Core Insights - The retail industry is undergoing significant transformation as it enters a new phase of "rational consumption" and "quality upgrade," with Miniso leveraging its "high-quality low-price" strategy and global expansion to carve out a unique development path [1] - Miniso's impressive growth trajectory is reflected in its financial performance for 2024, with revenue increasing by 22.8% to 17 billion yuan, gross margin reaching a historical high of 44.7%, and net profit rising by 15.4% to 2.72 billion yuan [1] - The overseas market has shown remarkable performance, with revenue up 42% to 6.8 billion yuan, contributing 39.3% to overall revenue, and a net increase of 1,219 stores, including 631 overseas [1] Globalization Strategy - Miniso's globalization strategy has evolved from simple overseas store openings to a new phase of "regional deepening and precise penetration," aiming to exceed 3,000 overseas stores by 2025, covering over 100 countries and regions, with overseas revenue accounting for over 40% [2][4] - In the U.S., Miniso has established a dense retail network with 275 stores, offering high-cost performance home goods and trendy accessories that appeal to young consumers [2] - The Southeast Asian market, with a growing middle class, has seen strong demand for high-cost performance home goods, prompting Miniso to adopt a "regional center warehouse + local supply chain" model to enhance market responsiveness [4] Product Innovation and IP Strategy - Miniso's product innovation has progressed beyond low-cost homogeneity to focus on "precise demand and emotional value," with over 15,000 SKUs developed based on consumption data from over 50 million members [6] - The 2024 launch of the "smart home" series, which includes products like USB interface lamps, achieved sales of over 500 million yuan within three months, showcasing Miniso's market insight [6] - The deepening of IP strategy has significantly enhanced product value, with collaborations with over 80 IPs in 2024 leading to successful marketing events and increased customer engagement [8] Digital Operations - Digital capabilities have become the core support for Miniso's refined operations, establishing a comprehensive digital system from front-end to back-end, including a global supply chain management system in collaboration with Huawei Cloud [10] - The digital membership system has enhanced user stickiness, accumulating 50 million member data and enabling personalized services that significantly boost repurchase rates [11] - The launch of a "membership points mall" in 2024 has increased member activity to 65%, providing stable support for revenue growth [13] Future Outlook - Miniso's growth logic is becoming clearer, with continued overseas market penetration expected to unlock revenue potential, while the deepening of IP strategy will enhance product value [14] - The company aims to maintain flexibility in localization while injecting emotional value into its cost-performance offerings, positioning itself as a leading global IP design retail group [15]

港股公司报告 | 公司点评 名创优品（09896） 证券研究报告 25Q2 点评：全球门店突破 7900 家，全球化战略驱动高增长 事件： 根据 8 月 21 日公告，公司 2025 年第二季度整体收入 49.7 亿元，较去年同 期同比增长 23.1%；2025 年上半年实现收入 93.9 亿元，同比增长 21.1%。 分业务来看，2025 年第二季度名创优品中国内地实现收入 26.2 亿元，同 比增长 13.6%；名创优品海外实现收入 19.4 亿元，同比增长 28.6%；TOPTOY 实现收入 4.0 亿元，同比增长 87%。2025 年第二季度，公司实现毛利率 44.3%，同比提升 0.4pct；调整后净利润达 6.92 亿元，同比提升 10.6%，调 整后净利率为 13.9%。 股东回报来看，公司宣布派发中期股息，每股 ADS 股息为 0.29 美元，上半 年股份回购及派发股息合计约 10.7 亿元，占经调整净利润的 84%，上半年 股份回购金额已超过 2024 全年。 门店网络的扩张来看，截止 2025 年 6 月 30 日，名创优品全球门店总数半 年净增 108 家达 7,612 家，TOPTOY ...

