Financial Performance - The company reported Q1 2025 revenue of 4.43 billion RMB, a year-on-year increase of 18.9%, exceeding the market estimate of 4.41 billion RMB [1][3] - Net profit for the quarter was 416.5 million RMB, down 28.8% from 586 million RMB in the same period last year [1][3] - Adjusted net profit was 587.2 million RMB, below the expected 661.3 million RMB [1][3] - Adjusted EBITDA margin was 23.4%, down from 25.9% in Q1 2024 [1] Revenue Breakdown - Revenue from the MINISO brand reached 4.09 billion RMB, a 16.5% increase, with mainland China contributing 2.49 billion RMB (up 9.1%) and overseas markets contributing 1.59 billion RMB (up 30.3%) [4][5] - TOP TOY brand revenue was 340 million RMB, a significant increase of 58.9%, driven by rapid growth in average store count [4][5] Store Expansion - As of March 31, 2025, the total number of stores for the group was 7,768, with a net increase of 978 stores year-on-year [5][6] - The number of MINISO stores reached 7,488, with 4,275 located in mainland China and 3,213 overseas, marking a net increase of 241 and 617 stores respectively [6][7] Management Commentary - The CEO expressed confidence in achieving sustainable high-quality growth, attributing revenue growth to a strong recovery in same-store sales and strategic store network development [8] - The company plans to enhance collaboration with overseas partners, upgrade store formats, and improve operational efficiency to unlock expansion potential [8]

Group 1 - The core viewpoint of the article indicates that while Miniso's Q1 2025 revenue met expectations, the significant increase in marketing expenses led to core operating profits falling short of market forecasts [1][4][6] Group 2 - Overall revenue for Q1 2025 reached 4.43 billion RMB, a year-on-year increase of 19%, aligning with expectations. Domestic revenue was 2.84 billion RMB, up 13.3%, while overseas revenue was 1.59 billion RMB, growing 30% [2][14] - The company has slowed its store opening pace, with a net decrease of 111 domestic stores, marking the first decline in total store count. Closures were primarily in lower-tier cities, while first-tier cities focused on optimizing store locations [3][17] - Same-store sales growth in China showed a narrowing decline, while overseas performance remained flat. New product categories and partnerships with Meituan enhanced store efficiency [24][25] - Gross margin remained stable at 44%, despite rising overseas procurement costs. The increase in IP licensing fees (up 40%) and significant rent and depreciation costs (up 71%) led to a marketing expense ratio of 23.1% [27][29] - Core operating profit and adjusted EBITDA were 710 million RMB and 1.04 billion RMB, respectively, both below market expectations [4][29] Group 3 - The article highlights that Miniso's strategy of relying on IP licensing has resulted in a lower premium compared to competitors with stronger original design capabilities, indicating a potential risk in profitability [6][7] - The increase in rental costs is attributed to the expansion of overseas direct stores, particularly in North America, raising concerns about the profitability of these operations [8][26] - Future performance is expected to improve as same-store sales in major markets, including the U.S., have turned positive since April, suggesting potential for marginal improvement in upcoming quarters [8][6]

Market Overview - US stock market opened significantly lower, with the Dow Jones down 1.12%, Nasdaq down 1.59%, and S&P 500 down 1.24% [1] Technology Sector - Major tech stocks experienced declines, with Nvidia, Amazon, Intel, TSMC, AMD, and Meta all falling over 2% [1] - Apple saw a drop of over 3%, influenced by Trump's threat to impose a 25% tariff on the company if iPhones are not manufactured in the US [1] Company Specifics - Miniso's stock plummeted over 19% after reporting Q1 adjusted net profit significantly below expectations [1]

May 2025 2025 March Quarter Results Presentation Disclaimer This presentation contains forward-looking statements. These statements are made under the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by words or phrases such as "may," "will," "expect," "anticipate," "aim," "estimate," "intend," "plan," "believe," "is/are likely to," "potential," "continue" or other similar expressions. Among other things, the quotations ...

Exhibit 99.2 Hong Kong Exchanges and Clearing Limited and The Stock Exchange of Hong Kong Limited take no responsibility for the contents of this announcement, make no representation as to its accuracy or completeness and expressly disclaim any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the contents of this announcement. MINISO Group Holding Limited 名 創 優 品 集 團 控 股 有 限 公 司 (A company incorporated in the Cayman Islands with limited liability) (Stock ...

