miniso
Asia-Pacific Power List 2025: Robin Liu, Miniso
Liu has driven Miniso’s rapid global expansion and innovative marketing, positioning the brand as a leading IP design retail powerhouse with a strong commitment to purpose and sustainability.
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Why Chinese brands are aggressively expanding in Indonesia
With a large youth population and thriving digital landscape, Indonesia is a hotbed for Chinese brands. Miniso is one such success story.
Asia-Pacific Power List 2024: Robin Liu, Miniso
Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.
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The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.
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Budget retailer Miniso will drop Japanese styling after Chinese outcry
The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.
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Miniso's CMO on consumer-centricity in local marketing and product design
Robin Liu opens up about the brand’s marketing strategies and overseas expansion for the New York-listed Chinese retailer.
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