Offline Expansion and Market Dominance in China's Color Cosmetics
2025-02-27
Compared with skincare, the experience and immediate consumption attributes of color cosmetics are stronger.
In 2023, the department store channel still accounted for 27.2% of the color cosmetics market, higher than the overall beauty and personal care market's 15.8%.
Mao Ge Ping's offline counters focus on experience, and its membership system is well established, with a repurchase rate of over 80% for mid-to-high-end members.
In the first half of 2024, offline revenue reached 970 million yuan, up 23% year-on-year.
The revenue ratio of offline to online channels is close to 1:1. There are 372 offline self-operated counters, with a daily average revenue of 13,000 yuan, up 16% year-on-year, higher than Nars and Bobbi Brown.
Among them, the proportion of counters in first-tier cities is only 11%, leaving much room for further expansion. Mao Ge Ping will use 25% of the raised funds to expand its sales network.
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