名創優品（MINISO）開始與動漫及大型IP展開合作，主要是出於品牌升級與市場年輕化策略的驅動。在面對同質化競爭與品牌形象爭議後，MINISO意識到單靠「高性價比」與「日系風格」已難以維持持續吸引力，因此選擇透過與全球知名動漫、遊戲、電影角色進行聯名合作，以強化品牌辨識度、提升產品附加價值，並成功接軌Z世代與年輕消費者的興趣圈層。

這些合作不僅帶來話題與流量，也讓商品從單純的生活雜貨升級為「具收藏價值的設計品」，改變消費者對名創優品「平價雜貨」的刻板印象。尤其在社群媒體高度影響消費決策的時代，這類視覺吸引力強、情感連結度高的聯名產品更容易被拍照分享，形成免費的病毒式行銷。

名創優品目前合作過的主要IP包括多個全球知名品牌與動漫形象。最具代表性的有三麗鷗（Hello Kitty、酷洛米、美樂蒂等）、迪士尼（米奇米妮、小熊維尼、漫威系列）、皮克斯（玩具總動員）、芭比Barbie、蠟筆小新、LINE FRIENDS、航海王（One Piece）、史努比Snoopy，以及近期受歡迎的角落小夥伴、鬼滅之刃等。這些IP涵蓋了從懷舊經典到當代熱門，從兒童市場到潮流青年，進一步拓寬品牌的受眾層。

產品類型也非常廣泛，從絨毛玩偶、馬克杯、筆記本、手機配件到小型家電與護膚品都有涉獵，形成完整的生活風格系列。例如酷洛米系列推出後不僅在中國市場熱銷，甚至引發排隊搶購現象；與芭比合作的粉紅主題系列則成功在全球女性消費者中建立「少女感」與時尚印象；航海王聯名系列更吸引大量動漫收藏愛好者，推動了品牌在男性客群中的滲透。

市場對於這些聯名合作的評價整體偏向正面。許多消費者認為這些聯名商品外觀設計精緻，價格依然維持名創優品一貫的平價策略，讓人氣IP變得「觸手可及」，大大提升購買意願與衝動消費的可能性。同時，產品更新速度快、系列完整，讓消費者有持續造訪門市的動力，也帶動店內其他商品的連帶銷售。

不過，也有部分聲音指出，雖然IP聯名提升名創優品的品牌形象與年輕化氣質，但部分產品仍存在設計重複、品質參差不齊的問題，IP僅為外殼包裝，未必能真正帶來功能性或實用性的提升。此外，過度依賴聯名可能導致品牌自我風格不明，缺乏長遠的產品創新力。

總體而言，名創優品與動漫IP的合作是一項成功的品牌轉型策略，讓其在零售業激烈競爭中重新找回話語權與流量焦點。透過這些聯名，MINISO不僅穩固年輕族群的市場地位，也擴展品牌的國際影響力。未來若能在品質、創意與品牌內涵上持續深化，IP合作仍將是其維持熱度與差異化的重要利器。

MINISO has begun collaborating with anime and major intellectual properties (IPs) as part of its brand upgrading and youth market strategy. Facing challenges such as product homogenization and controversies surrounding its brand image, MINISO realized that relying solely on "high cost-performance" and "Japanese-inspired aesthetics" was no longer sufficient to maintain long-term appeal. As a result, it turned to partnerships with globally recognized characters from anime, games, and films to enhance brand recognition, increase product value, and better engage with the interests of Gen Z and younger consumers.

These collaborations have not only generated buzz and traffic but also transformed MINISO's products from simple household items into collectible design pieces, reshaping the public perception of the brand from a “cheap variety store” into a trend-savvy lifestyle label. In an era where social media heavily influences purchasing behavior, these visually striking and emotionally resonant co-branded products are especially shareable, creating free, viral marketing through user-generated content.

MINISO has collaborated with a wide array of globally beloved IPs. Notable examples include Sanrio (Hello Kitty, Kuromi, My Melody), Disney (Mickey & Minnie, Winnie the Pooh, Marvel), Pixar (Toy Story), Barbie, Crayon Shin-chan, LINE FRIENDS, One Piece, Snoopy, and more recently, Sumikko Gurashi and Demon Slayer. These IPs span a wide range—from nostalgic classics to contemporary hits, from children’s favorites to trendy youth culture—thus broadening MINISO’s audience base.

The product range is equally diverse, covering plush toys, mugs, notebooks, phone accessories, small home appliances, and even skincare products—forming a full lifestyle product line. For instance, the Kuromi collection sold out rapidly in China and even led to long queues at stores. The Barbie-themed pink series successfully cultivated a youthful, fashion-forward image among female consumers worldwide. Meanwhile, the One Piece collaboration attracted many anime collectors and helped expand MINISO’s appeal among male consumers.

Market feedback for these collaborations has been largely positive. Many consumers appreciate the refined design of the co-branded items, which still retain MINISO’s signature affordable pricing, making popular IPs feel “within reach” and boosting both purchase desire and impulse buying. Fast product turnover and complete themed series also give shoppers a reason to return frequently, increasing in-store traffic and boosting sales of other products as well.

However, some critics point out that while IP partnerships have enhanced MINISO’s brand image and youthful vibe, there are still issues such as repetitive designs and inconsistent product quality. Some items rely on the IP name merely as surface-level packaging without offering genuine improvements in functionality or utility. Additionally, an overreliance on collaborations may weaken the brand’s own identity and hinder long-term innovation.

Overall, MINISO’s strategy of partnering with anime and pop culture IPs has proven to be a successful brand transformation initiative. It has allowed the company to reclaim visibility and relevance in a fiercely competitive retail landscape. Through these collaborations, MINISO has not only strengthened its position among younger consumers but also expanded its international influence. Looking ahead, if the brand can continue to improve in terms of quality, creativity, and original storytelling, IP collaborations will remain a key tool for maintaining momentum and standing out from the crowd.