Core Insights - MINISO LAND, a strategic store format of MINISO, has opened its first locations in Wuhan, targeting key commercial areas to enhance brand presence and consumer engagement [1][2] - The company aims to expand its domestic store count to 4,305 and international stores to 3,307 by June 30, 2025, reflecting a strong growth trajectory [1] - In Q2, MINISO reported total revenue of 4.97 billion yuan, a year-on-year increase of 23.1%, with a gross margin improvement to 44.3% [1] Store Strategy - The dual-store opening in Wuhan strategically covers both historical and modern consumer landscapes, appealing to diverse customer demographics [1] - The operational model of the Wuhan stores exemplifies MINISO's dual-driven strategy of "top-tier licensed IP + exclusive proprietary IP," enhancing market recognition and brand loyalty [2] Business Model and Expansion - MINISO LAND has established a replicable business model, with previous locations achieving significant sales milestones, such as over 100 million yuan in sales within nine months [2] - The company plans to open MINISO FRIENDS' first national store in Shenzhen by the end of October, with expectations to expand the park-themed store formats to 25-30 locations within the year [2]
名创优品MINISO LAND武汉双店同启 渠道升级战略再落关键子