Group 1 - The company Miniso (09896) plans to spin off its subsidiary TOP TOY through an independent listing on the Hong Kong Stock Exchange [1] - The company has submitted a spin-off proposal to the Hong Kong Stock Exchange, which has confirmed that the proposed spin-off can proceed [1] - TOP TOY submitted its listing application form (A1 form) to the Hong Kong Stock Exchange on September 26, 2025, seeking approval for its shares to be listed and traded on the main board [1] Group 2 - The proposed spin-off will be conducted through a global offering and distribution, and TOP TOY will remain a subsidiary of the company after the spin-off is completed [1] - TOP TOY was registered in the Cayman Islands on April 24, 2025, and is a company focused on the design, development, procurement, and sales of trendy toys [1]

Group 1 - The core viewpoint of the article is that Miniso suggests spinning off its TOP TOY business and independently listing it on the main board of the Hong Kong Stock Exchange [1] Group 2 - The proposal indicates a strategic move by Miniso to enhance its market presence and potentially unlock value from its subsidiary [1] - The independent listing could provide TOP TOY with greater operational flexibility and access to capital markets [1] - This decision reflects Miniso's broader strategy to focus on its core business while allowing its subsidiaries to thrive independently [1]

Core Viewpoint - Miniso (09896.HK) announced its plan to spin off its subsidiary TOP TOY through an independent listing on the Hong Kong Stock Exchange, with the proposal already submitted and confirmed by the exchange [1] Group 1: Company Structure and Plans - The spin-off will allow TOP TOY to operate as an independent entity while remaining a subsidiary of Miniso after the completion of the proposed separation [1] - TOP TOY was established on April 24, 2025, in the Cayman Islands and focuses on the design, development, procurement, and sales of trendy toys [1] Group 2: Listing Process - On September 26, 2025, TOP TOY submitted its listing application form (A1 form) to the Hong Kong Stock Exchange through its joint sponsors, seeking approval for its shares to be listed and traded on the main board [1] - The proposed spin-off will be executed through a global offering and distribution, although the specifics regarding the scale and structure of the global offering and distribution are yet to be finalized [1]

香港交易及結算所有限公司及香港聯合交易所有限公司對本公告的內容概不負責，對其準確性 或完整性亦不發表任何聲明，並明確表示概不就因本公告全部或任何部分內容而產生或因倚賴 該等內容而引致的任何損失承擔任何責任。 本公告僅供參考，並不構成收購、購買或認購證券之邀請或要約，亦不擬邀請任何有關要約或 邀請。尤其是，本公告並不構成亦並非在香港、美利堅合眾國或其他地方銷售任何證券之要約 或購買或認購任何證券之任何要約的邀請或招攬。 名創優品集團控股有限公司（「本公司」）過往及現時均無意根據1933年美國證券法（經修訂） （「美國證券法」）辦理本公告所述任何證券的登記，如並非根據美國證券法辦理登記或根據美國 證券法或美利堅合眾國任何適用州的證券法獲得適用豁免遵守登記規定，則上述證券不可於美 利堅合眾國發售或出售。於美利堅合眾國公開發售任何證券將刊發招股章程或發售備忘錄，而 有關招股章程或發售備忘錄可向發行人或出售證券的持有人索取，且當中將載列發行人及其管 理層的詳盡資料以及財務報表。本公司無意於美利堅合眾國登記發售之任何部分或於美利堅合 眾國公開發售證券。 MINISO Group Holding Limited 名創優品集 ...

Core Viewpoint - Company is experiencing a turning point in its main business operations, with management raising the annual guidance due to significant improvements in Q2 performance, both domestically and internationally [2] Financial Performance - In Q2, the company achieved revenue of 4.966 billion, a year-on-year increase of 23.1%, exceeding the previous guidance of 18%-21% [2] - Operating profit reached 836 million, up 11.3% year-on-year, while adjusted net profit was 692 million, reflecting a 10.6% increase, with an adjusted net profit margin of 13.9% [2] - Management has raised the full-year revenue growth forecast from 22.8% to 25% [2] Domestic Market Strategy - Domestic revenue for the brand in Q2 was 2.62 billion, a year-on-year increase of 13.6%, with same-store sales turning positive [3] - The company opened 30 new stores in Q2, reversing the previous trend of net store closures [3] - Same-store growth is driven by an increase in average transaction value, despite a slight decline in customer traffic [3] Growth Drivers - Key factors driving same-store growth include organizational improvements, product supply enhancements, and optimized holiday operations [4] - A "Chief Growth Officer" team has been established to streamline operations across various departments [4] International Expansion - Overseas revenue reached 1.94 billion, a year-on-year increase of 28.6%, with significant growth in North America and Europe [5] - The company plans to open over 500 new stores internationally this year, with a net increase of 189 stores in the first half [5] North America Market Strategy - The company focuses on large store formats in North America, with new stores expected to achieve 1.5 times the sales efficiency of older stores [6] - A cluster opening strategy is employed to enhance brand presence and marketing efficiency [6][7] TOPTOY Brand Performance - TOPTOY achieved revenue of 400 million in Q2, a year-on-year increase of 87%, with a net increase of 13 stores [8] - The brand aims to enhance sales contributions from proprietary brands and IPs, focusing on markets with high potential [8] Store Format and IP Strategy - The company continues to implement a large store strategy, with significant investments in MINISOLAND and flagship stores [9] - The IP strategy has evolved to include both proprietary and licensed IPs, with plans to launch self-owned IP products in overseas markets [10]

