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MNSO 
Miniso Group Holding Ltd (MNSO)
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Upturn Advisory Summary
11/07/2025: MNSO (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
18 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $27.65
1 Year Target Price $27.65
| 11 | Strong Buy |
| 5 | Buy |
| 1 | Hold |
| 1 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 4.21% | Avg. Invested days 30 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/07/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 6.34B USD | Price to earnings Ratio 19.51 | 1Y Target Price 27.65 |
Price to earnings Ratio 19.51 | 1Y Target Price 27.65 | ||
Volume (30-day avg) 18 | Beta 0.15 | 52 Weeks Range 13.78 - 26.83 | Updated Date 11/9/2025 |
52 Weeks Range 13.78 - 26.83 | Updated Date 11/9/2025 | ||
Dividends yield (FY) 2.98% | Basic EPS (TTM) 1.06 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 12.63% | Operating Margin (TTM) 15.25% |
Management Effectiveness
Return on Assets (TTM) 9.53% | Return on Equity (TTM) 22.93% |
Valuation
Trailing PE 19.51 | Forward PE 24.69 | Enterprise Value 7207623880 | Price to Sales(TTM) 0.34 |
Enterprise Value 7207623880 | Price to Sales(TTM) 0.34 | ||
Enterprise Value to Revenue 2.75 | Enterprise Value to EBITDA 15.75 | Shares Outstanding 304272169 | Shares Floating 433547569 |
Shares Outstanding 304272169 | Shares Floating 433547569 | ||
Percent Insiders 2.88 | Percent Institutions 8.15 |
Upturn AI SWOT
Miniso Group Holding Ltd
Company Overview
History and Background
Miniso was founded in 2013 by Chinese entrepreneur Ye Guofu and Japanese designer Miyake Junya. It quickly expanded globally, offering affordable lifestyle products. The company went public in 2020.
Core Business Areas
- Retail Operations: Miniso operates a large network of retail stores offering a wide range of consumer products.
- Franchise Management: The company utilizes a franchise model to expand its retail presence rapidly.
- Product Design and Development: Miniso focuses on designing and developing products with a focus on affordability and aesthetics.
Leadership and Structure
The CEO is Ye Guofu. The company has a typical corporate structure with a board of directors and various management teams overseeing different business functions.
Top Products and Market Share
Key Offerings
- Household Goods: Includes storage solutions, kitchenware, and cleaning supplies. Competitors include Dollar General (DG) and Five Below (FIVE). Miniso has a growing market share in this sector, though specific figures are hard to verify, but revenue is a substantial portion of overall sales.
- Cosmetics and Personal Care: Features makeup, skincare, and fragrances. Competitors include Sephora (LVMUY) and Ulta Beauty (ULTA). Miniso's competitive edge is its affordable pricing. Sales are significant.
- Toys and Stationery: Offers toys, stationery, and related items. Competitors include Hasbro (HAS) and Mattel (MAT). Miniso offers licensed products at low prices.
- Snacks and Beverages: Wide range of snacks, many imported from Asia. Competitors include traditional supermarkets such as Walmart (WMT) and Target (TGT).
Market Dynamics
Industry Overview
The retail industry is highly competitive and constantly evolving, with increasing focus on e-commerce and value-driven shopping.
Positioning
Miniso is positioned as a value retailer, offering affordable and stylish products targeted at young consumers. Its competitive advantage lies in its low prices and a broad product assortment.
Total Addressable Market (TAM)
The total addressable market is in the billions, encompassing the entire retail sector for household goods, cosmetics, toys, and snacks. Miniso is positioned to capture a segment of the TAM through its affordable pricing and broad product assortment.
Upturn SWOT Analysis
Strengths
- Affordable pricing
- Wide product range
- Global brand recognition
- Rapid expansion through franchise model
Weaknesses
- Perception of lower quality
- Dependence on franchise partners
- Potential supply chain disruptions
- Brand image consistency across regions
Opportunities
- Expansion into new markets
- Increasing online presence
- Strategic partnerships with established brands
- Product diversification
Threats
- Increased competition from other value retailers
- Fluctuations in currency exchange rates
- Changes in consumer preferences
- Economic downturns impacting consumer spending
Competitors and Market Share
Key Competitors
- DG
- FIVE
- ULTA
- WMT
- TGT
Competitive Landscape
Miniso differentiates itself through its blend of affordability and design. Its key disadvantage compared to larger retailers like Walmart and Target is its smaller scale.
Growth Trajectory and Initiatives
Historical Growth: Miniso has experienced rapid growth in its store network and revenue since its founding, though growth rates may vary by region.
Future Projections: Future growth projections are not available.
Recent Initiatives: Strategic initiatives include expanding e-commerce presence, introducing new product lines, and focusing on higher-tier markets.
Summary
Miniso is a rapidly expanding value retailer with a global presence and a large product assortment. Its affordable pricing and franchise model have fueled its growth. However, it faces challenges in maintaining consistent brand image, controlling quality, and competing with established giants.
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Sources and Disclaimers
Data Sources:
- Company Filings
- Market Reports
- Analyst Research
Disclaimers:
This analysis is based on publicly available information and is not financial advice. Market share data is estimated and may not be precise.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Miniso Group Holding Ltd
Exchange NYSE | Headquaters - | ||
IPO Launch date 2020-10-15 | Founder, Chairman of the Board of Directors & CEO Mr. Guofu Ye | ||
Sector Consumer Cyclical | Industry Specialty Retail | Full time employees 7204 | Website https://www.miniso.com |
Full time employees 7204 | Website https://www.miniso.com | ||
MINISO Group Holding Limited, an investment holding company, engages in the retail and wholesale of design-led lifestyle and pop toy products in Mainland China, the rest of Asia, North and Latin America, Europe, and internationally. The company offers products in various categories, including home decor products, small electronics, textiles, accessories, beauty tools, toys, cosmetics, personal care products, snacks, fragrances and perfumes, and stationeries and gifts under the MINISO brand; and blind boxes, toy bricks, model figures, model kits, collectible dolls, Ichiban Kuji, and other popular toys under the TOP TOY brand. It also engages in brand licensing activity; and online sale of lifestyle products. MINISO Group Holding Limited was founded in 2013 and is based in Guangzhou, China.
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