市场如何看待毛戈平

Core Viewpoint - The article highlights that Mao Geping, a domestic high-end cosmetics brand, has benefited from the consumption downgrade trend in the luxury goods market, achieving significant revenue growth despite a challenging industry backdrop [1]. Group 1: Company Performance - Mao Geping has achieved a compound revenue growth of 35%-40% over the past three years and is expected to maintain a growth rate of around 30% in the next 2-3 years [1]. - The brand's sales expense ratio is 49%, which is considered moderate in the industry, with a significant portion allocated to employee salaries and rental costs [7]. - The number of offline counters for Mao Geping has increased from 135 in 2017 to 372 by the first half of 2024, indicating a strong expansion strategy [7]. Group 2: Market Positioning - The brand has successfully captured the market share lost by foreign high-end brands like Estée Lauder and YSL due to their poor performance in China [1]. - Mao Geping's strategy focuses on offline sales and a robust membership system, which differentiates it from other domestic brands that primarily rely on online traffic for growth [4][10]. Group 3: Membership and Customer Engagement - Mao Geping has developed a strong private membership operation, with core member repurchase rates exceeding 80% and core member consumption accounting for over 75% of total sales [16]. - The brand's unique service experience includes a well-trained staff of over 2,700 beauty consultants, providing personalized makeup advice and services [19]. - The company has established a comprehensive membership system with various tiers, enhancing customer loyalty and engagement [22]. Group 4: Sales Strategy - Mao Geping's sales strategy involves using online platforms to attract new customers while focusing on offline experiences to deepen customer relationships [25]. - The average annual revenue per counter has shown a steady increase, from 3.2 million in 2021 to an expected 4.3 million in 2023 [27]. - The brand emphasizes a consistent pricing strategy across online and offline channels, encouraging customers to purchase in-store [21].