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老板电器变慢的焦虑:地产调控累及厨电业

2017-08-28 18:21:00   中国经济网

据《华夏时报(公众号:chinatimes)》记者了解,老板电器此前曾试图以子品牌名气进军中低端市场。财报显示,截至2017年6月底,名气共有代理商88个,专卖店2467家,乡镇网点2727家。但名气在2016年的营收为1.66亿元,仅占整体营收的2.86%,净利润为487.6万元,占老板电器当期12.06亿元净利润的0.04%。

王刚在8月22日对外表示,老板电器目前在三四线城市的渗透率相对不高。而未来随着一线城市新增需求的降低,所占的收入份额也会逐步减少。

暴利行业面临增速放缓

渠道下沉提速背后是对利润的追求。

厨电行业是家电行业最后的利润高地。以老板电器为例,其2017年半年报中,当期营收为31.97亿元,比去年同期提升26.63%。归属于上市公司股东的净利润为5.97亿元,同比增加41.37%。而毛利更是高达57.3%。作为参照,白电巨头格力电器今年一季度总体毛利率为35%,此外横跨黑白家电业务的海信在2017年Q2的毛利率为13.12%。

但此前主力放在一二线市场的老板电器出现了一定程度的增幅放缓。2017年中报显示,老板电器上半年营收同比增速为26.6%,比去年同期的增长速度提升约3%,但这个数字却比2017年一季度下跌7%。其中第二季度单季营收同比增加22%,为2016年来的最低增速。

值得注意的是,当期老板电器经营活动产生的现金流量净额约为7亿元,同比减少5.91%。这也是老板电器5年来中报首次出现现金流负增长。

老板电器主营业务的毛利也出现了小幅下降。财报显示,老板电器二季度单季毛利率为56.1%,同比下降3.4%,环比下降2.9%。

吸油烟机和燃气灶占据老板电器营收超过八成。但二者的零售额增幅分别为12.06%和7.64%,均低于公司营收的增速。而在诸多业务中,嵌入式洗碗机的零售额增速最高,达到近580%。此外嵌入式微波炉、嵌入式蒸汽炉的零售额增速也均超过100%。

王刚在8月22日也表示,近两年嵌入式产品增速较快,但普及率仍然较低,市场潜力巨大。老板的目标是到2019年末把研发投入从现在占营收的3%提升至5%,力争保持30%的增速,在2019年末实现百亿销售。

相对增长放缓的一二线市场,具有巨大空间的三四线市场成为诸多厨电企业争夺的重点。“以前大家重心都压在国美苏宁。电商起来又都压在电商。当这两个渠道趋于稳定,又要开始寻找新的引爆点。”洪仕斌对记者说。另一家厨电上市公司华帝股份(002035.SZ)截至2017年6月30日,共拥有华帝专卖店2947家,乡镇网点5672家。此外,华帝的子品牌“百得”2017年上半年在三四线厨电市场实现收入5.83亿,同比增长37.81%。

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