Core Viewpoint - The article highlights the success of MAOGEPING (MGP) as the only domestic high-end cosmetics brand in China, driven by the founder's expertise and influence, achieving significant revenue and profit growth in recent years [3]. Company Summary - MAOGEPING was founded by renowned makeup artist Mao Geping and includes two major beauty brands: MAOGEPING and Zhi Ai Zhong Sheng, along with a makeup artistry training business [3]. - In 2023, MGP ranked 12th among the top 15 high-end beauty brands in China, with a market share of 1.8% [3]. - The company is projected to achieve a revenue of 3.885 billion yuan in 2024, representing a year-on-year growth of 34.6%, and a net profit of 881 million yuan, with a growth of 32.8% [3]. - From 2021 to 2024, the compound annual growth rates (CAGR) for revenue and net profit are expected to be 35.0% and 38.6%, respectively [3]. Industry Analysis - The Chinese cosmetics industry is in a growth phase, with skincare and makeup markets reaching 463 billion yuan and 116.8 billion yuan in 2023, respectively [4]. - The CAGR for skincare and makeup from 2018 to 2023 was 8.4% and 4.7%, with projections for 2023 to 2028 at 8.7% and 8.4% [4]. - The high-end segment is currently dominated by international brands, but domestic brands are increasingly emerging, with a shift from marketing-heavy strategies to brand development [4]. - The positioning of domestic and international brands has diversified, with high-end domestic brands gaining traction and pricing comparable to international counterparts [4]. Competitive Advantages - The brand's strength lies in its deep-rooted expertise as a makeup artist brand, which generates significant consumer recognition and loyalty [5]. - MGP has successfully created unique products that reflect Eastern aesthetics, particularly in the facial makeup category, with a comprehensive SKU layout compared to both domestic and international brands [5]. - The combination of product quality and enhanced service experiences strengthens brand perception and differentiates MGP from international competitors [5].
【毛戈平(1318.HK)】厚积薄发,东方美妆容天下——投资价值分析报告(姜浩/孙未未/朱洁宇)
光大证券研究·2025-05-11 13:28