In 2013, when Ye Guofu was traveling abroad, he found that there were many local daily necessities stores. The daily living department stores sold in this type of store are not only of good quality, beautiful design, but also very affordable, and most of them are "Made in China". . Ye Guofu was inspired by business. Out of his love for retail and recognition of industry development potential, he founded the "Global IP Joint Collection Store" - Miniso after returning to China.

After ten years of rapid development, Miniso has become a consumer new retail enterprise driven by design and research and development and jointly developed online and offline. In 2015, Miniso launched its globalization strategy and officially entered the overseas market. It has now successfully entered 111 countries and regions around the world, with more than 6,600 stores worldwide, covering New York, Los Angeles, Paris, London, Dubai, Sydney, The core business districts of world-renowned cities such as Istanbul. It was officially listed on the New York Stock Exchange in 2020 with the stock code "MNSO"; it was officially listed on the Hong Kong Stock Exchange in 2022 with the stock code: "9896.HK".

Miniso’s mission is to “be born for happiness”, and the business philosophy advocated is “a happy philosophy”. Miniso is committed to providing creative and high-quality products to users around the world at very affordable prices, so that people can enjoy a happy and happy life. With the continuous deepening of global markets and in-depth insight into consumers, Ye Guofu proposed the concept of "interest consumption" for the first time in the industry, and has continuously innovated and upgraded in the pursuit of "extreme cost-effectiveness". In recent years, Miniso has vigorously laid out the "interest consumption" track, constantly empowering product innovation through "IP joint branding, excellent design, and black technology", and has accompanied Disney, Sanrio, Pokémon, Marvel, and the Palace Museum, More than 100 globally renowned IPs such as China Aerospace have cooperated in depth and continue to launch trendy products that are "looking, fun and useful" to the global market, which will ultimately meet the material pursuit and emotional value of young consumer groups.

Adhere to long-termism and achieve resilient growth. In 2023, Miniso announced the upgrade of its global brand strategy, and the store system added three levels of super store models at the city image store, national flagship store, and global flagship store. Relying on "China's efficient supply chain and global super IP", Miniso has built a unique competitive advantage under the globalization strategy. This new growth driver allows the brand to steadily move towards high-quality development at a new starting point in the next decade." The new future of super brand, and strive to realize the new vision of "the world's number one IP design and retail group".