Do you still remember the boutique "Oh Ya" that SHE endorsed a few years ago? The colorful accessories and toys are of various types and are not expensive, which may be the "tears of the times" of many people born in the 1980s and 1990s.
You should be familiar with Miniso, which is now spread all over the streets, right? But if you were addicted to "Oh Ya" back then and now you like to visit Miniso, then your money may be earned by one person ( Ye Guofu ).
From "Oayaya" to Miniso, his store products not only doubled their prices, but also achieved a "counterattack" from a 10-yuan store to a listing.
Image source: @Minso’s official Weibo
is in trouble! Miniso One Nail Polish
Carcinogens exceed the standard 1400 times
In the past two days, Miniso has firmly occupied several seats in the hot search because one of its nail polish carcinogens exceeds the standard.
The Shanghai Drug Administration recently released a quality notice for sampling inspections, showing that a cosmetic product called "One-step peelable nail polish" represented by Miniso (Guangzhou) Co., Ltd. was found to have a content of trichloromethane (a carcinogen) as high as 589.449μg/g, which is more than 1,400 times the national standard limit of 0.40μg/g.
Moreover, the company applied for re-inspection, but after re-inspection by Shenzhen Drug Inspection Institute, the results were still unqualified.
htmlOn 27, Miniso announced to the media that the company and suppliers conducted a third-party re-inspection of the goods involved, and the test results were qualified, but the Drug Administration's re-inspection was still unqualified. The company respects the test results of the Drug Administration, and the nail polish involved has been removed from the shelves.Taobao platform, this nail polish has been removed from the shelves
, but this response has not sootheed the hearts of consumers. Voices like "Continue to check other products" "Can you completely ignore the health of users if you are cheap?" Still occupy the mainstream of social networks.
htmlOn September 28, " Procuratorial Daily " published a commentary article "Why did the testing agency not measure it? 》 stated that why third-party testing institutions cannot detect such obvious unqualified products, and their testing process is questionable. "The manufacturer's responsibility for unqualified products is not necessary, but it is not understandable if the '10 Yuan Store' company, as a seller, blames the manufacturer and pretends to be innocent white lotus."In fact, this is not the first time that Miniso has such a problem.
htmlIn August, the administrative penalty decision information released by the Guangdong Provincial Drug Administration showed that Miniso MINISO's jasmine perfume (Air Garden) products failed, and its OEM factory Shenzhen Yuehualong Cosmetics Co., Ltd. was punished.In June, the Shanghai Municipal Market Supervision and Administration Bureau randomly checked the quality of melamine tableware. A single-ear apple bowl marked as Miniso sold was found to have an unqualified melamine migration... and so on, Miniso has repeatedly put Miniso on the forefront.
controversy continues!
The upgraded version of foreign faces "Oayaya"
10 yuan per star eyebrow pencil; 10 yuan 100ML per perfume with the same taste as "Zumalon"; 99.9 yuan "Air pods flat substitute"... "Just believe in a better life is nothing to do with the price", it is not difficult to see from the latest slogan of Miniso that "low price" is its most important label.
But when I first heard the name Miniso, many people may think that this is a foreign company, and it is very likely from Japan. The reason is that its logo is in the same face as Uniqlo, and its name and sales style are too similar to Muji.
The logo of the master product and Uniqlo’s logo
This is also destined to have polarized evaluations of Miniso on the day it was born. Some people say it is "pseudo-Japanese" and has poor quality; others say it is simple to package and has good quality and low price.
The low-price strategy of Chuangyou Products has its roots. Its founder Ye Guofu was also the founder of the retail chain brand "Oayaya".
"Oh Yaya" is the low-price model used, which makes young girls, a group who has the desire to consume but lacks consumption power, have no pressure to buy, so the business is very hot.
The "Oh Ya" once became the tears of the times, but in 2013, a stronger Miniso was born. Tianyan Check shows that the former name of Mingchuang Youpin Co., Ltd. (referred to as "Minochuang") is Aiya Ya Jewelry Chain Co., Ltd. (referred to as "Aiya Ya"), and the major shareholder and ultimate beneficiary is Ye Guofu, whose shareholding ratio is as high as 90%.
screenshot from Tianyancha
Advanced version of Miniso no longer focuses on the single group of women, but instead expands the crowd to the whole people. The products are more abundant and no longer stick to fixed prices, ranging from 5 yuan to more than 100 yuan. When choosing a site, you can go to places with high passenger flow. If you can drive on the first floor, you won’t go to the second floor. It has almost become the standard configuration for shops and shopping malls.
