At a time when all physical enterprises are complaining about difficulties, MINISO’s net profit in the first quarter of 2024 increased by 54% year-on-year. Behind it are popular products such as DUNDUN chicken, loopy plush dolls, and Disney’s 100th Four truths anniversary co-branded stamp blind box; their popularity is inseparable from the promotion of MINISO’s private domain KOC. MINISO has 50,000 private domain KOCs, who have created 4 million pieces of content for the brand, brought 1.7 billion exposures, and saved 40 million yuan in marketing costs. The CPM of MINISO’s private domain KOC is around 10 yuan, which is much lower than the 200 yuan invested by other brands.
How did it do it? Four truths
01 What is Mingchuang’s strategy for years in position operating private domain KOC?
Step 1: How to recruit private domain KOCs? MINISO started piloting community operations in March 2020, accumulating a large number of private domain users through offline store instant demand diversion (free shopping bags/coupons for joining the what advertisers and optimizers have to group when paying) and online fission activities. When the private domain KOC project was launched in 2022, the scale of MINISO’s private domain users exceeded 20 million.
Different from regular brands
Recruiting KOCs, MINISO has the atb directory links established a dedicated community for KOCs to manage them in a unified manner.
Source: [Case Study] MINISO KOC Operation Strategy_by Fenxi Consulting.pdf
Step 2: Build a KOC incentive system to increase the amount of KOC content
MINISO has a complete KOC incentive system that provides different rights and benefits to KOCs of different levels.
If you successfully publish a note, you will be a primary KOC and can participate in the promotion of all categories.
