Core Viewpoint - Miniso (09896) experienced a significant stock price increase of over 10% following the release of its mid-term results for 2025, indicating positive market sentiment towards the company's performance and future outlook [1] Financial Performance - The company reported a revenue of 9.393 billion RMB, representing a year-on-year growth of 21.1% [1] - Profit attributable to equity shareholders was 906 million RMB, showing a decline of 22.6% compared to the previous year [1] - Basic earnings per share for ordinary shares stood at 0.74 RMB [1] - For the second quarter, revenue reached 4.97 billion RMB, with a year-on-year increase of 23.1% [1] - Adjusted net profit for the second quarter grew by 10.6% to 690 million RMB [1] - TOP TOY's revenue surged by 87.0%, setting a new record for the second quarter [1] Dividend Distribution - The company declared an interim cash dividend of 0.2896 USD per American Depositary Share or 0.0724 RMB per ordinary share [1] Sales Growth - The company’s Executive Director and Chairman, Ye Guofu, noted that same-store sales in mainland China turned positive in the June quarter and accelerated further into the September quarter [1] - The company anticipates positive same-store sales growth for the entire year in mainland China [1]

Core Insights - Miniso (09896) reported revenue of 9.393 billion RMB for the six months ending June 30, 2025, representing a year-on-year growth of 21.1% [1] - The profit attributable to equity shareholders was 906 million RMB, a decline of 22.6% compared to the previous year [1] - Basic earnings per share for ordinary shares stood at 0.74 RMB [1] Revenue Breakdown - Revenue from the Miniso brand increased by 18.1% to 8.649 billion RMB, with domestic revenue in mainland China growing by 11.4% and overseas revenue increasing by 29.4% [1] - Overseas revenue accounted for 40.9% of total Miniso brand revenue, up from 37.3% in the same period last year [1] - TOP TOY brand revenue surged by 73.0% to 742.1 million RMB, primarily driven by rapid growth in average store count [1] Profitability Metrics - Gross margin reached 44.3%, marking a historical high for the first half of the year, an increase of 0.6 percentage points [1] - The year-on-year growth in gross margin was mainly attributed to increased revenue contribution from the overseas market for the Miniso brand and improved gross margin for TOP TOY [1]

Core Viewpoint - The company maintains a "buy" rating despite facing profit pressure in FY2025Q1, with expectations for improvement in same-store sales and profit margins in Q2 and a stronger performance anticipated in H2 2025 during the overseas peak season [1][2] Financial Performance - FY2025Q1 revenue reached 4.427 billion yuan, a year-on-year increase of 18.9%, with contributions from various segments: - Miniso's domestic business revenue was 2.494 billion yuan, up 9.1% year-on-year - Miniso's overseas business revenue was 1.592 billion yuan, up 30.3% year-on-year - TOP TOY revenue was 340 million yuan, up 58.9% year-on-year - Adjusted net profit for FY2025Q1 was 587 million yuan, a decrease of 4.81% year-on-year, indicating profit pressure [1][2] Same-Store Sales and Store Expansion - Same-store sales improvement has become a strategic focus, with Q2 showing a continued positive trend - In FY2025Q1, Miniso's domestic revenue grew by 9.1%, but same-store daily sales saw a low single-digit decline, primarily due to reduced foot traffic in malls - The overseas revenue growth of 30.3% was supported by a 24.6% increase in average store count - In FY2025Q1, Miniso closed 111 domestic stores due to market adjustments, while 95 new overseas stores were opened, indicating ongoing expansion efforts [1][2] Profitability Metrics - The company's gross margin for FY2025Q1 was 44.2%, an increase of 0.8 percentage points year-on-year - Adjusted net profit margin was 13.3%, down 3.3 percentage points year-on-year - Operating profit margin (OPM) was 16.0%, a decline of 3.9 percentage points year-on-year, attributed to a higher proportion of lower-margin direct sales and upfront costs related to new store openings in the U.S. [2]

Investment Rating - The report maintains a "Buy" rating for the company, expecting a price increase of over 15% in the next 6-12 months [3][9]. Core Insights - The company reported a revenue of 4Q24 at 4.71 billion yuan, a year-on-year increase of 22.7%, with an adjusted net profit of 790 million yuan, reflecting a 20% increase year-on-year [1]. - For the full year 2024, the company achieved a revenue of 16.99 billion yuan, up 22.8% year-on-year, and an adjusted net profit of 2.72 billion yuan, a 15% increase year-on-year [1]. - The gross profit margin reached a historical high of 47% in 4Q24, driven by rapid growth in overseas direct markets and an increase in the proportion of IP products [1]. Summary by Sections Financial Performance - 4Q24 revenue was 4.71 billion yuan, with a net profit margin of 16.8% [1]. - The company expects adjusted net profits for 2025, 2026, and 2027 to be 3.27 billion yuan, 4.08 billion yuan, and 4.94 billion yuan respectively, with corresponding P/E ratios of 13, 11, and 9 times [3]. Domestic Market - By the end of 2024, the company had 4,386 stores in China, with a net increase of 460 stores [2]. - Same-store sales in China faced pressure, with a slight decline expected in 2024, but a focus on optimizing same-store performance is planned for 2025 [2]. International Market - The company's overseas revenue grew significantly, with a 41.9% increase in revenue and a 27.4% increase in GMV for 2024 [2]. - The number of overseas stores reached 3,118, with a notable increase in direct stores [2]. Cost Structure - The report indicates that expenses related to direct store operations, depreciation, and logistics have increased significantly, but operational leverage is expected to improve in 2025 [1][2].