ECMOHO Limited Company Presentation - 机密
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机密
Confidential
ECMOHO Limited
Company Presentation
June 2021
Disclaimer
This presentation has been prepared by ECMOHO Limited (the “Company”) solely for informational purposes and has not been independently verified. No representations,
warranties or undertakings, express or implied, are made by the Company or any of its affiliates, advisers or representatives or the underwriters as to, and no reliance should
be placed upon, the accuracy, fairness, completeness or correctness of the information or opinions presented or contained in this presentation. None of the Company nor
any of its affiliates, advisers, or representatives or the underwriters accept any responsibility whatsoever (in negligence or otherwise) for any loss howsoever arising from any
information presented or contained in this presentation or otherwise arising in connection with the presentation. The information presented or contained in this presentation is
subject to change without notice and its accuracy is not guaranteed.
Certain statements in this presentation, and other statements that the Company may make, are forward-looking statements. These statements reflect the Company’s intent,
beliefs or current expectations about the future. These statements can be recognized by the use of words such as “expects,” “plans,” “will,” “estimates,” “projects,”
“intends,” “anticipates,” “believes,” “confident” or words of similar meaning. These forward-looking statements are not guarantees of future performance and are based on
a number of assumptions about the Company’s operations and other factors, many of which are beyond the Company’s control, and accordingly, actual results may differ
materially from these forward-looking statements. Neither the Company nor any of its affiliates, advisers or representatives or the underwriters has any obligation and they do
not undertake to revise forward-looking statements to reflect future events or circumstances.
This presentation does not constitute an offer to sell or issue or an invitation to purchase or subscribe for any securities of the Company for sale in the United States or
anywhere else. No securities of the Company may be sold in the United States without registration with the United States Securities and Exchange Commission (the “SEC”) or
an exemption from such registration pursuant to the Securities Act of 1933, as amended (the “Securities Act”) and the rules and regulations thereunder. No part of this
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risks and special considerations involved with an investment in the securities of the Company and is qualified in its entirety by reference to the detailed information in the
prospectus relating to the proposed offering. This presentation should not be construed as legal, tax, investment or other advice. The Company has filed a registration
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of the Company’s securities to be made in the United States will be made solely on the basis of the information contained in the statutory prospectus included in such
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information contained in the prospectus relating to the proposed offering. The prospectus is publicly available and can be obtained free of charge from the SEC's website at
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In evaluating its business, the Company uses certain non-GAAP measures as supplemental measures to review and assess its operating performance. These non-GAAP
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1
Company Snapshot
ECMOHO at a glance
Business overview
ECMOHO was established in 2011 and headquartered in
Shanghai with branches in Hong Kong, Japan and Korea. As an
integrated solution provider in China's non-medical health and
Who we are wellness market, Company focuses on providing omni-channel
retail services, global marketing, IT services, customer service,
A leading integrated solution provider in and global warehousing supply chain services. In 2014, the
China's non-medical health and wellness Company has established cross-border warehouses and started
market, connecting brand partners and cross-border business.
consumers by combining global sourcing
capabilities with local distribution channels As a bridge between brand partners and consumers, Company
and insights has realized the high growth of business in China over 10-years
accumulation of health industry and retail management
experience for advanced brand and provided consumers with
Our mission personalized health products and health solutions.
To improve the health and well-being Company is always striving to improve the health of consumers
of consumers and continuously optimize the expansion of product mix and
business model.
