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重营销轻研发 小熊电器前路难坦荡

超级大满贯  XIAOXIONGDIANQIHULIANWANGXIAOJIADIANPINPAI“XIAOXIONGDIANQI”JINRIZHENGSHIDENGLUSHENJIAOSUOSHANGSHIJIAOYI,GUPIAOJIANCHENG“XIAOXIONGGUFEN”,FAXINGGUPIAOSHULIANGWEI3000WANGU,FAXINGJIAGEWEI34.25YUAN/GU,MUJIZIJINZONGEWEI10.28YIYUAN。


  重营销轻研发 小熊电器前路难坦荡

  ZHAOGUSHUXIANSHI,ZUOWEI“CHUANGYIXIAOJIADIANDIYIGU”DEXIAOXIONGDIANQICHENGLIYU2006NIAN3YUE,SHIYIJIAYIZIZHUPINPAI“XIAOXIONG”WEIHEXIN,YUNYONGHULIANWANGDASHUJUJINXINGCHUANGYIXIAOJIADIANYANFA、SHEJI、SHENGCHANHEXIAOSHOU,BINGZAICHANPINXIAOSHOUQUDAOYUHULIANWANGSHENDURONGHEDE“CHUANGYIXIAOJIADIAN+HULIANWANG”QIYE。

  RANERZAIQITAJIADIANQIYEFENFENKAIPIDUOZHONGXIAOSHOUQUDAODEQINGKUANGXIA,XIAOXIONGDIANQIDEXIANSHANGXIAOSHOUYINGSHOUZHANBIQUEYIZHIZAIJIUCHENGYISHANG。YUCITONGSHI,QICHANPINDINGWEIYU“DIJIAGE、GAOXINGJIABI”,CHANPINYANFAFEIYONGZHANZONGYINGSHOUBILIJINWEI1%ZUOYOU,BUZUPINPAIXUANCHUANFEIYONGDEERFENZHIYI。

超级大满贯  JINNIANLAI,XIAOJIADIANQIYEYIJUNTUQI,CHULEXIAOXIONGDIANQI,XIAOGOUDIANQIYECENGZAI17NIANDIJIAOLEIPOZHAOGUSHU。RANER,XIAOGOUDIANQIBINGMEIYOURUXIAOXIONGDIANQIZHEIBANXINGYUN,JINNIAN7YUE,ZHENGJIANHUIGONGGAOJUEDINGDUIXIAOGOUDIANQIZHONGZHISHENCHA。NEIMEXIAOXIONGDIANQIDESHANGSHINENGGOUJIXIAOJIADIANQIYEDAILAINAXIEQISHIHECANKAO?XIAOJIADIANQIYEMUQIANMIANLINZENYANGDEKUNJING?XIAOJIADIANQIYEYOUNENGGOUCONGNAXIEFANGMIANZUOCHUNULI?

  线上销售营收占比约九成,或遇渠道瓶颈

  JUXI,XIAOXIONGDIANQICHUANGSHIRENLIYIFENGZAICHUANGYECHUQIGUANCHADAOSHIMIANSHANGCHUXIANLESUANNAIJI,DANDANGSHIDESUANNAIJIJISHENDA、JIAGEGAO,NANYIMANZUPUTONGYONGHUDEXUQIU,YUSHI,LIYIFENGBIANCONGSUANNAIJIDEXIFENLINGYURUSHOU,TUICHULEXIAOSUANNAIJI。XIAOXIONGDIANQITUICHUDESUANNAIJIYINJISHENXIAOQIAO、JIAGEDILIAN,JIYONGHUDAILAILEBIANLI,XUNSUCHENGWEIWANGHONGCHANPIN。SUIHOU,XIAOXIONGDIANQIYOULULUXUXUTUICHULEZHUDANQI、DIANZHENGGUO、DOUYAJI、DIANDUNZHONGDENGSHIYUKUANXIAOJIADIANCHANPIN。

  2009NIAN,XIAOXIONGDIANQIJINZHUTIANMAOSHANGCHENG,KAISHELEGUANFANGQIJIANDIAN。YENEIRENSHIBIAOSHI,BISHI,ZHENGZHIDIANSHANGPINGTAILIULIANGBAOFAHONGLIZHIJI,XIAOXIONGDIANQIZOUCHULEYITIAOYUQITAXIAOJIADIANPINPAIBUTONGDEXIANSHANGYINGXIAOZHILU,QICHAYIHUAYOUSHIZAIJINGZHENGZHONGDEDAOXIANXIAN。

