What kind of "century -old brand" wants to be a McLien Mai Jili with a gross profit margin of nearly 1000%?

Wen | Ningwen

Mai Gili is attacking in the direction of the "century -old national brand" and "the light of domestic goods".

At the end of August 2022, Maijili 2022 media opened again, and dozens of media visited Maijili's headquarters. According to the public relations draft, the media opening day is mainly to explore Maijili "the confidence of" century -old brand ". Earlier, Guo Miao, the founder of Mai Gili brand, said, "Mai Jili's vision is to become a century -old brand."

Picture source: Mai Jili

Official information shows that McGeei was founded on May 28, 2014. The company's legal person and out of control are Guo Miao, and the shareholding ratio is as high as 99.00%. Although only eight years have been gone through, McGile has made a good volume in the market. Not only does it have dozens of products, but also hundreds of offline counters.

However, it is worth noting that the century -old store not only needs to consider the instantaneous financial data, but also should pay attention to the brand image and explore the business model of sustainable development on the long line. Mai Gili, who is too dependent on declaration, is relatively long -year -old for a century -old store, maybe there is still a lot of distance.

One place behind the bustling place

During the 2022 Media Open Day, Mai Gili focused on promoting his products with unique raw materials and cutting -edge technologies. This is easy to make people think that Maijili's market voice is mainly derived from high -quality products. In fact, Maijili's product quality and business model have been questioned by the industry.

First of all, from the perspective of channels, although Mai Gili is vigorously promoting offline counters at this stage, the micro -business agency business model that was previously promoted was controversial.

"Hubei News" once stated that Mai Gili had a sixth agent and was suspected of MLM. It is understood that Maijili's agency level is divided into four levels, of which the highest -level agent margin is 10,000 yuan, the first batch of payment is 150,000 yuan, and the minimum replenishment is 20,000 yuan; The payment is 4,000 yuan, and the minimum is 1,000 yuan.

Picture source: Hubei News Video Board

It is not difficult to find that the "difference" between different agents can not only contribute huge profits to Maijili, but also the bottom power of many agents standing under the eaves of McGeei and running the drill camp.

The layer of agency model makes consumers the price of the goods six times higher than the total price of the goods. Such a huge price adjustment space actually revealed that the cost of Mai Gili products is not high.

A ruling disclosed by the referee document network shows that Mai Gili purchased the "collagen" raw material at a price of 480 yuan/kg, and then distributed it to 35ml/bottle product to sell it outside. Due to the problem of product quality, McLee filed a lawsuit with Beijing Hao's.

The responsibility of Beijing Hao's is another matter, but the referee's document unexpectedly revealed the cost of Mai Gili products. It is understood that McGeei found 1144 bottles of products with problems, 35ml of specifications per bottle, 480 yuan per kilogram of material, and a total procurement cost of 19,220 yuan. It can be seen that the cost of McLee's bottle products is 16.8 yuan.

Picture source: referee document network

It is worth noting that the cost of the material is only 16.8 yuan. After the packaging, it is the product "McGeei Youth Concentration Essence", which is the main product of the latter. In other words, the gross profit margin of "Maijili Youth Concentration Essence" is close to 1,000%.

Aiming at China's high -end cosmetics market

Mai Gili has such a quick work impact on the high -end cosmetics market. Perhaps it is because there is a certain dividend in the Chinese high -end cosmetics market, but the local cosmetics brands have not fully digested the reality of these dividends.

According to data from the National Bureau of Statistics, in 2021, the total retail sales of Chinese cosmetics were 402.6 billion yuan, an increase of 18.41%year -on -year. According to the research data of the Foresight Research Institute, it is expected that in 2025, the total retail sales of Chinese cosmetics will reach 500 billion yuan.

Although the market is becoming increasingly popular, China's high -end cosmetics market has been largely controlled by foreign companies. According to the data of Zhejiang Business Securities, in the Chinese skin care brand TOP20, there are only 7 local brands, most of which are cheap brands, with a total market share of only 13.2%.

