Investment Rating - The report maintains a "Buy" rating for MINISO [6] Core Views - MINISO's domestic same-store sales are showing improvement, with a focus on operational efficiency [1] - The company is expanding its overseas presence, particularly in North America, with a significant increase in store count [2] - The gross margin remains stable, but profits are under pressure due to increased operational costs [3] - The company is positioned as a global leader in the retail sector, leveraging its supply chain and light asset model for rapid expansion [4] Summary by Sections Domestic Performance - In Q1 2025, MINISO achieved revenue of 4.427 billion yuan, a year-on-year increase of 18.9%, while net profit attributable to shareholders was 416 million yuan, a decrease of 28.52% [1] - The number of domestic stores decreased by 111, totaling 4,275 stores, but same-store sales showed a slight decline in the single digits, indicating improved performance [1] Overseas Performance - In Q1 2025, MINISO added 95 overseas stores, bringing the total to 3,213, a year-on-year increase of 617 stores, with an average store revenue growth of 4.6% [2] - The overseas revenue reached 1.592 billion yuan, reflecting a year-on-year growth of 30.3% [2] Profitability and Costs - The gross margin for Q1 2025 was 44.2%, up 0.8 percentage points year-on-year, driven by an increase in overseas revenue and a shift towards higher-margin products [3] - Operating expenses increased significantly, with sales expenses rising by 71.4% due to investments in direct stores and related costs [3] Financial Projections - Revenue projections for 2025-2027 are estimated at 21.012 billion yuan, 24.608 billion yuan, and 28.044 billion yuan, respectively, with net profits expected to be 2.951 billion yuan, 3.653 billion yuan, and 4.325 billion yuan [4][5] - The report anticipates a stable growth trajectory with a focus on optimizing various business segments and supply chains [4]
名创优品：国内同店边际向好，关注运营提效-20250528