Jan. 13, 2026
The clock is about to strike the final mark of 2025, officially ushering in the brand-new chapter of 2026. At this solemn moment of bidding farewell to the old and welcoming the new, the warmth of the year-end and the longing for the new year are surging in the hearts of every MIDI member. You may be standing firm at the Guangzhou headquarters, reviewing and refining the annual closing work, and elaborating on the blueprint for the new year; you may be rushing about at overseas stores in the United Arab Emirates and Kuwait, facing unknown challenges head-on, building local teams and pushing forward cooperation to overcome difficulties; or you may be stationed at key nodes of the supply chain, safeguarding the smooth flow of goods for stores around the world... No matter where you are or what mission you shoulder, we are closely connected by the shared identity of "MIDI members", embracing sincere dedication to the brand and yearning for the future as we welcome the dawn of the new year together. Over the past year, we have weathered storms side by side and grown stronger hand in hand. In the new year, we will further unite our efforts and forge ahead courageously toward the distant mountains and seas!
The year 2025 was a journey full of trials and tribulations for the retail industry, where challenges and opportunities coexisted. The domestic consumer market was under sustained pressure, with consumer confidence fluctuating. Coupled with the accelerated layout of industry brands, homogeneous competition and traffic competition became increasingly fierce, making every step forward fraught with trials. The overseas market was also constrained by multiple factors such as geopolitics, supply chain volatility and local adaptation. The harder the time, the more the power of strategic resolve shines through! We have always stayed true to our core positioning as an "operator of interest-driven consumption for young people", refusing to follow short-term trends blindly. Instead, we focused on deepening our presence in the core track, breaking through the predicament with "focus" and forging a path forward with "innovation". Ultimately, we achieved steady growth against the trend and delivered a solid and impressive report card to all MIDI members.
This year, we thoroughly practiced the concept of "scenario is the product", and made every effort to promote the transformation and upgrading of offline stores, turning every MIDI store into a "haven for young people's interests". Faced with the pain points of high online traffic costs and insufficient user experience, we resolutely strengthened the advantages of offline physical stores, abandoning the rigid traditional "shelf display" model and creating "interest-scenario" stores. From market research and theme planning to space design and merchandise matching, we focused on young trends throughout the process and successfully launched multiple themed store series such as "Trendy Toy Planet" and "Healing Lifestyle Store". Here, commodities are no longer displayed in isolation, but have become "emotional carriers" deeply integrated with the scenarios. The immersive dimensional space in the trendy toy area, the warm and healing atmosphere in the home furnishing area, and the dynamic vibe in the sports area not only attract young people to visit and check in actively, but also enable them to find emotional resonance in the scenarios, facilitating natural consumption. Data bears witness to the value: in 2025, we added more than 100 new themed stores, with customer footfall and average transaction value increasing by 20% and 15% respectively compared with traditional stores, demonstrating remarkable strategic results of scenario upgrading. Meanwhile, the large-scale flagship stores and image stores we built have become core hubs for brand culture communication and user interaction, strengthening the connection between the brand and young people.
On the journey of overseas expansion, we upheld the original aspiration of "localized operation", rejected simple product export, rooted ourselves deeply in local markets and integrated into local cultures, achieving leapfrog breakthroughs. In Russia, after half a year of research and refinement, the thousand-square-meter flagship store in the core business district of Kaliningrad, Moscow, made a stunning debut. The integration of local elements and trendy culture turned it into a internet-famous landmark, with the average daily sales exceeding one million rubles. In the United States, the Los Angeles store achieved remarkable results with a daily sales volume of over 10,000 US dollars per store through precise positioning and efficient operation, and many products became bestsellers, confirming the global applicability of our model. In Kuwait, the opening of the 20th store in a top shopping mall marked our firm position among the favorite brands of young people in the region. What is most inspiring is the strategic breakthrough in the UAE market: we established in-depth cooperation with the largest local retailer, set up a local operation team, realized the localization of the entire chain of commodities, supply chain and marketing, and officially stepped into a new stage of "local deep cultivation" from "brand going global", laying a solid foundation for global expansion.
Behind every achievement lies the sweat and perseverance of all MIDI members! It is the precise planning of the headquarters team that points out the direction for development; it is the enthusiastic service of frontline employees that wins a good reputation for the brand; it is the fearless exploration of overseas pioneers that expands our territory; it is the day-and-night perseverance of supply chain partners that builds a solid foundation for guarantee... This achievement is not only a testament to our hard work, but also confirms the correctness of our strategy to focus on the interest-driven consumption track, making us more determined about the direction of future development!
Standing at the new starting point of 2026, we must not only summarize past experience, but also accurately insight into the future. At present, the consumer market is undergoing profound changes, with young people's demands becoming more diverse and personalized, and emotional value and user experience emerging as core pursuits. The global retail competition pattern is being reshaped, and ecological layout and efficient operation are the keys to surviving through cycles. Opportunities and challenges coexist, so we have no choice but to take the initiative to adapt and act proactively! In 2026, the company will focus on two core objectives: "ecological construction" and "efficiency improvement", and fully launch three growth engines to consolidate core competitiveness and promote the high-quality and sustainable development of the enterprise. These three engines are the core driving forces for us to navigate through cycles and win the future!
