The Assistant Store Manager is responsible for supporting the Store Manager in leading the store team, driving sales, delivering exceptional customer service, and ensuring operational excellence. The ASM serves as a key leader on the sales floor and is expected to lead by example while maintaining MINISO brand standards.

Key Responsibilities:

* Support the Store Manager in achieving and exceeding store sales and KPI goals.
* Drive key performance indicators including Sales, Transactions, UPT, ADS/AUR, and Memberships.
* Lead by example by actively engaging customers and consistently promoting the MINISO membership program.
* Coach, motivate, and develop Sales Associates and Shift Leaders to improve individual and store performance.
* Assist with hiring, onboarding, training, and developing new team members.
* Ensure associates understand and execute MINISO customer service expectations.
* Maintain strong floor leadership and ensure the store is properly staffed based on business needs.
* Execute MINISO merchandising guidelines, promotional sets, product launches, and visual standards.
* Ensure the sales floor is fully stocked, organized, clean, and customer-ready.
* Maintain an organized and efficient backroom, including regular purging and proper product organization.
* Assist with inventory management, cycle counts, damages, replenishment, and product accuracy.
* Follow all cash-handling, deposit, opening, and closing procedures.
* Support loss-prevention initiatives and ensure company policies and procedures are followed.
* Assist with scheduling and administrative responsibilities, including payroll, Daily Planner completion, and required documentation.
* Communicate store priorities, opportunities, and action-plan progress to the Store Manager.
* Take ownership of the store when the Store Manager is absent and ensure business continues to operate effectively.
* Address performance and operational concerns promptly and escalate issues appropriately to the Store Manager or District Manager.
* Maintain a safe, professional, inclusive, and positive work environment.
* Partner with the Store Manager and District Manager to execute action plans and improve overall store performance.

MINISO Leadership Expectations

The ASM is expected to Lead, Coach, Execute, and Drive Results. They should be visible on the sales floor, hold themselves and the team accountable, recognize strong performance, address opportunities in real time, and consistently model MINISO’s standards for customer service, merchandising, operations, and teamwork.