Shuaikang, once named the chef in the first camp of the kitchen electric and electric power industry, experienced several years of "Great Leap Forward" expansion. Coupled with the mistakes made in the business of kitchen electric and electrical appliances, the performance was rapidly deteriorating. Was too far behind the rival boss, from glory, expansion, decline to be acquired, has been the leader of the enterprise Zou Camp witnessed the rise and fall of 35 years of Shuaikang history, and now he has to set foot on the rejuvenation of the 'glory' However, in the case of kitchen appliances market has been set, the Shui-Shui World Cup has not too much Shuaikang card to play.
Score
In December last year, Sunrise Oriental Notice said that on December 2, 2016, the Company signed Letter of Intent on Equity Transfer with Shuaikang Group and Zou Guoying and other shareholders, the actual controller of Shuaikang Group. The Company intends to issue a letter of intent not exceeding RMB 750 million Cash acquisition of 75% stake in Shuaikang Electric.
At that time, Shuaikang Electric's main business mainly included the manufacture of gas appliances, range hoods, air conditioners and household appliances, and directly held 100% equity interests in Shuaikang water heater and Shuaikang.
Now, from the signing of equity transfer book has been the past year, SHUAIKANG in the new owner's leadership, how developed?
In the Yikang data show that the kitchen appliance market in the first half of this year, the share of retail sales from the point of view, the boss, Fang too, the United States, Vantage and million and occupy the top five, the share of retail sales were 18.8%, 16.4%, 11.2% 8.8% and 4.6% of retail sales, accounting for 26.3%, 23.8%, 9.3%, 8.9% and 4.8% of the retail sales respectively in the top five categories: the boss, Fangtai, Vantage, Midea and Siemens. For gas stoves, From the perspective of retail sales, the top 5 retailers, Fangtai, Midea, Vantage and Vanguard, accounted for 16.4%, 15%, 10.9%, 10.5% and 5.5% of retail sales respectively. In terms of retail sales, the top five Its market share is 23.3%, 23.2%, 11.5%, 7.3% and 4.8% respectively, it can be seen that among the top five markets for sales of kitchen appliances in various categories, Did not see the shadow of handsome.
Beijing Commercial Daily reporter saw in the Jingdong Mall, the top 10 sales in the range hood, there is no Shuaikang products; sales ranking in the gas stove, the top 10 nor Shuaikang. Instead, too, the boss, Vantage, the United States Other brands take the top 10 positions.
However, the first half of this year, Shuaikang looks better transcripts this year, Shuaikang Electrical table for the first time sunrise in the East, the first half, Shuaikang Electric total of new product development and project 110, 25 patents, 16 patents authorized, of which Authorized invention patents 5, sales revenue 485 million yuan, an increase of 17.9%, of which online sales of 138 million yuan, an increase of 43.8%; project sales of 8.3 million yuan, an increase of 71.9%; export sales of 0.51 billion yuan , An increase of 15.7% over the same period of the previous year, with a net profit of 41 million and a net profit contribution of Sunrise Oriental (the second quarter after the acquisition was completed) amounting to 21.9621 million yuan.
However, it seems the industry insiders, Shuaikang Electric operating performance improved in the first half is not due to the release of synergy with the Sunrise East after the release, but rather benefit from the overall trend of the overall situation of the kitchen plate in the industry observers Hong Shibin view, Sunrise East does not provide much favorable conditions for the Shuaikang, the product line is difficult up and down complementary, solar water heaters generally store the development of offline channels in the form of stores, kitchen appliances are the main market.
Decline
As China's veteran kitchen electrical giant Shuaikang, was once the leader in China's range hood industry.Data show that Shuaikang range hood from 1996 onwards for several years are the market share, market share, market coverage of the three Item index first in the country, Shuaikang trademark has also become China's well-known trademarks.Saikang has won the first consecutive sales of the throne in the market for eight consecutive years, the head of its Zou Guoying is hailed as Zhang Ruimin, Lu Guanqiu shoulder to shoulder legend.
However, as with all the glorious moments of heroes, SHUAIKANG also escaped dramatic destiny and was gradually overtaken by the posterity after it peaked, and even some have been sluggish. According to Zhongyikang's kitchen and electric market data, in July 2011, SHUAIKANG The retail sales and retail sales accounted for 4.1%, 5.8% and 3.6% respectively of the total sales volume of the range hoods and gas stoves, accounting for 5.4% of the total, up 5.3%, 7.1% and 4.6% from the same period of the previous year and 7.2% Fall or drop ', the sales decline is much larger than the sales volume.