Group 1 - Bawang Chaji plans to open 1,000 new stores in mainland China, 50 in Hong Kong, and 110 overseas by 2025 [2] - Chinese companies are expanding into Brazil, marking a significant development in the country's internet sector [3] - Thailand has emerged as a leading market for TikTok e-commerce due to its stable and balanced market conditions [4] Group 2 - Yiwu business owners are facing challenges as U.S. merchants struggle to repay debts amid trade tensions [5] - 52TOYS is preparing for a Hong Kong IPO with a reported loss of 122 million, while 23% of its revenue comes from overseas [6] - Square and Harmony Technology have secured nearly 100 million in Series B funding to expand their smart production capabilities in the optical medical sector [7] Group 3 - OpenAI is collaborating with former Apple executives to produce 100 million hardware units for AI applications [8] - U.S. importers are rapidly building bonded warehouses to stockpile Chinese goods in response to trade policy uncertainties [9] - Miniso reported that its overseas stores reached 3,213 by March 31, 2025, with a 30% year-on-year increase in overseas revenue [9] Group 4 - Roborock aims for global scale deployment of its autonomous driving technology, having recently entered Dubai and Abu Dhabi [9] - Cainiao is accelerating the commercialization of its autonomous vehicles, with plans to deploy over 200,000 units in the next three to five years [10] - OpenAI has launched its first international project in the UAE, with plans for significant investment in AI infrastructure [11] Group 5 - EV Electra plans to invest $1 billion in restructuring high-end electric vehicle company Hozon, with commitments for significant overseas procurement [11]

Financial Data and Key Metrics Changes - In Q1 2025, Miniso Group's total revenue reached RMB 4.43 billion, representing a 90% year-over-year growth, exceeding the upper limit of the guidance of 50% to 80% [6][27] - Miniso's revenue from Mainland China was RMB 2.49 billion, growing by 9%, while overseas revenue was RMB 1.59 billion, growing by 30% [6][27] - The gross margin increased by nearly one percentage point to 44.2% compared to the same period last year [33] - Adjusted net profit for Q1 was RMB 590 million, with an adjusted net profit margin of 30.3% [41] Business Line Data and Key Metrics Changes - The Miniso brand generated RMB 3.84 billion in revenue, growing by 16.5% [27] - The Top Toy brand achieved revenue of RMB 1.01 billion, up by 59% [28] - Same store sales in Mainland China showed a mid-single-digit decline, significantly improved from previous quarters [30][49] Market Data and Key Metrics Changes - Overseas revenue contribution increased by three percentage points year-over-year, now accounting for 36% of total revenue [29] - In Q1, 95 new overseas locations were added, expanding the international network [32] - The U.S. market is a key focus, with strategies to optimize store operations and improve inventory efficiency [17][20] Company Strategy and Development Direction - The company is focusing on enhancing same store performance as a core strategy, aiming for a 10% growth in domestic same store sales for the year [8] - Miniso is transitioning from rapid store openings to a strategy focused on larger, better-performing stores [13][15] - The company plans to deepen its IT strategy and enhance product development precision to maintain a competitive edge [10][12] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving positive same store growth despite current challenges in the Chinese market [49] - The company is committed to long-term growth, focusing on refined operations and strict expense management [45] - Management highlighted the importance of innovation and high-quality products to meet evolving consumer needs [12][24] Other Important Information - The company paid out RMB 740 million in dividends and completed nearly RMB 260 million in share repurchases since the beginning of the year [24][44] - Miniso is exploring new business models and enhancing partnerships with agents to improve market dynamics [20][25] Q&A Session Summary Question: Regarding same store improvement in China - Management noted a significant improvement in same store performance, with a decline narrowing to mid-single digits, and expressed confidence in achieving positive growth [49][50] Question: U.S. market strategies amid tariff fluctuations - Management discussed preparations for tariffs, including building inventory in the U.S. and optimizing the supply chain to reduce dependency on Mainland China [56][58] Question: Impact of YH on profit and loss - Management confirmed that YH will be consolidated into overall performance starting Q2, with a focus on reducing financial losses and improving efficiency [60][61] Question: Same store performance trends in overseas markets - Management indicated that overseas same store performance is improving, particularly in the U.S. and Mexico, and emphasized the importance of channel optimization and merchandise improvement [63][65] Question: IP partnership strategies - Management highlighted the importance of exclusive licensing and in-house IP development to enhance market presence and consumer engagement [76][79]

