外遇调查 返回列表

10 27

定制家居行业竞争激烈 定制家居企业发力求突围

  • 发布日期: 2018-10-27

近日,欧派家居、索菲亚尚品宅配、志邦股份、好莱客、金牌厨柜、皮阿诺、我乐家居等八家定制家居品牌相继发布了2018年半年财报。从数据来看,整体定制行业营收依旧保持平稳增长,营业总收入和利润增长相对喜人,但增速却有一定程度放缓。中国商报记者进行梳理后发现,在当前市场大环境竞争十分激烈的情况下,各家企业都在积极寻求发力点,进行战略布局,以谋求更大的发展。
 
Recently, eight customized home brands, including Europa Home, Sophia Shangpin Home Matching, Zhibang Stock, Hollywood, Gold Medal Kitchen Cabinet, Piano, and My Lok Home, issued their financial results for the first half of the year in 2018. From the data point of view, the overall customization industry revenue remains stable growth, business revenue and profit growth is relatively gratifying, but the growth rate has slowed to a certain extent. After sorting out, the reporter of China Business Daily finds that under the circumstances of fierce competition in the current market environment, all enterprises are actively seeking the starting point, carrying out strategic layout, in order to seek greater development.
 
 
 
整体稳定增长
 
Overall stable growth
 
 
 
就定制家居企业营收端来看,龙头企业的份额有所提升。
 
In terms of the revenue of the customized home enterprises, the share of the leading enterprises has been improved.
 
 
 
从整体来看,定制家居企业以较为稳健的速度发展,呈同比上升趋势。具体而言,欧派家居今年营业收入为48.45亿元,远超其他七家定制家居企业稳居首位;索菲亚与尚品宅配营收接近,均超过了28亿元。而从增长趋势来看,皮阿诺营收增长最快,为40.84%。对比盈利能力,尚品宅配以87.46%成为归母净利润增长最多的定制企业。
 
On the whole, customized home enterprises are developing at a relatively steady speed, showing an upward trend. Specifically, Euro Home's operating income this year is 4.845 billion yuan, far more than the other seven customized household enterprises in the first place; Sofia and Shangpin Home Matching Revenue is close to, are more than 2.8 billion yuan. From the growth trend, Piana's revenue grew fastest, at 40.84%. Compared with profitability, the 87.46% of home products and home ownership have become the most customized enterprises with the largest net profit growth.
 
 
 
 
 
据招商证券研究报告显示,就定制家居企业营收端来看,龙头企业的份额有所提升。招商证券首席分析师李宏鹏及其团队认为,今年虽然由于精装房的推进以及行业竞争环境变化使定制企业的高增长有所放缓,但对于行业的发展不能再延续线性思维,其中的变化也存在一个持续优化的过程。尽管今年第一季度家具制造行业收入增速降至7%、利润同比减少6.1%,但龙头企业仍实现了远优于行业整体的稳定增长,可见其营收能力并未下降。除此之外,定制家居企业的盈利能力在其自身战略中稍有优化。
 
According to the China Merchants Securities Research Report, on the revenue side of customized household enterprises, the share of leading enterprises has increased. Li Hongpeng, chief analyst of China Merchants Securities, and his team believe that although the high growth of customized enterprises has slowed down this year due to the promotion of hardcover houses and changes in the competitive environment of the industry, the development of the industry can no longer continue the linear thinking, which also has a process of continuous optimization. Although the furniture manufacturing industry's revenue growth rate dropped to 7% in the first quarter of this year and its profits decreased by 6.1% year-on-year, the leading enterprises still achieved stable growth far superior to the industry as a whole, which shows that their revenue capacity has not declined. In addition, the profitability of customized home enterprises has been slightly optimized in its own strategy.
 
 
 
市场竞争激烈
 
Fierce competition in the market
 
 
 
业内人士分析表示,竞争的激烈有望加快市场份额向头部品牌集中。
 
Industry analysts said that fierce competition is expected to accelerate market share to head brand concentration.
 
 
 
定制板块上市企业的增加,无疑加剧了当前市场竞争的激烈程度,全行业增速放缓已经成为不争的事实。据各家发布的今年半年报财务数据的统计,营收平均增长23%,而从2017第一季度到今年第一季度的营收增长分别为34%、38%、35%、30%、33%,相比之下,增速明显下滑。李宏鹏及其团队表示,根据市场终端调研反馈,一二线城市定制品牌零售增长乏力,主要是受到精装房的影响,而三四线城市则是受到新房成交偏弱的影响。
 
The increase of Listed Companies in the customized sector has undoubtedly intensified the fierce competition in the current market, and the slowdown in the growth rate of the whole industry has become an indisputable fact. According to the financial data released this year's semi-annual report, revenue grew by an average of 23%, compared with 34%, 38%, 35%, 30% and 33% growth from the first quarter of 2017 to the first quarter of this year. Li Hongpeng and his team said that according to the market terminal research feedback, the first and second tier city custom brand retail sales growth is weak, mainly due to the impact of hardbound housing, while the third and fourth tier cities are affected by the weak new housing transactions.
 
