The cost of 148 yuan mask is only 10 yuan!Net Red Medical Beauty Mask, Erjia Flip Train

There are people who love beauty, and the examples of throwing thousands of money for Meihao!

In recent years, the medical beauty industry has prevailed, and the "medical beauty mask" that matches it and is indispensable has gradually become a rigid need for medical beauty people.

When it comes to the mask, I believe that beauty people are no stranger to the "net red mask". Its star products "black film" and "white film" are popular on the entire network.

It is worth mentioning that, with the gimmick of "Medical Beauty Mask", it has earned 2.1 billion yuan in the past three years, and the gross profit margin in 2021 is as high as 82%, ranking first in the same industry in the country! But the market has never stopped.

No, the "first share of the medical dressing", which has just been successfully conference, was searched on Weibo last night.

Medical mask is a market segment in a special scenario. The ceiling is not high. How long can I go to the market alone?

one

Last night, the cost of#148 a box of mask was only 10 yuan#词!

The Internet celebrity medical beauty mask, which has always been hot, costs only ten yuan for more than 100 yuan, and only 6 R & D personnel. Many netizens shouted: "Isn't this bullying honest people?" Some netizens believe that "skin care products are like digital digital Digital Like software, it has never been priced at cost, but the research and development and marketing behind it. You can check how much Hermes costs! "

It's funny. It is said that it is expected to develop the cost of R & D. I am afraid that I do n’t know how huge profits this gross profit margin is compared with Moutai?

Established in 2017, it is a company engaged in the research and development, production and sales of professional skin care products. The company covers medical device dressing products and functional skin care products in the company. It focuses on dressing and stickers, membrane products, and launched other morphological products such as water, essence and emulsion, spray, frozen dried powder.

The establishment of less than 5 years of establishment, earning 2.1 billion yuan in 3 years, the comprehensive gross profit margin in 2021 was as high as 82%, far exceeding the average of 70%gross profit margin in the beauty industry. Monkey printing machine.

Among the medical products, Yaerjia can be described as "Internet celebrities", and its white -film, black film and other products produced are all hot Internet celebrities. It was found from a official flagship store that the price of the two -box single box above was 148 yuan and 199 yuan, respectively.

The cost of Yaerjia is not the media, but the company's own disclosure:

When preparing for listing and responding to the inquiry letter of the Shenzhen Stock Exchange, Yaerjia said that from January 2018 to February 2021, Terja purchased the finished product and sold it outside the Harbin Sanlian. During the period from January to February 2021, the purchase unit price for applying medical dressing was 9.12 yuan/box and 9.80 yuan/box, respectively; the purchase unit price of the mask was 10.17 yuan and 9.99 yuan, respectively. The cost is about 10 yuan.

Based on this data, the highest price of 148 yuan/box, 199 yuan/box, the highest price is nearly 20 times the cost of the product!

The medical beauty industry knows how many profits, but medical cosmetics are also so profitable, and consumers are really not expected.

two

After Yaerjia burst into thunder, many people who usually have a refrigerator can't sit still. The medical beauty mask with a cost of only 10 yuan, but it is known as the effect on various grass platforms. I am afraid that it is not right?

On the major grass platforms, Yaerjia is often known as "the most classic medicine noodles originator". On the evening of September 8, Harbin Terja Technology Co., Ltd. (hereinafter referred to as "Yaerjia") The first meeting of Shenzhen GEM has been a step closer to the A -share "Medical Course".

From January 2018 to February 2021, Yaerjia's main business products were obtained through external procurement of finished products. Among them, Harbin Sanlian was its largest supplier. In February 2021, the company completed the production of cosmetics and medical device production business by acquiring Beixing Pharmaceutical, and completed the vertical integration of the industrial chain.

According to data of Fhstrilivan, in 2020, the sales of Shierjia patch products are the number one specialty skin care product market with a market share of 21.3%. Among them, the proportion of medical and medical auxiliary materials accounted for 25.9%, ranking first in the market; 16.66%of functional skin care products, and the second market ranking.

It can be seen that the company is not only in the track of rapid development, but also in the leading position of the industry.

September 7, 2021 launched a listing application to Shenzhen GEM, which took a successful meeting on September 8, 2022. Although the doubts around the "research and development ability" around Yerjia have never stopped since it became a "net celebrity mask", it will marked that it will officially log in to the capital market as the "first share of medical dressing" and accept it. Test of the secondary market.

Three

With the prevalence of the medical beauty, the mask of the Yier Jia, who took the medical expressway, was created as a net red item, which also made the company have a strong profitability.

