名创优品上半年营收增超两成，叶国富：国内乐园店店效要超越泡泡玛特

澎湃新闻08-28

“以后名创优品乐园店，如果同场有友商店（指泡泡玛特），我们的店效（备注：店铺经营效果，衡量单店平均销售额的绩效指标）要超越它。他们一个月‘干’300万元，我们要‘干’300万元，他‘干’200万元，我们要‘干’200万元，这是我们最新提的目标，我们非常有信心。”　　8月28日，在名创优品集团（NYSE：MNSO；HKEX：9896）半年报业绩会上，名创优品集团创始人、董事会主席兼首席执行官叶国富说...

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Ye Guofu: The efficiency of domestic amusement park stores should surpass that of Pop Mart.","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PMRTY":1.85,"MNSO":1.97,"09992":1.85,"09896":1.97},"content_text":"“以后名创优品乐园店，如果同场有友商店（指泡泡玛特），我们的店效（备注：店铺经营效果，衡量单店平均销售额的绩效指标）要超越它。他们一个月‘干’300万元，我们要‘干’300万元，他‘干’200万元，我们要‘干’200万元，这是我们最新提的目标，我们非常有信心。”　　8月28日，在名创优品集团（NYSE：MNSO；HKEX：9896）半年报业绩会上，名创优品集团创始人、董事会主席兼首席执行官叶国富说。　　当日，名创优品集团（NYSE：MNSO；HKEX：9896）发布截至2026年6月30日止六个月的财务业绩报告。上半年，集团总营收115.0亿元，同比增长22.4%；毛利率44.3%，公司权益股东应占利润9.6亿元，同比增长6.1%，剔除汇兑损益后的经调整净利润（Non-IFRS）12.2亿元，同比下滑1.7%。名创优品集团上半年返还股东13.1亿元，超过同期剔除汇兑损益后的经调整净利润，每股摊薄盈利同比增长8.2%。　　名创优品集团营收由名创优品品牌以及TOP TOY品牌构成，其中，名创优品品牌营收105.1亿元，同比增长21.6%，名创优品品牌中国内地营收64.5亿元，同比增长26.2%，创近三年同期最快增速，国内同店销售实现中个位数正增长。TOP TOY品牌收入同比增长32.7%至9.85亿元。　　截至2026年6月30日，名创优品集团全球门店达8674家。其中，名创优品品牌全球门店8309家，国内门店4665家，上半年净增97家；海外门店3644家，上半年净增61家。　　在电话会上，叶国富表示，经过测算，名创优品品牌在国内的门店总量约在七千到八千家，其中乐园系门店总量大约在1200家，选址始终是以点位价值和流量为核心依据。　　据悉，名创优品的乐园系门店，主打“门店即乐园”模式，单店平均面积是常规门店的数倍，八九成SKU是IP产品。乐园系门店平均回本周期可以控制在一年以内，快于常规门店的16至18个月，部分早期门店最快约6个月回本。近日，MINISOLAND成都东郊记忆店正式开业，这是名创优品在中国落地的第100家乐园系门店。　　谈及海外业务的表现，叶国富说，名创优品品牌海外收入同比增长14.9%至40.6亿元，低于预期，也对集团的利润造成一定的拖累，“海外业务对公司利润贡献下降，影响主要来自两个方面，第一，代理业务收入下滑，第二除北美之外，直营市场仍处于早期投入阶段，门店模型仍需打磨，目前尚未盈利。”　　叶国富表示，集团已在内部做了深刻的复盘，在海外直营门店拓展上会更聚焦、更稳健，审慎的评估新店的投资回报率，把资源集中在重点市场深耕细作，放缓开店速度，海外每一个新店必须要有百分之百成功的信心才能再开，“下半年要集中精力把海外现有的近800家直营店经营好，单店模型成熟后再全面复制。海外市场是我们的星辰大海，短期业绩的波动不会改变我们长期增长趋势。我们正在纠正过去重规模和门店数量增长模式。”　　IP方面，名创优品是授权IP+自有IP。名创优品表示，截至2026年6月，名创优品已签约超30位潮玩艺术家IP，自有IP矩阵持续扩容，商业势能正在加速验证。今年6月至7月，自有IP YOYO在中国市场单月销售额连续两月破亿。8月，全新艺术家IP CHOUCHOU新品系列，在全国11店首发，当日全线售罄。　　截至8月28日记者发稿，名创优品美股盘中跌超6%。（文章来源：澎湃新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; 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