Household appliances business forecast differentiation is more obvious

Household appliance companies have forecasted that their performance in recent years will have more than double the number of pre-doubles and some 90%

The performance forecast for the household appliances industry has been announced one after another. According to preliminary statistics, the published 2013 performance of home appliance companies has been significantly different. Some companies’ net profits have more than doubled from the previous year, and some have forecasted a 75% to 90% year-on-year decline in net profits. According to industry insiders, the home appliance market growth rate may slow down this year, and the performance of home appliance companies may further divide.

The latest performance forecast announcement issued by TCL Group shows that the company expects net profit attributable to shareholders of listed companies for the year 2013 to be 1.9 billion to 2.2 billion yuan, an increase of 139% to 176% over the same period of the previous year, which is temporarily listed in the industry first. Boss Electric (002508) announced on the 10th that it is expected that the net profit attributable to shareholders of listed companies in 2013 will be 375.26 million to 40.206 million yuan, an increase of 40% to 50% over the same period of last year.

At the same time, in the third quarter of last year, a number of home appliance companies issued a 2013 preannouncement of earnings announcement. Among them, Vantage shares (002035) projected a year-on-year change in net profit of 20% to 50% in 2013, FENDA Technology (002681) The net profit for 2013 is expected to change by 50% to 80% year-on-year.

However, not all home appliances companies have achieved year-on-year growth in the past year. Among them, Xoceco (600,870) is expected to lose money in 2013, and the data show that Xoceco's net profit loss in the third quarter of last year was 62,088,800 yuan, down 1173.94% year-on-year. Saint-Leader (002473) announced in the third quarter of last year that the company's net profit in 2013 was 2.125 million to 5,256,200,000, a year-on-year change of -90% to -75%. BDO Runda (002005) expects 2013 net profit to change from 161.92 million yuan to 64.789 million yuan, a year-on-year change in net profit of -90% to -60%.

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This year's performance differentiation or more obvious China's electronic chamber of Commerce Deputy Secretary-General Lu Jiebo told this reporter yesterday, from the published performance expectations data, do OEM, and do export, OEM home appliance companies, in 2013 the performance of growth Less desirable, the main reason is that because there is no own brand, the product's bargaining power is insufficient, which results in the weakening of profitability. The majority of household electrical appliance companies whose performance has increased substantially over the past year have their own brands, and they mainly do domestic sales. The market has stronger bargaining power and has achieved good performance growth.

Due to the withdrawal of national energy subsidies, China's home appliance market experienced great ups and downs in 2013, and most brands’ core business indicators, including gross profit margins, have fallen significantly.

Lu edge wave said that at present, household electrical appliances are facing a change, and gradually shift from low to high-end to high-end, but the overall market demand has changed little, and it can even be said that growth is slowing, the future of home appliance market competition will be a brand competition , “The performance of home appliance companies in 2014 may be further differentiated, and the trend is more pronounced than in 2013.”