名创优品 20250523 摘要 名创优品 2025 年第一季度收入 44.3 亿元人民币，同比增长 19%，超 出预期。名创优品品牌收入 40.9 亿元，同比增长 16.5%，中国内地市 场增长 9%，海外市场增长 30%，海外收入占比提升至 36%。 海外市场增长显著，北美市场注重门店经营质量和费用控制，通过经济 群聚式开店降低物流成本，加强商品采购精细化运营。欧洲、东南亚和 拉美市场优化合作模式，增强本土备货储备，提高商品竞争力。 国内市场同店销售额同比下降幅度收窄，一线和二线城市已实现正增长， 但北方、东北及西北地区仍面临压力。公司采取针对性管理改进措施以 提升业绩。 公司坚持 IP 策略和兴趣消费，不断加大产品创新投入，推出新春系列、 樱花季系列和星空宝贝等 IP 产品，并取得良好市场反响。自有 IP 吉福特 熊预计销售额达 4-5 亿元。 毛利率达 44.2%，同比增加一个百分点。销售和管理费用合计增长 45%，占收入比重 28%。经调整后的 EBITDA margin 为 23.4%，经 调整后的净利润率为 16.6%。 Q&A 名创优品在国内市场的业绩表现如何？采取了哪些措施来提升经营质量？ ...

Group 1 - The core viewpoint of the article indicates that while Miniso's Q1 2025 revenue met expectations, the significant increase in marketing expenses led to core operating profits falling short of market forecasts [1][4][6] Group 2 - Overall revenue for Q1 2025 reached 4.43 billion RMB, a year-on-year increase of 19%, aligning with expectations. Domestic revenue was 2.84 billion RMB, up 13.3%, while overseas revenue was 1.59 billion RMB, growing 30% [2][14] - The company has slowed its store opening pace, with a net decrease of 111 domestic stores, marking the first decline in total store count. Closures were primarily in lower-tier cities, while first-tier cities focused on optimizing store locations [3][17] - Same-store sales growth in China showed a narrowing decline, while overseas performance remained flat. New product categories and partnerships with Meituan enhanced store efficiency [24][25] - Gross margin remained stable at 44%, despite rising overseas procurement costs. The increase in IP licensing fees (up 40%) and significant rent and depreciation costs (up 71%) led to a marketing expense ratio of 23.1% [27][29] - Core operating profit and adjusted EBITDA were 710 million RMB and 1.04 billion RMB, respectively, both below market expectations [4][29] Group 3 - The article highlights that Miniso's strategy of relying on IP licensing has resulted in a lower premium compared to competitors with stronger original design capabilities, indicating a potential risk in profitability [6][7] - The increase in rental costs is attributed to the expansion of overseas direct stores, particularly in North America, raising concerns about the profitability of these operations [8][26] - Future performance is expected to improve as same-store sales in major markets, including the U.S., have turned positive since April, suggesting potential for marginal improvement in upcoming quarters [8][6]

Core Insights - MUJI released its 2024 Sustainability Review on Earth Day, marking its second consecutive year of focusing on sustainability in China, showcasing its long-term commitment to a harmonious relationship between people, nature, and products [1] - The company has established a local product development team in China since 2019, leading to the introduction of innovative product lines that utilize local materials and production capabilities [1][2] Product Development - In the 2024 fiscal year, MUJI launched 16,367 new SKUs, with 3,936 SKUs developed and produced by local teams in China, including a hemp series made from locally sourced hemp from Heilongjiang Province [2] - The OBP series exemplifies MUJI's approach to product development, integrating practicality, aesthetics, and consumer values into the design process [5] Local Engagement and Cultural Impact - The OBP series has fostered cultural pride among local artisans, with traditional handicrafts gaining recognition and creating job opportunities within the community [5] - MUJI aims to create a sustainable cycle through continuous product development, enhancing local employment and cultural engagement [5] Sustainability Initiatives - MUJI CYCLE was officially launched in China in 2024, with 59 stores participating by February 2025, collecting 8,875 kg of plastic for recycling and repurposing [6] - The company emphasizes the use of recycled materials in its stores, reinforcing its sustainability message through various community engagement initiatives [8]

Core Viewpoint - Miniso's Q4 2024 performance shows mixed results, with overseas business growth driving profitability to a historical high despite slight revenue miss [1][4]. Group 1: Revenue Performance - In Q4 2024, Miniso achieved revenue of 4.71 billion yuan, a year-on-year increase of 22.7%, slightly missing Bloomberg's consensus estimate of 4.81 billion yuan [1][9]. - Overseas revenue grew by 42.7%, with direct and agency markets increasing by 65.5% and 17.4% respectively, leading to overseas revenue accounting for 45% of total revenue, up from 39% in the same period last year [1][9]. - Domestic revenue reached 2.58 billion yuan, showing a recovery in growth compared to Q3, with Miniso brand growing by 10% and TOPTOY maintaining a high growth rate of 42.7% [1][9]. Group 2: Store Expansion - In Q4 2024, Miniso added a net total of 360 stores, reaching 7,780 stores, with overseas and domestic net additions of 182 and 178 stores respectively [2][10]. - The overseas direct store count increased significantly, with the proportion rising to 16.1%, marking a continuous increase since Q1 2023 [2][11]. - The company focused on expanding in third-tier and lower cities, aligning with its strategy of "opening large stores, closing small stores, and optimizing store quality" [2][11]. Group 3: Profitability and Margins - Miniso's gross margin reached a historical high of 47% in Q4 2024, driven by the ongoing IP retail strategy and an increase in high-margin IP products [3][12]. - Despite increased marketing expenses during the overseas Christmas season, the overall expense ratio remained stable, with a slight decrease in sales expense ratio by 0.8 percentage points [3][12]. - Adjusted net profit margin improved by 1.6 percentage points to 16.8% [3][12]. Group 4: Future Outlook and Concerns - The company aims for overseas revenue to quadruple over the next five years, targeting a compound annual growth rate (CAGR) of 30%-40% [9]. - Concerns exist regarding the cash flow impact of Miniso's acquisition of Yonghui Supermarket, which involved a cash outlay of 6.27 billion yuan, potentially affecting Miniso's expansion plans [4][5]. - The acquisition may dilute Miniso's return on equity (ROE) due to Yonghui's ongoing losses, with estimates suggesting a potential impact of around 400 million yuan on Miniso's net profit [5][6].