Shuaikang ambiguous early diversification in the hood market leader, the industry is seen as Shuaikang down the altar of the main reason. 'The diversification of enterprises must be based on the professional basis.' Liang Zhenpeng appliance analyst said , Shuaikang diversification across the field itself is difficult to guarantee its specialization, which will have a negative impact on the operation of the entire company, the brand.
As early as 2003, Shuaikang invested more than 100 million yuan to enter the highly competitive air conditioner market. Then in the face of the loss of air conditioners across the industry in 2005, Zou Guoying said: 'Let it go when you let it go' and exit the air-conditioning industry that has just been involved for two years. It is also the past two years, the party too, the rapid rise of business and other enterprises, and Shuaikang to form a 'handsome side' pattern, Shuaikang range hoods alone dominated the situation away.
However, the failure of cross-border air-conditioners to enter air-conditioning did not alert SHAIKANG executives, and then successively set foot in the real estate, water purifier, solar photovoltaic, solar thermal energy and other fields, but in these areas, SHAIKANG did not make very good breakthrough.
Hong Shibin pointed out that there is nothing wrong with the diversified development strategy of home appliance enterprises, but the problem is that the range hood was still at a rapid development stage with Shuaikang temporarily leading and the market structure far from being formed. In this situation, energy was distracted and dragged down Shuaikang main business development coupled with the development of new business blocked, resulting in the team, now in the mainstream of a second-tier market is reduced to a marginalized brand. 'Shuaikang did not achieve the desired performance, and has seriously left behind.
problem
Of course, SHUAIKANG is not without efforts since 2017, SHUAIKANG in the field of engineering hardcover can be described as frequent moves, not only successfully won the Wanda national strategic standard, and a number of well-known real estate business reached a strategic cooperation, leading the high-end real estate kitchen electrical engineering market Transformation and upgrading, but also successfully won the South Central kitchen appliances strategy, and become South Africa Group Kitchen Cooker exclusive strategic partner.
It is noteworthy that in June this year, Shuaikang brand ceremony, the president of Shuaikang Electric Zou country camp from all over the country to make a statement, will use three years to return to the first camp.
Sunrise Orient said in its semi-annual report that in the second half of this year, each business department of SHAIKANG Electric will center its annual goals with a focus on increasing R & D investment, enhancing product intelligence, optimizing the appearance and function of products, and upgrading terminal O2O construction Ability to ensure the completion of annual business objectives.Beijing Business Daily reporter contacted the relevant person in charge of Shuaikang, the official said, on next year's plan and how to return to the first camp, Shuaikang will be announced soon.
Can return to the first camp, which makes the industry full of voices of doubt.YeKang analysis, from the brand's comprehensive performance point of view, in the high-end market has formed a duopoly and the square too duo represented by the pattern of the duo The growth rate of several years is far higher than the average growth rate of the industry.Data show that in the market, side too and the boss in particular occupy a large market share.Fangtai has a total of 989 patents, and innovative kitchen appliances category; the boss released In the first half of this year, the operating revenue of the owner electrical appliances was 3.198 billion yuan and the net profit was 598 million yuan, up by 26.63% and 41.37% respectively over the same period of the previous year. In comparison, Shuaikang Has fallen behind too much.
'Brand aging, product technology, lack of bright spots.' Hong Shibin bluntly, this is the moment the biggest problem Shuaikang. Bida consulting analyst Chen Biao also said that either acquired by the sunrise Orient, or other companies, it is hard to Shuaikang Back to the market front-line camp, kitchen and toilet market competition has long been different from the past, SHUAIKANG in the past under the circumstances of a better competitive environment failed to ensure steady growth, why in a more competitive environment to seize the market?
'Shuaikang want to return to the first camp more difficult, the future still want to kitchen and electrical as the main product, but also to avoid the production of stubs, not to be affected by Sunrise Oriental's business.' Hong Shibin said.
Also insiders pointed out that Shuaikang is not without a chance, after all, the current industry slowdown, but the market is far from saturated, each brand has bigger opportunities.