Beijing News (reporter Zheng Yijia) on October 21, after the review of the 113th meeting of the 18th Issuance and Review Committee of the Securities Regulatory Commission in 2021, Mao Geping Cosmetics Co., Ltd. (hereinafter referred to as "Mao Geping") made its first meeting. After nearly 5 years of queuing, Mao Geping is finally on the market.
According to the data, Mao Geping's products are mainly made-up, supplemented by skin care products, mainly owning MGPIN (MAOGEPING) and the two major brands of Beloved Life. As of June 2017, Mao Geping's main business includes MGPIN, Beloved Life and makeup training, of which MGPIN is the main source of revenue. In the first half of 2017, MGPIN's revenue was about 142 million yuan, accounting for 72.8% of the total main business income.
The most beloved consumers are positioned as women in second- and third-tier cities, and according to flagship store data, the brand's current highest-selling product is traceless loose powder, with monthly sales of 100+. MGPIN is the core brand of Mao Geping, positioned as a high-end, and has rapidly "become popular" online in recent years. According to Tmall's official flagship store data, the brand's highest-selling product is traceless powder paste, and as of press time, the number of pre-orders is 11,041.
According to the prospectus, mgpin adopted a direct operation model at that time, cooperated with department stores, and set up brand counters for direct sales to end consumers. At present, Mao Geping is more regarded as an e-commerce company by the outside world. According to Ai Media Consulting data, during the June 18 event this year, MGPIN turnover increased by 263% year-on-year
The NDRC also asked mao geping about some of his existing questions. First, in terms of sales model, Zhi'ai lifelong adopts the distribution model, MGPIN adopts the department store counter direct sales model, and Mao Geping needs to explain the commercial rationality of the two different sales models, as well as the rationality of the difference in gross profit margins under different sales models. In addition, the production of Mao Geping products is mainly carried out through the outsourcing processing model, and it is necessary to explain whether there is a significant dependence on a specific outsourcing processing plant, and the reasons and rationality of the gross profit margin being higher than that of the first-line brand in the case of research and development capabilities and brand awareness are not as good as those of first-line brands. The qualifications of Mao Geping's makeup training business and whether there are situations such as coercion and inducement of trainees to use consumer loans and purchase of company products have also been concerned by the Review Committee.
Proofread by Li Ming
Screenshot of the official website
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