MINISO Group Holding Ltd
F:MIF
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MINISO Group Holding Ltd
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MINISO Group Holding Ltd
MINISO Group Holding Ltd is a retailer that sells low-priced lifestyle products, including home goods, small accessories, toys, beauty items, stationery, and giftable everyday items. Its stores are designed for quick, impulse shopping, with a wide mix of simple, attractively packaged products that appeal to younger consumers and families. The company is best known for offering a constantly refreshed assortment rather than a narrow specialty line. MINISO makes money mainly by selling products through its own stores, franchised stores, and online channels. It buys or designs merchandise, then sells it under the MINISO brand to consumers in China and other markets. In many locations, it also earns fees and product sales from franchise partners who open and run MINISO stores. What makes MINISO different is its role as a branded variety retailer with a tight focus on low-ticket, high-turnover goods. It sits between manufacturers and shoppers, using a fast-merchandising model that emphasizes simple design, frequent product refreshes, and broad appeal. That gives the company a business model closer to a consumer goods retailer than a traditional department store or a pure online seller.
MINISO Group Holding Ltd is a retailer that sells low-priced lifestyle products, including home goods, small accessories, toys, beauty items, stationery, and giftable everyday items. Its stores are designed for quick, impulse shopping, with a wide mix of simple, attractively packaged products that appeal to younger consumers and families. The company is best known for offering a constantly refreshed assortment rather than a narrow specialty line.
MINISO makes money mainly by selling products through its own stores, franchised stores, and online channels. It buys or designs merchandise, then sells it under the MINISO brand to consumers in China and other markets. In many locations, it also earns fees and product sales from franchise partners who open and run MINISO stores.
What makes MINISO different is its role as a branded variety retailer with a tight focus on low-ticket, high-turnover goods. It sits between manufacturers and shoppers, using a fast-merchandising model that emphasizes simple design, frequent product refreshes, and broad appeal. That gives the company a business model closer to a consumer goods retailer than a traditional department store or a pure online seller.
Revenue Growth: MINISO reported a 28.2% year-on-year revenue increase in the September quarter, surpassing RMB 5 billion for the first time and hitting the high end of guidance.
Profit Milestone: Adjusted operating profit rose 40.8% to RMB 1.02 billion, also breaking the RMB 1 billion barrier for the first time.
Store Expansion: Net addition of 102 MINISO stores in China and 170 internationally, with the overall global store count surpassing 8,000.
Same-Store Sales: Mid-single-digit global same-store sales growth, with high single-digit in China and low double-digit in the US in Q3.
Brand Strength: MINISO brand revenue grew 23%, while TOP TOY revenue surged by 111%, reflecting strong momentum in both flagship brands.
Margin Stability: Gross profit margin was stable at 44.7%, with an ongoing focus on balancing product mix and profitability.
Q4 and FY Guidance: Management expects Q4 revenue growth of 25–30%, full-year revenue growth of 25%, and operating profit between RMB 3.65–3.85 billion.
International Outlook: The US remains a key growth driver with over 65% revenue growth and continued store expansion; Southeast Asia faces macroeconomic headwinds but is expected to recover.