3
Key Statistics
Fourth Quarter 2020 and FY2020 Highlights Stock Quote as of 2021/06/09:
2021 1Q 2020 NASDAQ: MOHO $1.56
Volume 181,464
Revenue $27.1mm $304.9mm
Today's Open $1.58
Previous Close $1.54
Gross Margin 19% 19% Today's High $1.60
Today's Low $1.48
52 Week High $3.98
Cumulative paying consumers1 11.2 mm
52 Week Low $1.29
Ranked #1 in China’s non-medical health and wellness integrated solution industry
in terms of revenue in 2018 with a market share of 2.6%
Hundreds
11.2 million 39.9%
behavior & personal
paying consumers Repurchase rate
attributes labels
As one of the leading domestic data service providers, ECMOHO is satisfying the general meaning of
pre-sale and after-sale consultation and complaint handling, using the leading ECRP system to dig and
analyze in order to support the marketing trends, customer behavioral preferences. At the same time, it
helps the brands to achieve accurate marketing, in-depth marketing analysis, diversified marketing
promotion activities and customer services, to develop a high sticky and repurchase user groups
Note:
1. “Cumulative paying consumers” refers to the customers that have placed one or more orders purchasing products through our self-operated flagship
stores on third-party e-commerce platforms, the Company's channels on Douyin. 3
Company Ecosystem
Company has developed an ecosystem comprising brand partners, consumers, distributors and
retailers, content generators.
Brand partners: Consumers:
Portal into a broad customer population, Personalized health and wellness solutions
market insights gained from extensive comprising quality and authentic products,
touchpoints, tailored marketing solutions trustworthy content customized
and fulfillment support. recommendations.
Company
。
Ecosystem
Distributors and retailers: Content generators:
Reliable supplies of quality health and Convenient platform for content
wellness products, consumer education generation and distribution, feedback
and fulfillment support. collection and traffic direction.
In our ecosystem, ECMOHO provides consumers with quality health and wellness products and
trustworthy content, acts as the bridge between brand owners and consumers by marketing and
distributing products.
3
Key milestones
In our almost ten years of operation, we have excelled in bringing high quality health and wellness products
from around the world to consumers in China
May 2013 Jan 2014 July 2016 Jul 2017
Appointed exclusive Started Puritan's Began working Started working
distributor of Puritan's Pride cross-border with with AHC; entered 3
Pride in China flagship store on Gerber; entered the skincare
Tmall Global the mother and market Create new growing channels
child care market
2
Growth driven by cross-border e-commerce
1 Online sales of health and
wellness products
Foundation
2020
Started to
2013 2014 Aug 2015 Apr 2016 2016 Sep 2018 generate service 2020
Dec 2011 revenue by
offering
marketing
Company founded Started Established A round B round Acquired the C round solutions
Launched five
establishing our cross-border financing of financing of brands financing cross-board brand
own consumer warehouses US$13mn US$24mn KGC & HST of US$22.5mn stores and one
database healthcare
flagship store to
Started engaging operate in Douyin
nutritionists as platform
content generators
Corporate milestone Brand partnership Financing history
Management Team
- Visionary team with substantial industry experience
Management team possess on average over 15 years of industry experience and expertise in health
and wellness, e-commerce, finance and corporate governance
Zoe Wang Leo Zeng
Co-founder, Chairman & CEO Co-founder & COO
• 18 years of experience in • 15 years of experience in
marketing and e-commerce retail domestic and cross-border
management logistics and e-commerce
• Trained in traditional Chinese operations
medicine • Holds a master of business
• Holds business qual. from administration degree from
Changjiang Bus. School Fudan University
Mr. Xin Li Daniel Wang
CFO GM – New Business
• Extensive experience in in • 9 years+ of experience in e-
senior management roles of commerce and retail
companies and as an investment operations
professional.
• 7 years+ of experience in e-
• Served as the CFO of a number
commerce management
of SEC-registered public
companies
24
Market and Our Business
Tremendous growth in China market
-Benefit from growing opportunities of Chinese health and wellness market
• Favorable policies introduced to promote industry
• Great industry structural opportunity shifting consumer healthcare, non-pharmaceutical product market, and health management industry.
• The growth of non-pharmaceutical product market and Consumer healthcare outpaced the total market growth.
