Core Insights - The founder of MINISO, Ye Guofu, believes that China's IP market is just beginning to explode, with significant potential for overseas expansion, particularly in cultural consumption [1][8] - MINISO LAND, the company's strategic store format, has opened its first overseas location in Bangkok, Thailand, which has exceeded revenue expectations and is part of a plan to open 100 stores in Thailand over the next 3-5 years [3][4][6] Expansion Strategy - Since its international expansion began in late 2015, MINISO has viewed Southeast Asia as its primary overseas base, with Thailand being a key focus due to its young population and cultural similarities to China [3][4] - The company plans to enter major cities in Indonesia, Malaysia, the Philippines, and Singapore, aiming for steady growth rather than rapid expansion [6][7] Store Format and Performance - MINISO LAND stores are approximately twice the size of regular stores, with 75%-80% of products being IP-related, which has attracted significant consumer interest and sales [4][5] - The first MINISO LAND store in Shanghai achieved over 100 million yuan in sales within nine months, indicating strong market potential [4] IP Development - MINISO aims to cultivate its own IP, with a goal of having 70% of its products as proprietary IP and 30% as international IP, reflecting a shift towards becoming a cultural creative company [8][10] - The company has signed contracts with 17 local artists and aims to sign over 20 by the end of the year, emphasizing the importance of developing a robust IP matrix [8][9] Financial Performance - As of June 2023, MINISO operates over 7,600 stores globally, with 3,307 located overseas. The overseas business generated 1.94 billion yuan in revenue in Q2 2025, a 28.6% year-on-year increase, accounting for 42.6% of total revenue [7][8] - The company has reported that its proprietary IP "Youyou Sauce" generated over 40 million yuan in sales since its launch in June 2023, with expectations to exceed 100 million yuan in the following year [10]

Core Viewpoint - The article highlights the transformation of snacks from mere consumables to carriers of emotions, creativity, and social functions, with Guangdong Jintian Animation Co., Ltd. (Jintian Animation) emerging as a leader in the IP playful food sector in China [1]. Company Overview - Jintian Animation is recognized as a pioneer and leader in China's IP playful food industry, focusing on fun and healthy IP-based snacks. The company operates five production bases nationwide and holds 26 authorized IPs with over 600 active SKUs across five product categories [2][3]. - The company has achieved significant revenue growth, with sales increasing from 596 million RMB in 2022 to 877 million RMB in 2024, reflecting a robust compound annual growth rate. Gross profit also rose from 159 million RMB to 296 million RMB during the same period, with gross margin improving from 26.6% to 33.7% [2][3]. Financial Performance - Jintian Animation's revenue and profit figures indicate strong performance, with net profit soaring from 36.7 million RMB in 2022 to 130.1 million RMB in 2024, showcasing a multi-fold increase [2][3]. - The company’s reliance on the Ultraman IP is significant, with revenue contributions from this IP exceeding 60% of total income in recent years, highlighting a potential risk in dependency [4][10]. Market Position - The Chinese IP playful food market is projected to grow at a compound annual growth rate of 20.9% from 2025 to 2029, reaching a market size of 30.5 billion RMB by 2029. Jintian Animation currently holds a 7.6% market share, positioning it as the market leader [7][10]. - Despite its leading position, the market landscape is competitive, and the company’s current market share does not provide a strong competitive moat, as increased competition is expected with market expansion [10]. Business Model Challenges - Jintian Animation's business model faces challenges, including uneven value distribution due to high IP licensing costs, reliance on external IPs for core competencies, and a growth strategy heavily dependent on acquiring new IP licenses rather than enhancing its own brand value [11][12]. - The company must consider transitioning from being an "IP-dependent" entity to a "value chain leader" by developing proprietary IPs and optimizing supply chain integration to establish a sustainable competitive advantage [11][12].

Group 1 - Miniso (09896.HK) plans to spin off its toy brand TOP TOY for an independent listing on the Hong Kong Stock Exchange, aiming to better reflect TOP TOY's value and attract investors interested in the high-growth toy industry [2] - TOP TOY was incubated by Miniso in 2020 and is currently 86.9% owned by Miniso, positioning it as a significant player in the toy market [4] - The toy market in China is projected to grow from RMB 207 billion in 2019 to RMB 587 billion by 2024, with a compound annual growth rate (CAGR) of 23.2% [11] Group 2 - TOP TOY's product focus differs from that of its competitor Pop Mart, as it covers a full range of products including blind boxes, figurines, and 3D models, while Pop Mart primarily focuses on blind boxes [4] - The company relies heavily on licensed IP, with 43 licensed IPs and 17 proprietary IPs, which limits its profit margins due to revenue sharing with IP owners [6][7] - TOP TOY's revenue for 2022, 2023, and 2024 is projected to be RMB 6.79 billion, RMB 14.61 billion, and RMB 19.09 billion respectively, with significant growth in the first half of 2023 reaching RMB 13.60 billion [11][12] Group 3 - Despite its growth, TOP TOY's profitability is challenged by its reliance on licensed IP, leading to lower gross margins compared to Pop Mart, which has a gross margin of 70.3% compared to TOP TOY's 32.4% [13] - The company has seen a decrease in the proportion of revenue from self-developed products, which accounted for 47.2% in the first half of 2023, down from 53.6% in 2024 [13] - TOP TOY's store count reached 293 globally by mid-2023, significantly lower than Pop Mart's 571 stores, indicating slower expansion [8]

Core Viewpoint - The Chinese collectible toy company 52TOYS has submitted its IPO application to the Hong Kong Stock Exchange, aiming to capitalize on the booming market for IP-based toys and collectibles [1][3]. Group 1: Company Overview - 52TOYS, founded in 2015, has established itself as the third-largest player in the domestic collectible toy market, with a revenue of approximately 6 billion RMB [6][11]. - The company has undergone several funding rounds, raising 1 billion RMB in 2018 and 4 billion RMB in 2021, demonstrating steady growth despite challenges such as the pandemic [6][7]. Group 2: Financial Performance - 52TOYS reported revenues of approximately 4.6 billion RMB, 4.8 billion RMB, and 6.3 billion RMB for the years 2022, 2023, and 2024, respectively, reflecting a compound annual growth rate of about 16.7% [7][8]. - The company has faced losses for three consecutive years, with a projected loss exceeding 1 billion RMB in 2024, but expects adjusted profits of 19.1 million RMB and 32.1 million RMB in 2023 and 2024, respectively [8][25]. Group 3: Market Position and Competition - As of May 27, 2023, 52TOYS has an estimated valuation of approximately 1.87 billion RMB based on a recent investment from Wanda Film, which holds a 7% stake in the company [5][3]. - The market capitalization of leading competitors, such as Pop Mart and Blok, is significantly higher, with Pop Mart valued at 313.17 billion HKD and Blok at 38.46 billion HKD [5][25]. Group 4: IP Strategy - 52TOYS generates a substantial portion of its revenue from licensed IPs, with the proportion of revenue from licensed IPs increasing from 50.2% in 2022 to 64.5% in 2024 [14][11]. - The company has developed over 30 proprietary IPs and collaborates with 85 experienced designers and 40 artists to enhance its product offerings [16][11]. Group 5: Future Plans - 52TOYS aims to expand its retail presence significantly, planning to establish over 100 self-operated stores in China and internationally within the next three to five years [26][25]. - The company is also focusing on increasing its overseas market revenue, which has grown from 7.6% in 2022 to 23.4% in 2024 [26][25].