Core Viewpoint - The company's Q2 2025 performance exceeded expectations, driven by strong domestic revenue growth and impressive overseas performance, particularly in the U.S. market [1][2]. Financial Performance - Q2 2025 revenue increased by 23% year-on-year to 5 billion yuan, while adjusted net profit rose by 11% to 690 million yuan, outperforming expectations [1]. - The company declared an interim dividend of $0.0724 per share, corresponding to a payout ratio of approximately 50% of adjusted net profit [1]. - Gross margin improved by 0.3 percentage points to 44%, benefiting from a higher proportion of overseas business and improved margins in the TOPTOY segment [2]. Business Segments - Domestic same-store sales turned positive with a 14% increase in revenue to 2.6 billion yuan, despite a high base, while online sales grew by 31% to 270 million yuan [1]. - Overseas revenue increased by 29% to 1.9 billion yuan, contributing 43% to total revenue, with U.S. revenue surging by 80% [1]. - TOPTOY's revenue grew by 87% to 400 million yuan, with a net increase of 13 stores, maintaining rapid growth [1]. Strategic Initiatives - The company is investing in direct sales and increasing sales expenses to support long-term growth, particularly in strategic overseas markets [2]. - The IP strategy and large store model are showing positive results, with 11 MINISO LAND stores and over 200 flagship stores established in China [2]. - The U.S. channel is gradually improving, with new stores achieving 1.5 times the efficiency of older stores and nearly 30% higher sales per square meter [2]. Future Outlook - Management expects Q3 2025 performance to maintain accelerated growth, raising the full-year guidance to a revenue increase of approximately 25% [3]. - Adjusted net profit forecasts for 2025 and 2026 have been raised by 8% and 6% to 2.9 billion yuan and 3.7 billion yuan, respectively [3]. - The target prices for Hong Kong and U.S. stocks have been increased by 24% to 52.45 HKD and 27.07 USD, respectively, reflecting a 20 times 2025 non-IFRS P/E ratio [3].

名创优品作为生活好物集合店的全球布局优势明显，把握潮玩大趋势，依托成熟的运营能力打造自有IP 产品的可实现性高。公司管理层坚定看好线下零售业态，具有持续推动线下零售渠道变革和产品战略的 决心和资源，打造适应中国广大消费者物美价廉、服务优质需求的综合线下场景以及全球化的IP 战略 将使得公司具有更长远的成长空间。公司海外拓展，特别是美国直营的落地为公司持续增长提供保障。 事件 名创优品公布2025 年第二季度业绩，实现营业收入49.66 亿元（+23.1%，超过指引的18-21%）， 实现 经营利润8.36 亿元（+11.3%），归母净利润4.90 亿元（-17.2%）；经调整净利润6.91亿元（+10.6%）， 主要由于发行衍生品产生的相关费用以及永辉超市的投资损益自二季度进入报表的影响。 机构：中信建投证券 研究员：刘乐文/陈如练/杨艾莉 核心观点 国内大店战略奏效 公司上半年持续推进大店战略，已开业11 家minisoland，平均月销达到400 万，minisospace 门店6 月进 驻南京高端商业德基广场。 公司坚定执行大店战略，已经开业200 多家400 平米以上的旗舰店，占国内目前4305 家m ...

Group 1: Company Overview and Strategy - The company focuses on the "Cultural Tourism +" national trend series IP, which will be launched in line with project openings [2] - The core strategy involves building a diverse IP matrix, including popular national trend series and collaborations with female artists [2] Group 2: Consumer Insights and IP Development - The company president possesses strong consumer insights and innovation capabilities, contributing to the popularity of IPs like the "Shadow Rabbit" for Tangshan and the "Kirin Family" for Longgang [3] - The transition from pure IP content to "IP + Scene" has been well-received by clients and users, enhancing the company's confidence in IP development [3] Group 3: IP Rights and Talent Acquisition - IP rights for self-operated parks belong to the company, while those created for clients are typically owned by the clients based on contractual agreements [4] - The company is actively recruiting C-end business talents and transitioning designers to enhance its talent pool in the IP sector [5] Group 4: Market Expansion and Performance - The company has initiated a scenic area empowerment plan and a strategy to penetrate lower-tier markets, observing a positive trend in order volume [6] - Recent initiatives, such as the children's friendly market in Guangzhou, have received enthusiastic responses, indicating strong market demand [6] Group 5: Information Disclosure Compliance - The company adhered to information disclosure regulations, ensuring that no undisclosed significant information was shared during the investor relations activity [6]