超级大满贯  CIHOU,XIAOXIONGDIANQIDEXIAOSHOUESHUIZHANGCHUANGAO,2010NIANDEXIAOSHOUEPOYI。JINNIANLAI,XIAOXIONGDIANQIDEYEJIZHUANGKUANGYEBIJIAOLIANGYAN。GENJUQIPILUDECAIBAOXIANSHI,XIAOXIONGDIANQIZAI2015NIANZHI2018NIANJI2019NIAN1-6YUEYINGYESHOURUFENBIEWEI7.2YIYUAN、10.5YIYUAN、16.4YIYUAN、20.41YIYUAN、11.88YIYUAN,JINGLIRUNFENBIEWEI0.71YIYUAN、1.05YIYUAN、1.46YIYUAN、1.86YIYUAN、1.28YIYUAN。CIWAI,DUIBIYUQITAXIAOJIADIANQIYE,XIAOXIONGDIANQIDEMAOLILVXIANGDUILVEGAO。

  重营销轻研发 小熊电器前路难坦荡

  小家电企业主营业务毛利率对比

超级大满贯  RANER,ZHIDEZHUYIDESHI,2016-2018NIAN,XIAOXIONGDIANQIDEXIANSHANGXIAOSHOUEFENBIEWEI9.6YIYUAN、15.09YIYUANHE18.33YIYUAN,ZHANZONGYINGSHOUDEBILIFENBIEWEI88.61%、91.6%、91.93%HE90.41%。

  XIAOXIONGDIANQIZHAOGUSHUXIANSHI,ZAIXIAOSHOUMOSHISHANG,XIAOXIONGDIANQIDECHANPINZHUYAOTONGGUOXIANSHANGJINGXIAO、DIANSHANGPINGTAIRUCANGHEXIANSHANGZHIXIAOFANGSHIZAITIANMAOSHANGCHENG、JINGDONGSHANGCHENG、WEIPINHUIHESUNINGYIGOUDENGZHULIUDIANSHANGPINGTAIHEPINDUODUO、PINGANHAOYISHENGDENGXINXINGDIANSHANGPINGTAIJINXINGXIAOSHOU;TONGSHI,GONGSIBUJUXIANXIAXIAOSHOUQUDAOYIJICHUKOUXIAOSHOU,CHONGFENLIYONGJINGXIAOSHANGHUOHAIWAIKEHUDEZIYUANHEJINGYANYOUSHI,JIANGCHANPINSHENTOUZHIXIANXIALIUTONGQUDAO,SHISHIQUANQUDAOYUNYINGDEXIAOSHOUMOSHI,JIASUXIANSHANGXIANXIARONGHEFAZHAN。LIYIFENGCENGTANYAN:“MEIYOUDIANSHANG,JIUMEIYOUXIANZAIDEXIAOXIONGDIANQI。”

超级大满贯  RANER,MEIDE、JIUYANG、SUBOERDENGXIAOJIADIANQIYEYIZAIGAILINGYUSHENGENGDUONIAN,JIUYANGCAIBAOXIANSHI,2018NIANZHUYAOCAIQUJINGXIAOSHANGZHI,JINGXIAOWANGLUOHEKEHUZIYUANBIANBUQUANGUO,ERSUBOERZEDUIXIANSHANGYUXIANXIALINGSHOUBUDUANRONGHE。

超级大满贯  ZHONGGUOJIAYONGDIANQISHANGYEXIEHUICHANGWUFUMISHUZHANGZHANGJIANFENGBIAOSHI:“XIAOXIONGDIANQIBENSHENDANPINJIAZHIBIJIAODI,TADECHANPINJUEDINGLETADEQUDAOBIJIAODANYI。KAIFACHUANTONGDEXIANXIAQUDAOCHENGBENFEICHANGGAO,QIEXIANXIAQUDAOFENBUBIJIAOGUANG,BUBIANYUXIAOXIONGQUTUOZHAN,XIAOXIONGDECHENGBENYEBUYUNXU。QUDAODANYIDUIYUYIGEQIYEDEZHANGYUANFAZHANFEICHANGBULI,YIDANHULIANWANGPINGTAIDADAOBAOHEQIZHIHOU,QIYEMASHANGJIUHUIYUDAOXINDEQUDAOPINGJING。ERMEIDE、JIUYANGSHICHUANTONGXIAOJIADIANDELONGTOUQIYE,JUYOUYIDINGDESHICHANGZHANYOULV,XIANXIADEQUDAOYEBIJIAOWANBEI,GUJIA、SHIZHI,BAOKUOZIBENYUNZUONENGLIDOUQIANGYUXIAOXIONGDIANQI。”

