MINISO Group Holding Limited (NYSE: MNSO) operates primarily through its subsidiaries and functions as an investment holding company with limited standalone operations. The group’s business model centers on a fast-expanding, value-and-design-oriented retail concept that combines everyday household and consumer goods with trend-driven and collectible merchandise. Product categories include home décor ...MINISO Group Holding Limited (NYSE: MNSO) operates primarily through its subsidiaries and functions as an investment holding company with limited standalone operations. The group’s business model centers on a fast-expanding, value-and-design-oriented retail concept that combines everyday household and consumer goods with trend-driven and collectible merchandise.
Product categories include home décor and household items; compact electronics; textiles and fashion accessories; beauty and personal hygiene instruments; general toys and cosmetics; snacks/perfume; and stationery and gift products. In addition to mainstream assortments, MINISO also serves collectors and pop-toy enthusiasts through offerings such as blind-box collectibles, building bricks, model figures, kits, collectible dolls, Ichiban Kuji merchandise, and sculptures—promoted through the TOP TOY brand. This broad catalog helps the company manage both repeat purchasing (for everyday consumables and staples) and episodic demand (for limited-run collectibles and seasonal fashion/lifestyle items).
From a channel perspective, MINISO has historically grown through physical retail stores complemented by online sales. The provided information indicates a substantial store base (approximately 4,749 MINISO stores as of June 30, 2021) and an active e-commerce presence, reflecting an omnichannel approach typical of specialty retailers. Geographically, operations span China and several regions across Asia, the Americas, and Europe.
On economics and cost structure, the business typically relies on inventory management, merchandising efficiency, and supply-chain execution to maintain attractive price points while sustaining gross margins. Retail performance metrics in the dataset show a gross profit margin in the mid-40% range (TTM grossProfitMarginTTM ~0.447) and operating margins around the mid-teens (operatingProfitMarginTTM ~0.138). Inventory and turnover indicators (days of inventory outstanding around ~104 and inventory turnover ~3.5 on a TTM basis) suggest the importance of product lifecycle management and stock discipline, particularly for seasonal and collectible items.
Leadership is closely tied to the company’s founding story: MINISO was founded in 2013 by Guofu Ye, who serves as founder, chairman, and chief executive officer since the company’s inception. As a value retailer with pop-toy appeal, MINISO’s strategic “wishes” typically include expanding store footprint and brand recognition, deepening supplier and category capabilities to keep assortments fresh, and leveraging online channels to improve customer reach and purchase frequency while protecting margins.
In capital structure terms, the company trades as an ADR on the NYSE, with quarterly and annual disclosures through SEC filings. Overall, MINISO positions itself as a global high-growth value retailer delivering design-led lifestyle products and collectible fun, supported by an established brand portfolio (MINISO, WonderLife, and TOP TOY) and an expanding omnichannel retail platform.
YoYYoY means Year-over-Year. It compares the latest annual value with the previous annual value to show long-term trend strength.
QoQQoQ means Quarter-over-Quarter. It compares the latest quarter with the immediately previous quarter to show short-term momentum changes.
RevenueThe total money that came through the front door from selling things, before paying a single bill. Think of it as the grand total of every credit card swipe from customers. (YoY compares this year to last year's performance, while QoQ compares the current three months to the previous three).
$20.9B
+22.7%
+2.5%
Net IncomeThe absolute bottom line. If the company paid every single supplier, employee, banker, and tax collector, this is the actual money left in their pocket at the end of the day.
$1.2B
-55.2%
-123.2%
Gross MarginThe basic markup. If they sell a $100 pair of sneakers, this percentage tells you how much of that price tag is profit right after paying for the rubber and shoelaces, but before paying for things like store rent or TV commercials.
+45.0%
+0.1%
+4.5%
Operating MarginThe 'day job' efficiency score. Out of every dollar a customer spends, this shows how many cents the company keeps after making the product AND paying for all the everyday corporate overhead (like salaries, marketing, and keeping the lights on).
