名创优品海外扩张战略：超级门店与IP联名的双轮驱动
中国生活潮流品牌名创优品正在通过"超级门店+IP战略"加速全球化布局。 8月31日，该品牌在印尼雅加达Central Park购物中心开设了全球最大门店，面积达3000平方米，单日销售额突破118万元人民币，创下品牌历史新高。
MINISO, the Chinese lifestyle trend brand, is accelerating its global expansion through a "super stores + IP strategy". On August 31, the brand opened its largest global store in Central Park Shopping Center, Jakarta, Indonesia, covering 3,000 square meters with daily sales exceeding 1.18 million RMB, setting a new brand record.
这家旗舰店设有8大品类专区和特色IP专区，SKU超过10000个，其中IP产品达3000个SKU，涵盖三丽鸥、迪士尼等热门IP。2024年上半年，名创优品海外营收同比增长42.6%至27.32亿元，海外门店增至2753家。
The flagship store features 8 product zones and special IP zones, with over 10,000 SKUs including 3,000 IP products covering popular IPs like Sanrio and Disney. In the first half of 2024, MINISO's overseas revenue grew 42.6% year-on-year to 2.732 billion RMB, with overseas stores increasing to 2,753.
超级门店战略成效显著：名创优品已相继入驻纽约时代广场、巴黎香榭丽舍大街等顶级商圈，与奢侈品牌为邻。数据显示，超级门店单店销售额是普通店的3倍，客单价高7%，投资回收周期更短。
Super store strategy proves effective: MINISO has entered top business districts like New York's Times Square and Paris' Champs-Élysées, neighboring luxury brands. Data shows super stores generate 3 times the sales of regular stores with 7% higher average spending and shorter payback periods.
IP战略面临挑战：虽然名创优品已与近100个知名IP合作，但相比泡泡玛特的自有IP模式，其IP护城河仍显薄弱。2024年上半年IP授权费达1.83亿元，同比增长24.2%，销售费用率同比提高4.8个百分点。
IP strategy faces challenges: Although MINISO has collaborated with nearly 100 famous IPs, its IP moat remains weak compared to POP MART's self-developed IP model. In H1 2024, IP licensing fees reached 183 million RMB, up 24.2% year-on-year, with sales expense ratio increasing by 4.8 percentage points.
海外本土化是关键：针对不同市场，名创优品采取差异化策略。例如印尼门店30%产品来自本地供应链，香水品类本地直采占比达20%。公司计划到2028年全球门店数量接近翻倍，突破10000家。
Localization is key overseas: MINISO adopts differentiated strategies for different markets. For example, 30% of products in Indonesian stores come from local supply chains, with 20% of perfume categories locally sourced. The company plans to nearly double global stores to over 10,000 by 2028.
分析人士指出，随着电商平台竞争加剧和超级门店边际效用递减，名创优品需在保持扩张速度的同时，提升单店运营效率和自有IP竞争力，方能在海外市场实现可持续增长。
Analysts note that as e-commerce competition intensifies and super store marginal utility declines, MINISO needs to improve single-store operational efficiency and self-developed IP competitiveness while maintaining expansion speed to achieve sustainable overseas growth.