超级大满贯  TANJIGUODUYILAIXIANSHANGXIAOSHOUDUIXIAOXIONGDIANQIDEYINGXIANGSHI,ZISHENCHANYEJINGJIGUANCHAJIALIANGZHENPENGBIAOSHI:“XIANZAIXIANSHANGXIAOSHOUQUDAOCHENGBENYEYUELAIYUEGAO,RUZHUJINGDONG、TIANMAODENGPINGTAIXUYAOJIAONAFUWUFEI,CUXIAOJIEDIANHAIXUYAOJIAONAGUANGGAOFEI,DIANSHANGQUDAOXIAOSHOUCHANPINHAIXUYAOCHOUYONGJIN。XIANGXIAOXIONGDIANQIZHEIZHONGPINPAIYIJIANENGLIBIJIAODI,CHANPINDEDANJIAXIAOSHOUJUNJIAJIKEDANJIABIJIAODIDEQIYE,WEILAIDESHENGCUNKONGJIANBURONGLEGUAN。”

  XIAOXIONGCHANPINZHUDAXINGJIABI,“ZHONGYINGXIAO、QINGYANFA”TEZHENGMINGXIAN

  ZHAOGUSHUXIANSHI,XIAOXIONGDECHANPINDINGWEIYU“DIJIAGE、GAOXINGJIABI”。2018NIANSHANGBANNIAN,XIAOXIONGDIANQIXIANSHANGZHIXIAOXIAOFEIJINEWEIYU0-100YUANQUJIANDEKEHUSHU,ZHANZONGKEHUSHUBILIWEI42.34%;100-200YUANQUJIANDEKEHUSHUZHANZONGKEHUSHUBILIWEI43.79%。

  RANER,ZAIJIADIANXINGYESHENGENGDUONIANDEMEIDE、JIUYANGYUSUBOERDEXIAOJIADIANJIAGEQUJIANZEZAIBAIYUANSHENZHIQIANYUANDENGJIAWEI,QIEJUNXIANGGAOZHONGDUANXIAOJIADIANBUJU。

  YENEIRENSHIBIAOSHI,JINNIANLAIJIADIANSHICHANGPIRUAN,QIYECAIQUDIJIAJINGZHENGCELVEJIYADUISHOUDESHENGCUNKONGJIAN。YICUXIAOJIE818WEILI,AOWEIYUNWANGSHUJUXIANSHI,CONGJUNJIABIAOXIANLAIKAN,CHULEDOUJIANGJIZHIWAI,QITAPINLEIJUNJIADAFUXIAHUA;CONGCUXIAOCHANPINLAIKAN,GEGEQIYEZHUDAZHONGDIDUANCHANPIN。

  重营销轻研发 小熊电器前路难坦荡

超级大满贯  AOWEIYUNWANGBIAOSHI,CHAODIDEJIAGEBIRANYINGXIANGQIYEDELIRUN,YIXISHENGLIRUNDEFANGSHILAIHUANQUXIAOLIANG,YONGYIDAYAJINGZHENGDUISHOU,ZAIZHEICHANGJIAGEZHANZHONG,BINGMEIYOUQIYEZHENZHENGNENGDASHENG“ZHANG”。

  LIANGZHENPENGBIAOSHI:“XIAOSHOUQUDAOZHUYAOYILAIYUDIANZISHANGWUQUDAODEPINPAI,SHOUJIAGEZHANDEYINGXIANGFEICHANGDA,JIAGEZHANYINGXIANGDAOQIGONGSIDELIRUN、CHANPINDEMAOLILV、JISHUYANFATOURUDENG。”

