robin liu

Asia-Pacific Power List 2024: Robin Liu, Miniso
Oct 4, 2024
Staff Reporters

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.

The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
Oct 9, 2023
Nikita Mishra

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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