Guangzhou Zhengjia Plaza Miniso

Shanghai Jiani Material Technology Co., Ltd. is a professional company specializing in the production of stone tiles.

1. Project Overview

MINISO LAND at Grandview Mall (Zhengjia Square) is a flagship experiential retail landmark launched by MINISO Group in Tianhe District, Guangzhou, the core commercial hub of South China. Officially opened in January, this large-format immersive store stands out from standard MINISO outlets, positioning itself as a city-level IP-themed lifestyle destination integrating retail, interactive experience, social check-in and pop-up IP exhibitions.

Grandview Mall, located at No.228 Tianhe Road, boasts massive daily foot traffic and diversified consumption groups including young shoppers, families, tourists and IP collectors, making it the optimal location for MINISO’s upgraded LAND concept store. On its opening day, the store attracted nearly 10,000 visitors and achieved RMB 450,000 turnover, proving strong market appeal and consumption potential.

2. Brand Background of MINISO

Founded in Guangzhou in 2013, MINISO is a world-leading IP operation and lifestyle retail platform with the core philosophy of “Life is for fun” . Adhering to the triple DNA of high quality at affordable prices, joyful shopping and relaxed lifestyle, the brand covers over 80 countries and regions with more than 5,000 physical stores globally, offering full-category daily goods including home supplies, beauty tools, stationery, plush toys, snacks, blind boxes and limited IP co-branded merchandise.

Different from regular small-sized stores, MINISO LAND represents the brand’s strategic upgrade to experiential retail, expanding store space, enriching IP scene layout and adding interactive photo zones to cater to young consumers’ demand for social and immersive shopping experiences.

3. Core Features of Grandview Mall MINISO LAND

1. Immersive Global IP Themed Zones

It features exclusive themed areas for Sanrio, Disney, Marvel, Pokémon and other top global IPs, stocked with limited-edition collectibles, dolls, accessories and daily necessities unavailable at ordinary stores. Custom cartoon scene backdrops and photo installations create viral check-in spots for social media sharing.

2. Full-Category Rich Product Matrix

Covering over 10 major product lines, from daily household gadgets, skincare & personal care, fashion accessories, stationery, plush toys to trendy blind boxes and snacks, with frequent new product updates to maintain repeat purchase motivation. All products adopt safe, eco-friendly materials with minimalist, trendy design at cost-effective prices.

3. Large-Scale Experiential Space Layout

Compared with standard MINISO shops, this flagship store adopts an open, layered layout with wider walkways, interactive display stands and pop-up activity areas. The bright, eye-catching store facade with iconic MINISO visual design delivers strong recognition and attracts spontaneous passenger flow from the mall’s main corridor.

4. All-Age Target Consumer Groups

Primary customers are young students and office workers aged 15–35; secondary groups include family visitors and inbound tourists to Guangzhou. It satisfies diversified consumption demands: daily necessities purchase, IP collection, gift shopping and leisure sightseeing.

4. Project Commercial Value & Mall Synergy

- Foot Traffic Booster: As a highly recognizable internet-famous IP retail landmark, it drives sustained passenger inflow to Grandview Mall and improves overall mall stay time and secondary consumption rate.

- Format Complementation: It supplements the mall’s lifestyle & IP retail section, balancing catering, entertainment and fashion brands to enrich the mall’s full-scene consumption ecosystem.

- Marketing Co-branding Potential: Joint seasonal campaigns, IP pop-up events and cross-store promotions can be launched with Grandview Mall to amplify marketing influence and attract regional consumer attention.

- Long-Term Stable Revenue: Supported by MINISO’s mature global supply chain and fast new product iteration capability, the store maintains steady sales performance and sustainable profitability throughout the year.

5. Closing Mission Statement

MINISO LAND Grandview Mall carries MINISO’s brand mission to deliver affordable small joys to every consumer. By combining premium lifestyle merchandise, immersive IP scenes and entertaining shopping experience, the project creates a one-stop leisure consumption landmark for Grandview Mall, realizing win-win development for both the brand and the shopping complex.