Summary of Conference Call Notes Industry or Company Involved - Miniso (名创优品) - Top Toy - Yonghui Supermarket (永辉超市) - Baijiu Industry (白酒行业) - Express Delivery Industry (快递行业) - Weixing Precision (帏翔精密) - TCL Electronics (TCL 电子) - Aimeike (爱美客) Key Points and Arguments Miniso Performance and Strategy - Miniso achieved revenue of 400 million in 2024, a year-on-year increase of 23% and a net profit of 2.6 billion, up 16% [2] - The company opened 460 new stores in China, totaling 4,386 stores [2] - The SKU count increased to 12,600 with a monthly launch rate of 1,180 new products [2] - In overseas markets, particularly North America, 265 new stores were opened, with overseas GMV growth exceeding 50% and agency market growth at 17% [4] Top Toy Development - Top Toy opened 128 new stores last year, doubling its store count and achieving profitability with a pre-tax profit margin exceeding 9% [2][5] Yonghui Supermarket Acquisition - The acquisition of Yonghui Supermarket was completed in Q1, with expectations for it to break even this year, limiting its drag on Miniso [6] Baijiu Industry Trends - The baijiu industry is expected to see an upward turning point, with inventory decreasing year-on-year and improved demand during the Spring Festival [7] - High-end liquor demand remains stable, while mid-to-low price segments face challenges [7] Express Delivery Industry Insights - In early March, express delivery volume growth remained at 20%-21%, higher than expected [8] - A shift in the industry from peak to off-peak season is anticipated, with revenue growth expected to approach 15% [8] Weixing Precision Financials - Weixing Precision reported a net profit of 10.15 billion in 2024, a 12.7% year-on-year increase, meeting expectations [9] TCL Electronics Performance - TCL Electronics reported revenue of 99.32 billion HKD in 2024, a 25.7% increase, and a net profit of 1.61 billion HKD, up 100.1% [13] - The company expects a dividend payout ratio of 50% [13] - TV sales in China grew by 5.8%, while overseas sales increased by 17.6% [13] Aimeike's Financial Performance - Aimeike's revenue and net profit growth were approximately 5% in 2024, but Q4 saw a decline in revenue by 7% and net profit by 15% [17] - The company plans to focus on internal growth and external acquisitions, with several new products expected to launch in 2025 [18][20] Future Outlook for Aimeike - Aimeike's revenue and profit growth is projected to be around 11% in 2025, with potential acceleration in 2026 and 2027 due to new product launches and acquisitions [20] Other Important but Possibly Overlooked Content - The express delivery industry is facing a transition period, and companies like Zhongtong Express are setting ambitious growth targets of 20%-24% for parcel volume [10] - Yunda is under investigation by the National Postal Administration, which may affect its business relationships with major clients [11] - SF Express's strategic investment in Dekun Logistics aims to enhance cost efficiency through business collaboration [12] - TCL's other display and internet business segments showed steady growth, with significant contributions from innovative business areas [14][15]

