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How a Superstore Strategy Fueled MINISO's 20% Stock Surge
Written by Jeffrey Neal Johnson. Published 8/26/2025.
Key Points
- International markets have become the main engine of revenue growth, far outpacing the company's domestic performance.
- Collaborations with popular global brands are driving higher profitability and creating a unique, brand-defining customer experience.
- Recent analyst upgrades signal growing confidence from the financial community in the company’s sustainable global growth model.
Shares of MINISO Group (NYSE: MNSO) jumped more than 20% after its second-quarter 2025 earnings report, reflecting investor approval of the company's evolving strategy. The market's enthusiastic response highlights more than just strong quarterly results—it signals confidence in a new growth playbook.
MINISO's recent performance is driven by a two-part growth strategy: aggressive international expansion via larger store formats, and a high-margin product model centered on popular intellectual property (IP). Together, these pillars are reshaping MINISO from a China-focused value retailer into a dynamic global growth story within the retail sector.
What MINISO's Latest Report Reveals
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Investors reacted to financial results that underscored accelerating momentum in the quarter ended June 30, 2025, and a strategic shift toward international markets as the primary growth engine:
- Robust Top-Line Growth: Total revenue rose 23.1% year-over-year to $695 million (RMB 4.97 billion), beating the high end of guidance.
- International Expansion: While mainland China same-store sales grew 13.6%, overseas revenue surged 28.6%.
- TOP TOY Catalyst: The pop culture and toy division delivered record growth of 87.0% year-over-year.
- Core Retail Health: Group-level same-store sales growth turned positive for the first time in a year, indicating stronger traffic and consumer engagement.
- Impressive Profitability: A 44.3% gross margin drove adjusted net profit up 10.6% to $96.7 million (RMB 691.5 million) and adjusted diluted EPS higher by 12.0%.
MINISO's Superstore Blueprint Goes Global
These results stem from a deliberate shift away from small-format outlets toward larger superstores and flagship locations in key international markets—culminating in a high-profile Times Square store. By investing in an enhanced, immersive shopping experience, MINISO is strengthening its brand presence in Western markets and moving beyond its historically asset-light franchise model.
Last year, the overseas network expanded to 3,307 stores, with nearly 75% of net new openings outside mainland China. Direct control over these larger formats allows MINISO to optimize merchandising, capture higher sales per square foot, and sustain better margins.
How Sanrio and Disney Fuel MINISO's Profits
Alongside its physical expansion, MINISO's "interest-based consumption" strategy taps into global fandoms through partnerships with leading IP holders. Collections featuring Sanrio, Disney, Peanuts, and Barbie drive premium pricing and create a "treasure hunt" shopping experience that keeps customers coming back.
This IP-centric model underpins the company's 44.3% gross margin. It was further validated when TOP TOY closed a strategic financing round led by Temasek, valuing the division at about $1.28 billion (HKD 10 billion). The deal provides fresh capital and affirms the strength of MINISO's high-margin approach.
Why Wall Street Is Turning Bullish On MNSO
Analysts have taken note. Jefferies upgraded the stock to a Buy rating, while Bank of America raised its outlook to Neutral, reflecting confidence in MINISO's new growth model. Management also provided an upbeat full-year forecast, targeting at least 25% revenue growth.
Investors should view the recent stock surge as more than a reaction to a single strong quarter. It signals that MINISO's dual strategy—high-investment superstores combined with high-margin IP products—is gaining traction globally and positioning the company as a compelling long-term growth story.
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