Financial Data and Key Metrics Changes - In Q1 2025, Miniso Group's total revenue reached RMB 4.43 billion, representing a 90% year-over-year growth, exceeding the upper limit of the 50% to 80% growth guidance [6][27] - Miniso's revenue from Mainland China was RMB 2.49 billion, growing by 9%, while overseas revenue was RMB 1.59 billion, growing by 30% [6][27] - The gross margin increased by nearly one percentage point to 44.2% compared to the same period last year [33] - Adjusted net profit for Q1 was RMB 590 million, with an adjusted net profit margin of 30.3% [41] Business Line Data and Key Metrics Changes - The Miniso brand generated RMB 2.84 billion in revenue, growing by 16.5% [27] - The Top Toy brand achieved revenue of RMB 1.1 billion, up by 59% [28] - Directly operated stores contributed 22% of revenue, with revenue growing 86% year-over-year [36] Market Data and Key Metrics Changes - In Q1, overseas revenue contribution rose to 36%, up from 33% in the same period last year [29] - The company opened 95 new overseas locations, expanding its international network [32] - Same store sales in the U.S. faced pressure but showed improvement in April and May [66] Company Strategy and Development Direction - The company is focusing on high-quality channel development and large store expansion, with plans to open larger, better-performing stores [13][15] - Miniso aims to enhance its product development precision and strengthen its IT strategy to support high-quality growth [10][12] - The company is committed to deepening existing partnerships while exploring new ones, particularly in the IP space [25] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving positive same store growth for the full year despite challenges in the micro consumption environment in China [50] - The company anticipates healthy operating profit growth in 2025, focusing on expense control and improving the profitability of directly operated stores [45] - Management highlighted the importance of adapting to tariff fluctuations and optimizing the supply chain to enhance competitiveness in the U.S. market [58][59] Other Important Information - The company paid out RMB 740 million in dividends and completed nearly RMB 260 million in share repurchases since the beginning of the year [24] - Miniso's journey is built on exceptional merchandise, with a commitment to innovation and high-quality products to meet evolving consumer needs [12] Q&A Session Summary Question: Can you elaborate on the recent same store improvement in China? - Management noted a significant improvement in same store performance, with a decline narrowing to mid-single digits compared to previous quarters, driven by operational strategies and product offerings [49][50] Question: What is the payback period for franchisees? - Franchisees have seen improvements in ROI alongside same store performance, with a positive outlook for new store formats [52][53] Question: What strategies are in place regarding tariffs and supply chain adjustments in the U.S.? - The company has built up inventory in the U.S. to prepare for sales peaks and is adjusting its supply chain to reduce dependence on Mainland China [56][58] Question: How will YH impact Miniso's profit and loss starting Q2? - YH is expected to reduce financial losses through efficiency improvements, with a dedicated team managing the transition [60][61] Question: What is the outlook for same store performance in the U.S.? - Management is optimistic about improvements in same store performance in the U.S., leveraging successful practices from the Chinese market [66][69] Question: How does sourcing from third parties affect GP margins? - Management reassured that sourcing third-party products will not burden GP margins, as they focus on specific categories that enhance customer experience [83][84] Question: What is the strategy for net store openings in China? - The company plans to dynamically adjust store openings, focusing on quality over quantity, with expectations for double-digit growth from same store performance [92][94]

Core Viewpoint - Miniso Group reported strong financial results for Q1 2025, with multiple operational metrics exceeding expectations, indicating robust growth and strategic advancements in both domestic and international markets [2][6]. Financial Performance - Total revenue for Q1 2025 reached 4.43 billion yuan, representing a year-on-year increase of 19% [6]. - Gross margin stood at 44.2%, up 0.8 percentage points from the same period last year, marking the highest gross margin for a first quarter in the company's history [6]. - Adjusted EBITDA was 1.04 billion yuan, a 7.5% increase year-on-year, with an adjusted EBITDA margin of 23.4% [6][5]. - Adjusted net profit was 590 million yuan, with an adjusted net profit margin of 13.3% [6][5]. Domestic Revenue Growth - Revenue from mainland China reached 2.49 billion yuan, showing a year-on-year growth of 9% [7]. - The company is implementing a channel upgrade strategy focused on "opening good stores and large stores," achieving significant results with the average performance of new stores up 27% compared to the same period last year [7][9]. International Business Expansion - International revenue for Q1 2025 was 1.59 billion yuan, achieving a 30% year-on-year growth, with overseas revenue contributing an increasing share to total revenue [10]. - As of March 31, 2025, Miniso operated 3,213 overseas stores, maintaining a steady pace of market expansion [10]. - The North American market has seen strategic breakthroughs, with over 300 stores now in operation, focusing on 24 core states to enhance operational efficiency [11]. Brand and Product Strategy - Miniso is focusing on the MINISO LAND store format, which integrates IP elements to enhance brand image and drive sales growth [7]. - The company plans to continue leveraging high-quality IP resources for customized limited products to strengthen its brand positioning [7]. - The subsidiary TOP TOY reported a 59% year-on-year revenue increase to 340 million yuan, with a total of 280 stores [11]. Shareholder Returns - Year-to-date, Miniso has returned approximately 990 million yuan to shareholders, including 260 million yuan in share buybacks and over 100 million USD in cash dividends [11].

Core Viewpoint - Miniso's stock dropped 8.6% in pre-market trading despite reporting a year-on-year revenue growth of 18.9% in Q1, reaching 4.427 billion yuan, and an adjusted EBITDA increase of 7.5% to 1.0373 billion yuan [1] Financial Performance - Q1 revenue increased by 18.9% year-on-year to 4.427 billion yuan [1] - Adjusted EBITDA rose by 7.5% year-on-year to 1.0373 billion yuan [1]