中证报中证网讯（王珞）近日，名创优品发布2024年ESG报告，披露其在社会责任、绿色产品及公益慈 善等方面的优秀实践、重点绩效及未来展望。报告显示，国际权威指数机构MSCI（明晟）连续三年上 调名创优品ESG评级至"AA"级，其在企业行为、隐私与数据安全、劳工管理等多个议题继续领先于行 业水平。此外，名创优品在 ESG评级中同样获评"AA"级，位列行业第一，充分彰显了其可持续发展战 略的领先性与实践成效。 名创优品董事会主席兼首席执行官叶国富表示："我们始终恪守最高的治理标准，并定期审视相关举 措，将ESG理念融入业务和运营的各个层面，致力于为社会创造长期且可持续的价值。" 人才是企业长期稳健发展的基石，名创优品积极推动雇员队伍的多元化、公平性与共融性，不断完善雇 员管理体系。截至2024年底，名创优品海外国家及地区雇员占比达60.8%，越南等直营市场的店长本地 化率为100%，名创优品全球雇员结构呈现高度多元化。 同时，名创优品致力于打造女性友好与家庭友好型职场，位于中国内地的女性雇员占比65%，其中经理 级以上的女性管理者占比55.9%，高于行业平均水平。 为激励员工与企业共同成长，名创优品向约500名董 ...

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MINISO Group Holding Limited ( 於開曼群島註冊成立的有限責任公司 ) (A company incorporated in the Cayman Islands with limited liability) Stock Code 股份代號 : 9896 ANNUAL REPORT 2024 年度報告 MINISO M I N I S O welcome 年度報告 ANNUAL REPORT 2024 Contents 目 錄 | Company Information | | | --- | --- | | 公司資料 | 2 | | Change of Financial Year End Date | | | 更改財政年度結算日 | 5 | | Financial Performance Highlights | | | 財務表現摘要 | 6 | | Business Review and Outlook | | | 業務回顧及展望 | 10 | | Management Discussion and Analysis | | | 管理層討論與分析 | 25 | | Dire ...

Core Insights - Miniso reported a revenue growth of 22.8% to 17 billion yuan and a net profit increase of 15.4% to 2.72 billion yuan in 2024, with a record high gross margin of 44.9% [1] - However, the financial results reveal underlying risks in cost control, market expansion, and brand competition [1] Domestic Market Performance - The domestic market growth is weak, with revenue increasing only 2.8%, significantly lower than the 42% growth in overseas markets [2] - Same-store sales have declined, indicating reliance on store expansion rather than improvement in single-store efficiency [2] - Increased competition from brands like KKV and Green Party is pressuring Miniso's market share, as these competitors attract young consumers with differentiated product strategies [2] - Inventory turnover days have risen to 81 days, with 74% of inventory in domestic stores, and 12% of inventory over 180 days, suggesting potential markdown risks [2] - Rising rent and labor costs are adding to the financial pressure, particularly with an increased proportion of direct-operated stores [2] Overseas Expansion Risks - Nearly 40% of Miniso's revenue comes from overseas markets, but expansion faces multiple risks, including policy uncertainties [3] - The number of stores in the U.S. has grown from under 100 in 2021 to 275 in 2024, but future growth may be hindered by export tariffs, rising logistics costs, and geopolitical risks [3] - Signs of market saturation are emerging in some overseas markets, such as the U.K., where same-store sales growth is slowing [3] - International competitors like IKEA and H&M are intensifying market competition [3] - Miniso's product line abroad primarily consists of small to medium-sized household goods, lacking differentiated innovation [3] Summary and Recommendations - The 2024 financial report highlights multiple risks in cost control, market expansion, and brand competition for Miniso [4] - Investors should focus on the company's inventory management and cost control capabilities, particularly in domestic market inventory turnover efficiency and gross margin improvement [5] - The policy risks and intensified competition in overseas markets may pressure future revenue growth, necessitating careful evaluation of Miniso's globalization strategy [5] - The company should enhance product innovation to improve the competitiveness of core products in response to increasing market competition [6]

