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Following “the Belt and Road Initiative” of China, MINISO Reached Cooperation Agreement with Serbia Successfully


 On June 20, 2017, MINISO, the popular Japan-based designer brand took a step forward to its global expansion. After signing cooperation agreements with some European countries such as Russia, Kazakhstan and Georgia, MINISO has reached strategic cooperation agreement with Serbia, “the crossroad of Europe”.

At the signing ceremony, Mr. Pan Jiahua, the representative of MINISO expressed that, following “the Belt and Road Initiative” of China, the members of MINISO have investigated the international market from the beginning of this year. They finally decided to develop in the Serbia market after comprehensively analyzing local resources and brand development. Connecting Europe and Asia, Serbia is situated at the crossroads of the Middle East and Africa, which is called “the crossroad of Europe”. 

With the progress of “the Belt and Road Initiative”, Serbia is expected to be the commercial center for its unique geographical location. It means that the cooperation between MINISO and Serbia can not only bring “high-quality, creative and low-price” products to local consumers, but it is also a significant step for MINISO to expand in the European market, laying a solid foundation for developing in the countries following the routes of “the Belt and Road Initiative” of China.

(Illustration: MINISO reached cooperation agreement with Serbia successfully, taking a step forward to its global expansion.)

Currently, two stores are under construction in Serbia, which are expected to open after Christmas Day. Recent experience shows that by 2019, dozens of MINISO stores will be established in Serbia. MINISO will adjust its development strategies according to the actual situation in the country, striving to improving people’s quality of life by providing “high-quality, creative and low-price” products to local consumers.

Mr. Pan Jiahua also indicated that the signing of the agreement between MINISO and Serbia is of great strategic significance, which draws high attention of both sides. Not only has MINISO used the best resources and sent excellent personnel to operate the business in Serbia, but it also made good use of the powerful team of shareholders, local resources and operation team to guarantee the implementation of programs. He believes that MINISO can achieve success in Serbia, gaining popularity among local consumers.

(Illustration: Following “the Belt and Road Initiative” of China, MINISO expands to the global market.)

For less than four years since its establishment, MINISO has maintained a high growth rate, which is favoured by global consumers. According to statistics, MINISO has reached strategic cooperation agreements with more than 50 countries and regions, including the U.S., Canada, Korea, Singapore, Hong Kong (China), etc.. Some of them are the countries along the Belt and Road routes, such as Russia, Indonesia, Singapore, Malaysia, Kazakhstan and Georgia. It is worth mentioning that, this rising star has opened nearly 2,000 stores around the world with a monthly expanding rate of 80 - 100 stores, creating a miracle in retail industry.

MINISO has always insisted on the principle of “relieving the younger generation’s shopping stress and making more consumers happy” since its establishment. It strives to providing “high-quality, creative and low-price” products to global consumers. MINISO will stay true to its original intention and take bringing benefits to consumers as its responsibility, so as to improve people’s quality of life and relieve their shopping stress while providing consumers with more products of high quality and low price. It will do its utmost to realize the goal of opening 6000 stores around the world by 2020, making global consumers enjoy the happiness of shopping.