Group 1: Beauty Sector Insights - Mao Ge Ping's department store same-store sales growth exceeds 10% YoY, while shopping plaza stores show over 20% growth[2] - Average customer spending in department stores is around 600-900 yuan, higher than 300-600 yuan in shopping centers, reflecting different customer demographics[2] - Mao Ge Ping expects over 20% sales growth for the full year of 2025[2] Group 2: Skincare and Product Focus - Mao Ge Ping's product mix consists of approximately 50% makeup, 45% skincare, and 5% perfume, with a strong reliance on star products in skincare[3] - The skincare segment still heavily depends on caviar star products, which account for over half of skincare sales[3] Group 3: Jewelry Market Trends - From January to July 2025, sales of Chow Tai Fook, Chow Sang Sang, and Zhou Liu Fu declined by 10%-20% YoY, while CHJ Jewellery increased by 40% YoY[4] - CHJ Jewellery's growth is attributed to lower gold prices and fixed-price products that attract consumers[4] Group 4: Sports Apparel Performance - Adidas and Nike's average customer spending decreased to 800-1500 yuan, while Anta and Li Ning increased to 500-700 yuan[5] - Columbia's sales grew by 10-15% YoY, while The North Face and Jack Wolfskin saw declines of 5-10% YoY[5]

Core Viewpoint - The acquisition of the functional skincare brand Baizhicui by the makeup brand Judo's parent company, Juyi Group, marks its official entry into the skincare sector, reflecting a broader trend of multi-brand and cross-category development in the beauty industry [1][2]. Category Expansion: Skincare/Makeup/Medical Devices - Skincare brands are primarily venturing into makeup and fragrance, while makeup brands are increasingly extending their reach into skincare [3][4]. - The mainstream choice for skincare brands entering the makeup market is to launch base makeup products, followed by fragrances [5]. Skincare Brands Entering Makeup Market - Notable brands like Proya, Han Shu, and Baique Ling have launched cushion products, while others like Natural Hall and Oushiman have introduced foundation products [5][6]. Skincare Brands Focusing on Medical Devices - Skincare brands are showing a strong interest in the medical device category, primarily launching products featuring recombinant collagen [6][7]. Makeup Brands Entering Skincare Market - Makeup brands are primarily focusing on masks as their first choice for skincare products, followed by serums and creams [8][9]. - The low technical requirements and acceptance of masks make them an attractive entry point for makeup brands [10]. Product Pricing Strategies - Skincare brands typically price their makeup products below 200 yuan, with many under 100 yuan, while makeup brands entering skincare tend to target mid to high-end price ranges [13][14]. - Medical device products from skincare brands have a wider pricing range, with some products priced as high as 300 yuan [13]. Market Performance - Sales figures for newly launched products vary significantly, with some brands achieving over 10,000 units sold, while others struggle to reach even 100 [15][16]. - For instance, the luxury caviar mask from Mao Ge Ping has sold over 100,000 units, contributing significantly to the brand's revenue [17]. Challenges in Cross-Category Development - The drive for cross-category development is largely due to rising traffic and customer acquisition costs, as well as the saturation of single-category growth [18]. - Successful cross-category ventures depend on the ability to transfer existing consumer perceptions to new product categories [19].

Summary of the Beauty Industry Conference Call Industry Overview - The beauty industry experienced a total sales growth of 5.2% during the 618 shopping festival, with total sales reaching approximately 855.6 billion yuan, a 15.2% increase year-on-year. The event duration was extended to 36 days, leading to a slight decline in average daily sales compared to the previous year [2][14]. Key Brands and Performance - **Polaire**: Achieved significant sales on Tmall and Douyin, with a GMV of 4.5 billion yuan on Douyin in 2025, facing some growth pressure but maintaining positive growth on Tmall [11]. - **Mao Geping**: Experienced a remarkable growth rate of 55%-60% on Douyin, driven by key products like caviar masks and foundation. The skincare category on Tmall also saw a growth rate of about 60% [5]. - **Perfect Diary**: Notable growth on Douyin attributed to new products like the small gold needle series and creams, with a growth rate of approximately 40% on Tmall [6]. - **Han Shu**: Maintained its leading position on Douyin with a growth rate of about 20%. The brand reduced its live broadcast ratio to 15% but still achieved good growth, indicating effective product card and self-broadcasting strategies [7][8]. - **Wenona**: Achieved a GMV close to 200 million yuan on Douyin, with a year-on-year growth rate of 20% in 2025, reflecting effective management changes [9][10]. - **Caitang**: Experienced over 100% growth on Douyin and 40-50% growth on Tmall, showing significant improvement under new management [12]. - **Kefumei**: Achieved a GMV of 270 million yuan on Douyin during the festival, with a year-on-year growth of 20%. Despite a decline in daily sales due to public sentiment issues, the brand's product quality remained unaffected [13]. Market Dynamics - The beauty and skincare categories performed exceptionally well, with Tmall's top five brands being Polaire, Lancôme, L'Oréal, Estée Lauder, and Shiseido [3][4]. - The overall growth of the beauty industry met expectations, with Tmall and Douyin continuing to support beauty products [14]. - Brands like Shangmei and Ruoyuchen are highlighted as potential investment opportunities, with Ruoyuchen's flagship store achieving over 70 million yuan GMV on Douyin during the festival [14]. Investment Insights - The beauty industry is considered suitable for investment due to valuation adjustments, particularly for companies like Juzhi Biology and Runben, which are expected to see significant growth [14].

