MINISO pursues a life philosophy of “simple, natural and quality” and a brand proposition of "coming back to nature, and reverting to the essence of products". It launches new products every seven days and the low-price but high quality products are popular among customers. MINISO positions itself as the fast fashion chain stores, whose core values gain popularity among consumers and lead the market to a new trend of “superior products consumption”. MINISO was introduced to China by Saiman Foundation and China Guangzhou Financial Group in 2013, and from then on it has been expanding and being distributed in fashion and recreational department stores across China . So far, MINISO has formally opened and signed almost 1000 stores globally.