The prospectus shows that the operating income from 2019-2021 is: 1.342 billion, 1.585 billion, and 1.65 billion; net profit is 661 million, 648 million, and 806 million yuan, and the total profit of three years is 2.115 billion yuan. In 2021, the company's comprehensive gross profit margin reached 81.95%.

In contrast to peers, the profit and loss of each other, the net profit of beauty guests was 958 million yuan, Beati was 863 million yuan, Huaxi Bio 782 million yuan, Shanghai Jahwa 649 million yuan, and Perlaya 576 million yuan. From the perspective of net profit, Yaerjia is in the third place in the industry.

However, under the dazzling performance, issues such as marketing and light development have also attracted many controversy. Compared with the high profit margin, Yaerjia is far lower than the company's company. From the first quarter of 2018 to 2021, the amount of R & D investment accounted for less than 1%of operating income, with an average of 6 ‰ of 6 ‰ about.

Compared with the comparable company costs of the same industry from 2019-2021, it is found that the industry average is more than 10 times that of Yajia. Especially in 2019 and 2020, the investment was only 603,900 yuan and 1.4797 million yuan, and a handful of.

And this time on the hot search at the same time, another topic is:#而 而 而 而 Only 6 R & D personnel#

In the past three years, the total R & D expenses of Terja were only 7.3265 million yuan, and the total promotion costs were 472 million yuan. As of the end of 2021, the total number of employees of Yaerjia was 441, of which only 6 were R & D, accounting for 1.3%, and 2 of them were senior managers;

On the other hand, there were 84 R & D personnel in the same industry company, accounting for 12.56%; 78 Biological R & D staff, accounting for 22.03%.

In contrast, the number of R & D teams of Yajia could not help but look poor, and seeing many netizens' faces on the face began to hang up.

Unrestrained

It is reported that sales costs have always been the big head of Yajia, and most of them are used to promote and promote it.

The prospectus shows that from 2018 to 2021, the promotion fee of Yaerjia was 70.317 million yuan, 166 million yuan and 236 million yuan, respectively. The promotion service fee of online e -commerce platforms is 43.897 million yuan, 85.26 million yuan and 165 million yuan, respectively.

Although Yajia has actively laid e -commerce channels in recent years, it has truly included big heads and is an offline distribution channel. In the offline channel, in addition to hierarchical dealers, Yaerjia has established a "alliance dealer" mainly based on natural person dealers. In this model, the natural person of the dealer helped Yaerjia to complete the sales, and the Shi Erjia corresponds to 3%-30%of sales rebates as sales incentives for alliance dealers.

The prospectus shows that from 2019 to 2021, the revenue of the alliance dealers' channels was 102 million yuan, 175 million yuan, and 99 million yuan, respectively, and the rebate amount was RMB 48 million, 67 million yuan and 31 million yuan in the same period.

The mission of the enterprise is to make money. This sentence is more important in the second half of the sentence: that is to make money continuously.

In fact, being labeled with the "Medical Mask" label, behind the rapid rise of Yaerjia, it is the east wind that has continued to grow market demand and emerging tracks.

Nowadays, the growth rate of Yajia's performance has declined significantly. In 2020 and 2021, their revenue growth rates were 18.7%and 4.08%, respectively, and net profit growth rates were -2.04%and 21.38%year-on-year. In the first half of this year, the year -on -year year -on -year growth rate of revenue and net profit was only 2.94%and 1.57%.

Shi Erjia's pursuit of listing is probably related to the increasingly tight supervision. When the story of "medical mask" cannot be continued, it can only be used to strengthen the research and development and expand the product line to retain the market that is not easy to market. Rest, but once this mode of lying down, once how many people will still pay for the "medical dressing" with a strong sound of wind and a low cost?

Reference materials:

"Hot Search! The cost of 148 yuan mask is only 10 yuan! ", China Fund News

"IPO of Northeast Magic Company: 6 people engaged in research and development, 4.6 billionth in 3 years", investor

"148 yuan, the cost of the mask of the mask is only 10 yuan: the gross profit margin is nearly twice the Apple, questioned MLM", China Economic Weekly

"Erjia earned 1.1 billion R & D fees in three years, only 7.32 million," Natural Personal Distribution+Rebate "model was questioned MLM", the Yangtze River Commercial Daily

"In recent years, the medical beauty industry has prevailed, and the" medical beauty mask "that matches it and is indispensable (the" medical dressing "in the industry) has gradually become the rigid needs of medical beauty people", Phoenix.com technology

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