Rising Spending Aging Population Prevalence of Health
Non-pharmaccutical Consumer
CAGR Total Power and Health and Increasing Life Issues and Chronic
product markct healthcare Awareness Expectancy Diseases
2015-2019 15.1% 24.0% 12.0% Untapped Demand in
Increasing Demand Market Deficiencies
2019-2024E 13.0% 21.0% 10.5% for Better Health and and Consumer "Lower-tier" Cities,
Wellness Products Mistrust Townships and Rural
2024E-2030E 8.0% 15.0% 8.4% Areas
Breakdown of China Health and Wellness Market Size of China Health and Wellness Market,
Market 2015-2030E 21,773
20,308
18,911
“The Health China 2030” 17,538
16,136
14,761
13,415
12,117
10,944
9,915
100mm RMB 8,973
8,131
7,302
6,521
5,834
5,172
2015 2016 2017 2018 2019 2020E 2021E 2022E 2023E 2024E 2025E
Healthcare services Pharmaceutical market
Non-phamaceutical product market Consumer healthcare
Healthcare infrastructurc
Source: Frost & Sullivan
4New territory in marketing
-Growing pie in Douyin, Kuaishou and live streaming e-commerce
innovative marketing and operation of consumer-centric, especially on content marketing such as short-form
videos and more interactive entertainment contents.
Major e-commerce Smaller online
platforms distributors Social e-commerce platforms New traffic platforms
Enabled celebrities and entrepreneurs to be Built a team of own Key Opinion Leaders (KOLs),
hopped on live streaming bandwagon and established live streaming center in Douyin and
participated in live shows leveraged by MCNs
We expect more business of Douyin platform to
ramp up in the coming quarters.
Note:
1. For the month of September 2020 5Unmet need and existing issues
-Dis-connection between brands, consumer and distributor
Brand is looking for consumer:
The cost to obtain traffic is high, and the
growth of platform users is slowing down.
Service providers need to use new
marketing methods to increase user
retention and time.
Look for great product:
Both platforms and consumers need
reasonable price, high-quality and popular
products. In the past, consumers were
looking for products, now we need to push
Efficient and targeted operation: products to consumers.
Brands and businesses need to carry out
continuous, efficient and targeted
operations with the support of the platform.Our strong ability for precision marketing
-Ability to generate and distribute content, leading to a loyal customer base
Highly efficient generation and distribution of trustworthy content, which are crucial to driving health
and wellness products consumption in China
Comprehensive Multiple
• 1,400+ partnered content coverage distribution channels
healthcare experts
and KOLs c. 2,600 articles per month1 Online flagshipstores
Health Supplements and Food
Content • 81-person in-house • Dietary plan guidance
generation content team
• Traditional Chinese tonic
recommendations
• …
• Product-specific content Mother and Child Care Products
related to 37 brands
• Infant formula comparisons Social media accounts
and recommendations
• General baby care
knowledge
• …
Wide audience
• Internal licensed nutritionists across online and
Personal Care Products offline channels
and experts to review the
• Skincare / anti-aging
content
suggestions
• Beauty supplements
Quality • Internal legal to ensure recommendations XG Health
control compliance of the content • …
Others
• Controlling and monitoring
diabetes
• Product-specific content
vetted by brand partners • Managing chronic diseases
• …
Note:
1. As of December 31, 2020 6Company’s extensive data analysis
-Key market insights and precision marketing is based on data analytics
Analytics generated from our large database provide us with valuable market insights and precision
marketing opportunities
Collect data Analyze data Apply data
11.2million
Personal attributes Precision marketing
Personal data
• Precision marketing based on evolving
Demo-
Gender profile tagging
• Demographics graphy
• Age • Tailored marketing based on life stage
• Gender Age Life stage tagging
• Location
• … Cross-sell
Pregnant Kids
Portal into family • cross-selling into different product
health consumption categories
• cross-selling to other members
