蜜雪集团全球化战略稳步推进

Core Insights - The company reported a revenue of 14.87 billion yuan and a net profit of 2.72 billion yuan for the first half of 2025, reflecting a year-on-year growth of 39.3% and 44.1% respectively [1] - The growth is attributed to the company's focus on enhancing its comprehensive competitiveness through a "supply chain + brand IP + store operation" strategy, achieving a total cost leadership [1] Store Expansion - As of June 30, 2025, the company has over 53,014 stores globally, with an increase of 9,796 stores compared to the same period last year, covering China and 12 overseas countries [1] - In the domestic market, the company has expanded its presence in lower-tier cities, with 27,804 stores located in tier-three and below cities, accounting for 57.6% of its domestic store count, an increase of 5,707 stores year-on-year [1] Market Strategy - The company is focusing on the lower-tier market, which has a large consumer base and significant growth potential, supported by precise market positioning and reasonable pricing strategies [1] - The company has established approximately 4,700 stores outside mainland China, continuing its global strategy and deepening its presence in Southeast Asia [2] Brand Development - Brand IP construction and product innovation are key drivers of the company's growth, with flagship stores enhancing brand awareness and consumer experience [2] - The "Snow King" IP has gained significant traction on social media, with over 54.2 billion views on Douyin, and the launch of a multilingual animated series to accelerate global brand dissemination [2] Supply Chain Strength - The company has strengthened its supply chain, with 29 warehouses in mainland China and localized warehousing and distribution networks in four overseas countries [3] - The procurement network spans 38 countries across six continents, establishing a significant scale procurement advantage, including a 4 billion yuan procurement agreement with Brazil [3] - The company has five production bases and over 70 smart production lines in mainland China, achieving 100% self-production of core beverage ingredients, ensuring product quality and cost control [3]