The main contents of the conference exchange:
1. Channel layout
The company adopts an all-round, multi-level and diversified sales channel layout, takes offline stores as the core basis, synchronizes online and offline collaboration, and actively expands channels such as home improvement and KA. In the first half of the year, the company added more than 270 new stores and outlets, and offline physical stores have achieved full coverage in key cities across the country.
The company's KA channels, Jingdong five-star super sports store, Jingdong small shop and other channels are rapidly developing and cooperating, the company will continue to increase the construction of KA channels in the second half of the year, home improvement channel development, guide dealers to dock home improvement channels, has been with "Hunan Qiansi" and other local home improvement cooperation outlets in more than 200, the later stage will continue to promote the cooperation of national decoration enterprises;
In terms of engineering channels, the company has made breakthroughs from local projects, and has signed cooperation in Henan, Jiangxi and other regional projects, and fine decoration projects are also one of the company's omni-channel layouts.
2. About industry barriers
Since its establishment in 1998 and the launch of integrated stove products in 2008, the company has continuously deepened its cultivation in the field of integrated stoves. The company has the first laboratory accredited by the National Accreditation Council (CNAS) in the integrated stove industry, and has participated in the drafting and formulation of 3 international standards, 19 national standards, 3 industry standards, 13 groups and local standards with excellent product performance and enterprise strength. At the same time, with years of continuous technology research and development, the company has accumulated the core technology of integrated stove production, and a number of product performance indicators are at the forefront of the industry. As of June 30, 2021, the company has 229 patents, including 9 invention patents, 104 utility model patents and 116 appearance patents.
The company also attaches great importance to the innovation of core technology performance, and conducts in-depth research on the core indicators of integrated stove products, such as the original Spot Color Snail DC frequency conversion air duct system, which reduces noise while increasing wind pressure. The company will continue to strengthen the forward-looking research on the core performance indicators and intelligent direction of the product, so that the product technology will maintain the industry-leading level, and with the continuous upgrading of technology, the industry barriers will also be strengthened.
3. Product updates and service requirements
The market demand for product updates is getting higher and higher, and the demand for product functions, intelligent level, and health concepts is constantly improving. This year, the company launched a new service system "Smile Service", which is committed to improving the user service experience. For the renovation needs of old users, dealers have the ability to renovate cabinets and air ducts, and the company also provides standards in this regard. The company is constantly improving product technology, as well as increasing product categories, market input, etc., and will enhance "category education" under the brand positioning of "precision" and "clarity", taking user needs as the starting point and adapting to the functional needs of different users for products.
4. The situation in the field of smart home
The company currently has an independent intelligent system jointly developed with the Joint Research Institute of Zhejiang University of Technology, which has been applied to the company's high-end product series, and will cooperate with other platform systems to jointly develop a system that is more suitable for the intelligent needs of the family. The company set up an innovation research institute in Hangzhou, focusing on the following aspects of research and innovation: user experience research, category innovation; intelligent research, with integrated stove as the core to start other categories; traditional technology, electronic control, structure and other aspects of technical support; industrial design innovation.
5. About product price
The company adheres to the positioning of high-end brands, and will improve the price positioning of products at all levels according to different group positioning, and combine the demand situation with the full structure layout.
6. Gross profit and sales expense ratio
The company's sales expenses have increased significantly year-on-year, especially in advertising and publicity, due to the rapid growth of revenue, the expense rate is basically the same as the same period. In advertising, the company mainly participated in the CCTV "big country brand" column, and increased the investment of Douyin, Xiaohongshu, Baidu, etc. The company alleviates the cost pressure brought about by the increase in raw material prices by improving the degree of automation of production equipment, improving the process, improving the function, improving the production efficiency, and increasing the product category and increasing the proportion of high-end products, and the gross profit margin is basically balanced.
7. Dealer operation
With the upgrading of the company's products, the increase in categories also increases the revenue of dealers, and through diversified channel construction, benchmarking clubs, empowering strong businessmen and other measures, the dealer team is stable.
8. E-commerce and Double Eleven marketing
The company will launch new products, increase the style of e-commerce channels, and cooperate with different marketing models of Tmall, JD.com and other platforms to increase the ratio of e-commerce in revenue. At the same time, with celebrities, celebrities and other activities, the e-commerce platform still has a large room for improvement.
Attached: Event Information Form
Categories of investor relations activities
Target-specific research Analyst Meetings Media Interviews
Performance briefing Press conference Roadshow event
On-site visits to teleconferencing
Participating units and personnel
Northeast Securities
Gu Cheng
Zhao Zhe
Chen Yulu
Xiangcai Fund
Zhao Chenkai
Financing funds
Off the mountain
Huaxia Jiuying
Xie Wen
East Securities Convergence
Bow
North Letter Ruifeng
Chen Shiyu
Huaan Financial Insurance
Pang Yajing
Yude Fund
Wang Liang
Chunyang Investment
Du Yi
Fuanda
Lee Jeong Lun
Changsha Bank
Peng Min
CITIC Construction Investment Fund
Publicity
Taikang Assets
Wang Pengcheng
Caitong Fund
Wang Chaoning
Genxi Assets
Lin Juan
Time
September 7, 2021, 10:00--11:00 a.m
place
Shengzhou Economic Development Zone, Shaoxing City, Zhejiang Province, Chengdong District "Shuaifeng Electric Appliances" conference room
Company reception staff
Chairman Shang Ruoyun
General Manager Chen Wei
Secretary of the Board of Directors Ding Hanzhong
Organize the dates
September 7, 2021
(This article was completed by the Securities Times e company writing robot "Kuaishou Xiaoe".) ）