Management Review ›› 2021, Vol. 33 ›› Issue (12): 339-352.

• Case Studies • Previous Articles     Next Articles

Critical Success Factors for Internationalization of Chinese Chain Retailers: The Case of MINISO

Tian Xin1,2,3, Xu Shaodi1,2,3, E Erjiang4, Wu Zhaosong5, Ye Guofu6   

  1. 1. School of Economics and Management, Chinese Academy of Sciences, Beijing 100190;
    2. Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190;
    3. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 101408;
    4. Department of Industrial Engineering, Tsinghua University, Beijing 100084;
    5. Shanghai HEADING Information Engineering Co., Ltd., Shanghai 201112;
    6. MINISO (Guangzhou) Co., Ltd., Guangzhou 510170
  • Received:2019-09-30 Online:2021-12-28 Published:2022-01-25

Abstract: Internationalization is one of the most intensive trends among many retailing magnates in recent decades. However, there are few successfully internationalized retailing enterprises in China and few researches are conducted in the context of Chinese retailing industry. This paper examines the internationalization process including business model and critical incidents of MINISO, a Chinese chain retailing enterprise that has internationalized at a fast speed rarely seen, and identifies critical success factors for its internationalization based on Wuli-Shili-Renli system approach. We show that MINISO, under the guide of virtual retail enterprise model, rolls out stores globally through franchise system innovation, supply chain integration and brand exportation externally and improves the value of its supply chain and brand internally by utilizing ambidextrous innovation capability. This paper enriches the retail internationalization study by adding Chinese cases into the analytic framework, and indirectly proposes a strategic decision-making model of retail internationalization.

Key words: Wuli-Shili-Renli system approach, virtual retail enterprise model, retail internationalization, supply chain management, MINISO