Financial Data and Key Metrics Changes - In Q1 2025, Miniso Group's total revenue reached RMB 4.43 billion, representing a 90% year-over-year growth, exceeding the upper limit of the 50% to 80% growth guidance [6][27] - Miniso's revenue from Mainland China was RMB 2.49 billion, growing by 9%, while overseas revenue was RMB 1.59 billion, growing by 30% [6][27] - The gross margin increased by nearly one percentage point to 44.2% compared to the same period last year [33] - Adjusted net profit for Q1 was RMB 590 million, with an adjusted net profit margin of 30.3% [41] Business Line Data and Key Metrics Changes - The Miniso brand generated RMB 2.84 billion in revenue, growing by 16.5% [27] - The Top Toy brand achieved revenue of RMB 1.1 billion, up by 59% [28] - Directly operated stores contributed 22% of revenue, with revenue growing 86% year-over-year [36] Market Data and Key Metrics Changes - In Q1, overseas revenue contribution rose to 36%, up from 33% in the same period last year [29] - The company opened 95 new overseas locations, expanding its international network [32] - Same store sales in the U.S. faced pressure but showed improvement in April and May [66] Company Strategy and Development Direction - The company is focusing on high-quality channel development and large store expansion, with plans to open larger, better-performing stores [13][15] - Miniso aims to enhance its product development precision and strengthen its IT strategy to support high-quality growth [10][12] - The company is committed to deepening existing partnerships while exploring new ones, particularly in the IP space [25] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving positive same store growth for the full year despite challenges in the micro consumption environment in China [50] - The company anticipates healthy operating profit growth in 2025, focusing on expense control and improving the profitability of directly operated stores [45] - Management highlighted the importance of adapting to tariff fluctuations and optimizing the supply chain to enhance competitiveness in the U.S. market [58][59] Other Important Information - The company paid out RMB 740 million in dividends and completed nearly RMB 260 million in share repurchases since the beginning of the year [24] - Miniso's journey is built on exceptional merchandise, with a commitment to innovation and high-quality products to meet evolving consumer needs [12] Q&A Session Summary Question: Can you elaborate on the recent same store improvement in China? - Management noted a significant improvement in same store performance, with a decline narrowing to mid-single digits compared to previous quarters, driven by operational strategies and product offerings [49][50] Question: What is the payback period for franchisees? - Franchisees have seen improvements in ROI alongside same store performance, with a positive outlook for new store formats [52][53] Question: What strategies are in place regarding tariffs and supply chain adjustments in the U.S.? - The company has built up inventory in the U.S. to prepare for sales peaks and is adjusting its supply chain to reduce dependence on Mainland China [56][58] Question: How will YH impact Miniso's profit and loss starting Q2? - YH is expected to reduce financial losses through efficiency improvements, with a dedicated team managing the transition [60][61] Question: What is the outlook for same store performance in the U.S.? - Management is optimistic about improvements in same store performance in the U.S., leveraging successful practices from the Chinese market [66][69] Question: How does sourcing from third parties affect GP margins? - Management reassured that sourcing third-party products will not burden GP margins, as they focus on specific categories that enhance customer experience [83][84] Question: What is the strategy for net store openings in China? - The company plans to dynamically adjust store openings, focusing on quality over quantity, with expectations for double-digit growth from same store performance [92][94]