Asia-Pacific Power List 2024: Robin Liu, Miniso

Robin Liu 

VP and chief marketing officer
Miniso
China
New member

Robin Liu's debut on the 2024 Campaign Asia Pacific Power List underscores Miniso's remarkable agility in the fiercely competitive retail landscape. Using localisation and strategic co-branding as a strategy across varied markets like Indonesia, Mexico, and China, Liu is crafting a customer-centric brand designed to stand the test of time.

Under Liu’s leadership, Miniso embarked on a global brand strategy upgrade in 2023, which included doubling down on its ‘joy’ philosophy, moving towards being a tech-based corporation, and engaging consumers through existing global IP. 

Flagship stores in prominent global locations, such as Guangzhou’s Beijing Road Disney Pixar flagship store, Indonesia’s Sanrio-themed store, and Barbie-themed stores in Changsha and Vietnam, have achieved impressive sales. These stores leverage content-driven marketing and immersive experiences to maximise the potential of IP collaborations.

The successful promotion of Miniso’s Super Product categories, particularly perfumes and blind boxes, also have a significant impact. The #Minisoperfume TikTok challenge, in collaboration with popular Indonesian celebrities, and the Global Blind Box Carnival both led to increase in sales and raised local consumer awareness.

Liu’s establishment of a content marketing system was crucial to Miniso’s marketing success. The content hub marketing system facilitated the global creation and distribution of content on social media.

Liu has also made notable contributions to elevate the broader marketing industry and foster greater diversity and inclusion. This includes him spearheading initiatives at Miniso to promote Chinese cultural innovation, collaborating with iconic institutions, and integrating elements of Chinese culture into product design. This effort is aimed to showcase the richness of Chinese heritage.

In the realm of animal welfare advocacy, Liu has organised public welfare exhibitions and established the Miniso Animal Protection Public Welfare Fund with a significant donation. These actions have raised awareness about animal abuse and made an impact on companion animal protection in China.

Miniso Group, under Liu’s leadership, supports women by establishing a dedicated fund for childcare. This initiative provides financial assistance and recognition to female employees. Through active participation in industry events, conferences, and forums, Liu shares knowledge and expertise on brand globalisation, consumerism, and content marketing.