Investment Rating - The report maintains a "Buy" rating for the company with a target price of HKD 47.00 [8] Core Insights - The company reported a Q1 revenue increase of 18.9% to RMB 4.43 billion, exceeding previous guidance of 15-18%, driven by domestic channel upgrades and inventory optimization [1] - Adjusted net profit decreased by 4.8% to RMB 590 million due to significant investments in direct stores and increased financial expenses [1] - The company is transitioning from an aggressive expansion strategy to a more refined operational approach, focusing on profitability stabilization and global business expansion [1][4] Revenue Performance - Domestic revenue for Miniso increased by 9.1%, with offline and online sales growing by 7.3% and 32.7% respectively [2] - Overseas revenue surged by 30.3%, with 95 new stores opened during the quarter, particularly in North America [2] - TopToy's revenue grew by 58.9% to RMB 340 million, with self-developed products accounting for over 40% of sales [2] Profitability Metrics - Gross margin improved by 0.8 percentage points to 44.2%, although it decreased by 2.8 percentage points quarter-on-quarter due to seasonal effects [3] - Selling and administrative expense ratios increased by 4.4 percentage points and 0.3 percentage points to 23.1% and 5.5% respectively, primarily due to investments in direct stores [3] - Adjusted net profit margin fell by 3.3 percentage points to 13.3% [3] Strategic Focus - The company is emphasizing "high-quality growth" by enhancing store competitiveness and optimizing inventory turnover [4] - In the domestic market, the focus is on same-store sales improvement, while overseas operations are concentrating on localization and efficiency [4] - The local procurement ratio in the U.S. has reached nearly 40% to mitigate tariff risks [4] Earnings Forecast and Valuation - Adjusted net profit forecasts for 2025-2027 have been revised down by 7.1%, 9.0%, and 9.0% to RMB 2.99 billion, RMB 3.73 billion, and RMB 4.57 billion respectively [5] - The target price is based on a 2025 PE ratio of 18x, reflecting increased uncertainty in overseas expansion [5] - The company is expected to maintain a competitive PE ratio compared to peers, with a projected PE of 29x for comparable companies [5][19]
名创优品：Q1营收+19%，关注精细运营措施显效-20250526