The global market is the core territory for our growth. In 2026, we will adhere to the strategy of "focused breakthroughs and comprehensive expansion" to plant the MIDI flag in more corners of the world. First, we will deepen our presence in the Middle East, our "ballast stone" market. We will replicate the successful UAE model in other countries, strengthen the construction of local teams, dig deep into local demands, and create featured products and activities. We will increase investment in the supply chain, build local warehousing and logistics centers, consolidate our leading position, and achieve mutual growth and win-win results. Second, we will explore the "new frontiers" of the Americas and Africa. In the Americas, we will take the United States as the core to radiate the surrounding areas, build local marketing teams, and accurately reach young groups. In Africa, we will prioritize the layout of potential markets such as Kenya and Nigeria, cooperate with local partners to conduct light-asset pilot projects, accumulate experience and reserve resources. Third, we will activate the cross-border e-commerce "growth accelerator". Relying on the global offline network, we will launch e-commerce businesses in the Middle East, Americas and Europe, build an online-offline integration system to break through spatial limitations. We will set up a professional team to optimize product selection, services and other links, enabling young people around the world to easily access MIDI's interest-driven products.
Ultimately, an enterprise's competitiveness stems from the vitality of its organization and the strength of its talents. In 2026, we will fully activate organizational efficiency to build a highly collaborative and passionate team of strivers. On the one hand, we will fully implement the Amoeba Management Model, divide into smaller accounting units, and make each store and team an independent business entity. We will empower frontline employees with greater decision-making autonomy to respond quickly to market changes. We will establish a scientific accounting and incentive mechanism, closely linking business results with team interests, activating the creativity and sense of responsibility of all employees, and creating a strong atmosphere where "everyone is an operator". On the other hand, we will upgrade the supply chain, the "lifeline" of the enterprise, and strengthen the full-chain management from planning to delivery. The planning team will go deep into the frontline to capture trends and ensure that products are closely aligned with market demands. We will strengthen cooperation with designers to enhance product competitiveness, optimize the supplier system, establish a flexible production mechanism, promote the globalization of logistics and warehousing, and ensure the timely supply of goods. Meanwhile, we will optimize the talent assessment and incentive system, adhere to the principle of "putting value creators first", so that the efforts of every striver are seen, recognized and rewarded, making MIDI a stage where dreams come true.
The ultimate meaning of business is to establish a deep connection with users. In 2026, we will fully return to the user-centric approach, realize the strategic transformation from "managing goods" to "managing users", and become an indispensable "interest companion" for young people. First, we will deepen store experience by launching more innovative themed stores, updating scenarios and activities according to seasons and festivals to maintain freshness. We will introduce interactive projects such as trendy toy DIY workshops and home furnishing consulting services, turning stores into social spaces where young people can exchange interests and share life. Second, we will promote user co-creation by building a data platform to integrate online and offline user data, accurately portray user portraits and predict trends. We will invite core users to participate in product planning, design and testing, ensuring that products meet user needs from the very beginning and making users co-builders of the brand. Third, we will optimize full-touchpoint services. From online customer service response to offline store service, from packaging and delivery to after-sales guarantee, we will integrate the concept of "customer first" into every link, winning trust and favor with professional and thoughtful services.
Dear colleagues of MIDI! The core reason why we have been able to gain a firm foothold and achieve sustained growth in the fierce competition is that we have chosen the path of long-termism focusing on interest-driven consumption. We do not chase fleeting trends or drift with the tide. Instead, we always focus on the interest needs of young people, devote ourselves to in-depth cultivation and make unremitting efforts. This path has become wider and wider because of our focus, and full of power because of our passion! Our mission is not only to sell products, but also to convey a positive and progressive attitude toward life and accompany the growth of young people. Our goal is not only to expand stores, but also to become a part of the lifestyle of the younger generation, integrating MIDI into their youth and passion. Our journey is to cross cultural barriers, connect online and offline channels, and enter the vast "mountains and seas" of young people's lives around the world! There may still be challenges ahead, but as long as we work together with one heart and one mind, there will be no difficulties we cannot overcome and no distances we cannot reach!
The dawn of the new year has already illuminated our journey! This dawn is not a cycle of years, but the prelude to a new journey. It carries our aspirations and embodies our responsibilities and missions! Looking back at 2025, we fought side by side and achieved growth, and every achievement is worth remembering. Looking forward to 2026, we are full of confidence and ready to go, and every goal needs to be achieved through hard work! On this occasion, I would like to extend my sincere gratitude and highest respect to all MIDI members: thank you for your dedication and pursuit of excellence at your posts, interpreting responsibility with professional perseverance; thank you for your fearlessness and courage to rise to challenges in the face of difficulties, driving the brand forward with your sweat; thank you for your trust and love for the brand, injecting momentum into development with your youthful passion! At the same time, I would like to express my heartfelt thanks to the families and friends of every employee. It is their understanding and support that allow us to fully devote ourselves to our work and pursue our dreams without worries!
A new year, a new journey, a new hope! Let us take "interest" as our sail, carrying the love and expectations of young people, and forge ahead courageously; take "users" as our anchor, adhering to the original aspiration and essence of business, and moving forward steadily; take "focus" as our oars, pooling the wisdom and strength of the team, and striving with all our might; take "perseverance" as our sword, breaking through obstacles and challenges on the way forward, and advancing courageously! Let us join hands, with firmer faith, fuller enthusiasm and more pragmatic work style, to jointly write a brand-new chapter for 2026, continue our glory in the interest-driven consumption track, and create new achievements in the journey across mountains and seas!
In 2026, in the name of interest, we keep the appointment with mountains and seas; with the power of unity, we build the realm of the future! Mission accomplished, future promising!
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