pMINISO, 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 was run by MINISO Industries Co., Ltd. in 2013 and entered the Chinese market in September of the same year to comprehensively come into the market of intelligent consumer products in China. Established in Japan in 2013, MINISO, “the strongest competitor” deemed by MUJI, UNIQLO and Watsons, actively explores the international market and has opened over 1000 stores in less than three years, with business turnover standing at USD 750 million in 2015 and nearly USD 1.5 billion in 2016, which is also listed as the “NO. 1 Competitor” by Apple’s distributors in the Chinese market. At present, MINISO has reached strategic cooperation agreements with more than 50 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China), with an average monthly growth rate of 80 - 100 stores. MINISO advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive price and creativity”. With simple and quality features as well as leading the trend of intelligent consumption, most MINISO products are priced between USD 1.