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In 2012 China's household electrical appliance enterprise adjustment transformation effect analysis research

Since the second half since last year, household electrical appliance industry is by the steady real estate market weak and high inflation, all kinds of subsidies exit, and overseas market economic downturn the influence of factors, slack demand, market encounter cold, terminal sales data to slide. It also continued to the first quarter of this year. Recent home appliance in the listed company released a quarterly data in 2012 suggests that the industry situation is still serious, but not see hope, part of the home appliance enterprise encountering "winter" transition after the effect of adjustment began to appear,cyclone range hoods gross margin level common to improve.

The situation is still severe, the revenue slowdown or falling

Last year highs white electric industry, in the first quarter of this year is still low around. From Mr D consulting data show that the first quarter of this year the refrigerator for 7.337 million sets terminal sales, 12.40% year-on-year drop, washing machines and air conditioning respectively for 6.022 million sets of sales and 5.246 million units, up decline was as high as 20.20% and 32.10% respectively. Black electric industry of the first quarter of this year is no more growth last year, also from Mr D consulting data show that the first quarter of this year (domestic) LCD TV sales of 7.6466 million units per, italian range hooddeclined 15.84% year-on-year, plasma TV sales 468800 units, up to a 16.75% decline.

Recent home appliance listed company released in the first quarter of 2012 earnings, also proved that, especially white electric industry's performance is more obvious. The beauty of the quarterly reports released a display, quarter revenue for 17.75 billion yuan, up 41.78% decline, decline was so large, with 2011 quarter revenues high base,island range hood and industrial growth down, the company in business strategy to promote the transformation and relevant. Hisense kelon quarter revenue for 4.136 billion yuan, a 10.68% decline from.

There are some white electric enterprise quarter revenue increased. Gree electric appliances realize business revenue of RMB 20.088 billion yuan, a year-on-year increase of 16.29%, net profit of 1.173 billion yuan, a year-on-year increase of 25.56%. Beautiful patterns although income 2.21 billion yuan, a 13.4% increase year-on-year, but for the same period last year sold available for sale financial assets gain yield, make this year's net profit was up by 65.6%. Hefei sanyo income 1.047 billion yuan, net profit of 0.92 yuan, slight increased by 1.2% and 0.1% respectively.

Black electricity the circumstance of the enterprise relatively good, but growth is far lower than the same period last year level. Quarter, hisense electric appliance export business to promote a little income growth, achieving income 5.057 billion yuan, a year-on-year increase of 1.27%, net profit of 328 million yuan, a year-on-year increase of 21.66%. Deep konka A revenue for 3.48 billion yuan, A year-on-year increase of 4.1%, net profit for 10.37 million yuan, A year-on-year increase of 113%. TCL color TV set and home appliance business performance is good, the total income 14.549 billion yuan,euro-style range hood a year-on-year increase of 8.79%, but by huaxing photoelectric statements the influence of the merger, net income is 71.3778 million yuan only, and 80.2% year-on-year drop, panel industry is in industry cycle of the lowlands, plus the, is still in the stage of photoelectric climb, quarter huaxing photoelectric sales income is 384 million yuan, loss of 124 million yuan.

Kitchen small home appliance of electricity, enterprise, the boss electrical quarter was substantial growth realize, income 355 million yuan, a year-on-year increase of 17.2%, net profit of 042 million yuan, a year-on-year increase of 34%. JiuYang's revenue and net income is year-on-year rate of increase since last year for the first time since the recovery in the second quarter of positive growth, income 1.256 billion yuan, net profit of 126 million yuan, up increasing 2.59% and 3.10%, respectively.

Other have a different degree of falling. Since the second half of last year's supor "problem pot" event in the performance of one season consequences to appear, supor quarter revenue is 1.922 billion yuan, up rose by only 0.26%, net profit but also dropped 9.28% for 129 million yuan. WanGuLe quarter revenue for 473 million yuan, up to a 4.19% decline, but because its investment of guangdong nortel telecommunications equipment Co., LTD. Distribution dividend increase, so the quarter net profit up 186.16% of growth, for 15.0338 million yuan.

HuaDi shares quarter revenue and net income dropped 22.78% and 4.16%, respectively.

Transformation effect appear, gross margin increased

Although the quarter sales dropped, but many of the listed company of home appliance analysis results can also be found, after last year, from high growth from policy to fell back quickly after the "winter", part of a series of home appliance enterprise adjust action began to show the transformation effect.

Decline the market demand for home appliance enterprise has brought more pressure, also make them in succession to high-end products in order to break the transformation, at present the production capacity of the process industry mainly concentrated in ZhongDiDuan products field, and there are still in short supply in high-end products,vent free hood including beautiful, hisense kelon, changhong etc in high-end products enterprises have more than of, enterprise gross margin and improve the corresponding, this is part of the enterprise accounts decline in the first quarter, but net profit has been one of the reasons for the growth of the. The quarter revenue decline as high as 41.78%, but net profit growth of 22.4% year-on-year the but again reached 870 million yuan, profit margins of 20.4%, increased nearly 6%, of course, there is also a start layoffs at the end of the contract to strengthen cost control factors. Hisense kelon too rather similar to a quarter revenue fell by 10.68%, net profit but 19.04% year-on-year, for 127 million yuan.

There are some enterprises gross margin slightly dropped, hisense appliances 19.37% gross margin, a 2% decline from, but that is quarter Orient securities exports of promotion and the new product launch than after Maori reasonable product, fell back JiuYang because of higher gross margin food processor series products of income than further fall in gross margin also declined slightly, to 33.13%, but the future ascension in gross margin is still can look forward to.


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