金吾财讯 | 名创优品(MNSO)盘前涨超3%，截至发稿，报25.280美元。消息面上，第一上海表示，公司作为全球自有品牌综合零售龙头，海外拓店空间广阔。25Q2，国内业务同店增速实现转正，或预示经营拐点已至。在海外市场，美国直营业务将采取集群式开店与深度本地化运营策略，持续提升运营效率。国泰海通发研报指，名创优品处于战略变革与业绩改善共振阶段，国内海外同店皆改善，恢复经开店且质量提升，海外比预期更乐观，TOPTOY高增长提振空间。该机构指，公司围绕自有IP战略核心能力补强，再迎战略变革与估值共振期。①名创此前是规模和效率驱动。②为了配合自有IP战略，需要在情绪感知、IP运营、文化创造维度进一步提升能力。③名创优品发展历史上经历三个战略阶段：1）连锁开店红利期：凭借供应链优势对单体杂货店替代。2）IP战略升级：IP品类结构调整带来毛利率水平明显提升。3）出海红利期：向空间更大、客单价更高，竞争格局更好的海外市场加速发展。历次战略变革均带来基本面与估值共振。
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