Image source: China Business Industry Research Institute
Considering the development trend of the marketing industry, Mao Geping list of latvia whatsapp phone numbers has hit the right spot. Data disclosed by the China Business Industry Research Institute shows that from 2019 to 2023, the scale of China's self-media marketing market will grow from 162.4 billion yuan to 339.7 billion yuan, with a compound annual growth rate of 20.26%. As users' attention is attracted by bloggers, self-media is increasingly becoming a key position for brand marketing.
As his popularity increased, Mao Geping actively live-streamed his own products, which greatly boosted the sales of Mao Geping's beauty products. According to Feigua data, in January 2021, Mao Geping started live streaming on Douyin to sell goods, and the GMV reached 32.16 million yuan in half a year.
Image source: Cicada Mom
On Double Eleven 2022, Mao Geping ranked ninth in the TOP 10 list of Douyin cosmetics/perfume brands with sales of 15.5 million yuan; on Double Eleven 2024, Mao Geping jumped to second place in the TOP 20 list of Douyin cosmetics/perfume brands, second only to Yves Saint Laurent.
Obviously, although it is a cosmetics company, similar to most live streaming companies, as Mao Geping gradually "goes out of the circle" on the Internet platform, Mao Geping's company has become increasingly dependent on Mao Geping's personal IP. Although a strong personal IP helps to boost the performance of Mao Geping's company, due to many unstable factors, it also indicates that Mao Geping's company faces huge uncertainties.
2. Offline counters maintain a "scissors gap", Mao Geping's gross profit margin is comparable to Moutai
Referring to the experience of many live streaming companies, Mao Geping's company, which is highly dependent on personal IP, seems to be shut out of the capital market. However, after five IPO battles, Mao Geping's company is about to enter the capital market. This may be because Mao Geping's company has extremely high profit margins, which attracts the capital market.
Image source: Mao Geping's prospectus
The prospectus shows that although Mao Geping has multiple business lines such as MAOGEPING, Zhiai Lifelong Makeup, and training, it mainly relies on the MAOGEPING business to generate revenue. In the first half of 2024, the MAOGEPING brand revenue was 1.887 billion yuan, accounting for 95.69% of the total revenue.
As a high-end domestic cosmetics brand, MAOGEPING has a very high gross profit margin, which is 86.1%, 85.6%, 85.8% and 85.5% in 2021-2023 and the first half of 2024 respectively. Thanks to this, in the past few years, the gross profit margin of Mao Geping's company has exceeded 80%, and it was as high as 84.9% in the first half of 2024.
