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MINISO Group Holding (MNSO) investor relations material
MINISO Group Holding Q2 2025 earnings summary
Complete event summary combining all related documents: earnings call transcript, report, and slide presentation.Q2 2025 earnings summary21 Aug, 2025
Executive summary
Global store count reached 7,905 as of June 30, 2025, with strong expansion in both China and overseas markets.
Revenue for Q2 2025 was RMB 4,966 million, up 23.1% year-over-year; H1 2025 revenue reached RMB 9,393 million, up 21.1%.
Adjusted net profit for H1 2025 was RMB 1,279 million, with an adjusted net margin of 13.6%.
Gross profit margin improved to 44.3% in Q2 2025.
Announced unaudited financial results for the June 2025 quarter and interim period.
Financial highlights
Q2 2025 revenue grew 23.1% year-over-year to RMB 4,966 million.
Adjusted operating profit margin was 17.2%, down 2.3 percentage points year-over-year.
Adjusted EBITDA margin for H1 2025 was 23.3%.
Mainland China revenue grew 13.6% year-over-year; overseas revenue grew 28.6%.
TOP TOY segment revenue surged 87% year-over-year in Q2 2025.
Outlook and guidance
Q3 2025 revenue expected to grow 25–28% year-over-year, with full-year guidance updated to ~25% YoY growth.
Adjusted operating profit for FY 2025 guided at RMB 3.65–3.85 billion.
Management expects sequential improvement in operating profit margin and narrowing year-over-year declines in H2.
What drives the shift to proprietary IP?
Address Yuyu Chan's supply-demand imbalance.
How does MINISO view the trendy toy market?
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Next MINISO Group Holding earnings date
Q3 202514 Nov, 2025
Next MINISO Group Holding earnings date
Q3 202514 Nov, 2025
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Frequently asked questions
MINISO Group Holding Limited (MNSO) is an investment holding company that specializes in the retail and wholesale of a broad range of lifestyle products. Established in 2013 and based in Guangzhou, China, MINISO operates globally, offering products in diverse categories such as home décor, small electronics, textiles, accessories, beauty tools, toys, cosmetics, personal care items, snacks, and stationeries. The company markets these products under the MINISO and WonderLife brands. Additionally, it offers a variety of toys including blind boxes and collectible dolls under its TOP TOY brand. MINISO is known for its design-driven approach, catering to consumers in Asia, the United States, and Europe. The company is headquartered in Guangzhou, China, and its shares are listed on the New York Stock Exchange.
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