  CIWAI,ZHIDEZHUYIDESHI,ZHAOGUSHUXIANSHI,XIAOXIONGDIANQIWEIQIPINPAIXUANCHUANZUOCHUDAGUIMOTOURU,2015NIAN、2016NIAN、2017NIAN、2018NIANSHANGBANNIANQIPINPAIXUANCHUANFEIYONGPINPAIFENBIEWEI1984WANYUAN、3552WANYUAN、8781WANYUAN、4293WANYUAN,ZHANZONGYINGSHOUDEBILIFENBIEWEI2.74%、3.37%、5.33%、4.68%。

  XIAOXIONGDIANQIDEPINPAITUIGUANGMOSHIDUODA6ZHONG,BAOKUODIANSHANGPINGTAIGUANGGAOTOUFANG、YINGSHIJUYUZONGYIJIEMUGUANGGAOZHIRU、MINGXINGXUANCHUAN、XINMEITIYINGXIAO、HUWAIGUANGGAOTOUFANG、LUNTANZHANHUI。

超级大满贯  RANER,YUZHIXINGCHENGDUIBIDESHI,XIAOXIONGDIANQIDEYANFATOURUQUEMINGXIANCHUYUDIWEI。ZHAOGUSHUXIANSHI,XIAOXIONGDIANQIXIANYOUZHUANLI342XIANG,DANFAMINGZHUANLIJINYOU8XIANG。2015NIAN、2016NIAN、2017NIAN、2018NIANSHANGBANNIAN,XIAOXIONGDIANQIYANFATOURUFENBIEWEI992WANYUAN、1653WANYUAN、2508WANYUAN、1695WANYUAN,ZHANZONGYINGSHOUBILIFENBIEWEI1.37%、1.57%、1.52%、1.85%,BUZUPINPAIXUANCHUANFEIYONGDEERFENZHIYI。

  DUICI,LIANGZHENPENGBIAOSHI:“RUGUOQIYEBAZHUYAOJINGLIFANGZAIPINPAITUIGUANGXIAOSHOUSHANG,YANFATOURUKUIFA,NEIMEQIYEHOUQIFAZHANBIANHENRONGYICHUWENTI。BUGUANNAGELINGYUDEJIADIANCHANPIN,CHANPINMEINIANKUANSHI、FENGGE、GONGNENG、ZUOGONGDOUBUYIYANG,ZHEIGEXINGYEDEBIANHUAFEICHANGKUAI,JISHUYANFAYIDANLUOHOU,CHANPINDEGENGXINDIEDAIJIUHUILUOHOU。MUQIAN,XIAOXIONGDIANQILIZUDELINGYUJIBENBUSHIZHULIUJIADIANCHANPIN,DANGYIXIEYANFANENGLIHEPINPAINENGLIBIJIAOQIANGDEXIAOJIADIANJUTOUJINRUGAILINGYUSHI,XIAOXIONGDIANQIDESHENGCUNKONGJIANBIANHUIBEIYAZHA。”

  小家电行业机遇与挑战并存

  AOWEIYUNWANGSHUJUXIANSHI,YU2018NIANJIADIANDAPANZHENGTICHIPINGDEQINGKUANGXIANGBI,JINNIANSHANGBANNIANXINGYEZHENGTIXIAJIANG3.2%。RANER,ZI2019NIANKAISHI,XIAOJIADIANZHENGTISHICHANGJINRUHUANMANZENGZHANGQI,2019NIANSHANGBANNIANGUIMOWEI288.8YIYUAN,TONGBIZENGZHANG2.7%。YENEIRENSHIBIAOSHI,JINNIANLAI,JIADIANCHANPINXIAOFEIDEQUSHI,YICONGDAJIADIANWEIZHU,ZHUANXIANGDAXIAOJIADIANBINGZHONG。

  TANJIXIAOJIADIANXINGYEDEQIANJING,LIANGZHENPENGBIAOSHI:“ZHENGGEXIAOJIADIANSHICHANGSHIZHENGXIANGFAZHANDE,DANSHICHANGZENGZHANGSUDUYIJINGJIANHUANLEBUSHAO。XIAOJIADIANPINLEIHENDUO,QIZHONG,YIXIEPINLEIYIJINGQUYUGAODUBAOHE,BIRUDOUJIANGJI、DIANFANGUO、DIANYALIGUO、DIANCIZAO;DANYEYOUYIXIEXIFENPINLEISHIYOUFAZHANKONGJIANDE,BIRUKONGQIJINGHUAQI、JINGSHUIQI、DIANDONGYASHUA、MEIRONGYI、MEIFABANGDENGDENG。”

