毛利率超84%，最贵国货彩妆半年吸金近26亿元

Core Viewpoint - 毛戈平化妆品股份有限公司 has reported strong financial performance post-IPO, with a focus on expanding into international markets while maintaining high profit margins and unique business strategies [2][6][17]. Financial Performance - In the first half of 2025, the company achieved revenue of 2.588 billion yuan, a year-on-year increase of 31.3%, and a net profit of 670 million yuan, up 36.1% [2][17]. - The gross margin was 84.2%, slightly down from 84.9% year-on-year, but still high within the industry [2][6]. - The net profit growth rate outpaced revenue growth, indicating strong profitability [6]. Business Segments - The main revenue contributors are makeup, skincare, and makeup artistry training, with the skincare segment showing a growth rate of 33.4%, surpassing the makeup segment's growth of 31.1% [8][9]. - The makeup artistry training segment saw a decline of 5.9% to 67.3 million yuan, attributed to a strategic decision to control enrollment and enhance service quality [8][9]. Sales Channels - 毛戈平 employs a dual-channel strategy, balancing online and offline sales, with offline revenue reaching 1.224 billion yuan (up 26.6%) and online revenue at 1.297 billion yuan (up 39%) [9][8]. - The company has established a significant offline presence with 409 counters and over 2,800 beauty consultants, creating a unique service experience that enhances customer loyalty [9][8]. Market Position and Strategy - 毛戈平 has positioned itself as a high-end brand, successfully competing with international brands by offering products at premium prices, such as a powder priced at 354 yuan and a face mask at 715 yuan [16][17]. - The brand's strategy includes entering international markets with plans for department store counters and online stores, which presents new challenges in diverse cultural and competitive environments [2][17]. Challenges and Future Outlook - Despite strong growth, 毛戈平 faces rising cost pressures, with sales and distribution expenses increasing by 24.8% to 1.169 billion yuan, which is 45.2% of total revenue [9][17]. - The average product price has decreased from 163.8 yuan to 157 yuan, indicating increased market competition [9]. - The new perfume line generated only 11.41 million yuan in revenue, accounting for just 0.4% of total revenue, highlighting the need for new growth drivers [17].