Reasons for MINISO to Stimulate Consumption: Take the Co-Branding with Chiikawa IP for Example

Siqi Lu

2025

Abstract

In the context of Age Z, with the constant proliferation of information on the Internet, various pop-up IPs have become social topics for people in their lives. Chiikawa Japanese animated films and the constant discussion about Chiikawa content and characters on social media, Chikawa's fan base is gradually increasing. Demand for Chiikawa's derivative products is also expanding. In this article, we will dig into the factors that stimulate the consumption of MINISO from the example of ChiikawaIP and MINISO co-branding. This paper uses case studies and questionnaires. The questionnaire investigated the purchasing factors of consumers of Chiikawa products, the results of the questionnaire show that the consumer group is mostly female, mostly 18-25 years of age, the reason why Chiikawa and MINISO stimulate consumption is not only due to the high popularity of the Chiikawa IP itself, but also due to the emotional value of the IP content, which creates a strong sense of empathy for those who watch it. The reason for stimulating consumption is also related to Miniso's marketing model, the atmosphere of the shops, the KOC platform to attract sales, and the reduction of production costs.

Paper Citation

in Harvard Style

Lu S. (2025). Reasons for MINISO to Stimulate Consumption: Take the Co-Branding with Chiikawa IP for Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 573-577. DOI: 10.5220/0014146300004942

in Bibtex Style

@conference{apmm25,
author={Siqi Lu},
title={Reasons for MINISO to Stimulate Consumption: Take the Co-Branding with Chiikawa IP for Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={573-577},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014146300004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Reasons for MINISO to Stimulate Consumption: Take the Co-Branding with Chiikawa IP for Example
SN - 978-989-758-791-7
AU - Lu S.
PY - 2025
SP - 573
EP - 577
DO - 10.5220/0014146300004942
PB - SciTePress