Behavioral
Behavior data preferences
Market research & analytics
Purchasing Purchasing
• Purchases power Time
• Searches
• Inquiries Key health Viewed
concerns products
• Feedback
• 10.9 million paying consumer profiles 1
• …
Purchasing Purchasing
• Strong potential for cross-selling frequency device
Research on health and wellness market by ECMOHO
39.9%
Paying consumers Spending per user
repeat purchase rate2
Notes:
1.As of December 31, 2020 7
2.For the twelve months ended December 2020; repeat purchase rate refers to the percentage of paying consumers in that period who had made more than one purchase in such period or in
prior periodsWe are integrated industry player
-Connecting consumers with trusted brands
Well positioned to capture the prospect industry upsides, bridging consumers with quality products, services
and content
Hassle-free, one stop e-commerce Trustworthy health and wellness
marketing and operating solution products, services, and content
Brand Integrated Consumers
Partners Solution
Provider
Obstacles faced Characteristics Market Deficiencies
Increasingly complex Highly fragmented with Lack of trustworthy products
1
e-commerce marketplace intense competition services and content
Lack of local expertise and Extensive industry know-how Proliferation of black
2
industry insights and experience required markets
Lack of operating capacity and Trust from both brand Inefficient distribution
3
willingness to heavily invest partners and consumers channels
Source: Frost & Sullivan
8Successful Case
-A Food Therapy company
A Food Therapy Company
Client mainly focused on
traditional TV media channels New growth potential has been
and supermarket channels. For unlocked for the client. Revenue
the past several years it is facing in the first quarter of 2021
a slowdown in revenue and increased by 53% YoY.
increased losses.
We provided to client with multi-
channels marketing, including
new marketing strategy, content
marketing, and live broadcast of
KOL, etc.Key Financial Data
Operational highlights
Number of brands1 Number of brand partners1
76 70
38 37 52
39
28 26
2018 2019 2020 2021 Q1
2018 2019 2020 2021 Q1
Continue to optimize brand portfolios
Number of major brand partners1, 2 Revenue contribution from top 5 brand partners3
9 79%
8 60% 60%
55%
5 5
2018 2019 2020 2021 Q1 2018 2019 2020 2021 Q1
Grow our brand partners into key partners with over Continue to enhance relationships with the top brand
US$10 million product sales contribution in the partners
designated period
Note:
1. At the end of each designated period
2. Major brand partners refer to brand partners whose products contributed over US$10.0 million to product sales revenues in the designated period
10
3. Represents concentration, defined as revenue contribution of the largest five brand partners in each designated period as percentage of total product sales revenueDiversified revenue streams
Robust top line growth and continuous diversification to new product categories
Total net revenues Product sales revenue breakdown1
(USD’000)
27,381
4,783
8.6% 9.6% 5.9% 7.1%
1.2%
6.4% 8.5%
8.0%
40.6%
39.4% 39.5%
22,917 43.7%
302,099 300,156
176,098 51.1%
45.6% 46.1%
38.7%
440
680
60,722
26,406
2018 2019 2020 2021 Q1
2018 2019 2020 2020 Q1 2021 Q1
Health supplements and food Mother and child care products
Product sales Services Personal care products Others
11Improved cost efficiency
Total operating expenses (Non-GAAP)1 Total operating expenses (Non-GAAP)1 as % of
(USD’000)
total revenue
71,820
65,858 37.8%
50,940
25.6% 26.2%
23.6%
20.0%
16,026
10,227
2018 2019 2020 2020 Q1 2021 Q1
2018 2019 2020 2020 Q1 2021 Q1
Note: 1. Total operating expenses (Non-GAAP) represent Note 2: 2020 expense increase was primarily due to an
operating expenses excluding share-based compensation increase in advertising costs as we launched more promotional
expenses. events.
12Contact Us
Address: 2/3F, Xuhuiyuan Business Building,
1000 Tianyaoqiao Road,
Xuhui District, Shanghai, China
Website: www.ecmoho.com
Media: pr@ecmoho.com
Investor Relations: ir@ecmoho.com
Phone number: 021-61132270
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