YONGHUI SUPERSTORES(SH:601933) 21世纪经济报道·2025-08-24 14:48Core Viewpoint - MINISO has recorded a profit decline for the second time in four years, but management remains optimistic about operational performance, highlighting positive same-store sales growth and strong domestic business performance despite the impact of its investment in Yonghui Supermarket [1][3][4]. Financial Performance - In the first half of 2025, MINISO achieved revenue of 9.393 billion yuan, a year-on-year increase of 21.1%, with operating profit of 1.546 billion yuan, up 3.4%. However, net profit fell to 906 million yuan, a decrease of 23.1% [1][3]. - Yonghui Supermarket, in which MINISO holds a 29.4% stake, reported a total revenue of 29.948 billion yuan, down 20.73%, and a net loss of 241 million yuan in the same period, significantly affecting MINISO's financials [4][5]. Operational Highlights - MINISO's same-store sales in mainland China showed low single-digit positive growth, and the total number of stores reached 7,612, with 4,305 in mainland China and 3,307 overseas [6][12]. - The management provided optimistic guidance for the third quarter, expecting revenue growth of 25%-28% and a double-digit increase in adjusted operating profit [6][7]. IP Strategy - MINISO is focusing on developing its own IP, aiming to replicate the success of Pop Mart, with plans to enhance its product development and marketing capabilities through strategic partnerships with original toy artists [10][12]. - The company has signed contracts with nine promising toy artists and aims to significantly increase this number, indicating a long-term commitment to building its own IP [10][12]. Market Positioning - MINISO's expansion strategy relies heavily on a partner system, contrasting with Pop Mart's more restrained approach to store openings, which may affect the market acceptance of its self-owned IP [12][13]. - The company is also implementing a strategy of opening larger stores, with 11 MINISO LAND stores and one MINISO SPACE store established in key cities, aiming to enhance customer experience and brand image [15].