The Influential Factors on Consumer Purchase Intention: A Case Study on MINISO

Since 2017, the trend of Intellectual Property (IP) co-branding collaboration has become popular in China, meaning that different brands join forces to create new products and give them new brand meaning. Businesses employ brand licensing and international co-branding to fast expand the market and draw clients. MINISO, a listed company in the Chinese retail market, has taken advantage of this trend wisely and become a winner in the IP co-branding market. The aim of this paper was to investigate whether and how the IP marketing strategy implemented by MINISO has had an impact on consumer purchase intentions. This paper used the 4Ps of Marketing Mix and SWOT analysis to conduct a validated factor analysis to examine the relationship between the IP marketing strategies implemented by MINISO and consumer purchase intentions. The research concluded that MINISO's use of IP marketing tactics has influenced consumer purchase intentions and positively impacted MINISO's annual sales and company size. Therefore, the IP marketing strategy adopted by MINISO, which adapts its marketing approach to market trends, is conducive to increasing consumers’ purchase intentions. The paper also made several targeted recommendations based on the results of this study.