MINISO LAND西安原力场店坐拥近1200平方米的三层空间，外立面以巨型立体毛绒WAKUKU主题装 置构筑鲜明视觉符号，成为区域内极具辨识度的商业地标。门店通过融合史迪奇、疯狂动物城等IP主题 场景，打造沉浸式游乐空间，通过模块化与策展式设计打破传统零售逻辑，满足消费者"逛店如逛园"的 全场景消费体验。 门店商品种类超过6000种，其中IP产品占比突破80%，涵盖三丽鸥、迪士尼、WAKUKU、罗小黑、哈 利·波特、萌趣趣、吉福特熊、拓麻歌子、宝可梦等热门IP。得益于其独特的场景设计、IP阵容及名创 优品在"兴趣消费"趋势下的精准卡位。 9月30日，MINISO LAND西北首店于西安原力场正式开业，以三层沉浸式空间、超百款IP产品、独家打 卡场景，打造为集消费、社交、文化体验于一体的城市新地标，为古都西安注入全新潮流活力。作为名 创优品战略级店态，该店不仅是品牌在西北地区的首站布局，更以"全国首家WAKUKU主题店"的差异 化定位，成为西安"首店经济"的典型样本。 来源：群众新闻 IP价值的充分释放，依赖于消费场景的持续创新。名创优品正通过创新的空间设计与IP内容融合，将传 统零售空间升级为集展示、体验 ...

名创优品旗下潮玩品牌TOP TOY冲刺港交所。近日，TOP TOY向港交所主板递交上市申请，摩根大通、瑞银、中 信证券为其联席保荐人。而早在三年前，名创优品创始人叶国富就提出，希望三年内TOP TOY能够单独上市。 情绪消费当道，潮玩是当下热门行业，热门IP拉动下泡泡玛特市值一度超过迪士尼。TOP TOY招股书首次披露的 营收数据显示，成立五年来，收入由2022年的6.79亿元增长至去年的19.09亿元，逐年向好。另一方面，其高度依 赖授权IP，自有IP开发的产品收入去年仅680万元，远低于授权IP的8.89亿元。 | | | 截至12月31日止年度 | | 截至6月30日止六個月 | | | --- | --- | --- | --- | --- | --- | | | 2022年 | 2023年 | 2024年 | 2024年 | 2025年 | | | 人民幣元 | 人民幣元 | 人民幣元 | 人民幣元 | 人民幣元 | | | | | | (未經審計) | (未經審計) | | | | | (以千計) | | | | 收入 | 678,795 | 1,461,107 | 1,908,825 | 858 ...

Core Viewpoint - The opening of MINISO LAND in Xi'an marks a significant step for MINISO in expanding its brand presence in the northwest region of China, aligning with the trend of "interest consumption" and enhancing local consumer engagement [1][6][11] Group 1: Store Features and Design - MINISO LAND in Xi'an features a three-story immersive space of nearly 1,200 square meters, designed to create a vibrant shopping experience with a focus on popular IP themes [3][5] - The store incorporates over 6,000 product types, with more than 80% being IP-related products from well-known franchises such as Disney and Pokémon, enhancing its appeal to consumers [5][9] - The store's design includes a prominent WAKUKU theme area, which serves as a key attraction, featuring exclusive merchandise and interactive installations [9] Group 2: Sales Performance and Consumer Engagement - During its trial operation, the store attracted significant foot traffic, achieving an average daily sales of 300,000 yuan, with expectations for increased performance during the National Day holiday [6][11] - The strategic positioning of MINISO LAND aligns with the youthful demographic of the surrounding area, which is characterized by a high concentration of universities and young consumers [3][6] Group 3: Strategic Implications and Future Plans - The opening of the Xi'an store exemplifies MINISO's innovative model of "super IP + super store + super experience," aimed at driving commercial upgrades and enhancing the cultural atmosphere [11] - MINISO plans to continue expanding its MINISO LAND concept across the country, leveraging its dual strategy of top-tier licensed IP and exclusive self-owned IP to build a robust IP ecosystem [9][11]

