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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.
The business
What it sells, where the money comes from, the kind of company it is.
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.
The record
Ten years of arithmetic, read across the cycle.
The record, 2019–2024
realized figures from each filing · older years to the left| 2019’19 | 2020’20 | 2021’21 | 2022’22 | 2023’23 | 2024’24 | TTMTTMDec 2024 | |
|---|---|---|---|---|---|---|---|
| Income statement | |||||||
| CN¥9.4B | CN¥9.0B | CN¥9.1B | CN¥10.1B | CN¥11.5B | CN¥17.0B | CN¥17.0B | RevenueRevenue |
| 27% | 30% | 27% | 30% | 39% | 45% | 45% | Gross marginGross mgn |
| CN¥1.0B | CN¥767M | CN¥401M | CN¥882M | CN¥2.2B | CN¥3.3B | CN¥3.3B | Operating 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¥638M | CN¥1.8B | CN¥2.6B | CN¥2.6B | Net incomeNet inc. |
| — | — | — | 30% | 24% | 21% | 21% | Effective tax rateTax rate |
| Cash flow & returns | |||||||
| CN¥1.0B | CN¥826M | CN¥916M | CN¥1.4B | CN¥1.7B | CN¥2.2B | CN¥2.2B | Operating cash flowOp. cash |
| CN¥192M | CN¥269M | CN¥265M | CN¥390M | CN¥391M | CN¥809M | CN¥809M | DepreciationDeprec. |
| CN¥1.1B | CN¥820M | CN¥2.1B | CN¥378M | (CN¥494M) | (CN¥1.3B) | (CN¥1.3B) | Working capital & otherWC & other |
| CN¥116M | CN¥57M | CN¥180M | CN¥290M | CN¥174M | CN¥763M | CN¥763M | CapexCapex |
| 1.2% | 0.6% | 2.0% | 2.9% | 1.5% | 4.5% | 4.5% | Capex / revenueCapex/rev |
| CN¥922M | CN¥770M | CN¥736M | CN¥1.1B | CN¥1.5B | CN¥1.4B | CN¥1.4B | Owner earningsOwner earn. |
| 9.8% | 8.6% | 8.1% | 11.1% | 13.0% | 8.3% | 8.3% | Owner earnings marginOE mgn |
| CN¥922M | CN¥770M | CN¥736M | CN¥1.1B | CN¥1.5B | CN¥1.4B | CN¥1.4B | Free cash flowFCF |
| 9.8% | 8.6% | 8.1% | 11.1% | 13.0% | 8.3% | 8.3% | Free cash flow marginFCF mgn |
| CN¥0 | CN¥330M | CN¥0 | CN¥306M | CN¥371M | CN¥1.2B | CN¥371M | Dividends paidDiv. paid |
| — | — | — | CN¥82M | CN¥33M | CN¥313M | — | BuybacksBuybacks |
| — | — | — | 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¥2.9B | CN¥6.9B | CN¥5.6B | CN¥6.7B | CN¥6.4B | CN¥6.4B | Cash & investmentsCash+inv |
| — | CN¥730M | CN¥825M | CN¥1.1B | CN¥1.2B | CN¥2.2B | CN¥2.2B | ReceivablesReceiv. |
| — | CN¥1.4B | CN¥1.5B | CN¥1.2B | CN¥1.5B | CN¥2.8B | CN¥2.8B | InventoryInvent. |
| — | CN¥2.4B | CN¥2.8B | CN¥3.1B | CN¥3.0B | CN¥3.9B | CN¥3.9B | Accounts payablePayables |
| — | (CN¥294M) | (CN¥488M) | (CN¥829M) | (CN¥419M) | CN¥1.0B | CN¥1.0B | Operating working capitalOper. WC |
| — | CN¥5.0B | CN¥9.2B | CN¥8.1B | CN¥9.9B | CN¥11.7B | CN¥11.7B | Current assetsCur. assets |
| — | CN¥3.3B | CN¥3.5B | CN¥3.8B | CN¥3.9B | CN¥5.7B | CN¥5.7B | Current liabilitiesCur. liab. |
| — | 1.5× | 2.6× | 2.1× | 2.5× | 2.0× | 2.0× | Current ratioCurr. ratio |
| — | CN¥0 | CN¥20M | CN¥19M | CN¥21M | CN¥21M | CN¥21M | GoodwillGoodwill |
| — | CN¥5.8B | CN¥10.7B | CN¥11.3B | CN¥13.4B | CN¥18.1B | CN¥18.1B | Total assetsAssets |
| — | CN¥416M | CN¥21M | CN¥7M | CN¥8M | CN¥571M | CN¥571M | Total 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¥6.7B | CN¥7.0B | CN¥8.9B | CN¥10.3B | CN¥10.3B | Shareholders’ equityEquity |
| Per share | |||||||
| — | 577M | 736M | 804M | 829M | 826M | 866M | Shares out (diluted)Shares |
| — | CN¥15.56 | CN¥12.32 | CN¥12.55 | CN¥13.84 | CN¥20.57 | CN¥19.63 | Revenue / shareRev/sh |
| — | CN¥-0.45 | CN¥-1.92 | CN¥0.79 | CN¥2.13 | CN¥3.17 | CN¥3.02 | EPS (diluted)EPS |
| — | CN¥1.33 | CN¥1.00 | CN¥1.39 | CN¥1.80 | CN¥1.70 | CN¥1.62 | Owner earnings / shareOE/sh |
| — | CN¥1.33 | CN¥1.00 | CN¥1.39 | CN¥1.80 | CN¥1.70 | CN¥1.62 | Free cash flow / shareFCF/sh |
| — | CN¥0.57 | CN¥0.00 | CN¥0.38 | CN¥0.45 | CN¥1.51 | CN¥0.43 | Dividends / shareDiv/sh |
| — | CN¥0.10 | CN¥0.24 | CN¥0.36 | CN¥0.21 | CN¥0.92 | CN¥0.88 | Cap. spending / shareCapex/sh |
| — | CN¥-0.58 | CN¥9.04 | CN¥8.75 | CN¥10.74 | CN¥12.48 | CN¥11.92 | Book value / shareBVPS |
Share counts before TTM are restated ×1/1.5 for a stock split, so per-share figures sit on one basis.
