In recent years, the kitchen appliance industry has been growing rapidly in the appliance industry, although this year, despite the upstream raw material prices, increased competition and other negative factors, but the listed companies still produce a kitchen is more satisfactory Answer.
October 28, with the nine positive shares of the three quarterly release, the first three quarters of 2017 all the listed kitchen and electric appliances (Vantage (002035, stock it), the boss appliances (002,508, stock it), Zhejiang United States (002677, Shares), Wanhe Electric (002543, Shares)) are disclosed in the third quarter results are completed. In recent years, kitchen appliances have been growing rapidly in the appliance industry, this year, although the upper reaches of the raw material prices , Competition and other negative factors, but the listed companies still produce a kitchen is more satisfactory answer.Especially in the new consumer, new business environment, the kitchen and electrical industry is facing industrial upgrading, kitchen and electrical enterprises in the product, Channels, brands and other aspects of the adjustment will promote the further growth of enterprises.
Performance growth is still the main theme
In the brand promotion, product innovation, channel adjustment and other factors, the kitchen and electrical enterprises still enjoyed rapid growth.
In this year, the appliance market as a whole affected by rising raw material prices, exchange rate fluctuations and other factors greater impact on the kitchen and electrical appliances industry has also been some impact, especially million and electrical data show that the first three quarters million and electrical operating income of 4.664 billion yuan , An increase of 34.90%; net profit of 275 million yuan, down 6.35%, mainly due to raw material prices continued to rise and the exchange loss increased.
According to China Business Daily, the operating costs of Wanhe Electric in the first three quarters increased by 46.37% as compared with the same period last year, mainly due to the soaring prices of bulk raw materials and accessories; the financial expenses increased by 243.67% as compared with the previous period mainly due to exchange loss caused by exchange rate changes As compared with the same period of last year, while the cost of electrical business of the owner increased by 33.97% over the same period of last year mainly due to the increase of the cost of raw materials due to the increase of sales volume and the rise of raw material prices.
However, due to competition in the kitchen and electric appliance industry, the mainstream brands have strong bargaining power in the industry, and the price hikes in the case of rising prices of raw materials to deal with, making the overall impact on the kitchen electrical industry less affected even in the brand promotion, product Innovation, channel adjustment and other factors, these enterprises still achieved rapid growth.
China Commercial Daily reporters on the domestic kitchen appliance listed companies found that, overall, the performance growth is still the industry's main theme, of which the highest net profit is the boss appliances.Data show that the first three quarters of the boss appliance revenue was 4.988 billion Yuan, an increase of 25.15% over the same period, net profit of 960 million yuan, an increase of 36.95% over the same period; estimated net profit in 2017 increased 20% to 40% to reach 1.448 billion yuan to 1.69 billion yuan, mainly due to 'steady growth of corporate performance, Effective cost control '.
Vantage shares also quite conspicuous, net profit rose more than the boss appliances.Report shows that the first three quarters of operating income of 4083000000 yuan, an increase of 30.94%; net profit of about 312000000 yuan, an increase of 54.91%.
Zhejiang Mei Da's largest increase in performance.Report shows that the first three quarters of the total operating income of 655 million yuan, an increase of 53.86%; net profit of 181 million yuan, an increase of 47.03%; annual net profit is expected to change 35 % To 50%, reaching 274 million to 304 million yuan.
Each exhibition director occupies the market
Currently, the upgrade of the kitchen and electric appliance industry mainly shows two horizontal paths: spelling up products, fusing brands, vertically upgrading high-end products, individualizing, differentiating, intelligentizing, and horizontal innovation in scene-wide marketing and scene-based marketing.
After several years of development, competition in the kitchen appliance market entered the second half, the mainstream brands such as the boss, Fang Tai, Midea, Haier, Zhejiang Midea keep high growth, local and third-line brands are a large number of out of the market.With Haier, the United States by virtue of The rapid development of brand advantage and rapid development, further intensified competition in the industry, companies dominate the market director of each show.
From the three quarterly reports, sales growth due to promotion, as well as brand promotion, product adjustment brought about by the price increase, the larger gross margin of the business channel increased the proportion of other factors, has become the main reason for the performance of the kitchen appliance business growth . Jia Yakang, general manager of Jia Dongsheng also believes that with the user of kitchen decoration and kitchen appliances continue to escalate demand, coupled with the rapid infiltration of the Internet +, the current upgrade of the kitchen industry has shown two major routes, fight products, fight Brand, fight the high-end vertical upgrade, personalized, differentiated, intelligent and full network marketing, landscape marketing horizontal innovation.
Data show that Vantage shares in the first three quarters of sales costs 1.153 billion yuan, an increase of 46.97%, mainly due to brand promotion, channel development and sales revenue to increase advertising costs, promotional fees and other lead to increase; Zhejiang Mei large sales cost of 0.80 Billion, an increase of 102.31%, mainly due to an increase in advertising expenses.
With the improvement of per capita income and the rise of the middle class, the consumption upgrade of the kitchen appliance industry has become more and more obvious with the trend of high-end products. The product price increase has also become the recent major action of the kitchen appliance enterprises. With the change of management, Cases, the data show that in 2017 Vantage net profit of about 4590000000 yuan to 524000000 yuan, an increase of 40% to 60%, mainly due to the strategic transformation of Vantage shares and brand upgrades, operating income is expected to further increase, gross margin steady Increase, net profit to achieve substantial growth.
Boss appliances, Zhejiang United States and so on by raising prices to deal with the pressure of rising raw material prices.Overall, the third quarter of the boss appliances through price increases and other ways to deal with the cost pressures of rising raw material prices, the PRC data show that in August The average selling price of the boss's range hood increased by 16.59% over the same period of last year while the average price of gas stoves increased by 5.89%. Zhejiang MeiDa adjusted the ex-factory prices of the products in the second quarter. The adjustment range basically covered most of the raw material price fluctuations, The negative impact brought about by a substantial increase in profits.
Products, kitchen electrical and electronic enterprises are also being adjusted to rapid growth of embedded products, for example, the Yikang data show that in 2017 the embedded market will reach 7.3 billion yuan, an increase of 53.3%, the penetration rate can reach 45.6% The report shows that the total revenue of embedded products launched by Boss Appliances all increased by more than 75% year on year and the sales volume of the corresponding products was above 20%.
Channel, the kitchen and electrical enterprises are stepping up the construction of diversified channels to enhance the electricity, B2B and other channels accounted for.According to the China Business Daily reporter understands, boss electrical online, engineering channel revenue year-on-year rapid growth, Zhejiang United States is also building diversified Channel.For the reasons for the estimated net profit in 2017, Zhejiang United said the United States side, in addition to the rapid development of integrated kitchen division industry, the main reason is that the United States to strengthen Zhejiang diversified channel construction and expansion, store channels, engineering channels , Sales of online channels and other comprehensive promotion.