CBO reporter Zhu Cong
Time is a friend of excellent companies. Polariya, which has become a "domestic product factory" in the mouth of consumers, ushered in another high double-digit growth rate of revenue and profit in 2021.
The annual report of Polaria was released, and the data released multiple signals to the outside world. "Polaria's progress is visible to the naked eye." Investors commented so.
01
In 2021, the revenue will be 4.633 billion yuan, accounting for 80% online
△ Polaria's revenue, net profit and other data in the past 5 years
In 2021, the operating income of Polariya reached 4.633 billion yuan, an increase of 23.47% year-on-year, and the net profit attributable to the shareholders of the listed company was 576 million yuan, an increase of 21.03% year-on-year. This is also a record high in revenue and net profit in the past 5 years.
From the perspective of revenue growth rate over the years, Polaria is stable at more than 20%. In 2020 and 2021, surrounded by outbreaks, this will not be easy.
From the perspective of channels, in 2021, Polaria's online channels continued to grow rapidly, and the proportion of online revenue in the main business was further increased, reaching 80% last year.
As consumer channel preferences change, So does Polaria's online channel sales model. Polaria's new exploration of retail methods in 2021 is remarkable.
In the Tmall flagship store, Peraya implements the policy of "consolidating the strategy of large single products and improving refined operation"; on the Douyin and Kuaishou platforms, Polaria gives full play to its existing advantages to further strengthen brand self-broadcasting, and at the same time cooperates with mid-waist anchors and non-vertical anchors, Caitang, Yuefuti; on the Jingdong platform, Polaria innovates the operation style, optimizes the product structure, and promotes the sales of large singles and new products.
02
The Pleia brand sold 3.8 billion, and the iteration of new products accelerated
In addition to the main brand "Polaria", the company also has makeup brands "Caitang", "INSBAHA", skin care brand "Yue Fu Yuan", high-efficacy skin care brand "CORRECTORS" and hair care brand "Off & Relax".
From the perspective of brand, the Pleia brand is still the pillar of Pleia's performance.
According to the financial report, in 2021, the revenue of the Polariya brand was 3.829 billion yuan, an increase of 28.25% year-on-year, accounting for 82.87% of the total revenue. Caitang also performed well last year, and the brand's revenue last year was 246 million yuan, an increase of 103.48% year-on-year.
In the past two years, Polaria has promoted the "big single product strategy", and the double anti-serum and ruby essence created by it have become the hits in the domestic skin care market.
In 2021, Polaria will not only upgrade and expand the existing large items, but also launch a new series of large items, such as Source Repair Essence, Bowling Blue Bottle, Feather Sense Sunscreen, etc. At the same time, the brand upgraded Ruby Essence 2.0, which has been correspondingly improved in terms of composition, comfort and skin feeling, and the pricing has also been increased from 249 yuan / 30ml to 350 yuan / 30ml.
In addition to iterative upgrading on individual products, brands also achieve brand increments through category expansion. After the success of "morning C and evening A", the Polaria brand quickly launched the upgraded concept "ABC" combination, and expanded from essence to eye cream and foundation.
Through product iteration and rich categories, Polaia has successfully developed an incremental customer base in the field of affordable anti-aging, anti-aging, antioxidant, sensitive skin care, and its popular positioning has formed a clear differentiation competition with big-name products with the same effect, which has brought vital impetus to its income improvement.
In the context of consumers' continuous upgrading needs, Polariya is also upgrading and promoting new ingredients and efficacy to meet the different needs of consumers, timely add new formulas and new effects, and revitalize old products.
In the first quarter of 2022, Polaria's double anti-eye cream was upgraded to 2.0, ruby cream was launched, and the price was raised, and the pace of high-end was steadily advanced, which was also reflected in the sales data of this year's Q1.
From January to March this year, the operating income of Polariya was 1.254 billion yuan, an increase of 38.53% over the same period last year, the net profit attributable to the mother was 158 million yuan, an increase of 44.16% year-on-year, and the net profit of non-attributable to the mother was 147 million yuan, an increase of 36.21% year-on-year. The prices of major products have increased by different proportions compared to the same period last year. Among them, the average selling price of skin care (including cleansing) products increased by 55.11%, and beauty makeup rose by 57.58%.
03
Increased marketing, R&D expenses, focus on consumers and experience
At the same time as the performance improved, the sales expenses also rose. In particular, The newly cultivated brands "Caitang", "INSBAHA" and "CORRECTORS" are sold online.
△ Pollyard marketing, R & D expense ratio and other data in the past 5 years
Due to the addition of new brands, online sales increased at the same time, and The sales expenses of Polaria increased.
In the past five years, the proportion of sales expenses of Polaria in revenue is generally about 40%, mainly for image promotion fees, and on the good side, Polaria attaches great importance to the link and experience with users in the brand marketing end.
Last year, Pleia had phenomenal marketing campaigns launched throughout the year. From "The First Year of Graduation, Fighting the New World" in January, to Women's Day in March, "Gender is not a boundary line, prejudice is", to the "Polaria Youth Mental Health Public Welfare Action - Echo Program" in October, it has been of great benefit to improving the brand image of Polaria.
In addition to the marketing expense rate, cosmetics companies should also pay attention to the proportion of R&D investment itself, and R&D is the lifeline for skin care groups.
Compared with the sales cost, Polaria also continues to increase its investment in scientific research. According to the financial report, the R&D expenditure of Polaya in 2021 was 76.58 million yuan, an increase of 4.38 million yuan over the same period last year, an increase of 6.07%, accounting for 1.65% of the total revenue.