"What kind of makeup, just send your head to Teacher Mao Geping." In the face of Mao Geping's makeup technology, many netizens expressed such admiration.
From makeup artist Mao Geping to beauty brand Mao Geping, the three words "Mao Geping" have long gone beyond the personal scope and become an IP symbol in the beauty industry, as well as the "magic head change" that makes countless girls fascinated.
Today, Mao Geping Cosmetics Co., Ltd. (hereinafter referred to as Mao Geping) is about to hit the IPO, and according to the latest financial data disclosed in its prospectus, Mao Geping's revenue in 2022 reached 1.68 billion yuan, a year-on-year increase of 17.5%.
It is said that the economy is down, and beauty brands can't sell, but Mao Geping has won the siege with unstoppable momentum. The success of an IP is not overnight, and Mao Geping's experience is very valuable.
01
"Magic Makeup Artist",
Mao Geping's celebrity effect
Mao Geping, an iconic figure of contemporary Chinese makeup artists. But you may not know that he is actually a halfway monk.
At the age of 13, Mao Geping, who had studied Yue opera for six years, lost the opportunity to become a professional Yue opera actor due to the boys' voice change period, and was later forced to change careers and become a drama makeup artist.
▲ Source: Weibo @Mao Geping
What made Mao Geping stand out in the industry was the TV series "Yang Naiwu and the Little Cabbage".
At that time, he was working as a makeup assistant in the crew, and by chance got the opportunity to try on makeup for Tao Huimin, and the makeup he painted helped Tao Huimin win the protagonist "Little Cabbage" in one fell swoop.
In 1994, Mao Geping met the TV series "Wu Zetian" that made him famous.
At that time, Liu Xiaoqing, who was 40 years old, needed to interpret Wu Zetian's various periods from adolescence to old age. The age range from 14 to 80 years old is a great test of makeup artists' skills.
Mao Geping lived up to expectations and helped Liu Xiaoqing complete his performance with superb makeup skills, and also achieved his career.
▲ Source: Weibo/"Wu Zetian" stills
Since then, Mao Geping has been praised as a "magic makeup artist".
The following year, Liu Xiaoqing, who played the triangle by one person in the TV series "Burning the Afang Palace", found Mao Geping again to cooperate.
After becoming famous, Mao Geping began to lay out his own business territory, established Mao Geping Image Art School, and founded the beauty brand MAOGEPING in 2000.
It can be said that Mao Geping knows how to use his celebrity effect.
In particular, the move to name a beauty brand after itself is the first in China. Internationally, top makeup brands such as Dior, Guerlain, Helena, Estée Lauder, Chanel, Zumaron, and Saint Laurent are actually named after the founder.
This naming method further amplifies Mao Geping's personal IP effect, and also enables MAOGEPING, which positions high-end lines, to be in line with international standards.
02
cross-border brand linkage,
Infused with oriental beauty genes
According to the brand's official website, Mao Geping's "enlightenment of beauty" originated from copying the picture of ladies in childhood.
Perhaps it is this profound cultural edification that makes Mao Geping's makeup aesthetic stand the test of time.
From today's point of view, the makeup that Mao Geping made 30 years ago is still not outdated. Even, in today's Internet red face and Korean makeup on the street, Mao Geping's adherence to this classical beauty and oriental beauty has become a moat for the brand to stand out in domestic makeup.
In recent years, with the rise of the national tide, Mao Geping Beauty has used the linkage cooperation of IP to burst out more active brand vitality in 1+1>2.
Different from the IP crossover of many brands that "grab the beard and eyebrows", Mao Geping chose the long-term model of "less and fine".
The "Oriental Qi" series jointly created by Mao Geping and the Forbidden City is a super IP that has been done for 4 seasons.
The golden tile red wall in the first season, the majestic atmosphere of the court in the second season, the wedding picture of Guangxu in the third season, the elegant rhyme of Song style in the fourth season, Mao Geping draws nutrients from the Forbidden City and the thousand-year-old national culture of more than 600 years old, and integrates it into the blood of the brand, allowing us to see the fashion expression of oriental aesthetics.
▲ Source: Weibo @MaoGeping MGP
Mao Geping's deep crossover in the field of sports has enhanced the height and connotation of the brand.
In 2022, Mao Geping became the official sponsor of the national synchronized swimming team, and launched a customized set for the national synchronized swimming team to compete in the World Championships - light makeup and beauty sports bag, including skin care, sun protection, makeup, and setting products, reflecting super product strength.
Mao Geping is also the official supplier of the 19th "Hangzhou Asian Games", and his limited new Asian Games product "Oriental Asian Games Gift" integrates oriental traditional elements and Hangzhou's cultural scenery, and will show the brand's oriental charm in front of the world.
