-up shops. They are also investing in premium Miniso Land and Miniso Space outlets for designer toys, with the first Miniso Land store in Shanghai achieving impressive sales.

The company is expanding rapidly overseas, with more stores outside China than domestically. Miniso is facing challenges like US tariffs by adjusting prices and diversifying the supply chain to Southeast Asia and Mexico. With 80% of the supply chain in China, they are open to adjustments to meet market demands.

Read more at Yahoo Finance: Chinese budget retailer Miniso bets big on collectible designer toys