Frost & Sullivan Consulting Data shows that Miniso generated US$2.7 billion (about RMB 19 billion) of total transaction volume (GMV) in 2019, making it the world's largest comprehensive retailer of private label.
e-commerce vs entity!
Love and Jack Ma "Ye Da Cannon"
In fact, when it comes to the decline of Miniso's predecessor - "Oayaya", we have to mention the e-commerce trend led by Jack Ma Taobao. It made Ye Guofu, who was originally restless, instantly photographed on the beach. Perhaps it is precisely because of this gang that Ye Guofu, known as "Ye Dapao", seemed to be "addiction" to "attacking Jack Ma" after his comeback.
Jack Ma said on Taobao, Ye Guofu said, "Jack Ma is powerful and destructive, and all counterfeits are from Taobao."
Jack Ma said on consumption trend, Ye Guofu said, "E-commerce represented by Jack Ma deceives people and scares offline bosses."
Jack Ma said on new retail, Ye Guofu said, "Jack Ma is helping himself to pull business, and new retail is a huge pit.
Jack Ma said that Alibaba will live for 102 years, Ye Guofu said, "People who are talking about a century-old brand are immature. ”
Jack Ma acquired RT-Mart, Ye Guofu said, “I think Jack Ma regrets it very much. RT-Mart found that it has no value anymore. "
has many people who criticize Jack Ma, but there are only ones who are as arrogant and "specialized" as Ye Guofu. In addition to talking, Ye Guofu is still willing to "pay for hatred".
Do you still remember the "100 million bet" between Wang Jianlin and Jack Ma? In 2012, the two agreed that 10 years later, if e-commerce accounts for 50% of the retail market share in China, Wang Jianlin will give Jack Ma 100 million. If it doesn't come, Ma Yun wants to give Wang Jianlin 100 million.
is obviously a movie of two people, but a mysterious rich man named "Guangzhou Afu" insists on leaving his name. In 2012 and 2016, he twice bought the front page headlines of many newspapers and shouted from afar, not only making Jack Ma take the initiative to admit defeat, but also claimed that he was willing to pay him 100 million gambling funds. This "Guangzhou Afu" is Ye Guofu.
blind boxes sold by Chuangyou Products. Zuo Yukun Photo by
In order to support offline retail, Ye Guofu, who is willing to be with Jack Ma, firmly believes that offline retail industry cannot defeat e-commerce, and even new retail "online + offline" must be inseparable from entities.
Although there is controversy, Ye Guofu led the famous product to the U.S. Nasdaq Stock Exchange .
went public in the United States!
can the "largest ten-yuan store" break through again?
On September 24, Miniso officially submitted a prospectus to U.S. Securities and Exchange Commission , with the stock code "MNSO", and planned to be in New York Stock Exchange was listed and raised US$100 million.
prospectus shows that Miniso has opened more than 4,200 stores in more than 80 countries and regions around the world, including more than 2,500 in China, more than 1,680 overseas, and 129 direct stores.
The truth of "the world's martial arts is fast and not broken" has been shown here in Miniso. The prospectus shows that Miniso's core SKU (commodity category) has reached 8,000, with an average of more than 600 SKUs launched per month, covering 11 major categories. Among these products, 95% of the retail price is less than 50 yuan.
, which made its fortune by "taking advantage of hot spots" all the way, did not shy away from this.The prospectus mentioned that as of June 30, 2020, Miniso has cooperated with 17 world-renowned IPs including Hello Kitty, Marvel, Disney, etc. to enhance brand value and popularity.
Sanrio joint blind box launched by Mingchuangyoupin. Photo by Zuo Yukun
Experts emphasized that the efficiency of product innovation and the ability to produce large-scale is one of its long-term "moats".
However, when entering the second half of overseas expansion, Ye Guofu, who wrote "disdained e-commerce" on his face, did not escape the "real fragrance law". In 2018, Miniso successively entered Tmall, , JD.com, and other platforms, and reached cooperation with Ele.me and Meituan, and sold happily.
In the view of industry insiders, products with "reduced prices, increased quality, and low demand elasticity" after the epidemic will gain great room for development. Miniso has seized the initiative, and with the help of online, it will have more possibilities after it is officially launched.