▲ Source: Weibo @MaoGeping MGP
In addition, in July last year, Mao Geping and Henan Satellite TV launched a special program "Great Beauty China Non Yin Chapter, Ode to Pepper Flowers" even brushed the Internet. The show not only reproduces the friendship between Princess Taiping and Shangguan Wan'er, but also touches many people with Mao Geping's delicate ingenuity in the red makeup of the Tang Dynasty through the story of the Tang Shuangshu.
▲ Source: Weibo @MaoGeping MGP
The Forbidden City, the National Synchronized Swimming Team, the Hangzhou Asian Games, Henan Satellite TV, and Mao Geping are all professional and authoritative IPs that influence the whole country and even the world.
With the endorsement of these IPs, Mao Geping's brand effect will be further amplified, and he will play his own differentiated voice in the competition of domestic beauty brands.
Cooperation with well-known KOLs,
Pry the flow with a "head swap"
If the IP crossover mentioned above is Mao Geping's way of promoting the brand, then the spread of a series of topics around "head replacement" is a downward "siege" on the majority of consumers.
On station B, some users uploaded Mao Geping's makeup series tutorials 20 years ago in November 2018, which not only explained in detail daily makeup, European makeup, smoky makeup, etc., but also Mao Geping's makeup transformation of amateurs in a program. Some netizens said in the comment area, "Where did you buy the teacher's hand?" Or send my head over."
▲ Source: B station netizens
Interestingly, Mao Geping himself is also cooperating with netizens to play terriers and carry out the "head change" game.
In August 2019, Mao Geping cooperated with the well-known fashion blogger "Late Night Teacher Xu" to modify his makeup. The make-up video has been phenomenal in station B, and the cosmetic makeup technology and the appearance of KOLs have made Mao Geping quickly popular on the Internet.
▲ Source: Station B @ Late Night Teacher Xu
After that, Mao Geping also changed the makeup of Internet celebrity Zhang Dayi, type male Hu Bing, traffic flower Zhao Lusi, Li Jiaqi's assistant Wang Wang, under the blessing of the celebrity effect, each time triggered a lot of topic discussion, the title of "head changing master" became louder and louder, and gradually realized the deep binding with Mao Geping.
▲ Source: Want Want Xiaohongshu account
This is not only the process of enhancing brand influence, but also the process of bringing goods. In the modification, the Mao Geping beauty products held in Mao Geping's hands have become an "artifact" to help people change their appearance, and boys and girls who are eager to maintain their eternal youth are easy to be planted.
04
Borrowing the east wind of the Internet,
Multi-channel to improve cargo capacity
Mao Geping's business acumen is also reflected in the channel layout.
When Mao Geping Beauty Brand was first established in 2000, it opened cosmetics image counters in more than 360 high-end department stores in more than 90 large and medium-sized cities across the country, and attracted many female consumers through membership rights, free makeup trials and other services.
Mao Geping has always adhered to the offline counter channel, so that it has maintained the high-end image of the brand and become a rare "giant" representative of domestic beauty brands.
In recent years, with the rapid development of social media, Mao Geping has also spared no effort in planning online channels in order to embrace young people.
In May 2020, Mao Geping officially settled in station B and was warmly welcomed and sought after by station B users.
The barrage brushed the screen one after another, "Teacher Mao, can I send my head to you", "The real god of the beauty area is coming", "When will Teacher Mao draw a head for you in the comment area".
▲ Source: Station B @Mao Geping
Up to now, Mao Geping has accumulated 874,000 fans on station B, and the highest number of video views has reached nearly 2.38 million. In addition, on social platforms such as Xiaohongshu, Douyin, and Weibo, Mao Geping has opened personal accounts.
Traffic feeds back sales, which is the business logic of the Internet era. The continuous heating up of Internet topics has caused the sales of the Mao Geping brand to skyrocket.
With 4.46 million followers, the MAOGEPING brand Tmall flagship store ranked 14th in the sales of "Double 11" makeup products in 2022, 1st in the sales of "Double 11" concealer products, 2nd in the sales of high-end high-gloss products, and 2nd in the sales of air cushion products.
In 2021, under the wind of e-commerce live broadcasting, Mao Geping Beauty started live streaming on the official account of Douyin, and in just 6 months, the GMV reached 32.16 million. In 2022, Mao Geping Beauty ranked No. 1 in Douyin's "Double 11" foundation/paste sales and No. 5 in air cushion product sales. At present, it has accumulated 1.47 million fans.
▲ Source: MAOGEPING Mao Geping Douyin live broadcast room
As Mao Geping continues to impact the IPO, perhaps in the near future, the three words "Mao Geping" will become a code in the primary market, and its IP value will be more exerted with the blessing of commercial value.