Comparison of Marketing Effects between MINISO's Co-branding Campaigns with Chiikawa and Loopy IPs

Abstract

Co-branding marketing involves the joint development of products or services between a brand and an intellectual property (IP) to create a sense of novelty, attract target consumer groups, and establish a differentiated competitive advantage. This paper focuses on the differences in the effects of co-branding between a brand and various IPs, using the co-branding activities between MINISO and the Chiikawa IP as well as the Loopy IP as examples. By collecting consumer feedback through questionnaires, this paper analyzes the differences in the effects of these two co-branding initiatives, thereby filling the gap in horizontal analysis of co-branding effects within the same brand and providing a reference for the steady development of brands. Consumer preferences are influenced by factors such as the IP's appearance, storyline, and personality. The research results indicate that IPs with complete storylines and rich personalities contribute to establishing emotional connections with consumers and promoting purchases. Social media has emerged as a significant channel for brand promotion, and consumer feedback enhances brand trust. Consumers have extremely high quality expectations for IP derivatives, seeking consistency with the original source. MINISO's IP pop-up stores face issues such as concentrated locations, limited product availability, and stockouts, which affect consumer experience.