On November 18, MINISO announced its unaudited financial report for the first fiscal quarter of fiscal year 2022 ending September 2021.
The financial report shows that MINISO Group's revenue and net profit in the quarter grew steadily, and the omni-channel layout strategy was steadily advancing.
The second growth curve, TOP TOY, the new business of Chaowan, continued to exert strength, and the overall performance was outstanding.
(Photo courtesy of MINISO)
Financial report data shows that the company's total revenue in this fiscal quarter reached 2.65 billion yuan, a year-on-year increase of 28% over the same period in 2021.
Among them, domestic revenue was 2.03 billion yuan, a year-on-year increase of 18%; overseas revenue was 620 million yuan, a year-on-year increase of 78%.
Non-IFRS net profit in the quarter was 180 million yuan, an increase of 80% year-on-year, and the net profit margin was 7%, a record high in the past six quarters since the outbreak of the epidemic.
Deepen the expansion of overseas markets, light up a better life in the world
MINISO has steadily expanded its global footprint.
According to the financial report, MINISO had 4,871 stores worldwide at the end of the quarter.
Among them, the number of overseas stores was 1,836, a net increase of 26 in the quarter, and the pace of global store openings was steady.
Based on its keen insight into the global market, MINISO focuses on exploring the interest and consumption needs of young consumers, taking into account the strengthening of localized and characteristic operations, and further consolidating the strength of its global leading new retail enterprise.
To create distinctive brand attributes in the global market, MINISO's overseas market innovation is also continuing to deepen.
In October, MINISO launched the first "$10 N'UNDER" ten-dollar brand concept in North America, aiming to create a more fashionable test sample of consumer goods stores for local young consumers.
The globalization potential of MINISO includes through refined management and supply chain upgrades, all-round output from products, talents, technology, management, branding, etc., to achieve localized business operations, and create a more fashionable life that local young people prefer Small items will promote a better lifestyle to the world.
This quarter, MINISO opened new stores in more than 20 countries including the United States, Canada, the United Kingdom, India, Spain, etc., and its globalization is further expanded, which also reflects MINISO's strength in deepening the overseas market.
While maintaining steady expansion in overseas markets, MINISO is also constantly tapping domestic consumption potential.
The financial report shows that as of September 30, 2021, 96 new stores were added in the quarter, and the number of stores nationwide exceeded 3,000, which is another milestone for MINISO to promote its globalization strategy.
Zhang Saiyin, Executive Vice President and Chief Financial Officer of MINISO Group, said that as a global retail brand, MINISO actively promotes consumption upgrades and iterations, and continues to occupy domestic and foreign markets with "good-looking, easy-to-use, and fun" life products. Serve the better life of global consumers.
Online business is advancing steadily, and the omni-channel layout has achieved remarkable results
In order to meet the diverse and personalized shopping needs of Generation Z, MINISO has been committed to the joint development of online and offline around the shopping scene, creating an omni-channel and all-scenario consumption model for young users to buy what they think is what they want. .
Not limited to the creation of experiential scenes in offline stores, MINISO continues to focus on online business, and the performance benefits under the multi-channel layout are improving quarter by quarter.
In the third quarter, MINISO's online channel (e-commerce + O2O) revenue contributed over 10%.
Among them, e-commerce business contributed 190 million yuan in revenue, a year-on-year increase of 58%; O2O business contributed 90 million yuan in revenue, a year-on-year increase of 126%.
As of September 30, 2021, MINISO has successfully entered Tmall, JD.com, Pinduoduo, WeChat, Douyin and other platforms. The omni-channel is gathering momentum and continues to contribute to the Group’s online growth. The brand potential continues to improve.
In recent years, the cost of e-commerce platforms to obtain traffic has continued to rise, and private domain traffic with zero-distance contact with users has rapidly risen.
MINISO regards the community as the main battlefield of private domain operations, and classifies private domain users and communities by labeling, realizing more accurate product recommendation and deeper content seeding, realizing the dual value of sales conversion and content co-creation .
As of the end of September, the number of private domain users of MINISO exceeded 12 million, and the number of monthly active users of the Mini Program exceeded 6 million.
Ye Guofu, founder, chairman of the board of directors and CEO of MINISO Group, said that the steady business performance this fiscal quarter proved the company’s strong resilience in its business model and core competitiveness, and at the same time, it won a good year for the 2022 fiscal year. Start.
