Summary of MINISO Conference Call Company Overview - **Company**: MINISO Group - **Date**: August 21, 2025 Key Points Financial Performance - In the first half of 2025, MINISO's revenue reached 9.39 billion RMB, a year-on-year increase of 21% [2][13] - The gross merchandise volume (GMV) is expected to exceed 38 billion RMB, with revenue projected to surpass 21 billion RMB for the year [2][14] - The group's gross margin was 44.3%, with an adjusted net profit of 850 million RMB, reflecting an 8.5% year-on-year growth [4][5] Domestic Market Performance - Domestic sales increased by 13.6%, with a net addition of 30 stores, including 7 IP park stores [2][6] - The same-store sales are expected to show positive growth for the year, driven by channel upgrades and improved product management [2][6][16] International Market Performance - International revenue grew by 28.6%, surpassing 1.9 billion RMB, with the U.S. market experiencing over 80% growth due to new store openings and product optimization [2][7] - Plans to add over 500 international stores, with a focus on cautious evaluation of the direct store ratio [2][14] Brand and Product Strategy - The Top Toy brand saw an impressive 87% revenue growth, with a total of 293 stores [8][33] - MINISO has launched 11 Miss A Lot large stores, achieving average monthly sales of several million RMB [9][41] - The company is focusing on a dual IP strategy, developing both proprietary and licensed IPs, with significant success from its own IP "Yoyo Sauce" [10][34] Future Growth Expectations - For Q3 2025, MINISO expects revenue growth of 25% to 28%, with adjusted operating profit projected between 3.65 billion to 3.85 billion RMB [5][23] - The company anticipates a full-year revenue growth of no less than 25% [5][23] Cost Management and Profitability - Total expenses increased by 38%, with sales expenses rising by 43% [18] - The adjusted operating profit margin is 17.2%, with expectations for improvement in the second half of the year [20][23] Inventory and Cash Flow Management - Inventory turnover days improved to 93 days from 102 days in the previous quarter [21] - Cash reserves stood at 7.47 billion RMB, with net cash flow from operating activities of 1.01 billion RMB for the first half of the year [21] Shareholder Returns - The mid-year dividend is approximately 640 million RMB, representing 50% of the adjusted net profit [22] - The company repurchased shares worth 340 million RMB, accounting for nearly 1% of total circulating shares [22] Market Challenges and Strategies - In the U.S. market, MINISO is focusing on larger store formats and localizing its team to improve operational efficiency [24][25] - The company is addressing tariff issues by enhancing supply chain management and local sourcing [37][38] Regional Performance Insights - High-tier cities outperformed low-tier cities in same-store sales, with differentiated strategies applied in each market [39] - The Latin American market saw a decline in revenue but an increase in retail terminal GMV due to inventory adjustments [36] Conclusion - MINISO is positioned for continued growth through strategic store expansions, effective cost management, and a strong focus on both domestic and international markets, while leveraging its unique IP strategies to enhance brand value and customer engagement [2][10][14][34]