 
 
当然,李宏鹏及其团队坦言,对于当前企业增速放缓不必过于悲观。与家具制造企业二季度平均6%的利润率相比,定制家居企业整理平均净利率仍维持在14%的较好水平,竞争的激烈有望加快市场份额向头部品牌集中。
 
Of course, Li Hongpeng and his team admitted that the slowdown in current business needs not be too pessimistic. Compared with the average profit margin of 6% in the second quarter of furniture manufacturing enterprises, the average net interest rate of customized household enterprises is still at a good level of 14%. The intense competition is expected to accelerate the concentration of market share to the head brand.
 
 
 
实际上,自今年第二季度以来,定制板块的股价已明显回落。据统计,截至今年8月17日,八家定制上市企业总市值回调幅度达33%。但李宏鹏及其团队认为,从半年报财务数据分析来看,上市公司利润修正幅度远小于股价回调幅度,也体现出企业承压环境下成本费用的较强控制力。规模优势能够带来强大的成本控制力,通过内部提效、费用优化等方式,对企业自身的盈利尚可把控。同时,随着企业信息化建设成效渐显,前后端打通后仍有望给厂家和经销商的盈利能力带来二次优化。
 
In fact, since the second quarter of this year, the share price of the customized sector has dropped significantly. According to statistics, as of August 17th this year, the total market capitalization of eight customized listed companies reached 33%. But Li Hongpeng and his team believe that from the financial data analysis of the semi-annual report, the margin of profit correction of listed companies is far less than the stock price rebound, which also reflects the strong control of cost under the pressure of the environment. Scale advantage can bring powerful cost control power, through internal efficiency, cost optimization and other ways, the profits of the enterprise itself can be controlled. At the same time, with the gradual progress of enterprise information construction, the front-end and back-end after the breakthrough is still expected to bring secondary optimization to the profitability of manufacturers and distributors.
 
 
 
企业寻求发力点
 
Enterprises seek power points
 
 
 
优化渠道、扩展品类以及全屋定制都是定制家居企业战略布局的一部分。
 
Optimizing channels, expanding categories and whole house customization are part of the strategic layout of customized home enterprises.
 
 
 
中国商报记者通过梳理上述八家定制家居企业的发展思路后发现,优化渠道、扩展品类以及全屋定制业务均是企业发力的战略板块。
 
After sorting out the development ideas of the eight above-mentioned customized household enterprises, the reporter of China Business Daily finds that optimizing channels, expanding categories and whole-house customization business are strategic plates for enterprises to exert their strength.
 
 
 
销售渠道的优化系能够有效提高获客量以及订单量的最为直接的方法之一,是各家企业不能忽视的重要战略。据统计,欧派家居各类门店数上半年净增400家,电商接单业绩同比增长 80%以上。在整装渠道方面,其持续推进与各大房地产精装房企合作发展大宗业务。而尚品宅配则加速推动其在门店的新零售探索步伐。仅今年上半年尚品宅配加盟店就净增加198家,累计加盟店达到1755家;直营店净增加八家,累计直营店达到93家。而皮阿诺的经销商和门店已经有1000多家,在橱柜+衣柜两大市场的一线品牌网点数量比拼中能够占到比较靠前的位置。皮阿诺制定了一项庞大的计划,五年内实现2000个网点,同时拓宽电商销售。
 
Sales channel optimization is one of the most direct ways to effectively improve the volume of customers and orders, which is an important strategy that enterprises can not ignore. According to statistics, the number of all kinds of Euro-home stores in the first half of the net increase of 400, e-commerce receipt performance increased by more than 80% year-on-year. In terms of the whole channel, it will continue to cooperate with the major real estate hardcover enterprises to develop large businesses. But the goods and houses are accelerating their new retail exploration in stores. In the first half of this year alone, the number of Shangpin Homestead franchise stores increased by 198, and the total number of franchise stores reached 1755; the number of direct-operated stores increased by 8, and the total number of direct-operated stores reached 93. Piano's dealers and stores have more than 1,000, in the cabinet + wardrobe two major markets in the number of first-line brand network competition can occupy a leading position. Piana has made a huge plan to achieve 2000 outlets in five years while broadening the sales of e-commerce.
 
 
 
实际上,品类扩张亦是为了完善产品结构。太平洋证券首席分析师陈天蛟认为,当前志邦股份业绩的提升离不开其产品品类的不断开拓。目前,志邦橱柜、法兰菲全屋定制、志邦木门三大品类矩阵已经成型,其中,志邦厨柜产品分为美厨、名仕等六大系列 37 个品类、184 个色系,而上半年,志邦股份亦在积极布局 IK 新品牌及木门新品类。与此同时,金牌厨柜同时运营“金牌”+“桔家”双品牌,在产品方面,发展衣柜多元化产品线,
 
In fact, category expansion is also aimed at improving the product mix. Chen Tianjiao, chief analyst of Pacific Securities, believes that Zhibang's stock performance can not be improved without the continuous development of its product categories. At present, Zhibang kitchen cabinet, the whole house of France customization, Zhibang wooden door three categories of matrix has been formed, which Zhibang kitchen cabinet products are divided into six series of 37 categories, 184 color series, such as beauty kitchen, famous official. In the first half of the year, Zhibang shares are actively layout IK brand and new wooden door category. At the same time, the gold medal kitchen cabinet also operates the "gold medal" + "orange house" dual brands, in terms of products, the development of wardrobe diversified product lines.


本文网址:http://masr10.sys.usazq2.snttfz.com/a/zhentandongtai__/waiyudiaocha/42.html
如果您有任何问题,请拨打电话: 与我们联系,或者 留言反馈