Picture source: Zhejiang Shang Securities

In order to break the monopoly position of foreign brands in the high -end market, relevant departments have also vigorously encouraged domestic cosmetics to develop high -end development. The "Fourteenth Five -Year Plan" pointed out that "carry out the creation of Chinese brands, protect the development of old Chinese names, enhance the influence and competitiveness of independent brands, and take the lead in cultivating a number of high -end brands in consumer products such as cosmetics, clothing, home textiles, and e -products."

This is the background of McGee's impact on the high -end market. During an interview, Guo Miao once said that Mai Jili is committed to becoming "a century -old brand, omni -channel brand, and international competitive mid -to -high -end domestic makeup skin care brand!"

As mentioned earlier, Maijili's products have amazing gross profit, which can provide a steady stream of power for channels and marketing promotion, and then transform into good revenue data.

According to official information, from 2018 to 2020, McGilei's market terminal sales were about 30 billion, capturing 50 million high-end users. In 2021, the performance of McGilei's brand increased by 13%year -on -year, and the number of customers in department store exceeded 30 million.

Chinese goods beauty is entering the adjustment cycle

It is true that the outbreak of market dividends means that players in the industry may gain good revenue data. But this does not mean that all companies can eat the dividend of the industry. According to the statistics of the Cosmetics News, in the first half of 2022, the total revenue of the top ten beauty brands in China was 17.1 billion yuan, a year -on -year decrease of 8.56%.

The revenue of the industry -headed enterprises has not expanded with the growth of the industry, indicating that consumers have become more rational and will not blindly pay for brands and channels.

For example, in the first half of 2022, the water sheep shares, known as the "first share of e -commerce mask", fell into a dilemma of increasing income and increasing profit. The revenue was 2.201 billion yuan, an increase of 3.89 % year -on -year; the net profit of the mother was 82.816 million yuan , A year -on -year decrease of 6.88 %.

Although in order to consolidate the core competitiveness, Shuiyang shares have increased R & D investment, but in the first half of 2022, its R & D cost rate was only 1.95%, which was far lower than 43.11%.

From the perspective of enlarging, and continuously increasing R & D investment, and building core competitive companies, we can often gain good revenue data.

For example, in the first half of 2022, Venona's parent company Betai's parent company Beati's revenue was 2.05 billion yuan, an increase of 45.19%year -on -year, and the net profit attributable to the mother was 395 million yuan, an increase of 49.06%year -on -year. In the current period, Betai's R & D expenses were 0.82 million yuan, and the R & D cost rate was 3.98%, an increase of 85.47%year -on -year.

In fact, McGeei also realized that the "game point" of the industry had changed. In the public relations manuscript of the 2022 Media Open Day, Mai Gili's exclusive anti -aging ingredient "Mai Yin" and the Asia -Pacific R & D centers built by 200 million were promoted.

Picture source: Mai Jili

However, McGeei seems to be difficult to guarantee even the most basic quality of the product. The third -party evaluation agency "Restiminate Beauty Plicit Laboratory" said after a series of surveys, Maijili ladies beauty cream contains titanium dioxide that needs to remove makeup, formaldehyde release body DMDM ​​sidyl, and risky preservative hydroxybenzyl ester, etc. harmful materials.

On the other hand, because it has not been listed, it does not need to be responsible for the CSRC and shareholders. Therefore, the "hard power" investment disclosed by Mai Gili's announcement will be as exposed to the ground. The series of high -quality products in the series also takes more time to investigate.

All in all, although Mai Gili has achieved a good brand voice in the early stage by relying on the agent business model and a series of large -scale declarations. Hair tends to be rational. In the future, if McGile wants to continue to grow and become a "century -old shop", it still needs to focus on strengthening the core competitiveness of the product level.

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