Mao Geping – Refined Private Domain Operations, the Growth Code of High-end Domestic Beauty

Against the backdrop of channel transformation and traffic involution in the cosmetics market, Mao Geping jumped out of the competition for public domain traffic and built core competitiveness through private domain operations, becoming a benchmark for high-end domestic beauty. Its core logic was to grasp the core needs of high-end users for “trust + scarcity” and build a growth flywheel of “omni-channel precipitation – activation – repurchase – fission”. In terms of omni-channel precipitation, 378 self-operated counters served as the core entrance. A 40-50 minute full-process makeup trial experience (half-face comparison, 1V1 makeup teaching) was provided to establish trust, with a conversion rate of 42% for guiding users to bind to the private domain after the trial. On online platforms, public domain traffic was accurately introduced into the private domain by guiding offline redemption through live broadcasts and offering exclusive member benefits during promotions. The brand’s 9 makeup schools trained over 6,000 students annually, who were not only converted into loyal members but also became an important source of counter BAs, forming an ecological closed loop.