Summary of Conference Call Company Overview - The conference call discusses the financial performance of Miniso for the fourth quarter and the entire year of 2024, with key participants including the founder and CEO Ye Guofu and CFO Zhang Jingjing [1][3][11]. Key Financial Highlights - Total revenue for 2024 reached approximately 17 billion RMB, representing a year-on-year growth of 23% [11]. - The average number of stores increased by 18%, with the Miniso brand contributing 16 billion RMB to the total revenue [11]. - Overseas revenue accounted for 39% of total revenue, up from 34% in the previous year [12]. - Gross margin improved by 3.7 percentage points to 44% in 2024, with all business segments showing improvement [12]. - Adjusted net profit increased by 17% year-on-year, maintaining a net profit margin of 20% [15][29]. Global Expansion and Market Strategy - As of December 31, 2024, the company operated 7,780 stores globally, with 1,219 new stores opened during the year [2][4]. - The U.S. market has seen rapid growth, with 154 new stores added, bringing the total to 275 across 47 states [5][26]. - The company aims to enhance operational quality through precise store opening strategies and improved logistics efficiency [5][26]. Product and Brand Development - The company plans to continue focusing on product innovation and IP collaborations, with over 90 new IP initiatives planned for 2024 [36][39]. - The introduction of third-party products in stores aims to cater to a younger demographic, enhancing customer experience [35][39]. Cost Management and Profitability - Sales and management expenses grew by 52%, with sales expenses increasing by 59% [13]. - The company is focused on improving operational efficiency and cost control, particularly in logistics, which saw a 51% increase in costs due to international shipping [15][26]. Future Outlook - The company anticipates a continued focus on overseas market growth, with a disciplined approach to store management [20][21]. - For 2025, the company expects revenue growth to accelerate, with a focus on improving profit margins through optimized store performance [21][29]. - The company aims to maintain a healthy balance between rapid growth and shareholder returns, with a commitment to stable dividend payments [17][18]. Additional Insights - The company is adapting to changes in the global economic environment, particularly in response to U.S. policy shifts, by diversifying its supply chain and reducing reliance on the Chinese market [7]. - The integration of local talent and product development is seen as crucial for success in overseas markets [6][40]. This summary encapsulates the key points discussed during the conference call, highlighting the company's financial performance, strategic initiatives, and future outlook.

丨证券研究报告丨 港股研究丨公司点评丨名创优品（9896.HK） [Table_Title] 名创优品 2024 全年以及 Q4 点评：战略投入阶 段稀释利润率，IP 和出海拉动成长 报告要点 [Table_Summary] 2024 年公司实现收入 169.9 亿元，同比增长 23%；归母净利润为 26.2 亿元，同比增长 16%， 经调整后净利润 27.2 亿元，同比增长 16%。2024Q4 公司实现收入 47.1 亿元，同比增长 23%， 归母净利润为 8.1 亿元，同比增长 27%，经调整净利润为 7.9 亿元，同比增长 20%。 分析师及联系人 [Table_Author] SAC：S0490514080004 SAC：S0490520080019 SAC：S0490524110002 SFC：BUV258 名创优品（9896.HK） cjzqdt11111 李锦 罗祎 秦意昂 请阅读最后评级说明和重要声明 %% %% %% %% research.95579.com 1 [Table_Title 名创优品 2024 2] 全年以及 Q4 点评：战略投入阶 段稀释利润率，IP 和出海拉动成长 [T ...

Investment Rating - The investment rating for the company is "Accumulate" (maintained) [5] Core Views - The company is steadily advancing its global layout and emphasizes its IP channel's capacity to capture demand [5] - The company achieved significant revenue growth in 2024, with a total revenue of 16.994 billion RMB, representing a year-on-year increase of 22.8% [7] - The company completed its annual store opening target, with a total of 7,780 stores by the end of 2024, including 6,504 Miniso stores [7] - The overseas store expansion is notable, with 631 new stores opened abroad, accounting for 58% of total new openings [7] - The company's gross margin reached a historical high of 44.9% in 2024, up 3.7 percentage points year-on-year, driven by an increase in overseas direct sales [7] Financial Performance Summary - Revenue projections for the company are as follows: - 2023: 11,473.21 million RMB - 2024: 16,994.03 million RMB - 2025E: 20,851.52 million RMB - 2026E: 24,818.06 million RMB - 2027E: 29,259.03 million RMB - The expected year-on-year growth rates for revenue are 13.76% in 2023, 48.12% in 2024, and 22.70% in 2025 [6] - The adjusted net profit for 2025 is projected to be 3,123.30 million RMB, with a year-on-year growth rate of 19.3% [6] - The earnings per share (EPS) are expected to increase from 1.42 RMB in 2023 to 2.50 RMB in 2025 [6] Store Expansion and Product Strategy - The company has successfully launched new products under the WAKUKU brand, with a recent release selling out within two hours, indicating strong consumer interest [7] - The TOPTOY brand has also seen rapid overseas expansion, achieving a revenue of 984 million RMB in 2024, a year-on-year increase of 44.7% [7] - The company is focusing on adjusting its revenue structure and IP product mix to enhance gross margin performance [7]

