DONGYING SHENGYU METAL PRODUCT CO.,LTD , https://www.shengyuaccessories.com
Layout of lithium batteries disastrously defeats the future performance of Golden Wright
Recently, King Wright has released the 2016 final transcript. Due to the company's price competition sales strategy, the company's operating performance has plummeted. In addition to the main business encountered difficulties in operation, the decline in the performance of Golden Wright is related to the blind investment in lithium batteries. For Jin Laite, whose business performance is in crisis, if we continue to adopt a price competition strategy, it means that the company's future development will face no small challenge. Business performance plunged According to the 2016 performance report issued by Golden Wright on February 20th, the company's operating income in 2016 was approximately 773 million yuan, an increase of 9.97% over the same period of 2015. For the increase in operating income, Kinglet said the main reason is During the reporting period, the company adjusted its sales strategy, increased market promotion efforts, and increased orders from new and old customers. The corresponding net profit attributable to owners of listed companies was approximately RMB 6,904,100, a year-on-year decrease of 83.83%. The net profit of Golden Wright in 2016 was also down by more than 60%. Regarding the reason for the decrease in profits, Kinglet explained in the performance report that during the reporting period, the company adjusted the product unit price to strive for greater market share and product sales gross profit decline. In fact, since 2016, in order to gain a larger market share, Kinglet has been adopting a strategy of low-cost competition. Although the company’s operating income continues to increase, the company’s gross profit margin continues to decline, resulting in the company’s Net profit showed a downward trend. It is understood that Jinlaite is mainly engaged in the research and development, production and sales of rechargeable standby lighting products and rechargeable AC-DC fans. In the first half of 2016, Golden Wright appeared to increase its income without increasing profits. According to financial data, the company achieved operating income of approximately 414 million yuan, a year-on-year increase of 6.42%, corresponding to the net profit attributable to shareholders of listed companies of 8,681,500 yuan, a decrease of 70.87% compared with 2015. According to the main business situation table, rechargeable dual-use lamps and rechargeable AC-DC fans are the most important sources of revenue for Kinglet, but both products have shown signs of decline in gross profit margin. Among them, the gross profit margin of rechargeable standby lighting fixtures was 11.44%, down 3.78% year-on-year. In addition, the rechargeable AC-DC fan achieved operating revenue of approximately 187 million yuan in the first half of 2016, down 6.3% year-on-year; the gross profit margin of the product decreased by 1.77% year-on-year. Disposal of lithium battery disastrously Jinlet has also tried to enter the lithium battery industry to create a new profit growth point, however, the plan of King Wright is finally ruined. On September 1, 2015, Golden Wright announced that the company and the natural person Gan Feng jointly invested to establish a holding subsidiary, Anbu New Energy Technology Co., Ltd. (hereinafter referred to as Zhejiang Anbu), with a registered capital of 30 million yuan. Among them, Jinlaite invested 15.3 million yuan with its own funds, accounting for 51% of the total registered capital, and is the controlling shareholder of Zhejiang Anbei. It is understood that Zhejiang Anbei's business scope includes lithium battery research and development, production and sales. However, after a lapse of nine months, King Wright’s plan to enter the lithium battery industry failed. On June 16, 2016, King Wright announced that the company will terminate its investment in Zhejiang Anbu, due to the failure to master the core technology of lithium batteries and the lack of core management team. Due to the poor performance of Zhejiang Anbei, Jin Laite announced in December last year that it intends to transfer 51% of Zhejiang Anbu's equity to natural person shareholder Gan Feng. For this equity transfer, Golden Wright said it will reduce investment losses. The data shows that as of September 30, 2016, Zhejiang Anbei had no actual sales revenue, with a net profit of -14,403,900 yuan and a liability of 5.777 million yuan. Jin Laite also indicated in the announcement that as of the audit report date, the above equity transfer caused an investment loss of 8.46 million yuan to the company. It can be seen that the layout of lithium batteries did not bring a huge profit return to the performance of King Wright, but it has a certain drag on the company's performance. It is worth mentioning that regarding the transfer of Zhejiang security, the regulatory authorities have issued a letter of inquiry and asked Jinlaite to explain the relevant issues. Future performance challenges In addition to the plunge in performance, if the company continues to adopt low-cost competition to expand market share, Jin Laite's future operations may face no small challenge. In fact, the business performance of Golden Wright in recent years is remarkable. According to financial data, from 2013 to 2015, the company's operating income was approximately 563 million yuan, 583 million yuan and 703 million yuan respectively, corresponding to the net profit attributable to shareholders of listed companies was 40.479 million yuan, 40.875 million yuan and 42.649 million yuan respectively. yuan. However, due to the strategy of adopting low-price competition, Golden Wright’s net profit began to show signs of a sharp decline. According to financial data, in the first three quarters of 2016, Jinlaite achieved operating income of approximately 605 million yuan, an increase of 8.71% year-on-year. Corresponding to the net profit attributable to shareholders of listed companies was 5.392 million yuan, a decrease of 86.48% compared with the same period of 2015. Profits also fell by more than 80% year-on-year. In the opinion of an analyst who does not want to be named, if the company continues to expand its market share through price wars, the gross profit margin of the company's products will continue to fall, and the profit of the main business will be continuously compressed, which will inevitably lead to gold. The long-term development of Wright has had an adverse impact. The famous economist Song Qinghui also said that for Jin Laite, it should be resolutely abandon the thinking of price war to expand market share, and improving quality, brand and service is the king. Otherwise, this will have a certain negative impact on the company's development. In response to questions about whether the company will continue to adopt low-cost competition strategies to gain market share and other related issues, media reporters have called Jin Leite’s Office of the Secretary-General for an interview. However, the staff of the Office of the Secretary-General has refused because of the absence of the Secretary. Interview.