China’s Single-brand Beauty Company MISIFU Intends to List on BSE
- Chaileedo Press
- Jun 23, 2023
- 2 min read
Updated: Jun 30, 2023
MISIFU announced that it has passed the listing counseling acceptance. The China's single-brand beauty company intends to list on BSE.
Recently, Suzhou MISIFU Cosmetics Co., Ltd (hereinafter referred to as "MISIFU") announced that it has passed the listing counseling acceptance of the Jiangsu Securities Regulatory Bureau. This means that as a representative enterprise of domestic single-brand beauty stores, MISIFU is expected to become the first listed company of single-brand beauty stores.
Public information shows that MISIFU was founded in Suzhou in 2011 and officially listed on the National Equities Exchange and Quotations in 2016. Its " MISIFU" brand revolves around the aesthetic culture of Jiangnan skin, positioning itself as "precision skincare" and creating a product system tailored to Chinese skin characteristics. At present, MISIFU's products cover skincare, makeup, facial masks, etc., with more than 300 individual items and over 10 functional series sets.
It is worth mentioning that in terms of sales and operation model, MISIFU mainly promotes and sells cosmetics through single-brand stores opened by distributors, and has built a three-in-one store retail operation model of "offline store service experience retail + online smart store promotion fission + data operation analysis precision operation." According to MISIFU's official website, as early as 2020, there were more than 500 MISIFU stores. By 2025, the number of MISIFU stores is planned to exceed 2,000.
According to a previously released announcement, MISIFU intends to apply for an IPO on the Beijing Stock Exchange and plans to issue no more than 25 million shares to unspecified qualified investors at an issue base price of 8 yuan ($1.11) per share (including the principal). It is worth noting that MISIFU plans to raise 180 million yuan ($25.07 million) in this IPO, which will be used for three major projects: marketing channel expansion, R&D and testing upgrade, and brand upgrade. Among them, MISIFU plans to use 118 million yuan ($16.43 million), or 65.5% of the total funds raised, for the marketing channel expansion project.
According to MISIFU's disclosed financial report, from 2018 to 2022, MISIFU's revenue was 108 million yuan ($15.04 million), 123 million yuan ($17.13 million), 127 million yuan ($17.69 million), 148 million yuan ($20.61 million), and 154 million yuan ($21.45 million), respectively. From 2019 to 2022, the year-on-year growth rates were 14.07%, 2.99%, 16.98%, and 3.74%, showing a steady growth trend overall.
In terms of net profit, from 2018 to 2022, MISIFU's net profit attributable to shareholders was 15 million yuan ($2.09 million), 20 million yuan ($2.79 million), 22 million yuan ($3.06 million), 20 million yuan ($2.79 million), and 27 million yuan ($3.76 million), respectively. As can be seen, after a decline in net profit in 2021, MISIFU's net profit rebounded rapidly last year, with a year-on-year growth of 33%.
It is worth mentioning that in the past five years, MISIFU has maintained a stable gross profit margin, hovering around 46%, and broke through 50% last year. According to MISIFU's financial report, from 2018 to 2022, MISIFU's gross profit margins were 44.90%, 47.78%, 46.50%, 46.52%, and 51.25%, respectively.
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