Company Overview - The company is a high-end domestic cosmetics brand founded by renowned makeup artist Mao Geping in 2000, positioning itself as a luxury brand with a complete product line including makeup, skincare, and makeup training [24][25] - As of 1H24, the company has 387 SKUs across two brands: MAOGEPING (luxury) and Zhi Ai Zhong Sheng (mass market) [25] - In 2023, the company ranked 9th in China's high-end makeup market with a 3.9% market share, making it the only domestic brand in the top 10 [24][25] Financial Performance - The company achieved strong revenue growth of 58% YoY in 2023, with net profit increasing by 88% YoY [31] - In 1H24, revenue and net profit both grew by 41% YoY, maintaining strong momentum [31] - Gross margin and net margin remained at industry-leading levels of 80%+ and 20%+ respectively, showing an upward trend since 2022 [31][33] - Online revenue CAGR reached 49% from 2021 to 2023, with online sales accounting for 49.1% of total revenue in 1H24 [43][174] Product Strategy Makeup Line - The makeup line is based on light and shadow aesthetics and oriental aesthetics, with a strong competitive advantage in base makeup products [44][53] - Key products include the Fish Roe Cushion and Water Cream Foundation, with the Fish Roe Cushion ranking top 3 in Tmall's concealer and highlighter categories from 2021 to 2024 [132][136] - The company has successfully expanded its market share in foundation products, with its Tmall foundation category ranking rising to 5th in 2024 [132] Skincare Line - The skincare line focuses on pre-makeup care and post-makeup repair, with 50 SKUs as of 1H24 [143] - The Fish Roe Mask has become a star product, generating retail sales of 600+ million yuan in 2023 and 450+ million yuan in 1H24 [157] - Skincare revenue grew 50% YoY in 2023 and 35% YoY in 1H24, accounting for 41% of total revenue [150] Channel Strategy Offline Channels - The company operates 372 self-owned counters in over 120 cities as of 1H24, ranking second among all beauty brands in China [161][163] - Offline channels maintain high customer loyalty, with member repurchase rates reaching 32.8% in 2023, significantly higher than the industry average [166] - Same-store sales grew 36% YoY in 2023 and 18% YoY in 1H24, driven by professional makeup services and customer experience [169] Online Channels - Online sales grew rapidly, with revenue increasing from 529 million yuan in 2021 to 1.18 billion yuan in 2023, representing a CAGR of 49% [174] - Douyin sales surpassed Tmall in 2023, reaching 1.19 billion yuan in 1-11M24, an 85% YoY increase [177][182] - The company has built a balanced live-streaming ecosystem, with brand self-broadcasting and KOL collaborations driving growth [183] Marketing Strategy - The company leverages Mao Geping's personal IP and professional makeup techniques to create viral marketing campaigns, such as the collaboration with fashion blogger "Late Night Teacher Xu" in 2019 [189] - The brand has established a strong presence on social media platforms, with 909k followers on Bilibili, 895k on Xiaohongshu, and 668.9k on Tmall flagship store [190] - The company emphasizes educational content, providing free makeup tutorials and professional makeup services to enhance customer experience and drive conversions [184] Industry Trends - The facial makeup market in China reached 31.2 billion yuan in 2023, accounting for over 50% of the total makeup market, with an expected CAGR of 8.4% from 2023 to 2028 [43][119] - Domestic brands are gaining market share in base makeup categories, with makeup artist IP brands like Mao Geping and Caitang showing strong growth [122][123] - The skincare market is shifting towards premiumization, with high-end products like the Fish Roe Mask meeting the demand for luxury skincare alternatives [157]
毛戈平：一绘万景奇，东方高端彩妆大师品牌