LEADERSHIP, ORGANISATIONAL BEHAVIOUR AND HUMAN RESOURCE 
MANAGEMENT
 

 
Case study analysis of ​MINISO​ and ​MUMUSO 
─ 

Submitted by: 
Jobanpreet Singh Batth 
Manipriya Tyagi 
Tenzing Dhundup 
Vanshika Mathur 

 
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BRAND PERSONALITY

MINISO

MINISO, a Japan-based architect brand, was helped to establish by

Japanese originator Mr. Miyake Junya and a youthful Chinese business
visionary Mr. Ye Guofu in Tokyo, Japan, with the previous filling in as boss
originator. MINISO is the advertiser of worldwide "smart buyer items".
Adhering to the existence theory of "straightforwardness, nature and great
quality" and the brand suggestion of "coming back to nature", MINISO
gains prominence among shoppers with its center image edges of
refreshing items like clockwork, valuing at a low level, and focusing at
astute customer item chains. It starts the precedent of customized astute
utilization in the boondocks market of family utilization. MINISO was
controlled by MINISO Industries Co., Ltd. in 2013 and entered the Chinese
market in September of that year to exhaustively come into the market of
savvy shopper items in China. It opened its entryways in India in August
2017. Built up in Japan in 2013, MINISO, effectively investigates the global
market and has opened more than 2600 stores till now. At present, MINISO
has agreed with in excess of 60 nations and districts including Indonesia,
South Korea, Hong Kong, the Philippines, Thailand, Vietnam, Mexico,
Singapore, Malaysia, Turkey, Canada, Australia, Brazil, Pakistan,
Kazakhstan, Myanmar, Taiwan, India, South Africa, The United States,
Nigeria, Russia, Macau, Mongolia, Nepal, Iraq, the United Arab Emirates,
Egypt, Cambodia, Laos, Georgia, Japan, Ukraine, Morocco, Germany,
Saudi Arabia, Uganda, Panama, Chile, Bangladesh, Madagascar, Sri
Lanka, Kenya, Uzbekistan, Armenia, Tanzania and Azerbaijan, with a
normal month to month development pace of 80-100 stores. MINISO
advocates the way of thinking of value life and in the brand soul of
"regarding shoppers", devotes itself to giving clients results of "high caliber,
aggressive cost and innovativeness". With straightforward and quality
highlights, most MINISO items are valued between Rs150 and Rs450,
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along these lines acquiring love from the real buyers matured from 18 to
35. MINISO endeavors to furnish customers with more intelligent, less
complex and beautiful items, in order to make the buyer experience
cheerful when shopping. Taking item structure advancement and item the
board as its need, MINISO demands choosing materials utilized in item
plan and improvement from everywhere throughout the world. 80% of the
structures are from Japan, Korea, Sweden, Denmark, Singapore, Malaysia
and China, and so forth. While seeking after high caliber and insightful
innovation, MINISO additionally joins incredible significance to customers'
shopping knowledge and commits itself to making a culture of value
administration, to pass on highlights, for example, knowledge, relaxation,
quality and imagination through an extraordinary shopping background.
MINISO advocates the way of thinking of value life and, in the brand soul of
"regarding purchasers"devotes itself to furnishing clients with results of
"high caliber, aggressive evaluating and innovativeness". With basic and in
vogue top notch structure, a large portion of our items MINISO are
evaluated actually intensely, enabling us to get real purchase in from
buyers.
MINISO takes item structure enhancement and item the executives as
needed and chooses quality materials from all over the world, 80% of which
are from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and
China. Notwithstanding quality and imagination, MINISO joins significance
to shopping knowledge of clients by making a culture of value
administration.
MINISO centers around elegant and leisure articles for day by day use,
including innovative home decorations, wellbeing and excellence,
embellishments , office supplies, sports and blessings, regular items, and
so forth., which spread each part of life. Roused ordinarily, MINISO focuses
on asset preservation and ecological security while seeking after high
caliber, in order to make straightforward results of fine plan progressively
common and near life.
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MUMUSO

With a solid nearness in more than 30 nations all over the world, the
Korean way of life brand Mumuso has gone into the Indian Market and
plans to open around 300+ stores by 2022 with a normal speculation of Rs
80 lakh to Rs 1.2 crore which will be spent towards setting up these
organizations claimed and establishment stores. The brand is wanting to
open outlets container India with its market reach in urban areas like
Kolkata, Hyderabad, Siliguri, Bangalore, Delhi, Mumbai, Surat, Durgapur,
Chennai, etc.
Mumuso India — the Indian substance of Mumuso — whose contributions
incorporate frill, stationery, little gadgets and way of life things, sources
these for the most part from South Asian countries, for example, Malaysia,
Singapore, China, Indonesia and Korea.
India has seen a sharp ascent in the interest for way of life items in the
ongoing years. Mumuso has item classifications from Health and Beauty,
Fashion, Home Accessories to Apparel Accessories, Digital Products and
that's only the tip of the iceberg. The items offered by the brand are
wonderful, useful, high-caliber and reasonable yet in addition gives
unwinding and charming shopping knowledge to the client.
Mumuso brand consistently sticks to the guideline of selling items with
dependable quality and reasonable value, carefully sees to the fringe of top
notch, endeavors to improve the furthest reaches of taste and value
proportion and gives well-planned items, ceaselessly enhances the
production network administration framework to decrease the expense,
making unwinding and carefree shopping encounters for customers.
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BRAND PERCEPTION

