Investment Rating - The investment rating for the company is "Buy" with a target price not specified [5] Core Insights - The company reported a revenue of 4.43 billion yuan in Q1 2025, representing a year-on-year increase of 19%, while adjusted net profit decreased by 4.8% to 587 million yuan [1] - The gross profit margin improved to 44%, up 0.8 percentage points year-on-year, driven by increased overseas revenue contribution and a higher proportion of profitable products [1] - The company is undergoing adjustments in its domestic operations while continuing to expand overseas, with a focus on enhancing store formats and optimizing its store network [2][3] Summary by Sections Financial Performance - In Q1 2025, revenue reached 4.43 billion yuan, with a gross profit of 2 billion yuan, marking a 21% increase year-on-year [1] - Adjusted net profit was 587 million yuan, reflecting a decrease of 4.8% year-on-year, with a net profit margin of 13%, down 3.3 percentage points [1] - Sales and distribution expenses increased to 23% of revenue, up 4.4 percentage points year-on-year, primarily due to rising costs in rent, depreciation, and wages [1] Brand and Channel Analysis - The Miniso brand generated 4.1 billion yuan in revenue, a 17% increase year-on-year, with 7,488 stores at the end of Q1 2025 [2] - Domestic revenue for Miniso was 2.5 billion yuan, up 9% year-on-year, while overseas revenue reached 1.6 billion yuan, a 30% increase [2] - TOP TOY brand revenue surged by 59% to 340 million yuan, with a significant increase in store count [2] Strategic Initiatives - The company is focusing on a channel upgrade strategy, emphasizing the opening of larger stores and enhancing the customer experience through flagship stores and themed locations [3] - Collaborations with popular IPs have led to significant sales growth in certain product categories, contributing to overall revenue [4] - The company aims for sustainable high-quality growth through strategic store network improvements and operational adjustments [4]
名创优品（09896）：25Q1利润承压，期待同店回升及利润拐点