Core Insights - The founder of MINISO, Ye Guofu, believes that China's IP market is just beginning to explode, with significant potential for overseas expansion, particularly in cultural consumption [1][8] - MINISO LAND, the company's strategic store format, has opened its first overseas location in Bangkok, Thailand, which has exceeded revenue expectations [2][3] Expansion Strategy - Since its overseas expansion began in late 2015, MINISO has viewed Southeast Asia as its primary overseas base, with Thailand being a key focus due to its young population and cultural similarities to China [2][5] - The company plans to open 100 stores in Thailand over the next 3-5 years, primarily through direct ownership, and will also expand into other Southeast Asian countries [2][7] Business Model - The "IP + Scene" business model has attracted consumer attention and generated significant sales, with the MINISO LAND store in Shanghai achieving over 100 million yuan in sales within nine months [3][5] - In Bangkok, the IP product ratio in the MINISO LAND store is as high as 85-90%, reflecting local consumer preferences for both international and local IPs [6][7] Financial Performance - As of June 2023, MINISO operates 7,612 stores globally, with 4,305 in China and 3,307 overseas. The overseas business generated 1.94 billion yuan in revenue in Q2 2025, a 28.6% year-on-year increase, accounting for 42.6% of total revenue [7][8] IP Development - MINISO aims to cultivate its own IP, with a goal of having 70% of its products as self-developed IP and 30% as international IP. The company has signed contracts with 17 local artists and aims to sign over 20 by the end of the year [8][9] - The company has successfully launched several self-developed IPs, with "Youyou Sauce" generating over 40 million yuan in sales since its launch in June 2023 [9][10] Store Optimization - The "Tenglong Huan Niao" strategy involves systematically updating a portion of stores rather than a mass closure, focusing on enhancing store locations and sizes to improve sales performance [10]
名创优品：再开100家泰国门店，并逐步拓展至全球丨消费出海