MINISO

There is a stark contrast between their physical stores and online stores.
Online store has an incoherent design, and is sloppy.
Miniso is not even a Japanese company. It’s a Chinese company based in
Guangzhou, China. In China, they’re named Aiyaya.
This is called playing with perception, in short it is branding. Also people
are complaining about the quality of the product, for example Miniso's
slippers stinks after wearing them for a few days. Many of the customers
are getting disappointed by the customer service of the brand.

MUMUSO

In accordance with the fast expanded of the prevalence of a brand named

MUMUSO that has been opening all around the globe and asserting itself
as a Korean brand, the Korean media simply communicated doubt in
regards to what it truly is.
Notably, the brand isn't actually what it is professing to be.
A Korean show considered and uncovered the stunts of the brand to make
individuals feel that they are confided in item from Korea, yet truth be told,
the brand's base camp is situated in China.
Additionally, the Korean location imprinted in the items are likewise phony.
It was likewise discovered that their item structures, particularly their
healthy skin line, is practically indistinguishable from surely understood
Korean items from very much confided in organizations.
The hosts of the show likewise expressed that Korean words composed on
the items itself look bad to local speakers.
One of their primary concerns is results of the brand are being sold
everywhere throughout the world as Korean. A native communicated her
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stresses that if something terrible happens to the clients of Mumuso, Korea

may be hauled into the issue.
As per Deputy Director Park Jong Pil of the Korean Intellectual Property
Office, it has been recorded that Mumuso has set up business in the nation
yet their exercises stays unverified.

CONFLICTS IN ​MINISO​ AND ​MUMUSO

Like Mumuso, Miniso is a store chain work in family unit and customer
products, for example, makeup, stationery, toys, and kitchenware.
Regardless of beforehand depicting itself as a Japanese retailer monster,
Miniso has just four stores in Japan however a sum of 1,100 stores in
China.
These organizations, exploiting individuals' enthusiasm for South Korean
and Japanese merchandise, have extended quickly inside Vietnam. Two
years in the wake of entering the Vietnamese market, Mumuso has 32
stores and 200,000 steadfast clients, and Miniso has 34 stores the nation
over, as indicated by their sites.
Miniso's worldwide income additionally sore from $770 million of every
2015 to $1.8 billion out of 2017. In spite of no data about the income floods
of Mumuso and Miniso inside Vietnam, it is evident that the two
organizations are flourishing in this market. Mumuso's quick pace has
driven it to open four stores inside one month, with the goal of opening 80
stores by late 2018 and 200 stores by 2019. Miniso will probably open 50
stores before the current year's over and 400 stores by 2022.
On July 12, the MoIT declared the aftereffects of its assessment into
Mumuso Vietnam as far as how the organization agreed to the laws of
Vietnam between mid 2016 through May 31, 2018. 2,257 out of Mumuso's
2,273 merchandise were seen as imported from China, with the rest being
purchased from local providers. The report's discoveries expressed that
Mumuso Vietnam had given indications of disregarding the laws on
customer assurance by giving deficient data identified with its items'
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inceptions. While the data on its items alludes to South Korea, there are no
authoritative reports to demonstrate they were created in South Korea.
Moreover, Mumuso's presentation of "We originate from Korea" and
utilizing the Korean language on its items' bundles shows that Mumuso has
abused the Law on Competition, explicitly through utilizing promotion
deriving a South Korean starting point to its items so as to increase an
uncalled for edge over its rivals.
Over two months after the offers of Chinese merchandise under South
Korean and Japanese brands was first contested, numerous residential
purchasers have demonstrated their mistake with Mumuso and Miniso on
informal communities and many said they would quit purchasing their
items.
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BIBLIOGRAPHY
● Brand personality of miniso
Available at: ​https://www.minisoindia.com/about-miniso/

● Brand personality of mumuso

Available at:
https://news-franchiseindia-com.cdn.ampproject.org/v/s/news.franchis
eindia.com/amp/content/mumuso-enters-india-by-opening-its-premier
e-flagship-store-in-kolkata.n16648?usqp=mq331AQCKAE%3D&amp
_js_v=0.1#aoh=15699919206106&referrer=https%3A%2F%2Fwww.g
oogle.com&amp_tf=From%20%251%24s

● Brand perception of miniso and mumuso

Available at:
https://www.scmp.com/week-asia/economics/article/2171480/miniso-f
ar-mumuso-good-how-chinas-cultural-copycats-took-over

● Conflicts between Miniso and Mumuso

Available at:
https://www.vir.com.vn/mumuso-and-miniso-under-scrutiny-61259.ht
ml
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