Core Insights - The company, Meili Tianyuan, announced three major strategic upgrades: Super Brand, Super Chain, and Super Digitalization, aiming to redefine high-end beauty services and reshape the industry's value space [1][18]. Super Brand - The beauty service industry is highly fragmented, with many regional and small brands lacking influence, leading to high consumer trust costs and low loyalty [4]. - Brand differentiation is crucial for standing out in a saturated market, as evidenced by data showing that consumers are 2.1 times more willing to recharge at national brands compared to smaller ones, with average recharge amounts being 60% higher [4]. - Meili Tianyuan's Super Brand strategy leverages its position as the umbrella for the top three brands in China's beauty industry, aiming to enhance customer experience and brand recognition [4][5]. Super Chain - The beauty industry is characterized by a high degree of fragmentation, with 89% of beauty institutions being single stores [8]. - The low entry barriers and lack of economies of scale hinder the growth of larger chains [8]. - Meili Tianyuan's Super Chain strategy focuses on creating 20 "1 billion revenue Clubs" in key cities, building on its existing nine cities with over 1 billion in revenue [8][9]. Super Digitalization - Many beauty service providers still rely on manual processes, with digitalization seen as essential for future decision-making and customer service enhancement [12]. - Meili Tianyuan has invested over 200 million in digitalization over the past five years, establishing a 90-member IT team to integrate digital solutions across its operations [12][13]. - The company has developed over 200 customer attribute classifications and maintains a member retention rate of 80%, with customer acquisition costs remaining below 2% [12][13]. Acquisition of Siyuanli - The acquisition of Siyuanli is viewed as a strategic move to consolidate the top three brands in the high-end beauty sector under Meili Tianyuan, following the successful integration of the second-largest brand, Nairui [15][16]. - The structural similarities and customer overlap between Meili Tianyuan and Siyuanli provide a strong foundation for synergy and enhanced resource utilization [16]. Industry Outlook - The beauty and health sector is positioned for significant growth, driven by consumer demand for self-care and wellness, with Meili Tianyuan leading the charge with its strategic initiatives [18].
美丽田园连松泳：三大超级战略重塑美容行业价值新空间