MINISO LAND西安原力场店坐拥近1200平方米的三层空间，外立面以巨型立体毛绒WAKUKU主题装 置构筑鲜明视觉符号，成为区域内极具辨识度的商业地标。门店通过融合史迪奇、疯狂动物城等IP主题 场景，打造沉浸式游乐空间，通过模块化与策展式设计打破传统零售逻辑，满足消费者"逛店如逛园"的 全场景消费体验。 门店商品种类超过6000种，其中IP产品占比突破80%，涵盖三丽鸥、迪士尼、WAKUKU、罗小黑、哈 利·波特、萌趣趣、吉福特熊、拓麻歌子、宝可梦等热门IP。得益于其独特的场景设计、IP阵容及名创 优品在"兴趣消费"趋势下的精准卡位。 9月30日，MINISO LAND西北首店于西安原力场正式开业，以三层沉浸式空间、超百款IP产品、独家打 卡场景，打造为集消费、社交、文化体验于一体的城市新地标，为古都西安注入全新潮流活力。作为名 创优品战略级店态，该店不仅是品牌在西北地区的首站布局，更以"全国首家WAKUKU主题店"的差异 化定位，成为西安"首店经济"的典型样本。 来源：群众新闻 IP价值的充分释放，依赖于消费场景的持续创新。名创优品正通过创新的空间设计与IP内容融合，将传 统零售空间升级为集展示、体验 ...

Core Viewpoint - The opening of MINISO LAND in Xi'an marks a significant step for MINISO in expanding its brand presence in the northwest region of China, aligning with the trend of "interest consumption" and enhancing local consumer engagement [1][6][11] Group 1: Store Features and Design - MINISO LAND in Xi'an features a three-story immersive space of nearly 1,200 square meters, designed to create a vibrant shopping experience with a focus on popular IP themes [3][5] - The store incorporates over 6,000 product types, with more than 80% being IP-related products from well-known franchises such as Disney and Pokémon, enhancing its appeal to consumers [5][9] - The store's design includes a prominent WAKUKU theme area, which serves as a key attraction, featuring exclusive merchandise and interactive installations [9] Group 2: Sales Performance and Consumer Engagement - During its trial operation, the store attracted significant foot traffic, achieving an average daily sales of 300,000 yuan, with expectations for increased performance during the National Day holiday [6][11] - The strategic positioning of MINISO LAND aligns with the youthful demographic of the surrounding area, which is characterized by a high concentration of universities and young consumers [3][6] Group 3: Strategic Implications and Future Plans - The opening of the Xi'an store exemplifies MINISO's innovative model of "super IP + super store + super experience," aimed at driving commercial upgrades and enhancing the cultural atmosphere [11] - MINISO plans to continue expanding its MINISO LAND concept across the country, leveraging its dual strategy of top-tier licensed IP and exclusive self-owned IP to build a robust IP ecosystem [9][11]

在MINISO LAND西安原力场店，WAKUKU主题专区成为核心亮点，围绕WAKUKU系列打造专属打卡 墙、限定商品区与互动装置，吸引大量消费者前来打卡互动，展现出原创IP与场景融合所带来的情绪共 鸣与商业吸引力。 名创优品通过"顶级授权IP+独家自有IP"的双轮驱动，持续拓展其IP生态版图。名创优品不仅与迪士 尼、三丽鸥等国际IP巨头合作借势，更在全球挖掘孵化原创IP，以此构建了协同发展的IP矩阵，提升了 沉浸式消费体验。这一战略成效卓著，截至2025年9月，名创优品已在全国开设多家MINISO LAND， 其中位于上海南京东路的全球壹号店创下"9个月销售额破亿、单月1600万元"的业绩纪录，充分验证了 其IP商业模式的强大动能。 西安首店的开业，标志着名创优品"超级IP+超级门店+超级体验"创新模式的深化，随着高势能门店在全 国的持续布局，名创优品正通过打造MINISO LAND这样的"城市新地标"推动商业升级与潮流氛围的双 向赋能。 名创优品表示，未来，将坚定围绕"兴趣消费"战略轴心，以店态创新构筑品质商业新生态。 记者注意到，作为西安最具活力的年轻消费聚集区，原力场商业综合体以其高校密集、客群年轻化 ...

Core Insights - MINISO Group reported a total revenue of 4.97 billion yuan for Q2 2025, representing a year-on-year growth of 23.1% [1] - The gross margin for the quarter was 44.3%, an increase of 40 basis points compared to the same period last year [1] - Adjusted net profit reached 690 million yuan, up 10.6% year-on-year, with an adjusted net profit margin of 13.9% [1] Financial Performance - The company declared an interim dividend of $0.29 per ADS, with total share buybacks and dividends for the first half of the year amounting to approximately 1.07 billion yuan [1] - The amount spent on share buybacks in the first half of the year has already exceeded the total for the entire year of 2024, indicating a commitment to returning value to shareholders [1] Store Expansion - As of the end of June, MINISO had 4,305 domestic stores, with a net increase of 30 stores in the quarter, and 3,307 overseas stores, with a net increase of 94 stores [1] - The company has successfully implemented its strategy of "opening good stores and large stores," leading to significant improvements in same-store sales growth both domestically and internationally [1] - MINISO has established 11 MINISO LAND stores and 1 MINISO SPACE store in key cities across the country, with the global flagship MINISO LAND store achieving over 100 million yuan in sales within 9 months [1]

Core Insights - MINISO Group (MNSO.US/9896.HK) reported Q2 2025 total revenue of 4.97 billion yuan, representing a year-on-year growth of 23.1% [1] - The gross margin for the quarter was 44.3%, an increase of 40 basis points compared to the same period last year [1] - Adjusted net profit (Non-IFRS) reached 690 million yuan, up 10.6% year-on-year, with an adjusted net profit margin of 13.9% [1] Store Expansion - As of the end of June, MINISO had 4,305 domestic stores, with a net increase of 30 stores in the quarter, and 3,307 overseas stores, with a net increase of 94 stores [1] - The strategy of "opening good stores and large stores" has shown significant results, with same-store sales growth turning positive in both domestic and overseas markets [1] New Store Formats - MINISO has established 11 MINISO LAND stores and 1 MINISO SPACE store in key cities across the country as of the end of June [1] - The MINISO LAND flagship store achieved over 100 million yuan in sales within 9 months, creating a strong IP commercial channel network [1]

Core Insights - MINISO LAND, the first of its kind in South China, opened in Guangzhou, featuring 5,500 SKUs and over 100 IP products, with nearly 90% of products being IP-related [1] - The store attracted over 10,000 visitors on its opening day, showcasing the potential of transforming old properties in commercial areas [1] - Since its soft launch on July 5, 2025, the store has introduced 16 product lines, with IP sales accounting for 84.43% of total sales, highlighting the effectiveness of the "IP + scene" business model [1] Company Strategy - MINISO is innovating retail spaces through unique IP designs and aims to build a leading global toy ecosystem [1] - The company employs a "dual-track" IP operation strategy, localizing classic IPs like Disney and Sanrio while also nurturing original IPs to enhance commercialization [1] - The CEO emphasized the role of super IPs and super scenes in revitalizing Guangzhou as an international consumption center [1] Expansion and Performance - Since October 2024, MINISO has been advancing its "big store strategy," with 12 MINISO LAND and 1 MINISO SPACE locations established in key cities across China [2] - The MINISO LAND flagship store on Nanjing East Road in Shanghai achieved over 100 million in sales within 9 months, setting a record [2] - The MINISO SPACE in Nanjing's Deji Plaza is noted as the first Chinese IP space to enter a global luxury shopping district [2]