Chinese retail lifestyle brand Miniso opened its Miniso Land, a high-end store centered on interest-driven consumption, in Guangzhou, the capital of Guangdong province, on August 19.

The store, located in a typical arcade building in the city's downtown Beijing road, features over 100 varieties of popular IP products, according to the company.

Since its trial opening in early July, the store has launched a total of 16 new product lines, with sales of IP-related products accounting for as much as 84.43 percent, according to the company.

"The store will fully demonstrate the explosive power of the business model integrated with IP and consumption scenarios, helping drive the company's business growth," said Ye Guofu, Chairman and CEO of Miniso.

The Hong Kong-listed company has so far opened 12 Miniso Land stores in major cities across China, with its Shanghai store achieving sales of over 100 million yuan ($13.93 million) in the first nine months after its opening in October last year.