Miniso is expanding in the designer toy market and boosting ecommerce tailored for different online platforms.

The Guangzhou-based retailer is customizing products for sites like Douyin to grow its digital sales.

Ecommerce made up over 6% of Miniso’s revenue in H1 2025, rising from 5.2% a year earlier.

Its Top Toy brand, launched in 2020, is set for a Hong Kong listing as Miniso strengthens its retail presence with flagship stores like Shanghai’s Miniso Land, which earned 100 million yuan (US$14 million) in nine months.

Miniso now runs over 7,600 stores worldwide and is diversifying its supply chain to Southeast Asia and Mexico, though 80% of production remains in China.

🔗 Source: South China Morning Post