Core Viewpoint - The article discusses the unique business model and success of the Chinese cosmetics brand Mao Geping, highlighting its high market valuation and innovative marketing strategies that differentiate it from competitors in the beauty industry. Group 1: Company Overview - Mao Geping's market capitalization is approximately 500 billion, surpassing the combined market value of Perfect Diary, Huaxi Biology, and Betaini, making it a significant player in the cosmetics sector [4]. - The brand's flagship product, the caviar mask, is priced at 1800 yuan, which is 12% higher than La Mer, showcasing its premium positioning [4]. Group 2: Business Model - Mao Geping's business model is distinct, focusing on a combination of education and product sales, where students trained by the brand become sales personnel, enhancing customer engagement [11]. - The training program generates significant revenue, with 1.5 billion from training services last year, indicating a strong integration of education and product sales [10]. Group 3: Marketing Strategy - The brand leverages social media and live streaming, with notable success from collaborations with influencers, leading to a sixfold increase in revenue over six years [14]. - Mao Geping's marketing strategy emphasizes hands-on makeup demonstrations, which significantly enhance customer experience and loyalty, resulting in a 99.7% repurchase rate among premium members [28]. Group 4: Financial Performance - Mao Geping's sales expense ratio is comparable to industry peers, but its high gross margin of 84.4% is attributed to its unique service model and lower reliance on KOLs for marketing [26][32]. - The company reported a revenue of 38.85 billion and a net profit of 8.81 billion, with a net profit margin of 22.7%, indicating strong financial health [23]. Group 5: Industry Context - The cosmetics industry faces challenges such as high marketing costs and low net profit margins, with competitors like Perfect Diary experiencing significant losses due to high sales expense ratios [20][22]. - The article notes that while the beauty market is competitive, Mao Geping's approach allows it to escape the typical pitfalls of high marketing costs and low profitability seen in the industry [22][29].

Group 1 - The core viewpoint of the article highlights the rapid valuation changes in the cosmetics industry, particularly focusing on the success of the brand Mao Geping, which has achieved a market value of over 500 billion, surpassing several competitors combined [1][16]. - Mao Geping's business model is unique and difficult to replicate, emphasizing a combination of high-quality products and personalized customer service [3][19]. - The brand's marketing strategy leverages the founder's expertise in makeup, reducing reliance on KOLs and online marketing, which contributes to a higher net profit margin [19][21]. Group 2 - Mao Geping's early career as a makeup artist gained traction through his work on the TV series "Wu Zetian," leading to the establishment of his brand and schools for training [4][6]. - The brand's revenue model includes a significant contribution from training services, with a reported 1.5 billion in revenue from training alone [6][21]. - Mao Geping's approach to customer engagement includes offering makeup trials and personalized services, resulting in a high repurchase rate of 99.7% among premium members [21][25]. Group 3 - The cosmetics industry faces challenges such as high marketing costs and low net profit margins, with competitors like Perfect Diary experiencing significant losses [13][15]. - Mao Geping's brand has managed to maintain a competitive edge by avoiding the typical high sales expense structure of the industry, achieving a gross margin of 84.4% [25][28]. - The brand's focus on in-store experiences and personalized services has allowed it to thrive in a market where many brands struggle with product differentiation and high customer acquisition costs [19][22].

