2025年第三季度，名创优品品牌总营收52.2亿元，同比增长23%。其中，中国内地营收29.1亿元，实现 同比增长19%，这一增速更多来自同店拉动。进入四季度，同店增长的趋势依然稳健，10月份同店收入 取得双位数的增长。海外市场方面，三季度营收23.1亿元，同比增长28%。以海外最大的市场美国为 例，三季度美国市场收入同比增长约65%，其中同店实现低双位数增长。2025年至今，美国市场的新会 员增长超过100%。 11月21日，名创优品（09896.HK）公布了2025年第三季度财务报告。财报显示，2025年第三季度名创 优品实现总营收达58亿元，同比增长28%，其中名创优品品牌营收52.2亿元，同比增长23%，TOP TOY 品牌营收5.7亿元，实现111%的同比增长。 本季度，名创优品的毛利润为25.9亿元，同比增长28%，毛利率为44.7%。经调整净利润（Non-IFRS） 7.7亿元，同比增长12%，经调整净利率13.2%。门店增长方面，截至本季度末，名创优品全球门店突破 8000家，同店销售持续向好，实现中个位数的增长。 据财报，名创优品旗下控股的潮玩集合品牌TOP TOY在2025年第三季度保持强 ...

Core Insights - The company has experienced a recovery in domestic business, with a 11.4% year-on-year increase in revenue for H1 2025, marking the first positive same-store sales growth in four quarters, indicating effective operational optimization and improved customer traffic [1] - The strategic focus has shifted from quantity expansion to quality enhancement, with a total of 4,305 stores as of H1 2025, netting an increase of 190 stores, and plans to add 100-150 more stores in the future [1] - The company's IP strategy has evolved from a traffic generation tool to a core competitive barrier, with the goal of achieving a GMV of 1 billion yuan from self-owned IPs by the end of the year [1] Domestic Business Performance - Domestic revenue for H1 2025 increased by 11.4%, with same-store sales showing positive growth for the first time in four quarters [1] - The company has closed inefficient small stores and optimized its network structure, resulting in a total of 4,305 stores [1] - The large store formats, represented by MINISO LAND and flagship stores, have significantly increased customer spending and sales per square meter, becoming the core drivers of growth and brand upgrade [1] IP Strategy Development - The IP products have effectively enhanced brand premium and user stickiness, providing strong support for the company's revenue [1] - The company is transitioning from "IP collaboration" to "self-owned IP incubation," with the first self-owned IP "Yoyo Sauce" selling out, validating the company's IP incubation capabilities [1] - The company aims to strengthen self-owned IP cultivation, targeting a GMV of 1 billion yuan for self-owned IPs, establishing it as a strategic pillar for future growth [1] Overseas Business Growth - Overseas business revenue surged by 29.4% in H1 2025, with a total of 3,307 stores, driven primarily by the North American market [2] - The number of stores in North America increased to 394, with GMV skyrocketing by 67.5% to 1.41 billion yuan, benefiting from cluster layout and localized operations [2] - The company plans to open 80 new stores in the U.S. and aims to net over 500 new overseas stores throughout the year [2] TOP TOY Business Performance - The TOP TOY business has shown robust growth, with revenue increasing by 73% and a total of 293 stores [2] - This segment has become a strong second growth curve for the group, contributing significantly to overall performance [2] Operational Efficiency - The collaboration with Yonghui is expected to enhance operational efficiency through supply chain synergies [2] - The successful execution of channel upgrades, IP strategy, and global operations is anticipated to improve growth quality and profit visibility [2] - The company projects EPS for 2025-2027 to be 1.93, 2.58, and 3.26 yuan, maintaining a "buy" rating [2]

Core Viewpoint - MINISO Group reported strong financial performance for Q2 2025, with significant revenue growth and improved profitability metrics, indicating robust business resilience and operational efficiency [1][2][3] Financial Performance - Total revenue for Q2 reached 4.97 billion yuan, a year-on-year increase of 23.1% [1] - Adjusted net profit was 690 million yuan, up 10.6% year-on-year, with an adjusted net profit margin of 13.9% [1] - The gross margin for Q2 was 44.3%, an increase of 40 basis points compared to the same period last year [1] Store Expansion and Sales Growth - As of June 30, 2025, MINISO had 4,305 domestic stores, with a net increase of 30 stores in Q2, and 3,307 overseas stores, with a net increase of 94 stores [2] - Domestic same-store sales showed positive growth, and the number of franchisees reached a historical high [2] - The MINISO LAND concept stores have been successful, with the Shanghai Nanjing East Road store achieving over 100 million yuan in sales within 9 months [2] E-commerce and Global Expansion - Instant retail channel sales surged by 53% year-on-year, with 12 product categories exceeding 10 million yuan in sales [3] - MINISO opened flagship stores in key international markets, including South Korea, Australia, and Thailand, enhancing its global brand presence [3] - In the U.S. market, new store performance was 1.5 times better than older stores, with revenue growth exceeding 80% year-on-year [3] Brand Development and Future Strategy - The company aims to deepen its IP collaborations to ensure sustainable growth and enhance its global influence [4] - TOP TOY, a subsidiary brand, reported Q2 revenue of 400 million yuan, a significant increase of 87% year-on-year, with a total of 293 stores [3]