美丽田园CFO周敏：未来将赋能中国美与健康行业

Core Viewpoint - Meili Tianyuan has established itself as a leading brand in the high-end beauty industry in China, evolving from a beauty service provider to a comprehensive health and beauty enterprise through a dual-driven strategy of "internal growth and external mergers" [1][5][11]. Group 1: Business Model and Growth Strategy - The company emphasizes enhancing the operational efficiency of existing stores rather than merely expanding the number of locations, with a nearly 60% increase in store count over two and a half years [3][4]. - Meili Tianyuan's revenue for 2024 reached RMB 2.572 billion, a year-on-year increase of 19.9%, while net profit rose by 9.7% to RMB 252 million [11]. - The company has successfully integrated the second-largest beauty brand, Nairui, into its operations, further solidifying its market position [6][15]. Group 2: Customer Engagement and Digital Transformation - The company has established a private traffic pool to efficiently reach target customers, resulting in a 20.4% year-on-year increase in customer traffic to direct stores, totaling 1.52 million visits in 2024 [4][25]. - Meili Tianyuan has invested significantly in digital transformation, allocating 2.5% of its revenue annually to enhance its digital capabilities, which has improved service quality and internal management efficiency [27][30]. - The company has achieved a 34% increase in new members through digital marketing, with a reduction of 8.9% in the average customer acquisition cost for active members [4][25]. Group 3: Mergers and Acquisitions - Over the past decade, Meili Tianyuan has completed over 30 mergers and acquisitions, developing a unique methodology for evaluating and integrating new brands [13][14]. - The company focuses on acquiring mature brands with established customer bases and operational synergies, enhancing its market presence and operational capabilities [19][20]. - Meili Tianyuan is currently in discussions with multiple brands for potential acquisitions, indicating a proactive approach to industry consolidation [35]. Group 4: Future Outlook - The company anticipates continued growth in the medical beauty and sub-health markets, which are seen as significant areas for expansion [32][33]. - Meili Tianyuan aims to leverage its strong operational capabilities to further enhance its platform's uniqueness and provide support to other brands in the industry [32].