E-commerce channels grow exponentially

On April 10, Boss Electric announced the 2013 annual report. During the reporting period, the company achieved operating income of 2.654 billion yuan, an increase of 35.21% year-on-year; net profit attributable to parent company owners was 386 million yuan, a year-on-year increase of 43.87%.

Ren Minqi, a researcher in the home appliance industry of China Investment Advisors, pointed out that there are three main reasons for the sharp increase in the owner's electrical net profit: 1. The decrease in raw material costs has increased the gross profit margin; 2. Actively expanded product categories, such as small appliances such as electric ovens and steam ovens. New performance growth points; 3, Channel expansion performed well. Last year, the revenue contributed by e-commerce channels increased by 140%. The company’s online channel expansion was ahead of industry competitors, and sales of refined decoration channels and TV channels also increased significantly. .

According to the data released by China Yikang, the market for kitchen appliances in 2013 has been steadily changing, the market growth rate has reached 20%, and the product structure has been optimized and upgraded. The performance of the hood industry is eye-catching. Last year's annual retail sales increased 19.04% year-on-year, and retail sales increased by 8.03% year-on-year; the high-end trend of the industry was obvious, and the proportion of hoods over 3,500 yuan was constantly increasing at all levels of the market.

With the implementation of the new national standard for range hoods, large suction range hoods that meet the energy conservation and environmental protection technology trends have performed outstandingly and have become the fastest growing category of range hoods in recent years. According to data from Zhongkang, from 2011 to 2013, large suction range hoods with a capacity of 17 cubic meters or more accounted for an increase in retail sales from 11.3% to 19.17%, and retail sales increased from 16.2% to 27.19%.

According to Yikang Data, in 2013, Fang Tai’s largest competitor, Fang Tai, accounted for 44.81% of retail sales and 45.02% of retail sales, exceeding the market share of the three companies ranked 2, 3, and 4. with.

Ren Minqi analysis pointed out that Fang Fang was first placed in the e-commerce field and had a first-mover advantage; the boss electrical appliance then entered, but the road to development was relatively smooth. At present, he is equal to Fang Tai. The market concentration of current kitchen appliances is still relatively low, and the future market share of the boss electronics still has a lot of room for improvement.

In the same day yesterday, the boss electrical performance forecast, the first quarter net profit is expected to 74.129 million ~ 85,531,100 yuan, an increase of 30% to 50%. This was due to the fact that the market sales were in good condition and the occupancy rate continued to increase; all channels grew rapidly, especially e-commerce channels, which increased by more than 100% year-on-year.