2025-10-23 15:20Summary of the Conference Call for Mao Geping Beauty Industry Overview - The domestic high-end cosmetics market is led by Mao Geping, which leverages the founder's professional background and Eastern aesthetics to maintain a leading position. The market potential is significant, with a scale reaching hundreds of billions, but still lags behind Western Europe, Japan, and South Korea [2][7]. Company Performance - As of 2024, the overall revenue of Mao Geping is close to 3.9 billion yuan, with makeup revenue at 2.3 billion yuan and skincare revenue at 1.4 billion yuan. The net profit reached 881 million yuan, reflecting over 30% growth in the first half of the year [4]. - By June 30, 2024, 367 out of 372 counters were profitable, with single counter revenue increasing from 2-2.5 million yuan in 2021 to 4.78 million yuan in 2024, a year-on-year growth of over 15% [3][14]. Marketing and Brand Strategy - The company utilizes the founder's personal brand and participation in major events like the Olympics to enhance brand exposure. The Tmall flagship store has over 7 million followers, and the Douyin official store has over 4.2 million followers, indicating strong marketing influence [8][9]. - Collaborations with national teams and cultural institutions, such as the Palace Museum, have been pivotal in brand building, with co-branded products launched for significant events [11]. Product Positioning and Pricing - Mao Geping positions itself in the high-end beauty market, with makeup products priced at 177.5 yuan and skincare products at 312.2 yuan for 2024. The company emphasizes a combination of online and offline sales strategies [6][10]. Channel Development - As of August 6, 2025, the number of counters reached 445, with a focus on first-tier cities and partnerships with retailers like Sephora. The company has expanded its presence in cities like Shanghai, Beijing, and Hong Kong [13]. - Online sales channels have been developed since entering Tmall in 2018, with an online sales ratio of 47.8% by the end of 2024. Despite high sales expenses, the gross margin remains high, with makeup gross margins exceeding 80% [15]. Customer Insights - The company has over 12 million online members, with a significant contribution from core offline members. The online repurchase rate is approximately 25-30%, while offline repurchase rates reach 30-35% [16]. Future Directions - Future strategies include expanding the perfume business, enhancing product lines, and maintaining a family management model to ensure strategic consistency. The company aims to continue leveraging major events and collaborations to enhance brand positioning and influence [10][17].