IP cultural and creative surprises continue, and the boundaries of joint names continue to expand
At the merchandise level, MINISO leveraged IP co-branding to build a content ecology of Gen Z interest, build products with interest as the core, and build differentiation and competitiveness with IP products.
Focusing on the diverse and individual consumption preferences of Generation Z, MINISO combines user insights and usage scenarios to create a chemical reaction between products, IP and MINISO’s brand power.
In this quarter, MINISO continued to expand its IP cooperation resources, launching Xiaohuangren, the four major national comics ("Magic Master", "Fox Fairy Little Matchmaker", "Under One Person", "Inhuman"), NetEase Head The game product "Onmyoji" and other IP themed joint activities have realized the upgrade of brand and IP commercial value, and established a sample of cross-industry co-creation of consumption and IP.
Generation Z will pursue products with aesthetic styles and novel experiences as a way to gain a sense of community and self-label.
As a well-known "co-branded boss" in the industry, MINISO combines this trend and uses IP as a weapon to directly hit the Z generation circle. It insists on co-creation of brand and consumption, and continuously improves brand texture while forming the depth of brand and IP. Bundled to seize the minds of consumers.
The joint name of MINISO truly achieves the in-depth integration of IP and products, triggering the emotional link between IP and users through beautiful and interesting product concepts, and through multiple forms of linkage such as IP theme stores and offline support, fan UGC interaction, special live broadcasts, etc. , Empower immersive and creative experience enjoyment, and further enhance the commercial value of circle consumption.
Trendy play business has unlimited potential TOP TOY helps China's original design development
Founded less than a year ago, TOP TOY has become an influential brand in the fashion industry, with a strong growth momentum.
The financial report shows that in the first quarter of fiscal year 2022, the number of TOP TOY stores will increase by 39.
As of September 30, the total number of TOP TOY stores has reached 72, including 9 DreamWorks stores and 63 collection stores.
In terms of performance, it is also remarkable. Revenue increased by 64% month-on-month, and quarterly revenue exceeded 100 million yuan for the first time.
(Photo courtesy of MINISO)
As a "popularizer of trendy play culture", TOP TOY anchors the positioning of "global trendy play collection", aiming to build a trendy play platform and build a traffic port for the majority of trendy play enthusiasts and upstream and downstream partners in the industry chain.
TOP TOY continues to break the traditional rules and cognitions of the trendy play industry, peep into the cultural confidence of Generation Z from the trendy play consumption, and reconstruct its own new scenes with users in China.
During the quarter, TOP TOY Shenzhen Wenheyou Store, Hangzhou DreamWorks Store, and Shanghai DreamWorks Store debuted one after another; in addition, TOP TOY also launched the "China Building Block Festival" for the first time, building a reputation for "China Building Blocks"; and building Chinese building block classrooms in stores , Through popular science and interaction, gradually strengthen consumers' cognition and love of Chinese building blocks.
On October 29th, TOP TOY held the first TTS Global Trends Art Carnival, gathering hundreds of brands and thousands of artists, and more than 100,000 visitors.
While being compatible with the needs of players and creating a realistic trendy universe for players, TOP TOY is also exploring and supporting more original designers to continue to empower the trendy and original ecosystem.
In September, TOP TOY joined hands with a well-known Chinese original designer to launch the Vigorous Lucky Blind Box, which immediately set off a rush to buy. The single product sales entered the top three sales of TOP TOY's national stores in all categories. To seize the minds of young people with Chinese original power.
Focus on a better life and shoulder corporate social responsibility.
In July 2021, heavy rains in Henan Province caused disasters. MINISO mobilized urgently and allocated 5 million yuan worth of disaster relief materials to help Henan quickly to help the affected areas.
In addition, MINISO launched the “RED POWER Her Youli” charity project during this fiscal quarter, and joined hands with Tencent to launch a “charity partner” convening action to call on more people to pay attention to the physiological and health issues of adolescent women in developing regions.
After the launch of the project, the network has attracted more than 100 million attentions and interactions. Through continuous charity deeds, MINISO is giving back to the society in a "beautiful" way.
Ye Guofu said that relying on the brand's outstanding global supply chain integration capabilities and insights into the consumer needs of young consumers around the world, MINISO has always focused on product innovation, inventory management, operational efficiency, and omni-channel strategies.
In the future, MINISO will continue to deepen its globalization strategy and provide more young consumers with valuable brands and valuable products.
Relying on its core advantages, MINISO will continue to explore new retail business opportunities and new consumption development space.