Shulou(Shulou.com)11/24 Report--

Recently, famous premium product MINISO and Disney launched a joint theme event called "Lai Mingchuang meets 100 kinds of smiling Cashmere". The event was first launched in Guangzhou, where the highlight was the "smiling velvet special train", a tram with the theme of the four major trends of Disney IP, which provided tourists with a high-quality entertainment experience and became a popular place for tourism and leisure to clock in during the National Day.

MINISO, a famous product, joined Disney for its 100th anniversary to create a "smiling velvet train".

The "smiling velvet train" has four compartments with different themes, namely, Mickey, Strawberry Bear, Stitch and three eyes. Each car is decorated with corresponding Disney IP and plush dolls, including windows, handles, seats and appearance, which are full of Disney elements, making passengers feel as if they are in a Disney theme park.

The trams on the section from Guangzhou Tower to Wanshengwei were contracted by "100 kinds of cashmere".

At the departure station under the Guangzhou Tower, there is also a theme park called "Lai Mingchuang meets 100 kinds of smiling velvet". The park shows the combination of Disney classic characters and MINISO's "Wink" symbol, providing a variety of party experiences and ways to play. In addition, Mingchuang MINISO has opened a series of theme stores jointly with Disney IP, selling more than 140 items, including Toy Story, Winnie the Pooh, Star Baby, Qiqi and Didi, Monster University, Mickey Mouse and Donald Duck, and cat Lucifer.

Liu Xiaobin, CMO of Mingchuang Premium MINISO Group, said that since 2019, Mingchuang Premium MINISO has carried out in-depth cooperation with Disney. The joint theme event is part of the transformation of famous premium MINISO into a content company and one of Disney's large offline theme activities outside its own park. The cooperation between famous premium product MINISO and Disney not only shows the strength of famous premium product MINISO in the field of "interest consumption", but also breaks the consumption concept of "IP = high price" and opens the era of IP inclusive.

Guangzhou "Chuangdi" opened the park, providing more options for travel during National Day holiday

In addition to working with Disney, MINISO also works with more than 80 well-known IP around the world, including Sanrio, Baokemeng, Jurassic, Imperial Palace Culture and so on. This makes the famous premium product MINISO become a "joint boss" recognized by consumers and the industry. Ye Guofu, chairman and CEO of Mingchuang Superior MINISO Group, said that IP has broken the ceiling for product innovation and market expansion. The famous premium product MINISO will continue to expand its cooperation with the global IP and is committed to incubating the original IP to become the Disney of the consumer world.

During the National Day Golden week, Mingchuang Premium MINISO will also launch various theme activities nationwide to promote consumption. They will make full use of this prime time to present the IP trend of "good-looking, fun and easy to use" and Chinese culture to consumers and fuel consumer enthusiasm. In addition, it is understood that the famous premium MINISO joint Disney 100th anniversary theme store will also be unveiled in Wuhan.

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