Core Viewpoint - Miniso Group is experiencing a significant increase in stock price, indicating positive market sentiment towards the company and its growth potential [1]. Group 1: Company Overview - Miniso Group is a leading global retailer in the home goods sector, operating under the brands Miniso and TOP TOY [1]. - As of 2021, the total GMV of Miniso's store network reached approximately RMB 18 billion (USD 2.8 billion), establishing it as the largest private label home goods retailer globally [1]. Group 2: Financial Performance - As of the mid-year report in 2025, Miniso reported total revenue of RMB 9.393 billion and a net profit of RMB 906 million [2].

Core Viewpoint - The company reported a revenue growth of 18.9% year-on-year in Q1 2025, but profits decreased by 28.9% during the same period, indicating potential challenges in profitability despite revenue growth [2]. Group 1: Financial Performance - In Q1 2025, the company achieved a revenue of 4.427 billion yuan, reflecting an 18.9% increase year-on-year, while the profit for the period was 417 million yuan, down 28.9% [2]. - Adjusted net profit for the period was 587 million yuan, showing a decline of 4.8% year-on-year [2]. - The comprehensive gross margin for Q1 2025 was 44.2%, up by 0.8 percentage points compared to the previous year, driven by increased overseas market revenue and improved product mix [3]. Group 2: Brand Performance - The MINISO brand generated a revenue of 4.09 billion yuan in Q1 2025, marking a 16.5% year-on-year increase, supported by a 9.1% growth in domestic revenue and a 30.3% increase in overseas revenue [3]. - The TOP TOY brand reported a revenue of 340 million yuan, which is a significant growth of 58.9% year-on-year, primarily due to an increase in the average number of stores [3]. Group 3: Store Adjustments and Shareholder Returns - As of the end of Q1 2025, the total number of stores reached 7,768, with a net decrease of 12 stores quarter-on-quarter; domestic MINISO stores decreased by 111, while overseas stores increased by 95 [4]. - The company has been optimizing its domestic store structure to enhance store quality [4]. - Shareholder returns amounted to 990 million yuan, including cash dividends of 100 million USD and share buybacks totaling 260 million yuan [4].

Investment Rating - The investment rating for the company is "Buy" with a maintained rating for the next six months [7]. Core Insights - The company achieved a record high gross margin of 44.9% in 2024, driven by accelerated overseas direct sales and improved single-store efficiency [3][4]. - Total revenue for 2024 reached 17 billion CNY, reflecting a year-on-year growth of 22.8%, with significant contributions from both domestic and overseas markets [1][2]. - The company plans to continue its expansion strategy, with expectations of revenue and profit growth in 2025 and 2026 [5]. Summary by Sections Financial Performance - In Q4 2024, the overall revenue was 4.71 billion CNY, a year-on-year increase of 22.7%. For the entire year, revenue was 17 billion CNY, up 22.8% [1]. - The gross margin for 2024 was 44.9%, an increase of 3.7 percentage points from the previous year [4]. Regional Performance - Domestic revenue in mainland China for Q4 was 2.3 billion CNY, growing by 6.5% year-on-year, while overseas revenue reached 2.13 billion CNY, marking a 42.7% increase [1]. - For the full year, domestic revenue was 9.33 billion CNY (up 10.9%) and overseas revenue was 6.67 billion CNY (up 41.9%), accounting for 39.3% of total revenue [1]. Channel Performance - The brand achieved total revenue of 16 billion CNY in 2024, a 22% increase, while the TOP TOY brand generated 980 million CNY, growing by 44.7% [2]. - The company opened 1,219 new stores globally, bringing the total to 7,780 stores by the end of 2024 [2]. Strategic Initiatives - The company is focusing on enhancing its IP strategy and expanding its overseas presence, with the first TOP TOY store opening in Bangkok, Thailand [4]. - The adjusted net profit for 2024 was 2.721 billion CNY, reflecting a year-on-year growth of 15.4% [4]. Shareholder Returns - The company returned a total of 1.575 billion CNY to shareholders in 2024 through cash dividends and share buybacks [5].