MINISO apologized again and said that it will complete the "de-daily chemical" rectification by the end of March next year

　　China News Service, August 18th. On the 18th, MINISO's official Weibo issued an apology again. It solemnly apologized for its marketing behavior as a "Japanese designer brand", and proposed that the rectification measures of "removing daily chemicals" would To be completed by March 31 next year.

　　MINISO admitted in the statement that from the end of 2015 to 2018, it hired Japanese designer Junya Miyake as the chief designer to promote the "Japanese designer brand", and experienced wrong brand positioning and marketing in the early stage of the company's development. behavior, detours.

　　Regarding the rectification measures of "removing daily chemicals", MINISO stated that it will remove elements related to Japanese designer brands.

MINISO said that the company started to promote the removal of daily chemicals as early as the end of 2019, and upgraded its brand positioning to a "goods collection store for life"; in January 2020, it began to replace shopping bags with Japanese elements; October 2021 to 2022 In March 2018, the renovation of more than 3,100 stores in China was successively completed and replaced with Chinese logos. At the same time, the de-daily rectification of more than 1,900 store fronts, store decorations, product labels and promotional materials was carried out.

　　In addition, MINISO seriously pursues the accountability of the relevant responsible persons.

"During the self-examination process, we deeply realized that the company had serious mistakes in overseas expansion and promotion, operation management and other work in the early stage. After discussion and decision by the management of MINISO, the relevant executives were punished internally."

　　In response to the public opinion turmoil caused by the previous Spanish Instagram account of MINISO referring to Chinese cheongsam as geisha clothing, MINISO said that

The company decided to withdraw all brand social media accounts independently operated by agents from now on, strictly review and publish content, and do a good job of exporting correct Chinese culture and values.

(Zhongxin Finance)