MINISO Group Reports 214.4 Billion Yuan Revenue for Fiscal 2025, Marking 26.2% Growth

MINISO Group Holding Limited has announced its financial results for the 2025 fiscal year. The group's total revenue reached 214.4 billion yuan, representing a year-over-year increase of 26.2%. Revenue from the core MINISO brand amounted to 195.2 billion yuan, up 22.0% compared to the previous year.

The group's gross profit for the year was 96.5 billion yuan, a growth of 26.3%, with the gross margin standing at 45.0%, an improvement of 0.1 percentage points. The adjusted net profit, calculated on a non-IFRS basis, was 29.0 billion yuan, rising by 6.5%, resulting in an adjusted net profit margin of 13.5%.

In terms of store network, the group had a total of 8,485 stores globally by the end of 2025. The company actively returned value to shareholders, declaring a final dividend for 2025. Throughout the year, a total of 19.1 billion yuan was returned to shareholders, comprising 5.5 billion yuan in share repurchases and 13.6 billion yuan in dividends, which accounted for 66% of the adjusted net profit.

Regarding its intellectual property strategy, the company employs a dual-driver approach combining international IPs and its own creations. It has established deep collaborations with over 180 globally renowned IPs while also developing its own portfolio, including YOYO, Radish Street, and Angry Aimee. Products related to the YOYO IP achieved sales exceeding 100 million yuan within six months of launch.

TOP TOY, the collectible toy brand controlled by MINISO Group, reported annual revenue of 19.2 billion yuan for 2025, surging 94.8% year-over-year. By the end of the year, its global store count reached 334, including 30 overseas locations, indicating steady progress in its global expansion.

By the end of 2025, TOP TOY had developed more than 20 of its own IPs. Its core original IP, "Nommi Nuomier," generated annual sales surpassing 200 million yuan. The brand also successively launched new proprietary IPs such as Mochi, Ninimo, and Fofo, continuously enriching its IP ecosystem. Furthermore, TOP TOY established six themed stores centered around its own IPs, including NOMMI, MAYMEI, and FOFO, enhancing the immersive IP-driven consumer experience.