Owner Scorecard


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MNSO, MINISO Group Holding Limited

A retailer, earning thin margins on high volume, where inventory turns, unit economics and scale decide the outcome.

Latest annual: FY2024 20-F · figures as filed, in CNY · 1 ADS = 4 ordinary shares
MNSO · MINISO Group Holding Limited
I

The business

What it sells, where the money comes from, the kind of company it is.

Revenue · FY2024
CN¥17.0B
+48.1% YoY · 13% 5-yr CAGR
Vital signs · TTM, with 5-yr average
Revenue CN¥17.0B 5-yr avg CN¥11.3B
Gross margin 45% 5-yr avg 34%
Operating margin 19.5% 5-yr avg 12.1%
ROIC 57% 5-yr avg 55%
Owner-earnings margin 8% 5-yr avg 10%
Free cash flow margin 8% 5-yr avg 10%

The business in brief

read the 10-K →

What this business is and what moves its needle, from its own SEC filings.

What moves the needle
Gross margin has run about 30% and operating margin about 8.7% through the cycle, a solid spread between what it charges and what the product costs to make. The operating margin has swung widely — from 4.4% to 20% over the years — so the through-cycle figure carries more than any single year, and the worst year more than the best. The cash cycle has run negative through the cycle (a median of −39 days): the operation is paid before it pays, so working capital releases cash as the business grows rather than tying it up. On its own account, the filing leans hardest on customer concentration, set against the numbers in what the filing emphasizes, below.
Is it a good business?
Return on capital has run high across the record (median 57%, above 15% in 3 of 3 years), though buybacks and expensed R&D and brands shrink the capital base, so the figure overstates the underlying economics. The steadier read is owner earnings: roughly 9% of revenue reaches owners as cash, consistently. Whether these returns reflect real pricing power or an accounting artifact is the judgment the 10-K is for.

Every line is arithmetic on the company's filings, shown in full in the sections below.

II

The record

Ten years of arithmetic, read across the cycle.