在MINISO LAND西安原力场店，WAKUKU主题专区成为核心亮点，围绕WAKUKU系列打造专属打卡 墙、限定商品区与互动装置，吸引大量消费者前来打卡互动，展现出原创IP与场景融合所带来的情绪共 鸣与商业吸引力。 名创优品通过"顶级授权IP+独家自有IP"的双轮驱动，持续拓展其IP生态版图。名创优品不仅与迪士 尼、三丽鸥等国际IP巨头合作借势，更在全球挖掘孵化原创IP，以此构建了协同发展的IP矩阵，提升了 沉浸式消费体验。这一战略成效卓著，截至2025年9月，名创优品已在全国开设多家MINISO LAND， 其中位于上海南京东路的全球壹号店创下"9个月销售额破亿、单月1600万元"的业绩纪录，充分验证了 其IP商业模式的强大动能。 西安首店的开业，标志着名创优品"超级IP+超级门店+超级体验"创新模式的深化，随着高势能门店在全 国的持续布局，名创优品正通过打造MINISO LAND这样的"城市新地标"推动商业升级与潮流氛围的双 向赋能。 名创优品表示，未来，将坚定围绕"兴趣消费"战略轴心，以店态创新构筑品质商业新生态。 记者注意到，作为西安最具活力的年轻消费聚集区，原力场商业综合体以其高校密集、客群年轻化 ...

在MINISO LAND西安原力场店，WAKUKU主题专区成为核心亮点，围绕WAKUKU系列打造专属打卡 墙、限定商品区与互动装置，吸引大量消费者前来打卡互动，展现出原创IP与场景融合所带来的情绪共 鸣与商业吸引力。 本报讯 （记者殷高峰）9月30日，名创优品集团控股有限公司（以下简称"名创优品"）西北首家 MINISO LAND店于西安原力场正式开业，该店以三层沉浸式空间、超百款IP产品、独家打卡场景，打 造为集消费、社交、文化体验于一体的城市新地标，为古都西安注入全新潮流活力。作为名创优品战略 级店态，该店不仅是品牌在西北地区的首站布局，更以"全国首家WAKUKU主题店"的差异化定位，成 为西安"首店经济"的典型样本。 该店商品种类超过6000种，其中IP产品占比突破80%，涵盖三丽鸥、迪士尼、WAKUKU、罗小黑、哈 利·波特、萌趣趣、吉福特熊、拓麻歌子、宝可梦等热门IP。 名创优品通过"顶级授权IP+独家自有IP"的双轮驱动，持续拓展其IP生态版图。名创优品不仅与迪士 尼、三丽鸥等国际IP巨头合作借势，更在全球挖掘孵化原创IP，以此构建了协同发展的IP矩阵，提升了 沉浸式消费体验。这一战略成效卓著，截 ...

TOP TOY是名创优品集团(09896.HK)旗下潮玩集合品牌，对于TOP TOY拆分赴港IPO一事，市场早有预 期。 据港交所9月26日披露，TOP TOY International Group Limited（简称：TOP TOY）向港交所主板递交上 市申请，摩根大通、瑞银、中信证券为其联席保荐人。 今年6月，名创优品曾发布公告回应称正对该业务拆分上市可能性进行初步评估；7月，TOP TOY宣布 完成A轮融资，金额约5942.6万美元（约合人民币4.27亿元），对应持股比例4.8%，估值13亿美元（相 当于102亿港元）；9月26日晚，正式递表港交所，此时距TOP TOY在广州正佳广场开出第一家门店过 去五年时间。 潮玩赛道上狂奔 区别于名创优品门店，专攻潮玩IP是叶国富给TOP TOY的定位。 2020年，TOP TOY首家门店在广州正佳广场亮相，当时已经在纽交所上市的名创优品连续两年录得亏 损，压力之下，叶国富提出"兴趣消费"概念，决定成立 TOP TOY，借此入局潮玩赛道寻找增量。 据招股书显示，截至2025年9月19日，TOP TOY共拥有299家门店，并已在海外开设15家门店。海外门 店主要 ...

据港交所9月26日披露，TOP TOY International Group Limited（简称：TOP TOY）向港交所 主板递交上市申请，摩根大通、瑞银、中信证券为其联席保荐人。 TOP TOY是名创优品集团(09896.HK)旗下潮玩集合品牌，对于TOP TOY拆分赴港IPO一事， 市场早有预期。 今年6月，名创优品曾发布公告回应称正对该业务拆分上市可能性进行初步评估；7月，TOP TOY宣布完成A轮融资，金额约5942.6万美元（约合人民币4.27亿元），对应持股比例4.8%， 估值13亿美元（相当于102亿港元） ；9月26日晚，正式递表港交所，此时距TOP TOY在广州 正佳广场开出第一家门店过去五年时间。 潮玩赛道上狂奔 据招股书显示，2022—2024三个年度，TOP TOY的营收分别为6.79亿、14.61亿、19.09亿 元；经营利润分别为-0.37亿元、2.90亿元、3.96亿元。今年上半年，TOP TOY营收为13.6亿 元，毛利为4.41亿元，经营状况逐年向好。 根据弗若斯特沙利文报告，公司在2022年至2024年GMV复合年增长率超过50%，是中国增长 最快的潮玩集合品牌，亦是 ...

