According to the latest report from Goldman Sachs, China’s trendy toy market share in overseas markets increased from 3% in 2020 to 18% in 2025, with Southeast Asia emerging as a highly competitive region.
On October 25, 2025, the grand opening of MINISO LAND’s first Southeast Asia store marked a milestone for MINISO, which announced plans to open 100 new stores in Thailand within the next 3 to 5 years.
This vibrant and fast-growing market has captured the attention of countless trendy toy companies, while simultaneously demanding strong local operational capabilities, particularly agile and resilient supply chain management to succeed in the region.
For trendy toy companies expanding into Southeast Asia, traditional logistics models present significant limitations.
- Challenges of Direct Cross-Border Shipping: Long transit times and high variability can dampen the consumer experience and limit online sales conversion and repeat purchases.
- Peak Promotion Risks: During major online promotions and store openings, conventional supply chains often face extreme pressure, creating warehouse congestion and fulfillment bottlenecks.
- Channel Fragmentation Issues: With online e-commerce and offline store inventories disconnected, brands may miss sales opportunities and experience low operational efficiency.
To fully address these challenges, most trendy toy companies choose to collaborate with overseas warehouse service providers — and MINISO is no exception.
After comprehensive multi-dimensional assessments, MINISO officially partnered with AIYA Warehouse in 2025, achieving key supply chain upgrades that support agile, reliable, and integrated cross-border operations.
AIYA Warehouse Solutions: A Tailor-made Intelligent Supply Chain System
AIYA Warehouse has been deeply developing the Southeast Asia market for 8 years, operating 20+ self-owned warehouses and a mature logistics network across Malaysia, Vietnam, Thailand, the Philippines, Singapore, and Indonesia.
Its trendy toy logistics solutions provide one-stop fulfillment services for brands like MINISO, enabling efficient, reliable, and integrated cross-border operations.
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,
AIYA Warehouse 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.
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