Core Insights - Miniso Group reported a total revenue of 9.39 billion RMB for the first half of 2025, representing a year-on-year growth of 21.1% [1][2] - The company expects its full-year revenue for 2025 to grow by no less than 25%, exceeding previous guidance [1][4] Financial Performance - Gross profit for the first half of 2025 was 4.16 billion RMB, with a gross margin of 44.3% [1][2] - Adjusted net profit for the same period was 1.28 billion RMB, reflecting a 3% increase year-on-year [1][2] - The company announced a mid-term dividend of $0.29 per ADS, with share buybacks and dividends totaling approximately 1.07 billion RMB, accounting for 84% of adjusted net profit [1] Revenue Drivers - Revenue growth was driven by a 11.4% increase in domestic sales, a 29.4% increase in overseas sales, and a 73% increase in revenue from the TOP TOY brand [1][3] - TOP TOY brand revenue reached 400 million RMB in Q2 2025, marking an 87% year-on-year increase [3] Store Expansion and Market Focus - As of June 30, 2025, Miniso had a total of 7,612 stores globally, with 4,305 in mainland China and 3,307 overseas [3] - The company is focusing on high-potential commercial areas for new store openings, particularly in the U.S., where new stores are performing significantly better than older ones [4] Future Outlook - Management is optimistic about accelerating growth, projecting Q3 revenue growth of 25% to 28% [4] - The company aims to maintain a stable and rapid pace of signing new artist collaborations, having already signed nine toy artists [4]