Core Viewpoint - The report from Guosen Securities indicates that MINISO (09896) is optimizing its domestic store strategy, improving operational efficiency, and enhancing same-store sales, while its IP strategy strengthens global competitiveness and drives overseas business and TOP TOY brand development [1] Financial Performance - In Q2, MINISO achieved revenue of 4.966 billion, a year-on-year increase of 23.1%, exceeding the previous guidance of 18%-21% [1] - Operating profit reached 836 million, up 11.3% year-on-year, while adjusted net profit was 692 million, reflecting a 10.6% increase, with an adjusted net profit margin of 13.9% [1] Management Guidance - The management has raised the full-year guidance, expecting Q3 overall revenue growth of 25-28%, with domestic MINISO brand revenue growth in the mid to high double digits and overseas revenue growth accelerating to 30%-35% [2] Domestic Market Performance - In Q2, MINISO's domestic revenue was 2.62 billion, a year-on-year increase of 13.6%, with same-store sales turning positive [3] - The company opened 30 new stores in Q2, reversing the previous trend of net store closures, focusing on MINISOLAND and flagship stores [3] Growth Drivers - Same-store growth is driven by several factors, including organizational improvements, enhanced product offerings, and optimized operations during holidays [4] International Expansion - MINISO's overseas revenue reached 1.94 billion, a year-on-year increase of 28.6%, with a net addition of 94 stores in Q2 [5] - The company plans to continue expanding its store network, targeting over 500 new stores for the year [5] North America Strategy - The North American market strategy focuses on large store formats, cluster openings, and deepening the toy category to enhance brand presence and operational efficiency [6][7] TOPTOY Brand Development - TOPTOY achieved revenue of 400 million in Q2, a year-on-year increase of 87%, with a focus on enhancing its own brand and IP sales contributions [8] Store Format Strategy - The company is implementing a large store strategy, with significant investments in MINISOLAND and flagship stores, achieving higher sales efficiency compared to smaller formats [9] IP Strategy - MINISO is enhancing its IP strategy by focusing on both artist IP and top international licensed IP, with plans to launch self-owned IP products in overseas markets [10]

Core Viewpoint - The company is experiencing a turning point in its main business operations, with preliminary verification of mid-year performance, and is expected to see continued improvement in domestic and international performance driven by the optimization of the large store model and proprietary IP strategy [1][2]. Group 1: Financial Performance - In Q2, the company achieved revenue of 4.966 billion, a year-on-year increase of 23.1%, exceeding the previous guidance of 18%-21% [2]. - Adjusted net profit for Q2 was 0.692 billion, a year-on-year increase of 10.6%, with an adjusted net profit margin of 13.9%, down 1.6 percentage points year-on-year [2]. - The company has raised its full-year guidance, expecting Q3 overall revenue growth of 25%-28% and adjusted operating profit to be between 3.65 billion and 3.85 billion [2]. Group 2: Domestic Brand Performance - Domestic revenue for the MINISO brand in Q2 was 2.62 billion, a year-on-year increase of 13.6%, with same-store sales turning positive [3]. - The company opened 30 new stores in Q2, reversing the trend of net store closures from the first quarter [3]. - Key drivers for same-store growth include improved organizational structure, enhanced product supply, and optimized store operations during holidays [3]. Group 3: International Brand Performance - Overseas revenue for the MINISO brand reached 1.94 billion, a year-on-year increase of 28.6%, with a net addition of 94 stores in Q2 [4][5]. - The North American market strategy focuses on large stores and cluster openings, with new stores achieving 1.5 times the sales efficiency of older stores [5]. - The company plans to continue expanding its overseas presence, with a target of adding over 500 new stores this year [4]. Group 4: TOPTOY Brand Performance - TOPTOY achieved revenue of 0.4 billion in Q2, a year-on-year increase of 87%, with a net addition of 13 stores [6]. - The brand's gross margin has significantly improved, and same-store sales have shown single-digit growth [6]. - Future plans include enhancing sales contributions from proprietary brands and IP, focusing on markets with high potential for toy consumption [6]. Group 5: Strategic Initiatives - The company is implementing a dual strategy of opening large stores and developing proprietary IP, with significant progress in both domestic and international markets [7]. - The MINISO LAND and flagship stores are designed to enhance customer experience and increase sales per square meter [7]. - The proprietary IP strategy includes collaborations with artists and the launch of new products, aiming for a total GMV of 1 billion from proprietary IP products this year [7].

