Miniso Group Reports Strong Q2 Growth with Revenue Increase and Strategic Initiatives.

Miniso Group Holding Ltd. reported strong Q2 growth with a notable increase in revenue, driven by robust sales in domestic and international markets. The company's focus on operational efficiency and strategic initiatives, such as digital transformation and customer engagement, have led to improved profit margins and enhanced the shopping experience. Miniso remains optimistic about its growth prospects and plans to continue expanding its global presence and investing in innovation.

Miniso Group Holding Ltd. (NYSE: MNSO) reported robust financial performance for Q2 2025, with notable increases in revenue and gross merchandise value (GMV). The company's focus on operational efficiency and strategic initiatives, such as digital transformation and customer engagement, has led to improved profit margins and enhanced the shopping experience [1].

The company reported a 23.1% increase in revenue, surpassing analyst estimates of RMB4.86 billion and reaching RMB4.97 billion. This growth was driven by a 21% increase in GMV and a 44.3% gross margin. The company's mainland China operations achieved low-single digit growth, while its TOP TOY brand revenue surged 87% year-over-year (YoY) to RMB402.2 million [1].

Miniso Group's overseas expansion continued, with 554 net new stores added YoY, bringing the total global store count to 7,905. Notably, 74.5% of new MINISO stores opened in the past twelve months were in overseas markets [1].

The company's adjusted operating profit reached RMB850 million, up 8.5%, and the adjusted operating margin improved to 17.2%. The company expects the operating margin to continue improving in H2 [1].

Miniso Group's stock gained 2.4% on Thursday, August 21st, driven by strong revenue growth and improved same-store performance. The company announced an interim dividend of $0.2896 per ADS, reflecting management’s confidence in the company’s financial position [1].

Looking ahead, CFO Eason Zhang noted that the company expects revenue growth to accelerate for the remainder of 2025 [1].

References:
[1] https://www.ainvest.com/news/miniso-q2-2025-earnings-exceed-expectations-gmv-growth-21-revenue-23-1-2508/