As the year-end shopping season approaches, brands are fiercely competing for consumer attention during the annual New Year Shopping Festival. In this highly competitive market, understanding customer needs and creating trending products has become crucial for success. Miniso, originally an offline retailer, has embraced digital transformation by leveraging Douyin (China's TikTok) as a key platform for product testing, customer engagement, and sales growth.
The Secret Behind Hit Products: Data-Driven Product Selection
Product selection determines the success of promotional campaigns. Miniso's strategy involves testing products through influencer marketing on Douyin before major sales events. By collaborating with various content creators and analyzing user feedback, the company identifies potential bestsellers.
Unlike brands that chase top influencers for sheer reach, Miniso prioritizes alignment between influencer audiences and its target customers. The company also employs cross-category influencer combinations to maximize audience coverage while maintaining targeting precision.
Successful examples include the sold-out "Big White Goose" series and the unexpectedly popular "Dundun Chicken" products, which became festival bestsellers after positive user feedback during testing. This approach not only guides product selection but also provides valuable insights for supply chain improvements.
Festival Special Editions: IP Collaborations Drive Seasonal Demand
During holiday seasons, consumers are particularly drawn to festive-themed products that create emotional connections. Miniso capitalized on this by launching limited-edition collaborations with popular IPs like Sanrio and Disney's "Lilo & Stitch," featuring rabbit-themed products aligned with the Year of the Rabbit.
The company also introduced two fragrance products catering to different consumer needs: one reflecting Chinese aesthetic traditions to appeal to the rising "Guochao" (national trend) movement, and another co-branded with popular zodiac influencer Tao Baibai to attract younger audiences.
Precision Marketing: Leveraging Douyin's Ad Platform for Targeted Campaigns
Miniso's marketing director emphasizes the importance of preparing high-quality traffic before major promotions. Rather than simply accumulating large numbers, the company focuses on attracting high-value customers through Douyin's advertising platform, Juhao Qianchuan.
After identifying potential bestsellers through influencer testing, Miniso increases paid traffic while continuously refining audience targeting. This systematic approach helps accumulate valuable customer segments that deliver more predictable returns during sales events.
Live Streaming Conversion: Content That Creates Emotional Connections
To maximize conversion of accumulated traffic, Miniso prepares comprehensive live streaming strategies. Unlike hard-selling approaches, the company's hosts focus on storytelling - explaining product design concepts and how items fit into lifestyle and holiday scenarios.
Key messaging highlights product differentiators identified during testing phases, such as the strawberry scent of Disney-branded plush toys or the quality assurance of licensed IP products. This content-driven approach creates stronger emotional resonance and trust compared to relying solely on discount promotions.
Sustainable Growth: Building Long-Term Brand Value
The New Year Shopping Festival serves both as a year-end sales peak and a foundation for future growth. Beyond immediate revenue gains, Miniso views these campaigns as opportunities to accumulate customer and brand assets that support long-term development.
The company's success demonstrates how integrating data-driven product selection, strategic IP collaborations, precision marketing, and emotionally engaging content can create synergies between regular operations and promotional events - offering replicable strategies for sustainable growth in competitive markets.