On September 28, 2021, Happy Home (300997) issued an announcement that Chen Fangyuan of Zhongrong Fund Management Co., Ltd. investigated our company on September 27, 2021, and the survey was received by Cheng Song, director and deputy general manager of the company, and Fan Chonglan, deputy general manager and secretary of the board of directors of the company.
The main contents of this survey are:
Main contents:
1. Please introduce the main development history of the company. A: The company was established in 2001, since its inception, the company has been committed to the fruit canned plant protein drink juice drink lactic acid bacteria beverage and other food and beverage products research and development, production and sales. At the beginning of its establishment, the company relied on the advantages of regional resources, specializing in the production and operation of canned fruit canned seafood and canned quail eggs, after nearly 20 years of brand precipitation, formed a canned orange and yellow peach as the core to take into account the characteristics of multi-category canned products. In addition, the company entered the plant protein beverage market in 2014, of which coconut juice quickly became the company's pillar products after the listing, the company took this as an opportunity to gradually launch juice drinks such as lactic acid bacteria beverages, enriching the company's product line, enhancing the company's market competitiveness, while improving the brand value of Happy Home.
2. What are the characteristics of the company's sales channels? A: The company adopts a "flat" and "sinking" management model, reducing the distribution level, and some sales areas are subdivided into county markets and even established towns. Through this model, the company can intensively cultivate the market depth terminal, quickly receive market information, grasp the dynamic market situation, and greatly enhance the company's market response ability.
3. What are the reasons for the change in the number of dealers in the company in the half year? A: The overall change in the number of dealers in the half year and the difference in the number of dealers classified by region are mainly due to the different market development of the company due to the different competition in the natural regional environment and the economic environment in each region.
4. What is the impact of the change in the purchase price of raw materials in the half year on the company? A: According to the 2021 semi-annual report, due to climate and natural disasters and other reasons, the unit price of some fruit raw materials purchased by the company has changed greatly year-on-year, but its procurement amount accounts for a relatively small proportion of the company's main business cost, so the overall impact on the main business cost is small.
5. What are the company's main production bases and sales areas? At present, the company's main production bases are located in Hubei and Shandong. In terms of sales area, the company is based on the national market. According to the 2021 semi-annual report, the sales revenue in the southwest region of central China and east China accounted for a relatively high proportion.
6. Has the company been affected by the current power rationing brake? A: The Company has not received any relevant notices.
Happy Home Main Business: Production (Limited to Branch Operation) Sales: Food; Canning; Brand management; Purchase of agricultural and livestock products (except wholesale tobacco). (Projects that require approval in accordance with the law can only carry out business activities after approval by the relevant departments)
According to the 2021 interim report of Happy Home, the company's main revenue was 664 million yuan, up 11.11% year-on-year; the net profit attributable to the mother was 96.3731 million yuan, up 13.66% year-on-year; the deduction of non-net profit was 88.2134 million yuan, up 7.46% year-on-year; the debt ratio was 28.85%, the investment income was 489,800 yuan, the financial expenses were -381,900 yuan, and the gross profit margin was 38.09%.