Investment Rating - The report maintains a "Buy-A" rating for MINISO (09896.HK) [4][10] Core Views - MINISO's domestic same-store sales are showing improvement, and direct store revenue is growing rapidly. The company reported Q1 2025 revenue of 4.427 billion yuan, a year-on-year increase of 18.9%, while adjusted net profit was 588 million yuan, a decrease of 4.8% year-on-year [4][6][10] Summary by Sections Market Performance - As of May 23, 2025, the closing price was HKD 42.25, with a year-to-date high of HKD 55.00 and a low of HKD 20.00. The total market capitalization was HKD 52.869 billion [3]. Financial Performance - In Q1 2025, MINISO achieved revenue of 4.427 billion yuan, up 18.9% year-on-year, with an average store count increase of 16.5% [6]. The adjusted net profit was 588 million yuan, down 4.8% year-on-year, primarily due to increased sales and distribution expenses [6][8]. Business Segments - Domestic revenue for MINISO China in Q1 2025 was 2.494 billion yuan, a 9.1% increase year-on-year, while overseas revenue reached 1.592 billion yuan, a 30.3% increase year-on-year. The average store count in overseas markets grew by 24.6% [7][10]. Profitability Metrics - The gross margin for Q1 2025 was 44.2%, an increase of 0.8 percentage points year-on-year. The sales and distribution expense ratio rose to 23.1%, up 4.4 percentage points year-on-year, due to direct investments in overseas stores [8][10]. Future Outlook - The report forecasts revenues of 20.971 billion yuan, 25.331 billion yuan, and 30.011 billion yuan for 2025, 2026, and 2027, respectively, with corresponding net profits of 2.862 billion yuan, 3.482 billion yuan, and 4.119 billion yuan [10][12]. The projected P/E ratios for 2025, 2026, and 2027 are 17.0, 13.9, and 11.8, respectively [10].
名创优品：名创国内市场同店环比改善，直营门店收入快速增长-20250526