The record, 2019–2024

realized figures from each filing · older years to the left
2019’192020’202021’212022’222023’232024’24TTMTTMDec 2024
Income statement
CN¥9.4BCN¥9.0BCN¥9.1BCN¥10.1BCN¥11.5BCN¥17.0BCN¥17.0BRevenueRevenue
27%30%27%30%39%45%45%Gross marginGross mgn
CN¥1.0BCN¥767MCN¥401MCN¥882MCN¥2.2BCN¥3.3BCN¥3.3BOperating incomeOp. inc.
10.8%8.5%4.4%8.7%19.4%19.5%19.5%Operating marginOp. mgn
(CN¥291M)(CN¥262M)(CN¥1.4B)CN¥638MCN¥1.8BCN¥2.6BCN¥2.6BNet incomeNet inc.
30%24%21%21%Effective tax rateTax rate
Cash flow & returns
CN¥1.0BCN¥826MCN¥916MCN¥1.4BCN¥1.7BCN¥2.2BCN¥2.2BOperating cash flowOp. cash
CN¥192MCN¥269MCN¥265MCN¥390MCN¥391MCN¥809MCN¥809MDepreciationDeprec.
CN¥1.1BCN¥820MCN¥2.1BCN¥378M(CN¥494M)(CN¥1.3B)(CN¥1.3B)Working capital & otherWC & other
CN¥116MCN¥57MCN¥180MCN¥290MCN¥174MCN¥763MCN¥763MCapexCapex
1.2%0.6%2.0%2.9%1.5%4.5%4.5%Capex / revenueCapex/rev
CN¥922MCN¥770MCN¥736MCN¥1.1BCN¥1.5BCN¥1.4BCN¥1.4BOwner earningsOwner earn.
9.8%8.6%8.1%11.1%13.0%8.3%8.3%Owner earnings marginOE mgn
CN¥922MCN¥770MCN¥736MCN¥1.1BCN¥1.5BCN¥1.4BCN¥1.4BFree cash flowFCF
9.8%8.6%8.1%11.1%13.0%8.3%8.3%Free cash flow marginFCF mgn
CN¥0CN¥330MCN¥0CN¥306MCN¥371MCN¥1.2BCN¥371MDividends paidDiv. paid
CN¥82MCN¥33MCN¥313MBuybacksBuybacks
37%70%57%57%ROICROIC
-21%9%20%25%25%Return on equityROE
−21%5%16%13%22%Retained to equityRetained/eq
Balance sheet
CN¥2.9BCN¥6.9BCN¥5.6BCN¥6.7BCN¥6.4BCN¥6.4BCash & investmentsCash+inv
CN¥730MCN¥825MCN¥1.1BCN¥1.2BCN¥2.2BCN¥2.2BReceivablesReceiv.
CN¥1.4BCN¥1.5BCN¥1.2BCN¥1.5BCN¥2.8BCN¥2.8BInventoryInvent.
CN¥2.4BCN¥2.8BCN¥3.1BCN¥3.0BCN¥3.9BCN¥3.9BAccounts payablePayables
(CN¥294M)(CN¥488M)(CN¥829M)(CN¥419M)CN¥1.0BCN¥1.0BOperating working capitalOper. WC
CN¥5.0BCN¥9.2BCN¥8.1BCN¥9.9BCN¥11.7BCN¥11.7BCurrent assetsCur. assets
CN¥3.3BCN¥3.5BCN¥3.8BCN¥3.9BCN¥5.7BCN¥5.7BCurrent liabilitiesCur. liab.
1.5×2.6×2.1×2.5×2.0×2.0×Current ratioCurr. ratio
CN¥0CN¥20MCN¥19MCN¥21MCN¥21MCN¥21MGoodwillGoodwill
CN¥5.8BCN¥10.7BCN¥11.3BCN¥13.4BCN¥18.1BCN¥18.1BTotal assetsAssets
CN¥416MCN¥21MCN¥7MCN¥8MCN¥571MCN¥571MTotal debtDebt
(CN¥2.4B)(CN¥6.9B)(CN¥5.6B)(CN¥6.7B)(CN¥5.9B)(CN¥5.9B)Net debt / (cash)Net debt
40.3×24.5×14.1×26.4×64.2×35.7×35.7×Interest coverageInt. cov.
(CN¥114M)(CN¥337M)CN¥6.7BCN¥7.0BCN¥8.9BCN¥10.3BCN¥10.3BShareholders’ equityEquity
Per share
577M736M804M829M826M866MShares out (diluted)Shares
CN¥15.56CN¥12.32CN¥12.55CN¥13.84CN¥20.57CN¥19.63Revenue / shareRev/sh
CN¥-0.45CN¥-1.92CN¥0.79CN¥2.13CN¥3.17CN¥3.02EPS (diluted)EPS
CN¥1.33CN¥1.00CN¥1.39CN¥1.80CN¥1.70CN¥1.62Owner earnings / shareOE/sh
CN¥1.33CN¥1.00CN¥1.39CN¥1.80CN¥1.70CN¥1.62Free cash flow / shareFCF/sh
CN¥0.57CN¥0.00CN¥0.38CN¥0.45CN¥1.51CN¥0.43Dividends / shareDiv/sh
CN¥0.10CN¥0.24CN¥0.36CN¥0.21CN¥0.92CN¥0.88Cap. spending / shareCapex/sh
CN¥-0.58CN¥9.04CN¥8.75CN¥10.74CN¥12.48CN¥11.92Book value / shareBVPS

Share counts before TTM are restated ×1/1.5 for a stock split, so per-share figures sit on one basis.

Per-share growththe realized rate an owner's share compounded
5-yr5-yr
Revenue / share+7.2%/yr (4-yr)+7.2%/yr (4-yr)
Owner earnings / share+6.3%/yr (4-yr)+6.3%/yr (4-yr)
Dividends / share+27.4%/yr (4-yr)+27.4%/yr (4-yr)
Capital spending / share+74.9%/yr (4-yr)+74.9%/yr (4-yr)

The record, charted

FY2019–2024

Each measure over its full record; the current point and the worst year marked.

Share count
1.2Bpeak FY2023
ROIC
57%low FY2022
Gross margin
45%low FY2019

Owner earnings vs. net income

Owner earningsNet income

The accountant's number, and the cash an owner can take; the gap is the tell.

