According to the latest report released by Goldman Sachs, the market share of Chinese pop toys in overseas markets has risen from 3% in 2020 to 18% in 2025, with Southeast Asia becoming a key battleground.
On October 25, 2025, at the opening of the first MINISO LAND store in Southeast Asia, MINISO stated that it plans to open 100 new stores in Thailand within the next 3 to 5 years.
This vibrant region has attracted the attention of numerous pop toy enterprises, but it also places extremely high demands on their localization capabilities, particularly regarding the agility and resilience of their supply chains.
For the expansion of pop toy companies in Southeast Asia, traditional logistics models present significant limitations.
- The Pain of Cross-border Direct Mail: Long delivery times and high volatility damage the consumer experience and restrict online sales conversion and repeat purchases.
- Concerns Over Peak Promotion Periods: Facing sales peaks such as online promotions and store openings, existing supply chains frequently come under pressure, carrying the risk of warehouse overflows.
- The Dilemma of Fragmented Channels: Inventory for online e-commerce and offline stores cannot be integrated, leading to missed sales opportunities and low operational efficiency.
To thoroughly resolve these pain points, most pop toy companies choose to partner with overseas warehouse service providers, and MINISO is no exception.
After an in-depth, multi-dimensional evaluation, MINISO and AIYA Warehouse officially reached a partnership in 2025, marking a key upgrade for the supply chain.
AIYA Warehouse Solutions: A Tailor-made Intelligent Supply Chain System
AIYA Warehouse has been deeply rooted in the Southeast Asian market for 8 years, with over 20 self-operated warehouses and a mature logistics network across Malaysia, Vietnam, Thailand, the Philippines, Singapore, and Indonesia. The pop toy solution it has launched provides a one-stop logistics solution for pop toy sellers such as MINISO.
Omni-channel Unified Inventory: Efficiently process orders from platforms like Shopee, TikTok Shop, and Lazada for rapid delivery to consumers. Simultaneously, it serves as a regional distribution center for offline stores, replenishing stock accurately and on schedule to support all channels with a “single inventory” model, meeting online retail, offline wholesale, and distribution needs.
Compliance Support: From local company registration to product certification and localized labeling, Uoqian provides one-stop compliance service support.
Professional Promotion Guarantees: AIYA Warehouse’s dedicated service team provides pre-promotion sales forecasting, capacity planning, and peak drills to ensure that orders are dispatched on time during major sales events.
点我即可在线与客服沟通">
