Summary of Miniso's 2Q25 Earnings Call Company Overview - **Company**: Miniso - **Ticker**: 9896 HK (H shares), MNSO US (ADR) - **Market Capitalization**: Approximately $6.9 billion (MNSO US) and $7.5 billion (9896 HK) as of August 21, 2025 Key Financial Highlights - **2Q25 Performance**: - Sales increased by 23% year-over-year (YoY) to Rmb4.97 billion, exceeding guidance and consensus estimates [1][19] - Adjusted operating profit (OP) rose by 8.5% YoY to Rmb852 million [1][19] - Group OP margin contracted but improved QoQ, narrowing the decline [1][19] - **Guidance for 3Q25**: - Expected sales growth of 25-28% YoY with adjusted OP up double digits [1][19] - **Full Year 2025 Guidance**: - Sales projected to increase by 25% (up from previous guidance of 22.8%) [1][19] - Adjusted OP forecasted at Rmb3.65-3.85 billion, a slight upward revision from Rmb3.4 billion in 2024 [1][19] Regional Performance Miniso China - **Sales Growth**: Achieved 14% YoY sales growth, contributing 53% of group sales [4][20] - **Store Openings**: Returned to net openings (+30) after net closures (-111) in 1Q25 [4][20] - **SSSG**: Positive SSSG returned in 2Q25, with improvements attributed to better product design and store upgrades [4][20] - **IP Strategy**: Plans to launch more self-owned IPs, with 9 artist IPs signed in 1H25 [4][20] - **Gross Margin**: Declined by approximately 2 percentage points to 36% due to revised mark-ups [4][20] Miniso Overseas - **Sales Growth**: Sales increased by 29% YoY, contributing 39% of group sales [4][20] - **Store Openings**: Added 94 net new stores in 2Q25, with 19 in North America [4][20] - **SSSG**: Decline narrowed to low single digits, with Europe/North America showing positive growth [4][20] - **Store Economics**: New stores in the US achieved better economics, with sales per store up to 1.5x compared to last year [4][20] Valuation and Price Target - **P/E Multiple**: Expected rerating from 15x to 17x for 2026 [1][19] - **New Price Targets**: - H shares: HK$52 (up from HK$46) - ADR: US$26.5 (up from US$23.5) [1][19] Additional Insights - **Long-term OP Margin Target**: Remains unchanged at 20% [5] - **Earnings Estimates**: 2025 reported earnings estimate raised by 3% due to higher sales forecast [6] - **CAGR Projections**: Expected growth of 25%/10%/12% for sales/adj. OP/adj. earnings in 2025, with 17%/22%/20% CAGR over 2025-27 [6] Conclusion - Miniso is experiencing a fundamental turnaround with positive sales growth in both domestic and overseas markets. The company is optimistic about its future performance, supported by strategic store openings and product innovations. The upward revision of financial guidance and price targets reflects confidence in the company's growth trajectory and potential for valuation rerating.

Investment Rating - The report rates several companies as "Buy," including Yili, Shanxi Fen Wine, Ninebot, Midea, YUTO, and Huali [5][9]. Core Insights - The report highlights a divergence in performance between 'new consumption' stocks, which are experiencing strong growth, and 'traditional consumption' stocks, which are underperforming due to their reliance on macroeconomic conditions and stimulus policies [2][30]. - Key investment themes for 2H25 include structural opportunities and high earnings growth in new consumption trends, market share gains in traditional sectors, and high dividend yields from established consumer leaders [3][10]. Summary by Sections 1. Market Overview - The report notes slower-than-expected implementation of consumption stimulus policies in 1H25, impacting sectors like home appliances and baijiu [2][18]. - The divergence in stock performance is attributed to the macro recovery lacking visibility, with new consumption stocks benefiting from structural opportunities [30][31]. 2. Investment Themes - Structural opportunities and high earnings growth are expected in areas such as smart home products, mass snacks, beauty, and pet care [3][10]. - Market share gains are anticipated in traditional consumer sectors, particularly through consolidation and domestic substitution [3][10]. - High dividend stocks, particularly in baijiu, dairy, and white goods, are highlighted as attractive due to strong cash flows and supportive policies [3][10]. 3. Sector Preferences - The report adjusts sector preferences, ranking dairy products highest, followed by soft drinks, beer, and cosmetics [4]. - It emphasizes the potential for market share consolidation in the e2W sector amid stricter regulations [4]. 4. Stock Picks - Specific stock picks include Yili Industrial, Shanxi Fen Wine, Ninebot, Midea, YUTO, and Huali, all rated as "Buy" due to their strong fundamentals and growth prospects [5][9][11][12][13][14]. 5. Consumer Trends - The report identifies Gen Z as a significant driver of new consumption trends, focusing on emotional and experience-based consumption [38][39][40]. - It notes that Gen Z's preferences are reshaping the consumer market, leading to increased demand for local and trendy brands [39][40].

Investment Rating - The report maintains a consistent sector preference, favoring sports brands, diversified retailers, dairy, beverages, and restaurants, while being less favorable towards apparel/footwear OEM, furniture, projectors, discretionary small kitchen appliances, jewelry, and non-super-premium spirits [11]. Core Insights - Consumption in China has shown signs of recovery, with retail sales growth improving to +4.6% year-over-year in 1Q25, and companies in the coverage reporting an average growth of 14% compared to 12% in 4Q24 [1]. - Despite the positive growth, companies remain cautious about the outlook due to ongoing volatility and external factors such as US-China tariff developments impacting consumer confidence [2][1]. - Margin performance in 1Q25 was mixed, with some companies benefiting from favorable raw material prices and cost control, while others faced risks from marketing investments and competition [1]. - Companies are generally maintaining disciplined pricing strategies and healthier inventory levels, although some categories like spirits and sportswear are experiencing challenges due to demand pressures [1]. - The impact of tariffs on earnings and consumer sentiment is significant, with companies cautious about the second half of 2025 amid uncertainties [2]. Summary by Sections Key Findings from 1Q25 Results - Retail sales growth improved to +4.6% year-over-year, with coverage companies reporting an average growth of 14% [1]. - Labor Day consumption growth accelerated, indicating a potential rebound in consumer spending [1]. Expectations for 2Q25 - Companies are cautious about the outlook for 2H25 due to tariff uncertainties, although those with market share gain opportunities may be more resilient [2]. Sector/Stock Preferences - Preferred sectors include sports brands, diversified retailers, dairy, beverages, and restaurants, while least preferred sectors include apparel/footwear OEM and furniture [11]. Macro Data Points - The report notes that macroeconomic data points are solid, but ongoing tariff developments and policy support need to be monitored [11]. Valuation Methodology - The report emphasizes the importance of understanding the valuation methodology and the potential risks associated with it [11].