Core Viewpoint - The company reported a strong Q2 performance with revenue growth of 23.1% to 4.97 billion yuan, exceeding previous guidance of 18-21% [1] - The improvement in fundamentals is attributed to the effectiveness of the large store strategy, positive same-store sales, and operational leverage optimization [1] Revenue Performance - Domestic revenue increased by 13.6%, with a net addition of 30 stores in the quarter; same-store sales turned positive, supported by improved average selling price (ASP) despite a slight decline in foot traffic [2] - Overseas revenue grew by 28.6%, with the U.S. market showing positive same-store sales, benefiting from the large store strategy [2] - TopToy's revenue surged by 87.0% to 400 million yuan, with same-store sales turning positive, indicating a positive trend [2] Profitability Metrics - Gross margin reached a new high, increasing by 0.6 percentage points to 44.3% due to the IP strategy and higher overseas revenue contribution [2] - Operating profit margin (OPM) decreased by 1.8 percentage points to 16.8%, primarily due to the lower-margin overseas direct sales and increased TopToy revenue; however, the decline was less severe than in Q1 [2] - Adjusted net profit margin fell by 1.6 percentage points to 13.9% after accounting for the impact of Yonghui Investment [2] Strategic Initiatives - The company is shifting its growth strategy from rapid store expansion to enhancing store efficiency through large store openings and refined operations, which has been successfully implemented domestically and is being replicated overseas [1][3] - The focus on proprietary IP development aims to integrate product, channel, and operational strategies, leveraging large stores as platforms for IP promotion [1][3] Future Outlook - The company expects annual revenue growth of over 25% and adjusted operating profit to reach between 3.65 billion and 3.85 billion yuan [3] - Revenue forecasts for 2025-2027 have been raised by 3.7% to 21.47 billion, 25.66 billion, and 30.36 billion yuan respectively, reflecting improved same-store performance and the effectiveness of the large store strategy [3] - The target price has been adjusted to 52.46 HKD based on a 20x PE ratio for 2025, reflecting the company's performance inflection point and effective operational strategies [3]

Investment Rating - The investment rating for the company is maintained as "Buy" with a target price of HKD 52.46 [2]. Core Insights - The report highlights a clear inflection point in Q2 performance, driven by the effectiveness of the large store strategy and the positive turnaround in same-store sales, alongside the initiation of the proprietary IP strategy [11][8]. - The company expects a revenue growth rate of over 25% for the full year, with adjusted operating profit projected to reach between RMB 36.5 billion and RMB 38.5 billion [8]. Financial Performance - Q2 revenue increased by 23.1% year-on-year to RMB 4.97 billion, exceeding previous guidance of 18-21% [11]. - The operating profit for Q2 rose by 11.3% year-on-year to RMB 840 million, also surpassing prior guidance [11]. - Gross margin reached a new high of 44.3%, up 0.6 percentage points year-on-year [7]. - Adjusted net profit margin decreased by 1.6 percentage points to 13.9% in Q2 [7]. Revenue and Profit Forecasts - Revenue forecasts for 2025-2027 have been raised by 3.7% for each year, now projected at RMB 214.7 billion, RMB 256.6 billion, and RMB 303.6 billion respectively [9]. - Adjusted net profit forecasts remain cautious at RMB 29.9 billion, RMB 37.3 billion, and RMB 45.7 billion for 2025-2027 [9]. Strategic Initiatives - The company is shifting its growth strategy from rapid store expansion to enhancing store efficiency through large store formats and refined operations [11]. - The proprietary IP strategy aims to leverage global channels for IP promotion, enhancing product-channel-operations integration [8]. Market Position and Valuation - The company’s current market capitalization is HKD 48.537 billion, with a closing price of HKD 39.06 as of August 21 [2]. - The report suggests a cautious approach to profitability due to the lower margins from overseas direct operations and TOPTOY revenue contributions [9].

Core Viewpoint - The company reported Q1 2025 earnings with revenue growth of 18.9% to 4.43 billion yuan, exceeding previous guidance of 15-18%, driven by domestic channel upgrades and inventory optimization [1] - Adjusted net profit decreased by 4.8% to 590 million yuan due to rapid expansion of direct stores and increased financial expenses [1] - The company is shifting its domestic strategy from aggressive expansion to refined operations while enhancing supply chain diversity and localization in overseas markets, which is expected to stabilize profitability and support global expansion [1] Revenue Performance - Domestic same-store sales showed improvement, with Miniso China revenue increasing by 9.1%, driven by offline and online growth of 7.3% and 32.7% respectively [1] - The company closed 111 stores in Q1, focusing on older stores under 200 square meters, while same-store sales decline narrowed to single digits [2] - Overseas revenue grew by 30.3%, with 95 new stores added, particularly in North America [1][2] - TopToy revenue surged by 58.9% to 340 million yuan, with self-developed products accounting for over 40% [1] Profitability and Cost Structure - Gross margin improved by 0.8 percentage points to 44.2%, although it decreased by 2.8 percentage points quarter-on-quarter due to seasonal effects [2] - Selling and administrative expense ratios increased by 4.4 percentage points and 0.3 percentage points to 23.1% and 5.5% respectively, primarily due to significant investments in direct stores [2] - Adjusted net profit margin decreased by 3.3 percentage points to 13.3% as a result of increased financial expenses related to convertible bonds and acquisitions [2] Strategic Focus - The company is focusing on high-quality growth, with domestic operations centered on same-store sales improvement and enhancing store competitiveness through upgrades [2] - In overseas markets, the company is emphasizing localization and efficiency, with nearly 40% of U.S. purchases sourced locally to mitigate tariff risks [2] - The company aims to improve profitability through refined operations and inventory turnover optimization [2] Earnings Forecast and Valuation - Adjusted net profit forecasts for 2025-2027 have been reduced by 7.1%, 9.0%, and 9.0% to 2.99 billion, 3.73 billion, and 4.57 billion yuan respectively [3] - The target price is set at 47.00 HKD, based on an 18x PE ratio for 2025, reflecting increased uncertainty in overseas expansion [3] - The company maintains a "buy" rating despite the adjustments in profit forecasts [3]