Mao Geping's performance soared, with skin care accounting for more than 40%

Mao Geping is mainly engaged in the R&D, production, sales and makeup skills training of two major brands of MAOGEPING and Zhiai Lifetime cosmetics and skin care products. Among them, the "MAOGEPING" brand is named after the company's founder Mao Geping.

Since 2016, Mao Geping has started to promote the company's listing process, but this process was suspended at the end of 2017, and the dynamics were not updated until 5 years later-in October 2021, Mao Geping Cosmetics Co., Ltd.'s main board of the Shanghai Stock Exchange passed the initial public offering . But there is still no news of a successful listing.

Compared with peers, although Mao Geping’s revenue does not have a large scale advantage compared with Chinese and foreign giants in the beauty market, such as L’Oreal, Shiseido, or Bettany, Proya, etc., Mao Geping has been stable at 80 in the past three years. The gross profit margin of more than 100% is ahead of most of its peers and even some international giants.

Currently, the MAOGEPING brand makeup line has 203 items and 41 makeup tools, covering all kinds of beauty products.

At the same time, the product line of MAOGEPING brand skin care has been relatively complete, with 37 items, covering makeup remover, face cream, eye cream, mask, essence, cleansing, eye and other categories, and from the efficacy, composition, skin care products of skin care products Dig deep. In 2022, the unit price of its skin care line products will reach 306.5 yuan.

As a company that started out with makeup products, it is not easy for Mao Geping to complete corner overtaking in the skin care category. In order to drive the sales of skin care products, Mao Geping has made great efforts in online marketing and offline channel layout.

Compared with makeup products, Mao Geping's skin care products have a higher exposure rate on grass-growing media such as Xiaohongshu, especially Mao Geping's "Black Cream" and "White Cream", which were once due to online publicity and consumers' initiative. Share experience and become an existence that is frequently out of stock.

It is worth mentioning that since 2019, the company has continued to make efforts in the e-commerce channel, continuously launching online marketing activities, creating online explosive products, combined with online shopping festival activities such as "Double 11" and "618", And with the help of Internet celebrity stores and self-media platforms of online dealers, it has achieved relatively substantial growth in performance.

From a makeup brand that started out relying on Mao Geping’s own IP image, to a comprehensive beauty company that began to share equally in skin care and makeup, to a strong future capital investor in the beauty industry, Mao Geping has been transforming and breaking through his own image time and time again. If it goes public this time, it will become a powerful shot in the arm for the domestic beauty market.