Investment Rating - The investment rating for the company is "Outperform the Market" (maintained) [1][6][23] Core Views - The company is showing signs of a turning point in its main business operations, with mid-year performance beginning to validate this trend. The ongoing implementation of the large store model and proprietary IP strategy is expected to drive continuous improvement in both domestic and international performance [2][3][23] - The domestic large store strategy is optimizing store structure and improving operational efficiency, leading to gradual improvements in same-store sales. The IP strategy is enhancing global competitiveness and significantly driving overseas business and the TOP TOY brand development [2][3][23] Summary by Sections Financial Performance - In Q2, the company achieved revenue of 4.966 billion, a year-on-year increase of 23.1%, exceeding the previous guidance of 18%-21%. Operating profit reached 836 million, up 11.3% year-on-year, while adjusted net profit was 692 million, reflecting a 10.6% increase year-on-year [3][23] - The management has raised the full-year guidance, expecting Q3 overall revenue growth of 25-28%, with domestic MINISO brand revenue growth in the mid to high double digits and overseas revenue accelerating to 30%-35% [3][23] Domestic Business - The domestic revenue for the MINISO brand in Q2 was 2.62 billion, a year-on-year increase of 13.6%. Same-store sales have turned positive, with a net increase of 30 stores in Q2, reversing the previous trend of store closures [9][10] - Same-store growth is driven by improved customer spending and enhanced store conversion rates, despite a slight decline in foot traffic [9][10] Overseas Business - Overseas revenue for the MINISO brand reached 1.94 billion, a year-on-year increase of 28.6%. The company plans to add over 500 new stores globally this year, with significant growth in the North American market [13][14] - The North American strategy focuses on large stores and cluster openings, enhancing brand presence and operational efficiency [14][16] TOP TOY Brand - TOP TOY achieved revenue of 400 million in Q2, a year-on-year increase of 87%. The brand is focusing on enhancing its own brand and IP sales contributions, with plans for global expansion [17][19] Strategic Initiatives - The company is advancing its large store strategy both domestically and internationally, with significant investments in MINISO LAND and flagship stores, which have shown higher sales efficiency compared to smaller stores [18][19] - The proprietary IP strategy has evolved into a dual-driven model, focusing on both artist IP and top international licensed IP, with plans to launch self-owned IP products in overseas markets [19][23]

Core Insights - The Chinese潮玩盲盒 industry has experienced a decline in financing activity in recent years, with a peak of 17 financing events in 2021, dropping to only 2 events in 2024, but showing a slight recovery with 7 events from January to August 2025 [1][2] - The financing amounts have also fluctuated, peaking at 1.36 billion yuan in 2021, but dropping to 60 million yuan in 2024, with 283 million yuan raised in the first eight months of 2025 [2] - The industry is currently in a growth phase, primarily driven by A-round and angel investments, with a total of 30 A-round and 26 angel/seed round financing events [5] - Financing activities are concentrated in major cities such as Shanghai, Beijing, and Zhejiang, with Shanghai leading at 20 events, followed by Zhejiang with 16 and Beijing with 14 [6][8] - The investment focus is predominantly on cultural brands, which account for 54% of the investments, while trendy toys represent 35% [12] - The main investors in the潮玩盲盒 industry are investment firms, with notable participants including Sequoia Seed Fund and Alibaba Entrepreneur Fund, while operational companies like泡泡玛特 and 小红书 also play a role [15] - The industry is witnessing active mergers and acquisitions, with major players like Tencent,泡泡玛特, and万达电影 expanding their market presence through strategic acquisitions [17][19] Financing Trends - The潮玩盲盒 industry is in a growth phase, with A-round and angel investments being the primary focus [5] - The most frequent investment locations are Beijing and Shanghai, followed by Zhejiang [20] - Cultural brands are the main investment hotspots in the潮玩盲盒 sector [20] Mergers and Acquisitions - Large enterprises have a competitive advantage in mergers and acquisitions, with companies like Tencent and泡泡玛特 actively pursuing deals to expand their business footprint [20] - Recent acquisitions include strategic investments by阅文集团 in the毛绒潮玩 brand and万达电影's investment in52TOYS, enhancing their IP development capabilities [19]

Group 1 - MINISO and COSMAX have established a joint laboratory to enhance collaboration in skincare technology and product development [1][2] - The partnership aims to leverage COSMAX's expertise in cosmetics R&D and MINISO's consumer insights to create safe, efficient, and cost-effective skincare products [1][2] - This collaboration is a significant step for MINISO to integrate international R&D resources and strengthen its scientific foundation in the skincare sector [2] Group 2 - MINISO focuses on precise consumer demand insights, expanding its basic and functional skincare product lines [2][3] - The joint laboratory will concentrate on "moderate cleansing" and "skin-specific customization," utilizing big data analysis to develop products tailored to different skin types [2] - MINISO has previously collaborated with Shanghai Jiao Tong University to research sensitive skin and pigmentation issues, resulting in effective products like Vitamin B5 soothing cream [3] Group 3 - The company emphasizes an integrated "industry-university-research" model for R&D, aiming for rapid market response and precise product supply [3] - MINISO's founder stated that retail innovation should focus on enhancing consumer experiences and maintaining high-quality products at affordable prices [3] - Future plans include deepening global expansion and channel upgrades while promoting precision and professionalism in the skincare field [3]