Investment Rating - The report maintains a "Buy" rating for Miniso, with a 12-month price target of 45.00 for H-share, indicating an upside potential of 34.5% and 33.7% respectively [14][17]. Core Insights - Miniso is expected to experience sequential sales growth acceleration, with management confident in margin improvement and a peak in DTC-related expenses in the first half of the year [1][2]. - Same-store sales growth (SSSG) turned positive in May for Miniso China, and positive trends were also observed in the US and other overseas markets [1][7]. - The company plans to enhance its product offerings, focusing on both intellectual property (IP) products and value-for-money lifestyle products, with localized designs for overseas markets [1][10]. - Management aims to expand to over 1,000 stores in the US market, targeting a 20% operating profit margin in the mid to long term, despite potential short-term volatility [1][11]. Summary by Sections Sales Growth and Guidance - For Q2 2025, Miniso China is expected to achieve low teens percentage sales growth, while Miniso Overseas and Top Toy are projected to grow by 25%-30% and 70%-80% year-over-year respectively [8]. - If the SSSG recovery trend continues, operating profits are likely to turn positive in Q3, with full-year adjusted operating profits targeted at RMB 3.6 billion to RMB 3.8 billion [8]. Product Strategy - The company is enhancing its IP product quality and focusing on localized designs for international markets, while also improving the merchandising of value-for-money products [10][12]. - A dedicated zone for top-selling products has been added to increase conversion rates, and inventory management will be prioritized to avoid stockouts of best-sellers [11]. Market Performance - Year-to-date, Miniso China's SSSG has shown improvement, with positive trends in the US market and other overseas markets noted in April and May [7][11]. - The US market has seen the opening of approximately 20 new stores, primarily in plaza locations, achieving double-digit operating profit margins despite being in a low season [11]. Long-term Outlook - Miniso is positioned to become a leading global IP retailer, with catalysts for share price growth including accelerated store expansion, improved SSSG, and higher contributions from IP products [14]. - The market currently underappreciates Miniso's potential adjusted net income compound annual growth rate (CAGR) of nearly 20% from 2024 to 2026, excluding contributions from Yonghui [14].
高盛：名创优品-5 月同店销售增长（SSSG）改善趋势延续；产品供应是关键；买入评级