MINISO, a Japan-based designer brand, was co-founded by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer. MINISO is the promoter of global “intelligent consumer products”. Sticking to the life philosophy of “simplicity, nature and good quality” and the brand proposition of “returning to the nature”, MINISO gains popularity among consumers with its core brand edges of updating products every seven days, pricing at a low level, and targeting at intelligent consumer product chains. It sets the trend of personalized intelligent consumption in the frontier market of household consumption. MINISO established a new type of life aesthetic collection store, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and cozier products, so that consumers can experience relaxed and happy lifestyles when shopping. MINISO enriches our lives with a wide range of products at reasonable prices. It is like a compass, pointing to the "basic" and " natural" directions by providing simple and natural products.