Core Insights - MINISO LAND, the first store in South China, represents a strategic move for MINISO, showcasing the "first store economy" and the company's channel strategy of opening larger stores [2] - The store features an upgraded immersive experience with a "theme park" design, including a vertical display area and a dedicated IP theme zone [2] - The store has introduced 5,500 SKUs with over 100 types of IP products, with IP products accounting for nearly 90% of the offerings, creating a complete trendy toy ecosystem [2] Product and Sales Performance - Since its soft opening on July 5, 2025, the store has launched 16 product lines, including 6 first launches, with IP sales accounting for 84.43% of total sales, validating the effectiveness of the "IP + scene" business model [3] - The CEO of MINISO emphasized the importance of combining super IPs with super scenes to inject new energy into Guangzhou, supporting its development as an international consumption center [3]

Core Insights - MINISO LAND, the first of its kind in South China, opened in Guangzhou, featuring 5,500 SKUs and over 100 IP products, with nearly 90% of products being IP-related [1] - The store attracted over 10,000 visitors on its opening day, showcasing the potential of transforming old properties in commercial areas [1] - Since its soft launch on July 5, 2025, the store has introduced 16 product lines, with IP sales accounting for 84.43% of total sales, highlighting the effectiveness of the "IP + scene" business model [1] Company Strategy - MINISO is innovating retail spaces through unique IP designs and aims to build a leading global toy ecosystem [1] - The company employs a "dual-track" IP operation strategy, localizing classic IPs like Disney and Sanrio while also nurturing original IPs to enhance commercialization [1] - The CEO emphasized the role of super IPs and super scenes in revitalizing Guangzhou as an international consumption center [1] Expansion and Performance - Since October 2024, MINISO has been advancing its "big store strategy," with 12 MINISO LAND and 1 MINISO SPACE locations established in key cities across China [2] - The MINISO LAND flagship store on Nanjing East Road in Shanghai achieved over 100 million in sales within 9 months, setting a record [2] - The MINISO SPACE in Nanjing's Deji Plaza is noted as the first Chinese IP space to enter a global luxury shopping district [2]

Core Insights - MINISO LAND, the first store of its kind in South China, opened on August 17, blending traditional Lingnan architecture with over 100 global IPs, creating a new cultural landmark in Guangzhou [2] - The store serves as a benchmark for the "first store economy" and is a significant step in MINISO's strategy of "opening good stores and large stores" [2] - The store attracted over 10,000 visitors on its opening day, showcasing its potential as a model for upgrading old properties in the Beijing Road business district [2] Company Strategy - MINISO is leveraging innovative IP design to reshape retail spaces and accelerate the construction of a leading global trendy toy ecosystem [3] - The MINISO LAND serves as a trend design experimental space, transforming traditional retail into a global IP showcase that integrates display, experience, and consumption [3] - The company has established 12 MINISO LAND and 1 MINISO SPACE stores in key cities across China, with the Shanghai store achieving over 100 million in sales within 9 months [3] Market Impact - The successful integration of Chinese brands with global IPs is expected to create significant market shifts, evidenced by the impressive sales performance of MINISO's stores [3] - The focus on immersive experiences and storytelling for niche IPs aims to broaden their appeal to mainstream consumers, enhancing overall market engagement [3]