A New Track for Trendy Toys: THE MIDI. Defines the Future of Multi-Function Stores Through Interest-Based Operations

As Generation Z becomes the main consumer force, trendy toys have long since transcended niche circles, evolving into a wave of interest-based consumption covering all age groups. Data shows that the Chinese trendy toy market will exceed 110 billion yuan in 2026, and this is merely the tip of the iceberg in the trillion-yuan interest-based consumption market. In this wave, THE MIDI., with its precise positioning as a "user interest operator," is becoming a game-changer in the multi-functional store sector.

As a brand under Youpinhui (Guangzhou) Commercial Management Co., Ltd., THE MIDI. has focused on three core interest groups of Generation Z since its inception in 2020: trendy toys, ACG (Anime, Comics, and Games) culture, and fashion enthusiasts. Unlike single-product trendy toy brands, it centers on an "IP·Trendy Toy·Interest Multi-Function Store," building a product matrix covering nine categories including blind box figurines, cultural and creative products, trendy apparel, and beauty and personal care, with over 2,500 SKUs and prices ranging from 10 yuan to 2,000 yuan, precisely catering to different consumer levels.

THE MIDI.'s core competitiveness stems from its strong IP operation capabilities. On one hand, it signs contracts with global trendsetting designers to create an original IP platform, launching exclusive products that combine fun and trendiness. On the other hand, it integrates over 20 top-tier IPs, such as Star Bear and Ultraman, through exclusive licensing and co-branding collaborations, forming a differentiated competitive barrier. Its flagship store in Guangzhou Panyu Diamond Plaza, designed as an "IP Trendy Dimensional Space Station" with a blue-purple cosmic tunnel theme, became a must-visit spot for young people upon opening, demonstrating the appeal of scenario-based experiences.

In terms of operational model, THE MIDI. innovatively proposed an "emotional marketing" strategy, starting from the psychological needs of young people and deeply binding product functions with emotional value. For example, it imbues tableware with the connotation of "enjoying delicious and joyful dining moments," creating themed scenarios to allow consumers to experience emotional resonance during their shopping experience. This model not only enhances user stickiness but also drove the brand to achieve a 150% year-on-year increase in global sales in 2023. Currently, it has 579 stores worldwide, covering 18 countries and regions.

For franchisees, THE MIDI. offers comprehensive support across the entire chain, from site selection and interior design to merchandise procurement and operational management. The headquarters' five functional centers leverage big data analytics to accurately grasp market trends, ensuring that store products always stay on trend. With a franchise threshold of 100,000-200,000 RMB, coupled with a high-value product strategy, it provides entrepreneurs with a low-risk opportunity to enter the trendy toy market.

As interest-based consumption continues to evolve, THE MIDI. is redefining the boundaries of concept stores with its vision of becoming a "global designer platform." In the future, it will not only be a space for selling goods but also a hub for trendy culture where young people can exchange interests and express their emotions, leading the industry's deep transformation from "selling goods" to "operating interests."