+14.6%
-22.8%
+5.8%
Net MarginThe final take-home percentage. When you strip away every conceivable cost, tax, and interest payment, this is the exact number of cents the company truly gets to keep from every dollar in sales.
+5.6%
-63.5%
-122.6%
Free Cash FlowThe holy grail of corporate cash. It's the spendable, physical money left over after the business pays for its daily operations AND buys the big, expensive upgrades (like new factories or servers) it needs to survive. This is the 'free' money they can use to pay dividends or buy back stock.
$1.7B
+17.5%
—
FCF MarginThe ultimate cash conversion rate. It shows how good the company is at turning regular sales directly into cold, hard, spendable cash. A high percentage means the business is an absolute cash-printing machine.
+7.9%
-4.2%
—
Debt / EquityThe financial risk gauge. It compares how much of the company's empire was built using borrowed money (loans) versus the owners' own money (shareholders). A high number means they are heavily leveraged and playing a riskier game; a low number means they are playing it safe.
107.4%
+256.2%
-30.4%
Current RatioThe 12-month survival check. It simply compares the cash they have right now (plus things they can quickly turn into cash) against the immediate bills they absolutely must pay this year. A score above 1 means they have enough in the wallet to cover the upcoming bills without panicking.
1.66x
-18.3%
+2.4%
Total AssetsThe absolute size of the company's empire. It bundles together absolutely everything of value they own—from the cash in the register and the inventory in the warehouse, to the software patents in the vault and the factories on the ground.
Operator: Hello, everyone. Thank you for your patience. Welcome to MINISO 2026 interim earnings results presentation. [Operator Instructions] Please note the event will be recorded. English simultaneous translation will be available for this call. You can select your preferred language by clicking interpretation in the Zoom meeting. We released our Q2 and interim results of 2026 earlier today, which is now available on our ir.miniso.com. Joining us here today are Founder and CEO, Mr. Ye Guofu; and our CFO, Mr. Zhang Jingjing. Before we continue, please refer to your safe harbor statement in our earnings press release, which also apply to this call as we will be making forward-looking statements. Please also note, we will discuss non-IFRS financial measures today, which has been explained in our earnings release and our filings to SEC and Hong Kong Stock Exchange and reconciling to the most comparable measures reported under IFRS. Unless otherwise stated, all figures are in RMB. In addition, we also prepared PPT slides containing financial and operational information for today's call. If you are using Zoom, you can see the information. You can also preview it later on our IR website. Now I would like to welcome Mr. Ye.
Guofu Ye: Hello, everyone. In H1, MINISO Group revenue reached RMB 11.5 billion, up 22.4%. EPS grew 8.2% and operating cash flow rose 46%. Our global store count accounted 8,674. MINISO today stands at a pivotal moment as we operate larger and better stores, building our own proprietary IP and develop our overseas organizational capacity. Opportunities and challenges coexist. I firmly believe the strategic direction and the stage-by-stage significance of those initiatives [indiscernible] than the near-term number. I will walk you through our business performance this quarter across 3 segments, including MINISO China, MINISO Overseas and TOP TOY. Official data show that China total retail sales of consumer goods grew by 1.3% on a Y-o-Y basis in H1 of this year. Against this macro backdrop, MINISO China H1 revenue grew by 26.2%, not only far outpacing broad retail sales, but also exceeding our prior year guidance. This was our fastest H1 growth rate in the past 3 years. Importantly, the quality of the growth is truly high, driven primarily by the mid- and high single-digit growth number. On the channel side, as of the end of 2022 -- the Q2, MINISO China store count reached 4,665 with a net addition of 97 stores in H1, among which land format store addition -- net addition 59, flagship format store 159. Regular store recorded a net closure of 121. On August 22, MINISO Land Chengdu Eastern Suburb Memory store officially opened, marking our 100th land store here in China. Store count number was very solid, but the quality is even more important. At the end of June, our China store count was up 8%, with the revenue grew by 26%, reflecting a substantial increase in per store output and healthy growth in the overall sales per square meter. …