Core Viewpoint - The article discusses the unique business model and success of the Chinese cosmetics brand Mao Geping, highlighting its high market valuation and innovative marketing strategies that differentiate it from competitors in the beauty industry [4][6][35]. Group 1: Company Overview - Mao Geping's market capitalization has reached over 500 billion, surpassing the combined market values of Perfect Diary, Huaxi Biology, and Betaini, making it a significant player in the cosmetics sector [6]. - The brand's "Caviar Mask" was launched at a premium price of 1800 yuan, which is 12% higher than La Mer, showcasing its positioning in the high-end market [5]. - Mao Geping's business model is characterized by a focus on in-store experiences, including makeup tutorials and personalized services, which contribute to high customer retention rates [16][42]. Group 2: Business Model and Marketing Strategy - The company has developed a unique operational strategy that integrates training and product sales, leveraging its own beauty school to create a loyal customer base [12][15]. - Mao Geping's sales approach includes providing makeup services at counters, which enhances customer engagement and encourages repeat purchases, resulting in a 99.7% repurchase rate among premium members [42]. - The brand has effectively utilized social media and live streaming to boost visibility and sales, with significant online engagement leading to a sixfold increase in revenue over six years [22][25]. Group 3: Financial Performance - Mao Geping's sales expense ratio is comparable to industry peers, but its high gross margin of 84.4% significantly outperforms competitors like L'Oreal and medical beauty chains [56]. - The company reported a revenue of 38.85 billion with a net profit of 8.81 billion, indicating a healthy financial position within the competitive landscape [36]. - Despite the overall beauty industry facing challenges, Mao Geping's innovative approach has allowed it to maintain strong financial performance and market presence [44][63]. Group 4: Industry Context - The cosmetics industry is characterized by high marketing costs and low net profit margins, with many brands struggling to achieve profitability [30][34]. - The shift towards online sales has increased competition and customer acquisition costs, making it essential for brands to differentiate themselves [34][35]. - Mao Geping's strategy of minimizing reliance on KOLs (Key Opinion Leaders) and focusing on in-store experiences has allowed it to escape the common pitfalls faced by many beauty brands [40].

Summary of the Conference Call for Mao Geping Company Company Overview - Mao Geping Company reported a total revenue of 3.885 billion yuan in 2024, representing a year-on-year growth of 35% [3] - The adjusted profit was 920 million yuan, with a growth rate of 40%, while the net profit reached 880 million yuan, growing by 34% [3] - The company's main business is focused on color cosmetics, with color cosmetics revenue at 2.3 billion yuan (59% of total revenue) and skincare revenue at 1.43 billion yuan (37% of total revenue), showing a decline of 3.4 percentage points year-on-year in skincare revenue [2][3] Key Points and Arguments - **Sales Channels**: The sales distribution is relatively balanced between online and offline, with online sales accounting for 46% and offline for 53% [2][3] - **Growth Rates**: Offline sales grew by 22%, while online sales surged by 51% [4] - **Skincare Product Performance**: The growth rate for skincare products weakened in the second half of 2024, with only a few percentage points increase, attributed to adjustments in product strategy and operational rhythm [5] - **Future Outlook for Skincare**: The company remains optimistic about the future of skincare, planning to increase promotional efforts on platforms like Douyin in 2025, aiming for skincare's share to rise above 40% [6] - **New Product Launches**: In May 2025, the company launched a new perfume, which performed in line with or slightly above expectations, with some popular SKUs experiencing stockouts [7] Market Sentiment and Future Projections - **Market Focus**: Current market attention is on the proportion of skincare products and their future growth certainty, as well as the company's operational rhythm [5] - **Investment Outlook**: Guohai Securities maintains a positive outlook on the Mao Geping brand, predicting a growth rate of around 30% over the next three years and close to 20% over five years, indicating a relatively high degree of certainty [8] - **Stock Unlocking Events**: The company has stock unlock events scheduled for June and December 2025, which may create opportunities for exits or new entries in the market [4][8] Additional Important Insights - **Product Strategy Adjustments**: The company acknowledges that the previous lower proportion of skincare products was related to product strategy and marketing rhythm, which is expected to improve with increased marketing efforts [6] - **Sales Performance of Key Products**: Key products like sunscreen and caviar essence series have shown strong performance offline, although their online exposure has been limited [5]

一个非典型"高端"美妆的生存法则。 作者 | 贺哲馨 编辑 | 乔芊 "不是我今天做一个低端品牌，想着市场变好了，做高端品牌能赚更多钱，就也变成做高端品牌。" 4月1日，毛戈平在交流会上这样回答投资者的关于品牌定位的疑问。去年年底，毛戈平顶着"国货高端第一股"登陆香港，前不久发布了收入盈利大增的 首份财报后，最终收盘113港元，也创下上市以来股价的最高点，比上市首日大涨了117%。 不过，一路上扬的股价也为这只消费牛股惹来不少争议。 有资深财经观察人士向36氪表示，部分投资者对毛戈平的质疑包括："公司个体的高增长与美 妆市场平价当道的现状有脱节，其次是我们会怀疑毛戈平本身的高端市场定位是不是能立得住。" 因此，本文试图探讨两个问题： 毛戈平所言的"高端"定位究竟该如何理解，它重要吗？以及，疯狂的股价上涨背后， 市场到底在为何买单？ 但毛戈平显然不属于此列。 一是它主攻的底妆品类价格高，但相较于护肤品类溢价空间更小，价格上限低； 二是与珀莱雅主打线上渠道不同，毛戈平一 直重点布局百货，这是一个没那么快看到成绩的渠道。 百货以中高收入人群为目标，对价格敏感度低，但渠道会收取较高的扣点（25%-40%为主），部分高 ...