CN¥1.4Bowner earningsvs.CN¥2.6Bnet incomelow FY2021

Where the cash went

ReinvestBuybacksDividendsAcquisitionsRetained

Each year's operating cash, by what management did with it: the mix, and how it drifts.

FY2019FY2024

Net income is the accountant's number; owner earnings is the cash an owner could take out. The walk between them, off the cash-flow statement, and whether the gap is widening or holding.

In fiscal 2024 the business reported CN¥2.6B of profit but CN¥1.4B of owner earnings: CN¥1.2B less than the profit line, taken out by capital spending and the timing of cash.

Reported net incomeCN¥2.6B
Owner earningsCN¥1.4B · 8% of revenue
FY2024FY2023FY2022FY2021FY2020
Reported net incomeCN¥2.6BCN¥1.8BCN¥638M(CN¥1.4B)(CN¥262M)
Depreciation & amortizationnon-cash charge added back+CN¥809M+CN¥391M+CN¥390M+CN¥265M+CN¥269M
Working capital & othertiming of cash in and out, other non-cash items−CN¥1.3B−CN¥494M+CN¥378M+CN¥2.1B+CN¥820M
Cash from operationsCN¥2.2BCN¥1.7BCN¥1.4BCN¥916MCN¥826M
Capital expenditurecash put back in to keep running and to grow−CN¥763M−CN¥174M−CN¥290M−CN¥180M−CN¥57M
Owner earningsCN¥1.4BCN¥1.5BCN¥1.1BCN¥736MCN¥770M
Owner-earnings marginowner earnings ÷ revenue8%13%11%8%9%

Owner earnings is the cash an owner could pull out without starving the business: operating cash less the capital it must spend to hold its position .

Maintenance capex is estimated as depreciation where a growing business invests above it; free cash flow is the figure the scorecard's free-cash margin reads.

III

Quality & stewardship

Returns, the balance sheet, capital allocation, and pay.

Owner’s Scorecard

FY2024 20-F · source on SEC EDGAR →

Will it survive?

  • Comfortable
    Operating income CN¥3.3B ÷ interest expense CN¥93M
    What this means

    Operating profit covers interest with the kind of margin Graham wanted for a defensive holding. Necessary, not sufficient, it says solvent, not cheap.

  • Net cash
    Cash CN¥6.3B + ST investments CN¥100M − debt CN¥571M
    What this means

    Cash and short-term investments exceed every dollar of debt by CN¥5.9B, on net the company owes nothing, and can act from strength when others can't. Net debt is the leverage figure that matters: the cash is already set against the debt. Strategic or illiquid investments aren't counted here.

  • Tight
    DSO 47 + DIO 107 − DPO 154 days
    What this means

    Days cash is tied up between paying suppliers and collecting from customers. Lower is better; a long cycle means growth itself eats cash.

Is it a good business?

  • Very high (≥25%) through the cycle
    3-yr median, range 37%–70%; 57% latest = NOPAT CN¥2.6B ÷ invested capital CN¥4.6B
    Industry peers: median 14%
    What this means

    The rate the business earns on the money tied up in it, Buffett's north star, because over time a stock tracks the ROIC beneath it. Above ~15% sustained hints at a moat; a return below the cost of capital (~8%) erodes value as a business grows rather than building it — the test Buffett weighs most. The headline is the median of the last 3 years (it ran 57% most recently), so one peak or trough year doesn't set the verdict. Asset-light businesses (R&D expensed, little capital) read artificially high, pair this with Owner Earnings.

  • Solid through the cycle
    6-yr median margin, range 8%–13%; latest CN¥1.4B = operating cash CN¥2.2B − maintenance capex CN¥763M
    Industry peers: median 5%
    What this means

    What an owner could take out without starving the business: operating cash less the maintenance capital it must spend to hold its position — Buffett's owner earnings. That's 8% of revenue this year, a 9% median across 6 years.

  • Mostly cash-backed
    Cash from ops CN¥2.2B ÷ net income CN¥2.6B
    What this means

    How much of reported profit showed up as operating cash. Above 1× is reassuring; well below suggests earnings lean on accruals. One year is noisy, growth and working-capital swings distort it, and this is operating cash, not free cash. Watch the multi-year trend.