区别于名创优品门店，专攻潮玩IP是叶国富给TOP TOY的定位。 2020年，TOP TOY首家门店在广州正佳广场亮相，当时已经在纽交所上市的名创优品连续两年录得亏 损，压力之下，叶国富提出"兴趣消费"概念，决定成立 TOP TOY，借此入局潮玩赛道寻找增量。 从这五年的业绩表现上来看，叶国富押对了赛道。 据招股书显示，2022-2024三个年度，TOP TOY的营收分别为6.79亿、14.61亿、19.09亿元；经营利润分 别为-0.37亿元、2.90亿元、3.96亿元。今年上半年，TOP TOY营收为13.6亿元，毛利为4.41亿元，经营 状况逐年向好。 根据弗若斯特沙利文报告，公司在2022年至2024年GMV复合年增长率超过50%，是中国增长最快的潮 玩集合品牌，亦是年GMV突破人民币10亿元大关历时最短的中国潮玩品牌。 据港交所9月26日披露，TOP TOY International Group Limited（简称：TOP TOY）向港交所主板递交上 市申请，摩根大通、瑞银、中信证券为其联席保荐人。 TOP TOY是名创优品集团(09896.HK)旗下潮玩集合品牌，对于TOP TOY拆分赴港IP ...

Core Insights - MINISO has launched its first MINISO LAND store in South China, marking a significant step in its strategy to deepen its channel development and enhance the cultural and consumer landscape in Guangzhou [1][3][4] Group 1: Store Launch and Design - The MINISO LAND store integrates over 100 global IPs and features a unique design that preserves traditional Lingnan architectural elements while incorporating modern trends and dynamic displays [2][4] - The store attracted over 10,000 visitors on its opening day, showcasing its potential as a landmark for consumer engagement in the Beijing Road business district [3] Group 2: Cultural and Economic Impact - The store's opening is part of a broader strategy to revitalize old resources in the region, transforming underutilized properties into vibrant consumer spaces [2][6] - MINISO aims to contribute to Guangzhou's development as an international consumption center through innovative cultural and commercial integration [1][4][6] Group 3: Business Model and Strategy - The MINISO LAND concept exemplifies the company's innovative approach, combining "super IP + super store + super experience" to create a comprehensive consumer engagement model [5][6] - The store features a high percentage of IP products, with IP sales accounting for 84.43% during the trial operation, validating the effectiveness of the IP + scene business model [4][5] Group 4: Future Prospects - MINISO plans to expand its MINISO LAND concept across major cities, leveraging interest-based consumption to redefine the future of retail spaces [6][7] - The company is positioned as a key player in the cultural and commercial landscape, providing a replicable model for other Chinese retail brands aiming for global reach [6][7]

Core Viewpoint - MINISO has officially entered the competitive market of trendy IP toys, joining the ranks of major players like Pop Mart, driven by the concept of "interest consumption" proposed by its founder Ye Guofu in 2020 [2][3][5] Financial Performance - MINISO's stock price surged over 30% following the release of its financial report, which showed a revenue of 9.393 billion yuan, a year-on-year increase of 21.1%, and an adjusted net profit of 1.278 billion yuan, up 3% [9][10] - The second quarter revenue reached 4.97 billion yuan, a 23.1% increase, exceeding the previous guidance of 18%-21% [9][12] - The gross profit margin improved to 44.3%, up 0.4% year-on-year, attributed to a higher proportion of overseas revenue and optimized IP product structure [12][15] Strategic Initiatives - Ye Guofu announced the signing of nine artist IPs, indicating a dual-driven strategy focusing on both international and proprietary IPs [4][5] - The company aims to enhance its self-owned IP, which is seen as a critical strategy for future growth [5][15] - The TOPTOY brand has shown rapid growth, with second-quarter revenue increasing by 80% to 400 million yuan, and a recent strategic financing round led by Temasek valuing it at approximately 10 billion HKD [7][12] Market Positioning - MINISO's overseas revenue now accounts for 39% of total income, with significant growth in markets like the U.S. and Southeast Asia [9][10] - The company has established over 3,000 overseas stores, positioning itself to capitalize on the global trend of trendy toys [7][10] - The launch of MINISO SPACE in high-end commercial areas like Nanjing Deji Plaza aims to enhance brand visibility and consumer experience [20][22][24] Consumer Engagement - The MINISO SPACE concept integrates high-end commercial spaces with trendy IPs, creating an immersive shopping experience that appeals to younger consumers [24][26] - The store's design and layout focus on interactive and experiential retail, aiming to resonate with the target demographic [24][26]