Investment Rating - The report maintains a "Buy" rating for Miniso, with a 12-month price target of $23.40 for ADR and HK$46.00 for H-share, indicating an upside potential of 27.9% and 33.1% respectively [14][17]. Core Insights - Management is confident in achieving revenue growth acceleration in 2025, targeting a year-over-year increase of 23% compared to 2024, with a focus on low teens percentage growth in Miniso China and around 40% growth in overseas markets [1][8]. - Despite expected margin pressure in the short term, management anticipates a return to positive operating profit growth by the third quarter of 2025, with a narrowing of margin contraction [1][2]. - The company plans to close 300-400 underperforming stores in China, with expectations of a return to net store count growth in the second half of 2025 [1][12]. Summary by Sections Financial Performance - For 2025, Miniso aims for revenue of Rmb20,554 million, with an operating profit (OP) target of Rmb3.6 billion to Rmb3.8 billion, compared to Rmb3.2 billion in the previous year [17]. - In 2Q25, management expects topline growth of 18%-21%, with specific growth rates of low teens for Miniso China and 25%-30% for overseas markets [8]. Market Strategy - The company is focusing on optimizing its product offerings in the US, with IP-related products making up 60-70% of sales, and plans to increase local sourcing to mitigate tariff impacts [12][15]. - Miniso's store expansion strategy includes targeting 80-100 net new store openings in 2025, with a significant portion being DTC stores [10][11]. Operational Efficiency - Management noted that logistics costs have declined, and there is potential for cost savings through improved store productivity and geographical concentration of store openings [10][12]. - The average payback period for new stores is reported to be 15-18 months, with daily sales averaging nearly Rmb10,000, significantly above the breakeven point [13].