MINGCHEN HEALTH(SZ:002919) Xi Niu Cai Jing·2025-12-04 07:17Core Viewpoint - The article discusses the challenges faced by Mingchen Health, the parent company of the hair care brand "Tihua Zhi Xiu," as it transitions from a focus on daily chemical products to the gaming industry, highlighting the impact of competition and strategic shifts on its performance [2][3][4]. Group 1: Company Background - Mingchen Health, established in 1994 and listed in December 2017, initially focused on daily chemical products, including shampoos and conditioners, with brands like Tihua Zhi Xiu and Meiwang [3]. - The company has recently adopted a dual business model of "daily chemicals + gaming," which raises questions about the appropriateness of this strategic shift [3][4]. Group 2: Financial Performance - In the peak year of 2017, Mingchen Health reported revenues of 642 million yuan, which declined to 517 million yuan by 2019, indicating a downward trend in its daily chemical business [4]. - After entering the gaming sector, the company saw a revenue increase to 681 million yuan in 2020, a 31.52% year-on-year growth, and net profit surged to 102 million yuan, up 343.05% [5][6]. - Despite initial success in gaming, the financial outlook remains concerning due to rising costs and declining profit margins, with net profit showing fluctuations in subsequent years [6][7]. Group 3: Market Challenges - The daily chemical sector has become increasingly competitive, leading to a decline in Mingchen Health's market position and necessitating a pivot to gaming for growth [4][8]. - The company's focus on gaming has resulted in the daily chemical business becoming a "secondary" operation, contributing only 23.16% of total revenue in the first half of 2025 [8]. Group 4: Consumer Trends and Brand Positioning - Consumer expectations for hair care products have evolved, with a demand for natural and environmentally friendly options, while Tihua Zhi Xiu has struggled with brand and product aging [8][9]. - The rise of e-commerce and new brands has further pressured Mingchen Health, as it has not effectively adapted to these market changes [8][9]. Group 5: Future Outlook - The company must balance its dual business model to avoid further decline in its daily chemical segment, emphasizing the need for innovation and effective brand management [9][10]. - Successful revitalization of the brand and product offerings could determine Mingchen Health's future trajectory in both the daily chemical and gaming markets [10].