超级大满贯  HONGSHIBINDUICIBIAOSHIZANTONG,TARENWEI,XIAOJIADIANLINGYUDEJINGZHENGBINGBUSHITEBIECHONGFEN,XIAOJIADIANXINGYEYOUHENDUOXIFENSHICHANG,ZHONGGUODEXIAOJIADIANPUJIHAIBINGBUSHIHENGAO,ZHEIBIANZAIYIDINGCHENGDUSHANGJIDAOLEXIAOJIADIANQIYEJIHUI。

  ZAIXIAOXIONGZHIQIAN,XIAOGOUYECENGZAI2017NIAN12YUETIJIAOLEIPOSHENQING。RANER,XIAOGOUDIANQIBINGMEIYOUXIAOXIONGDIANQIXINGYUN,JINNIAN7YUE,ZHENGJIANHUIGONGGAOJUEDINGDUIXIAOGOUDIANQIZHONGZHISHENCHA。

超级大满贯  CIWAI,CHULEXINXINGPINPAI,CHUANTONGXIAOJIADIANPINPAIDEYEJIYETONGYANGCHUYUZENGZHANGTAISHI。JIUYANGGUFEN2019NIANBANNIANBAOXIANSHI,BAOGAOQINEIGAIGONGSISHIXIANYINGYESHOURU41.87YIYUAN,TONGBIZENGZHANG15.04%;JINGLIRUNWEI4.06YIYUAN,TONGBIZENGZHANG9.72%。BAOGAOQINEI,GONGSISHIXIANYINGYESHOURU98.36YIYUANRENMINBI,TONGBIZENGZHANG11.15%;SHIXIANLIRUNZONGE10.97YIYUANRENMINBI,TONGBIZENGZHANG16.58%。CIWAI,MEIDE、HAIERDENGGONGSIYEXIANGJIRUJUXIAOJIADIANLINGYU。

  TANJIXIAOJIADIANQIYEMIANLINDETIAOZHAN,HONGSHIBINBIAOSHI:“SHOUXIAN,XIAOJIADIANQIYEMENJIANBIJIAODI,PINPAITAIDUO,YULONGHUNZA,JINGZHENGWUXU;QICI,XIAOJIADIANMIANLINZHEXINXINGQUDAODETIAOZHAN,ZHONGGUODEXIAOJIADIANQUDAO,CONGYUANLAIDEGUOMEISUNINGDAOZHIHOUDETIANMAO、JINGDONG、TAOBAO,ZAIDAOXIANZAIWANGHONGDAIHUO,XIAOSHOUQUDAOBIANDEDUOYANGHUA,XIAOJIADIANQIYERUGUOBUSHIYINGSHIDAIDEBIANHUAJIUHUIMIANLINTAOTAI。”

超级大满贯  LIANGZHENPENGFENXICHENG,TISHENGPINPAIYIJIANENGLI,TISHENGCHANPINKEDANJIA,TISHENGCHANPINDEMAOLILV,YIDINGSHIXIAOJIADIANXINGYEWEILAIDECHULU。

超级大满贯  ZHANGJIANFENGZEDUIXIAOJIADIANDEWEILAIBIAOSHIKANHAO:“DAJIADIANSHIWOMENJIATINGDEBIXUPIN,DANZHENZHENGNENGTIGAOWOMENSHENGHUOZHILIANGDEWANGWANGSHIXIAOJIADIAN。XIAOJIADIANBINGBUSHIMEIYOUKEJIHANLIANG,YEBUSHISHUOXIAOJIADIANJIUYAOMAIDIJIA,YIXIEXINDEXIAOJIADIANPINLEI,BIRUXIWANJI、ZHENGKAOYITIJIDOUKEYIZUODAOGAODUANPINPAI,YEKEYICHANSHENGGAODUANDEXIAOFEIQUNTI,NENGGOUCHANSHENGHENFENGHOUDELIRUN。ZHEIJIUYAOKANQIYERUHEQUDINGWEI,YAOKANPINPAIDAODIFUWUYUNAXIERENQUN。”


SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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