| 5-yr | 5-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
FY2019–2024Each measure over its full record; the current point and the worst year marked.
Owner earnings vs. net income
Owner earningsNet incomeThe accountant's number, and the cash an owner can take; the gap is the tell.
Where the cash went
ReinvestBuybacksDividendsAcquisitionsRetainedEach year's operating cash, by what management did with it: the mix, and how it drifts.
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.
| FY2024 | FY2023 | FY2022 | FY2021 | FY2020 | |
|---|---|---|---|---|---|
| Reported net income | CN¥2.6B | CN¥1.8B | CN¥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 operations | CN¥2.2B | CN¥1.7B | CN¥1.4B | CN¥916M | CN¥826M |
| Capital expenditurecash put back in to keep running and to grow | −CN¥763M | −CN¥174M | −CN¥290M | −CN¥180M | −CN¥57M |
| Owner earnings | CN¥1.4B | CN¥1.5B | CN¥1.1B | CN¥736M | CN¥770M |
| Owner-earnings marginowner earnings ÷ revenue | 8% | 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.
Quality & stewardship
Returns, the balance sheet, capital allocation, and pay.
Owner’s Scorecard
Will it survive?
- Can it pay its interest? 35.7×ComfortableOperating 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.
- How heavy is the debt, net of cash? +CN¥5.9BNet cashCash 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.
- TightDSO 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 cycle3-yr median, range 37%–70%; 57% latest = NOPAT CN¥2.6B ÷ invested capital CN¥4.6BIndustry 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 cycle6-yr median margin, range 8%–13%; latest CN¥1.4B = operating cash CN¥2.2B − maintenance capex CN¥763MIndustry 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-backedCash 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 halfDividends + 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×MaintainingCapex 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 PassCurrent 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 PassDebt ≤ 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 MissA 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 MissUninterrupted 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 contestabilityAI 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.
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, 2024Can 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.
- Cash & short-term investmentsCN¥6.4B
- ReceivablesCN¥2.2B
- InventoryCN¥2.8B
- Other current assetsCN¥270M
- Debt due within a yearCN¥567M
- Accounts payableCN¥3.9B
- Other current liabilitiesCN¥1.2B
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.
- 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.
| Company | Revenue | Gross margin | Op. margin | ROIC | Owner earn. margin |
|---|---|---|---|---|---|
| DGDollar General Corporation | $42.7B | 31% | 8.4% | 18% | 6% |
| MMacy's | $21.8B | 38% | 5.0% | 13% | 4% |
| BJBJ's Wholesale | $21.5B | 18% | 3.7% | 24% | 3% |
| DLTRDollar Tree Inc. | $19.4B | 31% | 8.3% | 14% | 5% |
| MNSOMINISO Group Holding Limited | CN¥17.0B | 30% | 9.8% | 57% | 9% |
| KSSKohl's | $15.5B | 40% | 4.8% | 11% | 6% |
| PSMTPriceSmart Inc. | $5.3B | 15% | 4.3% | 13% | 3% |
| FIVEFive Below | $4.8B | 36% | 11.2% | 25% | 9% |
| Group median | — | 31% | 6.6% | 16% | 5% |
The price
What a price has to assume.
What the price implies
reverse-DCFEnter 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.
—
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.
A dated snapshot of the price you typed, the assumptions you set, and what the page showed for them. A snapshot is never edited after it is saved. Your notebook is yours alone — the commitment states what is stored and what we will never do.
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.
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.
Manual order: ← MNDY its page in the Manual MNY →
Industry order: ← M the Department & General Merchandise Stores chapter OLLI →