名创优品，从广州走向何方？ 一家从广州走出的零售企业，正快速成长。 根据年报，2024年名创优品实现营业收入169.9亿元，同增22.8%，实现权益股东应占利润26.2亿元，同 增16.2%；实现经调整净利润27.2亿元，同增15.4%。公司综合毛利率为44.9%，同比上升3.7个百分点。 强劲的增长背后是，近万个SKU和上百个IP。目前名创优品经营着超过1万个核心SKU，同时还拥有全 球150+的顶级IP资源，如黑神话、迪士尼、三丽鸥等，并有多个中国独家/首发IP授权，全球IP产品销 售规模突破100亿元。 扎根广州 名创优品集团与广州、大湾区的联系非常密切。2013年11月，叶国富的首家名创优品门店在广东花都的 步行街开张。十余年过去了，依托广州"千年商都"的商贸基因，叶国富一直将广州作为集团发展的大本 营。 一方面，广州完备的制造业供应链，为名创提供了上万种SKU和上百个IP产品生产制造的基础。 "名创优品现在在全球有1400家供应链企业。在供应链里，八成以上位于中国，这其中又有50%以上在 珠三角。中国供应链不管是质量、交付周期，还是反应速度等方面，在世界上都是非常优秀的。"前述 管理层人士透露，名创 ...

美股热门中概股盘前下挫，拼多多(PDD.O)跌超3%，名创优品(MNSO.N)跌1.8%。 ...

Summary of the Conference Call for Miniso Company Overview - The conference call discusses Miniso, a retail company known for its affordable products and strong presence in both domestic and international markets, particularly in the United States and Europe. Key Points and Arguments Response to Tariffs - Miniso has implemented various strategies to mitigate the risks associated with increased tariffs in the U.S. as of early 2024. This includes enhancing its overseas supply chain, particularly increasing local sourcing in the U.S. to reduce reliance on Chinese suppliers. [3][4] - The company has managed to maintain a gross margin of approximately 70% in the U.S. market, even after two rounds of tariff adjustments from 10% to 20%. [3][4] Supply Chain and Procurement - As of early 2025, 30%-40% of Miniso's products are sourced through local supply chains in the U.S., although the company still relies on Chinese and other overseas suppliers to maintain cost advantages. [4][5] - The company plans to focus on 20 states in the U.S. to enhance operational efficiency and optimize resource allocation. [6] Sales Growth and Store Expansion - Miniso anticipates a same-store sales growth rate of 15%-18% in Q1 2025, with domestic growth expected to be in the mid-single digits and overseas growth projected at 20%-25%. The company plans to open 900 new stores globally, including 800 Miniso stores and 100 TT stores. [4][8] - The average payback period for domestic franchisees has extended from 12 months in 2023 to 15 months in 2024, yet over 90% of franchisees remain profitable, indicating a healthy investment return. [4][14] IP Strategy and Product Innovation - Miniso is actively pursuing a refined IP operation strategy, focusing on product design innovation and diversifying IP selection. The company is exploring collaborations with emerging artists and brands to enhance its product offerings. [4][15][16] - The company has extended the lifecycle of its IP products through iterative upgrades, significantly enhancing its product design capabilities. [19] Market Potential and Strategy in the U.S. - The U.S. market is viewed as highly promising, with Miniso's strategy focusing on refined operations and cost control. The company plans to adjust its strategy if tariffs increase significantly, potentially shifting focus to the European market. [7][24] - Miniso has nearly 300 stores in the U.S. and aims to optimize inventory turnover and operational efficiency in 2025. [24] Challenges and Adjustments - The company faces challenges in both domestic and overseas markets, necessitating adjustments in its operational strategies. In the U.S., the focus is on refining store operations and enhancing supply chain efficiency. [23][24] - Miniso's overseas operations are adapting to macroeconomic changes, including tariff impacts, by dynamically adjusting the ratio of franchise to direct stores. [21] Financial Performance and Stock Response - Recent tariff impacts have pressured Miniso's stock price, prompting the company to engage in share buybacks to protect shareholder interests and signal confidence in future growth. [30] Additional Important Insights - Miniso's franchisee profitability remains robust despite extended payback periods, indicating resilience in its business model. [14][28] - The company is committed to expanding its IP offerings internationally, with plans to introduce 100 Chinese IPs to global markets over the next decade. [27] - The overall IP product share in overseas markets exceeds 40%, with the U.S. market showing a higher proportion of around 60%. [29]