Core Viewpoint - MINISO's Q1 2025 financial report shows total revenue of 4.43 billion yuan, a 19% year-on-year increase, but net profit attributable to shareholders decreased by 28.5% to 420 million yuan, leading to significant stock price declines in both Hong Kong and US markets [1][2][4] Financial Performance - Total revenue for Q1 2025 reached 4.43 billion yuan, up 19% year-on-year [2][3] - Gross margin improved to 44.2%, an increase of 0.8 percentage points compared to the same period last year, marking the highest gross margin for a first quarter [2][6] - Net profit for Q1 2025 was 420 million yuan, down 28.8% from 586 million yuan in the same quarter last year [4][6] - Adjusted net profit decreased by 4.8% to 587 million yuan, with adjusted net profit margin dropping from 16.6% to 13.3% [4][6] Market Expansion - As of March 31, 2025, MINISO had a total of 7,488 stores globally, a net increase of 858 stores year-on-year [3][4] - Domestic store count reached 4,275, with a net increase of 241 stores, while overseas store count was 3,213, reflecting a net increase of 617 stores [3][4] - The company is implementing a "big store strategy" to enhance channel structure and has opened 8 MINISO LAND stores, with 15 more in preparation [3][4] Cost Structure and Profitability - Sales and distribution expenses increased by 46.7% year-on-year to 1.021 billion yuan, primarily due to the expansion of overseas direct stores [4][6] - The shift in revenue structure, with a decrease in high-margin franchise and agency business, has diluted overall profit margins [4][6] IP Strategy - The increase in gross margin is attributed to the IP strategy and interest consumption, with a gross margin of 44.2% in March 2025, the highest for that month historically [6][8] - MINISO has collaborated with over 150 external IPs since 2016, with significant reliance on external IPs leading to increased authorization costs, which rose by 39.6% in Q1 2025 [6][8] - The company faces intense competition in the IP space, with rising costs and pressure on profitability due to over-reliance on external IPs [6][8]

Core Viewpoint - The company's Q1 2025 performance fell short of expectations, with revenue increasing by 19% year-on-year to 4.4 billion yuan, but adjusted net profit declining by 5% to 587 million yuan due to increased sales and financial expenses from upfront investments in direct stores [1][2]. Group 1: Financial Performance - Q1 2025 revenue reached 4.4 billion yuan, a 19% year-on-year increase, while adjusted net profit decreased by 5% to 587 million yuan [1]. - Domestic business revenue grew by 9% to 2.5 billion yuan, with same-store sales declining in the mid-single digits, and a net reduction of 111 stores [1]. - Overseas business revenue increased by 30% to 1.6 billion yuan, with a total of 3,213 stores, but same-store sales also saw a mid-single-digit decline due to high base effects [1]. - TOPTOY business revenue surged by 59% to 340 million yuan, indicating strong growth [1]. Group 2: Cost and Margin Analysis - Gross margin improved by 0.8 percentage points to 44.2%, driven by higher-margin overseas operations and increased revenue from TOPTOY [2]. - Sales expense ratio rose significantly by 4.4 percentage points to 23.1% due to increased upfront investments in direct stores [2]. - Financial expenses increased to 50 million yuan from a net income of 25 million yuan in the previous year, influenced by interest from stock-linked securities and loans [2]. - Adjusted net profit margin decreased by 3.3 percentage points to 13.3% due to rising tax rates and other expenses [2]. Group 3: Strategic Initiatives - The company is committed to advancing its IP strategy, focusing on interest-based consumption, with several new product lines launched this year [2]. - Plans include expanding the breadth and depth of IP collaborations to create differentiated products [2]. Group 4: Future Outlook - The company aims for positive same-store sales growth in domestic operations for the full year, particularly after improvements noted during the May Day holiday [3]. - Profit forecasts for 2025/26 have been revised down by 14% and 8% to 2.7 billion and 3.5 billion yuan, respectively [3]. - Target prices for Hong Kong and US stocks have been reduced by 8% to 42.28 HKD and 21.82 USD, respectively, reflecting a valuation adjustment [3].

