Excessive outsourcing ratio, low R&D investment, and large-scale advertising, as the products continue to be on the blacklist of quality inspections, small household electrical appliance enterprise Shanghai Feike Electric Co., Ltd. (hereinafter referred to as "Feike Electric", 603868.SH ) Faced with severe sustainable development torture.
According to the incomplete statistics of the "China Business News" reporter, since June 2017, Feike curling iron, Feike sweeping robot, Feike razor and other products have been on the black list of quality inspection departments, Feike Electric on the products The quality control ability has been questioned by the industry. At the same time, according to the main business income statement in the company's financial report, the company relies heavily on the two products of electric shaver and hair dryer. Once the electric shaver and hair dryer industry are adversely changed or the competition is intensified, Both may lead to a decline in company performance.
Industrial economic critic Hong Shibin believes that whether a product has core competitiveness is the basis for measuring whether a company can be long-term, and Feike Electric has always been the "low-priced brand", but has neglected the core technology and quality. It is difficult to achieve long-term effects with publicity.
In response to the above questions, the reporter called Jin Wencai, the secretary of the board of directors of Feike Electric, and as of press time, he did not receive a reply.
Single product
According to the data, Feike Electric was founded in 1999. It is a non-regional group enterprise specializing in the R&D, manufacturing and sales of razors and small household appliances. The total registered capital is 100 million yuan. On April 18, 2016, Feike Electric successfully listed on the Shanghai Stock Exchange.
In less than two years after its launch, Feike Electric has made remarkable achievements in its performance. In 2016, Feike Electric achieved operating income of 3.36 billion yuan, a year-on-year increase of 20.89%, net profit of 610 million yuan, an increase of 22.23%; operating income in the first half of 2017 was 1.723 billion yuan, net profit of 379 million yuan, an increase of 19.04% over the same period of last year. %, 53.93%; in the first three quarters of 2017, the operating income was 2.663 billion yuan, a year-on-year increase of 14.4%, and the net profit was 599 million yuan, a year-on-year increase of 42.77%.
However, behind the growth of profits, the reporter noted that the problem of the excessive concentration of Feike's electrical products cannot be ignored. In the first half of 2017, the company's electric razors and hair dryers respectively achieved operating income of 1.198 billion yuan and 222 million yuan, accounting for 82.5% of the company's main revenue; in 2016, the operating income of electric razors and hair dryers They were 2.26 billion yuan and 538 million yuan respectively, accounting for 83.3% of the total revenue from the main business.
Obviously, Feike Electric itself is aware of this problem. The company pointed out in the annual report that in order to enhance its core competitiveness and seek new profit growth points, it will vigorously expand the product categories of household appliances, including humidifiers and air purifiers. , health scales, vacuum cleaners, etc. However, some analysts believe that there are too many powerful companies that want to compete in the small household appliances market. The road to diversification of Feike Electric may not be flat.
"For Feike, diversification is the way to go, because the two major products of electric razors and hair dryers have been operating for many years and reached the peak, which has been unable to support its sales scale. Therefore, Feike Electric It is necessary to seek a way out through horizontal development.†Industrial economic critic Hong Shibin believes that the diversification idea itself has no problem, mainly depending on whether the positioning chosen by Feike Electric in the future is “small but beautiful†or “big and strongâ€. "From the current situation of the company, big and strong is more difficult. It is a big challenge for enterprises to have both profit and scale."
In an interview with reporters, industrial economic observer Liang Zhenpeng expressed concern about the diversification prospects of Feike Electric. “In the process of diversified layout, it is necessary to first make the top three or top five in each industry, and it is necessary to carry out the layout of the next product line. If multiple product lines are laid out at the same time, and these product lines are If the industry is not upstream, it will be difficult to achieve economies of scale."
Absence of quality control
It is worth noting that in the process of Feike Electric's diversified road exploration, product quality control is also a big problem. The production mode of Feike Electric is combined with independent production and outsourcing production. Some of the products are self-produced and some are outsourced to other manufacturers for production.
According to the 2016 annual report data, the procurement cost of small household electrical appliances produced by the company was 1.391 billion yuan, accounting for 66.61% of the total cost of the current period. Among them, the cost of outsourcing of electric shaver is 612 million yuan, and the cost of outsourcing of hair dryer is 366 million yuan.
In Liang Zhenpeng's view, it is not his own factory, procurement and production outsourcing, it is difficult for the brand to strictly control all aspects, so it is easy to have quality problems.
The reporter found that on December 26, 2017, the official website of the Industrial and Commercial Bureau of Zhangzhou City released the results of the quality inspection of small household appliances in the circulation field in 2017, among which the Feike electric razor produced by Shanghai Feike Electric Co., Ltd. FS623 was judged to be unqualified due to non-compliance with the mark and description; in November 2017, Shanghai Consumer Protection Committee released the test results of 25 intelligent sweeping robots, and a model of FC6601 was tested during the test. A fault occurred; in June 2017, the “Quality Special Supervision and Inspection Results of 6 Kinds of Skin and Hair Care Appliances in Guangdong Province†published by the Guangdong Provincial Bureau of Quality and Technical Supervision showed that the flying hair curler was in continuous disturbance of the voltage. Unqualified.
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