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MarketBeat
MarketBeat
Jeffrey Neal Johnson

How a Superstore Strategy Fueled MINISO’s 20% Stock Surge

Miniso Disney MarketBeat MNSO Sanrio

Shares of MINISO Group (NYSE: MNSO) surged over 20% in the trading session following its second quarter 2025 earnings report, a dramatic move that signaled more than just a positive quarter. The market’s enthusiastic response delivered a clear verdict on the company's evolving business strategy.

The company’s recent performance is the result of a powerful two-part strategic formula: an aggressive international expansion centered on larger store formats and a highly profitable product model built on popular intellectual property. 

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