MNSO(MNSO)2025-03-21 21:10Financial Data and Key Metrics Changes - In 2024, total revenue reached RMB 17 billion, growing by 23% year-over-year, driven by an 80% increase in average store count, despite a low single-digit decline in comparable same-store sales [39][40]. - Gross profit margin improved by 3.7 percentage points to 44.9%, marking eight consecutive quarters of margin growth [42]. - Adjusted net profit reached RMB 2.72 billion, growing by 15%, with an adjusted net profit margin of 16% [51]. Business Line Data and Key Metrics Changes - MINISO China revenue grew by 11% to RMB 9.3 billion, while MINISO Overseas revenue surged by 42% to RMB 6.68 billion [40]. - TOP TOY contributed 45% to overall growth, with a net increase of 128 stores and a gross margin improvement of 7.3% [29]. Market Data and Key Metrics Changes - Overseas operations accounted for 39% of total revenue, up from 34% the previous year, with direct-operated overseas revenue growing by 66% [41]. - The US market showed triple-digit compound growth from 2021 to 2024, with 154 new stores added in 2024, bringing the total to 275 locations across 47 states [19][40]. Company Strategy and Development Direction - The company aims to double its store count by the end of 2028 compared to the end of 2023, focusing on store quality over quantity [65]. - A global strategy emphasizes localization, with a dedicated product development team established in South Korea to tailor merchandise for local markets [24][26]. Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in accelerated growth for 2025, with expectations of double-digit growth in offline business and continued strong performance in overseas markets [64][95]. - The company plans to implement disciplined cost control while sustaining rapid performance growth, particularly in the US market [64][95]. Other Important Information - The company achieved an ESG rating upgrade for three consecutive years, with an MSCI rating of AA, reflecting its commitment to sustainable development [35]. - A final dividend of approximately RMB 740 million was announced, representing 50% of adjusted net profit for H2 2024 [56]. Q&A Session Summary Question: Same-store performance in China and growth drivers - Management noted that larger stores showed better recovery, and plans to convert smaller stores into larger formats are underway. The performance of IP Land stores exceeded expectations, and these will be a key strategy moving forward [75][76][78]. Question: Profit per store in the US and same-store sales outlook - The US market is expected to see triple-digit growth in 2025, with ongoing improvements in GP margin anticipated as new stores mature [80][95]. Question: Margin outlook and YH transaction details - Management confirmed confidence in revenue and profit growth for 2025, with a focus on improving the profitability of directly operated stores. The YH acquisition aims to enhance product competitiveness and operational efficiency [94][100]. Question: New store opening targets for 2025 - The company plans to maintain a flat number of new stores compared to 2024, focusing on quality and strategic locations rather than sheer quantity [111][115]. Question: Introduction of third-party products and impact on sales - The introduction of third-party beauty products aligns with target demographics and is expected to enhance same-store sales and profitability [118][119].