Investment Rating - The report maintains a "Buy" rating for MINISO [4][6] Core Views - MINISO's domestic same-store sales are showing improvement, with a net decrease of 111 stores in Q1 2025, but a year-on-year increase of 241 stores, leading to a revenue of 24.94 billion yuan, up 9.1% year-on-year [1] - The overseas market remains a focus, with a total of 3,213 stores as of Q1 2025, an increase of 617 stores year-on-year, and overseas revenue reaching 15.92 billion yuan, up 30.3% year-on-year [2] - The gross margin improved by 0.8 percentage points to 44.2% in Q1 2025, driven by a higher proportion of overseas revenue and a shift towards higher-margin products [3] - The company is expected to achieve revenue of 210.1 billion yuan in 2025, with net profit projected at 29.5 billion yuan, reflecting a growth trajectory despite current challenges [4] Summary by Sections Domestic Performance - In Q1 2025, MINISO's domestic revenue was 24.94 billion yuan, a year-on-year increase of 9.1%, with same-store sales decline narrowing to low single digits [1] Overseas Expansion - The overseas store count reached 3,213, with a year-on-year increase of 617 stores, and average store revenue grew by 4.6% year-on-year [2] Financial Metrics - Q1 2025 adjusted net profit was 5.87 billion yuan, down 4.81% year-on-year, with gross margin at 44.2% [3] - Revenue projections for 2025-2027 are 210.1 billion yuan, 246.1 billion yuan, and 280.4 billion yuan respectively, with corresponding net profits of 29.5 billion yuan, 36.5 billion yuan, and 43.3 billion yuan [4][5]
名创优品（09896）：国内同店边际向好，关注运营提效