How is the cash used?

  • Returns about half
    Dividends + buybacks CN¥684M ÷ Owner Earnings CN¥1.4B
    What this means

    Of CN¥1.4B Owner Earnings, CN¥684M (49%) went back to shareholders, CN¥371M dividends, CN¥313M buybacks. Returning most of it is the mark of a mature business with little left to reinvest at a high return; reinvesting most could mean a long runway, or empire-building. The split doesn't say which; the return earned on it (see ROIC) does.

  • Investing or harvesting? 0.94×
    Maintaining
    Capex CN¥763M ÷ depreciation CN¥809M
    What this means

    Descriptive, not a grade. Above ~1× means investing faster than assets wear out (growth, or, sustained for years, today's earnings carrying less depreciation than tomorrow's will). Below means spending less than it's wearing out (efficiency, or a melting asset base). The ratio won't tell you which; the filings will.

Graham’s defensive tests · 2 of 4 met

Graham’s numerical criteria for the defensive investor (The Intelligent Investor, ch. 14), run on the filings. A floor of safety, not a buy signal; many fine modern businesses fail his strictest liquidity rules by design.

  • Adequate size
    Revenue ≥ $2B (a dollar floor) · CN¥17.0B
    What this means

    Big enough to weather a storm. Graham's floor is a dollar figure — about $2B of revenue as a conservative modern stand-in. This company reports in its home currency and we carry no exchange rate, so we show the figure and leave the size bar for you to apply rather than convert it with a number we don't have.

  • Strong liquidity Pass
    Current ratio ≥ 2× · 2.04×
    What this means

    Current assets at least twice current liabilities, near-term bills covered without touching the business. Strict by design: many cash-rich modern firms run leaner and miss it, holding their cushion in longer-dated securities.

  • Conservative debt Pass
    Debt ≤ working capital · CN¥571M vs CN¥5.9B WC
    What this means

    Graham's rule that borrowings not exceed net current assets. Capital-heavy and buyback-heavy firms routinely fail it, read it next to interest coverage, not alone.

  • Earnings stability Miss
    A profit every year (6-yr record) · 3 loss years
    What this means

    Graham wanted earnings in each of the past ten years, the stability a defensive owner leans on.

  • Dividend record Miss
    Uninterrupted dividends · 4 of 6 yrs
    What this means

    An unbroken dividend was Graham's mark of durability. He wanted twenty years; the filings show about ten, and a single suspension breaks the streak. Non-payers, many fine modern compounders, fall outside his defensive net by design.

  • Earnings growth
    Earnings +33% over the record ·
    What this means

    Earnings were negative early in the record, a growth rate isn't meaningful.

  • Moderate price
    P/E ≤ 15 and P/E × P/B ≤ 22.5 · decided by the price
    What this means

    Graham's valuation gate, the wall he kept between a sound business and a sound investment. Three-year average earnings are CN¥1.35/share (latest year CN¥2.12), the averaged base the calculator's gate runs on, and book value is CN¥8.33/share. Enter a price in “What the price implies” just below for the P/E, P/B, and whether it clears. But this is the rule Buffett outgrew: there's no hard P/E law, and a wonderful business can deserve a far richer multiple if the thesis holds, treat it as the bargain-hunter's floor, not a verdict on the price.

Durability & moat, 2019–2024

Whether the record’s returns held, and what the capital reinvested earned.

  • Profitable years 3 of 6
    What this means

    Lost money in 3 year(s), look at what happened there before trusting the average.

  • Return on capital ≥ 15% 3 of 3 yrs
    What this means

    A moat shows up as a high return on invested capital that holds year after year, not one good vintage.

  • Operating margin 8% → 16% (3-yr avg ends)

    In the filing’s words The filing ties gains to its own pricing, but names price competition too — pricing power that is real yet contested, not unopposed. The margin shows who is winning.

    What this means

    Through the cycle the operating margin widened — about 8% early to 16% lately, median 9% — pricing power intact or improving.

