一瓶药水，80%毛利率 一半收入砸营销：蔓迪国际IPO背后的防脱发生意经

Core Viewpoint - Hair loss has become a significant concern for the younger generation, with over 250 million people affected in China as of 2020, leading to a surge in related businesses and products [2][6]. Company Overview - Mandi International, a leading player in the hair loss treatment market, has submitted its IPO application to the Hong Kong Stock Exchange, aiming to capitalize on the growing demand for anti-hair loss products [2][6]. - The company has maintained a dominant position in the market, with its minoxidil-based products holding a 57% market share and 71% share in the minoxidil category as of 2024 [6][9]. Financial Performance - Mandi International reported revenues of 9.82 billion RMB, 12.28 billion RMB, and 14.55 billion RMB for the years 2022, 2023, and 2024 respectively, with minoxidil products accounting for approximately 90% of total revenue [6][9]. - The average gross profit margin for Mandi International exceeds 80%, indicating strong profitability [8][9]. Marketing and Sales Strategy - The company has shifted its sales focus online, increasing online sales from 55% to 72.3% between 2022 and 2024, nearly doubling online revenue [10][12]. - Mandi International's marketing expenses have risen significantly, from 476 million RMB in 2022 to 634 million RMB in 2024, with marketing costs consuming nearly half of the product price [12][17]. Research and Development - Despite high revenues, Mandi International has reduced its R&D spending significantly, from 92.2 million RMB in 2024 to 19.5 million RMB in the first half of 2025, raising concerns about its long-term competitiveness [12][15]. Leadership and Ownership - The actual controller of Mandi International, Lou Jing, is a prominent figure in the pharmaceutical industry, with a background in leading successful pharmaceutical companies [13][14]. Dividend Policy - Mandi International has distributed a total of 1.42 billion RMB in dividends from 2022 to mid-2025, exceeding its net profit of 1.106 billion RMB during the same period, which raises questions about its cash flow management [15][16].