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The Federal Government’s quest for foreign direct investment (FDI) yields yet another positive boost as MINISO, a top Japanese designer brand and market leader, opens its world-class outlets across the six high-brow shopping malls in Lagos.
Listed as the Number One (1) fastest growing retail brand, since her establishment in Japan in the year 2013, MINISO has actively explored the international retail market by opening over 2,250 stores in more than 41 countries and close to 15 countries underway, with a turnover of USD 750 million in 2015 and USD 1.5 billion in 2016.
MINISO, whose strongest competitors include MUJI, DAISO, WATSON and UNIQLO has beaten all odds with an average monthly growth rate of 80 – 100 stores across countries including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Kazakhstan, and Australia.
Announcing the arrival of the designer giant into Nigeria at a press briefing held Lagos on Wednesday, 23rd August 2017, the Country Manager, Mr. Chris Lee, said MINISO products are lifestyle essentials that includes creative home necessities, health and beauty products, fashion accessories, gadgets, digital accessories, stationeries gifts, unique toys series, seasonal products, Kitchenware, etc. with more than 10,000 SKUs.
According to him “Miniso advocates a philosophy of quality life and is dedicated to providing premium and high-quality products to its customers, with a creative ideology of competitive and affordable pricing”. MINISO continuously selects the best materials from all over the world for its products designs with a focus on the “home” and “life”. 80% of the designs are from Japan, Korea, Sweden, Denmark, Singapore, China and Malaysia.
Quoting Ye Guofu, a co-founder of MINISO, he said the statement “the higher the price, the better the quality” It’s only the excuse for those enterprises finding a way to sell products at a high price. Those “low price with bad quality” products resulted from the profiteering desire are originated from the period of command economy. The time for “good quality with low price” products has just begun. In this era, the actual value of a brand should be beneficial to millions of people rather than providing services only to the noble and the rich. These very values and principles have induced the inception of MINISO.
According to him, MINISO has established a new type of shopping experience with cozier stores, which has become the main force within the department stores and shopping malls along with catering, fast fashion clothing and entertainment. “We strive to provide consumers with Simple, Natural and Quality Products, at lower prices, so as to give the consumers an exciting and happy shopping experience”, he added.
Starting with Lagos – Nigeria’s commercial capital, MINISO will be having her grand opening ceremony on Sunday 10th September 2017 at 1pm across three (3) premium shopping malls in Nigeria; Ikeja City mall (Alausa, Ikeja), Circle mall (Lekki) and Novare Mall (Sangotedo-Ajah). The grand opening will be happening at the same time across the malls aforementioned.
MINISO is scheduled to open three (3) more stores on the 29th of September 2017 at; Palms Mall (Lekki), Festival mall (Festac), and Maryland mall (Maryland). Mr. Lee however, assured that MINISO’s presence will soon be felt in other major stores across the country, to give more Nigerians opportunity to access the benefits and experience of MINISO’s array of products. With simple and quality features as well as leading the trend of intelligent consumption, he noted that most MINISO products are priced from ₦990, thus earning love from the major consumers aged from 8 – 60.
Aside the unique shopping experience, MINISO will be bringing the following to the Nigerian economy:
1. Increase in employment rate: With MINISO’s strategic plan to have about 500 stores across Nigeria by 2019, the brand is committed to employing about 30,000 Nigerians and this will reduce Nigeria’s current unemployment rate by at least 0.99%.
2. Local procurement: Over time, MINISO is committed to procuring most of its raw materials locally.
3. MINISO’s University: MINISO is also committed to transferring standard retail knowledge with an achievable projection of establishing a retail focused education system and transfer of knowledge to Nigerians. With this, individuals can carve a fulfilling career path for themselves in retail.
At the press conference, Miss Colette Atane, the Marketing Communications Manager for MINISO Nigeria also revealed the Brand Ambassador for MINISO Nigeria: Mrs. Stephanie Linus, a renowned Nollywood Actress, Director and Producer. Miss Atane emphasized that the MINISO Brand philosophy of “simple, natural & quality” is the major reason for the choice of Stephanie Linus as she exemplifies the very essence of the MINISO Brand. She also talked about two ongoing competitions on social media tagged; “MINISO theme song challenge” and “Love life challenge”.
The winners of these competitions will be respectively awarded ₦30,000 as well as MINISO’s branded Bluetooth speaker and ₦10,000 shopping vouchers. She stated further that that the winners will be rewarded with shopping bags full of items that the shopping vouchers can purchase at the MINISO store.
Stephanie Linus expressed her excitement about the about the breath of fresh air coming into the Nigerian Retail market as MINISO represents the perfect mix of ‘quality and affordability’ with a wide range of products that appeals to all age groups. She said, she is particularly glad to be part of the phenomenal ideology of “simple”, “natural” and “quality” products. She appreciated Miniso Nigeria for giving the opportunity to serve as her Brand Ambassador.
The Conference ended with closing remarks by Miss Colette Atane, and there after photographs with the Brand Ambassador
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