  • Reinvestment, incremental ROIC returns capital
    What this means

    The capital base barely grew: this business returns cash through dividends and buybacks rather than reinvesting. Judge it on the cash returned, not on compounding.

  • Owner earnings growth +11%/yr
    What this means

    Owner earnings grew about 11% a year over the record.

  • Worst year 2021 · 4.4% op. margin
    What this means

    Stayed profitable even in its hardest year, the resilience that survives recessions.

  • Share count +7.4%/yr
    What this means

    The share count is rising, dilution works against you on a per-share basis.

  • Dividend record rising
    What this means

    Paid and raised the dividend across the record, the continuity Graham prized.

Does AI threaten the moat?

Moderate contestability

AI is likely to reshape costs and some products here without clearly contesting or sparing the core moat; how the company itself frames it is the tell.

In its own filing Framed as a capability

The filing positions AI as something the company uses, not something it fears.

“We use AI and big data in managing and analyzing store-level inventories.”

The question is whether a moat the record shows as durable outlasts a technology that lowers the cost of part of what the firm sells. The durability is read in the record above, the filing's own framing of AI beside it; the industry label decides nothing on its own.

Read from the filing's own risk factors, paired with the industry's structure under its SIC code; the durability is read above, the price below.

All figures as filed; the source filing is linked above.

Current Position

as of fiscal year-end, Dec 31, 2024

Can the business pay what it owes this year, off the freshest balance sheet: the quality of the assets, the debt actually coming due, and what a low ratio means here.

Current assetsCN¥11.7B
  • Cash & short-term investmentsCN¥6.4B
  • ReceivablesCN¥2.2B
  • InventoryCN¥2.8B
  • Other current assetsCN¥270M
Current liabilitiesCN¥5.7B
  • Debt due within a yearCN¥567M
  • Accounts payableCN¥3.9B
  • Other current liabilitiesCN¥1.2B
Current ratio2.04×all current assets ÷ what's due · Graham looked for 2×
Quick ratio1.55×stricter: inventory excluded
Cash ratio1.12×strictest: cash alone against what's due
Working capitalCN¥5.9Bthe cushion left after near-term bills
Debt due this year vs. cashCN¥567M due · CN¥6.4B cash covered by cash on hand, no refinancing forced · both figures from the Dec 31, 2024 balance sheet
Deeper floors
Tangible book valueCN¥10.3Bequity stripped of goodwill & intangibles
Net current asset valueCN¥3.9BGraham's net-net: current assets less all liabilities
Debt incl. operating leasesCN¥3.1BCN¥2.5B of it operating leases
Deferred revenueCN¥323Mcustomer cash collected before delivery; operating float

From the company's latest filing.

How the cash was used, 2019–2024

Over the record, the business generated CN¥8.0B of operating cash; how management split it reads as a balanced allocator, splitting cash between the business, owners, and the balance sheet.

  • ReinvestedCN¥1.6B · 20%
  • DividendsCN¥2.3B · 28%
  • BuybacksCN¥428M · 5%
  • Retained (debt / cash)CN¥3.8B · 47%
  • Returned to ownersCN¥2.7B

    42% of the owner earnings the business produced over the span, CN¥2.3B as dividends and CN¥428M as buybacks.

  • Average price paid for buybacks

    Buybacks ran CN¥428M over the span, but the filings don't tag the share count needed to deduce the average price paid.

  • Net change in share count50.0%

    The diluted count rose from 577M to 866M: issuance (stock pay, deals) outran any buybacks, so owners were diluted on net.

  • Dividend recordCN¥1.51/sh

    Paid in 4 of the years on record, the per-share dividend growing about 27% a year. It was cut at least once along the way.

  • Return on what it retained140%

    Of the earnings it kept rather than paid out (CN¥377M over the span), annual owner earnings (first three years vs last three) grew CN¥529M, so each retained CN¥1 added about 1.40 of yearly owner earnings. Buffett's test, run on owner earnings instead of market value.

Buybacks are gross of stock issued to staff; the share-count line above is the net of that, the figure that decides whether owners gained. The average price paid blends a year of purchases (and any accelerated repurchase), so it is close, not exact. The record of where the cash went and on what terms.

