Is the gross profit margin exceeding 81%? Is the "Medical dressing first share" applied? Is it really useful?

Future Network, Beijing, September 19th (Reporter Xie Qing) "For the sake of beauty, you can throw a lot of money". In recent years, the medical beauty industry has prevailed, matching it and indispensable "medical beauty mask" (the "medical dressing" in the industry) Just need to be a medical beauty person.

At the beginning of September, Harbin Terjia Technology Co., Ltd. (hereinafter referred to as "Yaerjia"), who wanted to sprint the "first share of medical dressing", successfully met. According to the prospectus, the Yierjia IPO intends to raise 1.897 billion yuan for production base construction, brand marketing promotion, and supplementary mobile funds.

Under the strong attraction of the medical beauty mask, Yaerjia was established for less than 5 years but sucked in gold. In 2021, the comprehensive gross profit margin was as high as 81.95%, surpassing the 43.8%of the gross profit margin in the fourth quarter of the same year in the same year, which was far beyond the average value of 70%gross profit margin in the beauty industry.

However, the reporter in the future noticed that behind high profit, the criticism of "low cost, low -R & D, and high price" has always been questioned by consumers. What kind of company does Yaerjia maintain such a high gross profit margin steadily? How did it become the best in the medical and beauty industry?

Figure based on the official website of Harbin Terja Technology Co., Ltd.

Take the medical beauty of the medical beauty, the must be "net red mask"

"The doctor said that the medical beauty mask is sterile and cannot be applied to the Putong mask." In early September, Kobayashi tried the photon rejuvenation of the medical beauty project for the first time. The effect of the project.

Kobayashi told the future reporter that he did not understand the medical beauty mask before, but when he heard the instructions of the medical staff, he spent 138 yuan from the beauty institution to buy a box of "Yaerjia White Mask", which contained 5 tablets. Since then, Kobayashi said that in order to recover in the later period, he will continue to buy a medical mask on the e -commerce platform.

The medical beauty mask in Kobayou is known as a medical dressing in the industry. It is usually called "medical hyaluronic acid sodium restoration stickers". It is used by the hospital for patients with skin diseases or medical surgery. It can be used to repair skin inflammation and heal wounds.

Picture analyzed Xiaohongshu

The reporter searched on Xiaohongshu and found that the medical beauty mask is usually called "bad face savior", "essential medical beauty", "beautiful artifact" and so on. And many bloggers have reminded that the "makeup name" registered by the general mask packaging is different. Such medical dressing belongs to the national second category of medical devices, and the product packaging will indicate the "weapon number".

With the prevalence of medical beauty projects, the mask brand that stepped on the function of functional skin care products rose with the trend. Yaerjia was the first representative brand.

According to public information, it was established in 2017 and is a company engaged in the research and development, production and sales of professional skin care products. In the sales product covering medical device dressing products and functional skin care products, it focuses on dressing and stickers, membrane products, and launched other morphological products such as water, essence and emulsion, spray, frozen dried powder.

The three -year gross profit margin continues to be higher, and the cost and price are ten times different.

"Medical beauty mask is much more expensive than ordinary mask." Kobayashi told reporters that he spent 138 yuan of "Yaerjia white film", or "new guest preferential price", but the average of nearly 28 yuan was calculated, which was nearly 28 yuan a piece a piece. Essence

The reporter saw on the official website of Yajia that the "sodium medical hyaluronic acid repair sticker", known as the medical beauty mask, is divided into white film and black film. Among them, the price of white membrane is 148 yuan/box, and the black film is priced at 199 yuan/box, all of which are 5 pieces of one box, and the price of single pieces is more than 25 yuan.

Compared with the inquiry letter disclosed by Terja, it can be seen that in 2021, the prices of the procurement of dressing and mask procurement of Yierjia are 9.8 yuan/box and 9.49 yuan/box. This means that the cost is more than ten times different from the price.

Picture based on the prospectus of Yajia

Low -cost and high price brought high gross profit margin to Yaerjia. The reporter sorted out the prospectus of Yajia, and saw that the operating performance of Erjia has maintained a growth trend in the past three years. From 2019 to 2021, Yaerjia's operating income was 1.342 billion yuan, 1.585 billion yuan, and 1.65 billion yuan, respectively, while net profit was 661 million yuan, 648 million yuan, and 806 million yuan, respectively.

In addition, the three -year comprehensive gross profit margin was 76.97%, 76.47%, and 81.95%, respectively, all remained at a high level.

Picture based on the prospectus of Yajia

It is worth noting that, as a technology company, its R & D investment is much lower than the industry level. As of the end of 2021, there were 441 employees, but only 6 of the R & D personnel. And from 2019 to 2021, its R & D investment accounted for only 0.04%, 0.09%, and 0.32%, respectively. Compared with the high gross profit margin, the gap is obvious.

Please star, go to variety shows, medical beauty mask "fancy marketing"

"Yao Bai is from me, with its own light", opening the official website of Yajia, the endorsement map of the popular star Zhao Lusi is very obvious. In fact, in recent years, in order to expand the brand's influence in recent years, exposure has been continuously exposed by signing celebrity spokespersons and sponsorship variety shows.

In 2020, Erjia sponsored "Wife's Romantic Travel", "Chinese Restaurant 4", 2021 sponsored "Who is Treasure Singer" and "Best Best Brother" and other variety shows. As a result, more and more consumers are known.

Picture based on the prospectus of Yajia

Behind the star halo and variety exposure, it is naturally a expensive marketing cost. According to the prospectus, from 2019 to 2021, the promotion costs of Yaerjia were 70.31 million, 160 million, and 230 million, accounting for 60.93%, 62.62%, and 89.26%. Figure based on the official website of Harbin Terja Technology Co., Ltd.

Under the recommendations of celebrities and bloggers, the medical beauty mask has continuously "harvested" the wallet of beautiful people as net red products. But compared with ordinary masks, is it really more effective than ordinary masks? The reporter interviewed a number of people who had used medical and beautiful masks. Most people said that "there is no obvious difference in experience", "feel more hydrated", "the use time will be extended."

In addition, some netizens discussed that "there are too many products of huge profits, but everyone cares about the product itself", "industry supervision measures approach step by step, and need to strictly supervise the profitable products", "the core of the competition for cosmetics is technology competition, research and development is important" Wait.

In fact, the regulatory authorities also strictly classified the "medical beauty mask" on the market. According to the reporter's understanding, a variety of popular medical cleansing masks are divided into two types: "ingredients" and "makeup names". The mask called "Medical dressing" in the industry is marked as the "weapon number", and according to the "Naming Rules for the General Name of Medical Device", medical dressing must not contain promotional words such as "beauty" and "health care". Misled and deceived content.

The mask marked with the "makeup name" cannot be promoted as a "medical dressing", let alone a medical skin care product. According to the "Cosmetics Sanitation Regulations", cosmetics must not be claimed to have a medical effect, and its labels must not be marked with exaggerated functions and false publicity. If cosmetics claim "medical skin care products" and "cosmeceuticals", it belongs to explicit or implies that the product has a medical effect and is an illegal publicity.

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