Core Insights - The resurgence of SLG (strategy games) has become a competitive battleground for game developers, with new entrants challenging the existing market dynamics [1] - Chinese company Ru Yi (HK00136) has made significant strides in the SLG sector, with its game "Star Epoch" debuting at 8th place in the iOS revenue rankings for April 2025 [1][2] - The partnership with Tencent has provided Ru Yi with substantial resources, enabling it to accelerate its growth in the competitive gaming landscape [6][7] Company Strategy - Ru Yi's game studio, Ru Yi Jing Xiu, has quickly transformed from a newcomer to a major player in the SLG market within three years [2] - The studio has launched multiple SLG titles, including "Star Epoch," "Wilderness Kingdom," and "World Awakening," with a focus on diverse themes and gameplay styles [4][5] - The revenue for "Star Epoch" reached approximately $220.25 million (about 15.88 million RMB) within 14 days of its launch, showcasing effective marketing strategies [2][5] Market Position - Ru Yi Jing Xiu currently holds three positions in the top 30 SLG revenue rankings for April, indicating a strong market presence [5] - The company aims for explosive growth in 2024, with projected revenues of 1.992 billion RMB, reflecting a year-on-year increase of 346.6% [5][8] IP Strategy - The company is actively pursuing an IP strategy, leveraging well-known IPs to enhance game offerings, as seen with titles like "World Awakening" and "Volleyball Boys: New Journey" [8][9] - Recent investments, such as the acquisition of a stake in Beijing Yonghang Technology, which holds classic IPs like "QQ Dance," further bolster Ru Yi's IP portfolio [9][10] - The collaboration with NBA China for two mobile games demonstrates Ru Yi's commitment to expanding its IP-driven game lineup [9][10] Future Prospects - The investment in the潮玩 brand 52TOYS indicates Ru Yi's strategy to integrate IP across various sectors, including gaming and merchandise [10][12] - The growing market for licensed products in China, with a retail total of 155.09 billion RMB in 2024, highlights the potential for IP-driven revenue growth [12][13] - Challenges remain in maintaining IP relevance and quality amidst increasing competition and rising costs, necessitating innovative approaches and deeper integration of user needs [13]

Core Viewpoint - The company, Tong Shifu, is preparing for an IPO on the Hong Kong Stock Exchange, focusing on its unique copper-based cultural and creative products while expanding into other materials like plastic, silver, and gold [2]. Group 1: Company Overview - Established in 2013, Tong Shifu emphasizes original design and R&D, with copper as its core material [2]. - The company has expanded its product offerings to include 2,137 SKUs in 2022, 2,296 in 2023, and 2,485 in 2024, with new SKUs launched each year [3]. Group 2: Market Position - According to a report by Frost & Sullivan, Tong Shifu holds the top position in the Chinese copper cultural and creative product market, with a market share of 35.0% in revenue and 44.1% in online sales for 2024 [4]. - The brand has consistently ranked first in sales on major e-commerce platforms like Tmall and JD from 2022 to 2024, with an average online transaction value exceeding 750 yuan [5]. Group 3: Sales Channels - Online direct sales accounted for 70.6%, 69.9%, and 70.5% of total revenue from 2022 to 2024, with total online channel revenue percentages of 80.9%, 79.2%, and 77.2% respectively [5]. - The company has a weighted average repurchase rate of approximately 59.2%, 56.9%, and 56.4% across its online direct sales channels during the same period [5]. Group 4: R&D and IP Management - Tong Shifu has a strict IP management system, holding 1,575 copyrights, 285 design patents, 12 utility model patents, 9 software copyrights, and 2 invention patents as of December 31, 2024 [6]. - The company has invested approximately 18.8 million yuan, 28.6 million yuan, and 28.2 million yuan in R&D from 2022 to 2024, representing about 3.7%, 5.7%, and 4.9% of total revenue respectively [6]. Group 5: Financial Performance - The revenue for Tong Shifu was 503 million yuan in 2022, 506 million yuan in 2023, and 571 million yuan in 2024, with net profits of 57 million yuan, 44 million yuan, and 79 million yuan respectively [7]. - The net profit margins were 11.3%, 8.7%, and 13.8% for the same years [7]. Group 6: IPO Fund Utilization - The net proceeds from the IPO will primarily be used for product development, increasing production capacity, enhancing sales channels, upgrading digital infrastructure, and general corporate purposes [8].