(Yicai) March 14 -- Miniso is encouraging its staff to get married and to have children through a series of bonuses, cementing the Chinese discount retail chain operator’s image as a ‘new style’ employer.

Employees who tie the knot will be given CNY10,000 (USD1,390) per marriage, online news outlet The Paper reported today, citing an announcement from Guangzhou-based Miniso.

And those who give birth while employed at the company will receive CNY10,000 for their first child, and an additional CNY10,000 for every subsequent child, with no limit on the number of children. Twins and triplets will be rewarded according to the number of additional children.

The scheme becomes effective March 12, but Miniso plans to first distribute CNY10 million (USD1.4 million) to staff who have already worked for the company for at least one year.

Miniso’s focus on affordable original and localized designs is paying off. The firm’s net profit soared 77 percent in the fourth quarter last year from a year earlier to hit a record high of CNY660 million (USD91.7 million), according to its latest Non-International Financial Reporting Standards financial report. Revenue surged 54 percent to CNY3.8 billion (USD533.8 million), the most ever for a single quarter.

The company, which uses online and brick-and-mortar sales channels, is also expanding aggressively and boasts more than 5,500 outlets in over 107 countries and regions.

Editor: Kim Taylor