Analysis of Factors Affecting Fast-Moving Consumer Goods Franchising Based on MINISO

Abstract

In recent years, the offline retail industry has recovered under the impact of online shopping, and MINISO, as an emerging Fast-Moving Consumer Goods (FMCG) brand, has broken the price advantage of online shopping goods, while taking into account the advantages of online and offline. During the period of rapid development of MINISO, many franchisees have been attracted to join. For the franchisees, business circles, locations and store areas have become issues that need to be analyzed and selected. This thesis introduces the basic situation of MINISO firstly, analyzes the present situation of MINISO’s operation and management from four aspects: customer, cost, location and communication, analyzes the feasibility of franchising and the cost factors that franchisees can control. Then, regression analysis is used to establish a mathematical model, analyze the sales situation, find out the mathematical relationship between various factors, and provide theoretical support for the choice of various conditions. Based on the analysis of the factors affecting the franchise operation of MINISO, this thesis proposes a feasible plan for the decision to open retail stores. Provide a reference for the joining of FMCG brands such as MINISO.