Inverting the record

Invert: instead of why MINISO Group Holding Limited is a good business, the question is what would make owning it a mistake, and whether those marks are in the record. Disconfirming tests across 2019–2024.

1 of the 3 tests turned up something to look into; the other 2 came back clean.

  • Look hereDid the share count rise anyway?50.0%

    Diluted shares grew 50.0% over 2019–2024, even as the company spent CN¥428M on buybacks. The repurchases were outrun by issuance — to staff, in a raise, or in a deal — and the filing says which; owners' slice still shrank. Read the buyback line beside this one, not on its own.

And these came back clean
  • Is it less profitable than it was?
  • Did reported profit become cash?

Each test is read from the filings and is noisy alone; a flag can mark a cyclical trough or a year of heavy investment as easily as a problem. The filing says which.

Peers, Department & General Merchandise Stores

The same industry, side by side on owner economics. Each figure is a through-cycle median, so a peak or trough year can’t distort it; the group median at the foot is the line to read each against.

CompanyRevenueGross marginOp. marginROICOwner earn. margin
DGDollar General Corporation$42.7B31%8.4%18%6%
MMacy's$21.8B38%5.0%13%4%
BJBJ's Wholesale$21.5B18%3.7%24%3%
DLTRDollar Tree Inc.$19.4B31%8.3%14%5%
MNSOMINISO Group Holding LimitedCN¥17.0B30%9.8%57%9%
KSSKohl's$15.5B40%4.8%11%6%
PSMTPriceSmart Inc.$5.3B15%4.3%13%3%
FIVEFive Below$4.8B36%11.2%25%9%
Group median31%6.6%16%5%
IV

The price

What a price has to assume.

What the price implies

reverse-DCF

Enter the US price, in dollars: the NYSE/Nasdaq quote you hold. Per the filing's own cover, “American depositary shares (each American depositary share representing four ordinary”; MINISO Group Holding Limited reports in CNY, so every figure in this tool is stated per ADS and translated at CNY 1 = $0.147 (2026-07-17, reference rate) so your dollar quote reconciles exactly. The record tables elsewhere on this page remain as filed, in CNY.

Type today's close and see the owner-earnings growth you'd have to believe to justify it, beside what MINISO Group Holding Limited has delivered.

$

Through the cycle, MINISO Group Holding Limited earns about $230M on its 9.2% median owner-earnings margin. This year’s 8.3% margin runs in line with that. Normalize, below, values the price on that through-cycle figure rather than the latest year.

Base

The assumptions

9.0% = the 4.55% 10-year Treasury (Jul 15, 2026) + 4.45 points of equity premium. The rate you require is yours to set.

Enter a price above to run it.

Implied by the price
Owner-earnings growth · ’20→’24+18%/yr
Owner-earnings growth · ’19→’24+11%/yr
Owner-earnings yield
P/E (3-yr earnings ’22–’24)
P/B
Graham’s price gate

Graham capped the multiple at 15×; Buffett and Munger let that rule go: a wonderful business can deserve 50× if the thesis holds. The gate marks the bargain-hunter's floor.

Against a high-grade bond: Graham’s yardstick bond yield%

Prefilled with the 10-year Treasury (4.55%, as of Jul 15, 2026). Edit it for today’s exact figure, or a AAA corporate yield.

Graham measured a stock against the bond you could own instead, the heart of his margin of safety. Enter a price above to weigh the owner-earnings yield against this bond.

Owner earnings $207M on 309M shares outstanding, per the 20-F/A cover, as of 2025-12-31; net cash $864M. The base is the latest year by default; Normalize values it on the through-cycle median owner-earnings margin (to avoid paying on a peak year). Net of stock comp treats option pay as the expense it is. The dials set the multiple a growth belief justifies; the price, and every dollar on this page, is yours.

Cite: Owner Scorecard, "MINISO Group Holding Limited (MNSO), the owner's record," https://ownerscorecard.com/c/MNSO, data as of 2026-07-09.

Manual order: ← MNDY its page in the Manual MNY →

Industry order: ← M the Department & General Merchandise Stores chapter OLLI →