"Our primary market strategy is focused on offline channels," Tu added. "In the current phase, we are concentrating on opening stores in shopping malls. The next phase will involve expanding into community stores and street-front locations. The majority of our operations – about 90 per cent – are still centred around traditional offline channels." As a retailer, "TThe core of localisation is the products themselves," she added. Taking advantage of China's robust supply chain, Miniso's team of more than 600 product developers at its headquarters uses data from local market insights and customer trends to customise product creation by market. "Currently, we estimate that about 30 per cent of the products in Indonesia differ from those in China," said Robin Liu, VP and chief marketing officer of Miniso. Such localised products in Indonesia include snacks, cosmetics, and some region-specific toys – sourced locally to fulfil the demands of Indonesian customers better.