replay In 2021, many sellers unexpectedly found that compared with last year, this year's sales were not too bad, but the profits were far from each other. It seemed that the head sellers could not escape this strange circle. Yesterday, the 3C blockbuster Jermet released its performance forecast, and the net profit in 2021 fell by more than 70% year on year; The annual revenue of Hangzhou Big Star Technology is expected to exceed 10 billion for the first time, but its gross profit margin has reached the lowest level in history
The first time the revenue exceeded10 billion, but the gross profit fell to a new low
Juxing Technology is a leading seller of domestic tool products. Its main products include hand tools and power tools, laser measuring instruments, and storage cabinets, which are mainly used in household maintenance, construction engineering, vehicle maintenance, robotics and automation, map surveying and mapping, personal protection and other fields.2020, Superstar TechnologyIt has become the first domestic exporter of Amazon hand tool sales, famous among sellers.
Yesterday, the company announcedAccording to the 2021 performance forecast, it is estimated that the annual operating income of the company will exceed 10 billion yuan for the first time, and the net profit attributable to shareholders of the listed company will be1 billion 283 million-1 billion 418 million, Year on year change-5.00% to 5.00%。 But this year,Gross profit margin of the companyBut fell tohistoryNew low, which is reflected by many sellers in the industry“2021High sales and low profit”The situation is the same.
For the reasons for changes in performance and profits, Superstar Technology makes the following analysis:
1. In 2021, the global economy will continue to be turbulent against the backdrop of the repeated COVID-19, and the demand and supply chain pattern of the global tool market will continue to change. It mainly includes:
（1）The real estate market in the United States continued to maintain prosperity and prosperity, and the demand for various tools rose steadily;
（2）Starting from the second quarter，The rising prices of raw materials and bulk commodities, the rising global freight and the blockage of international logistics have had a significant negative impact on the company's profitability，butUnder the advantage of global layout of the whole industrial chain,market shareContinuous improvement；
（3）Although some small and medium-sized tool companies in the world have obtained orders depending on the market boom，However, as costs rose much faster than revenues, cash flow continued to deteriorate and the industry was further cleared.
Against this backdrop,Superstar TechnologyContinuously acquire market share,It is estimated that the company's operating income will exceed10 billion yuan, with the main business growing by more than 30%.
2、RMB continued to strengthen during the reporting period, compared with the average of the middle rate of the exchange rate between US dollars and RMB in the whole year6.9% appreciation in 2020;meanwhileThe company's international logistics costs rose significantly, and the international shipping costs and port detention costs increased year on yearAbove 100%； lastYear on year price of main raw materialsSignificant increase in 2020All procurement costs will inevitably rise.
theseCost factors are unprecedentedAt the same time, it is very unfavorable to the profitability of the company. Therefore,althoughSuperstar TechnologyThe prices of customers and terminals have been increased to varying degrees, but various costs have increased more than expected, which cannot fully cover the impact of cost changes, resulting in the company's gross profit margin hitting the lowest level in history during the reporting period。
3、During the reporting period,The year-on-year growth of the company's laser measuring instrument business exceeded100%, DTC business dominated by cross-border e-commerce grew by more than 50% year on year, power tools achieve superThe revenue of 200 million dollars has become a new driving force for the company's business.
In addition, superstar technologyThe profitability of participating companies has declined, which also makes its investment income drop year on year.
Superstar Technology is a typical example of factory sellers entering cross-border e-commerce. In terms of sales channels, it is one of the largest suppliers of tools and lockers for Wal Mart and other large supermarket chains in the United States. Now, cross-border e-commerce direct marketing has become the most important sales channel for the company in addition to traditional supermarkets. Superstar TechnologyIt is planned to gradually carry out online multi brand salesWith 3-5 years of efforts, the company's own hand tool brand has a market share of no less than 20% in the European and American e-commerce field.
The gross profit of superstar technology hit a new low, and the net profit of another big seller Jermet fell sharply.
Annual revenue exceeds700 million, net profit of 3C sales dropped by more than 70%
On the evening of January 14, the 3C blockbuster Jermet released a performance forecast for 2021,estimateIn 2021, the revenue will be 720 million to 740 million yuan, a year-on-year decrease of 13% to 16%, and the net profit attributable to shareholders of listed companies will be 24 million to 31 million yuan, a year-on-year decrease of 71% to 77%.
As domestic"The first share of mobile phone covers", Jermet once sold 58.04 million mobile phone covers every year, which is very popular. The company integrates R&D, design, manufacturing, sales and service, and is mainly engaged in the R&D, sales and brand operation of global high-end electronic accessories. Its mobile phone protective covers, tablet computer protective covers, other 3C products, car sun visors and other products sell well all over the world.
In 2021, the net profit of Jermet declined seriously. When it comes to the main reasons for performance changes, the explanation includes the following three points:
1. Decrease in sales
Affected by the global epidemic, chip market supply, exchange rate and other external environments, the competition pattern of mobile intelligent terminal products industry has changed, and the business of some important customers of the company has been affected, resulting in the sales revenue of the company this year
decline, resulting in a decline in profits.
2. Cost escalation
Affected by the rising price of upstream raw materials in this year, the cost of materials increased, resulting in a decline in gross profit.
3. Increased strategic investment
Increased strategic investment and fund-raising projects this yearThe continuous investment in "R&D center construction project" and "brand building and marketing network upgrading project" has led to a large increase in R&D expenses, sales expenses and management expenses, resulting in a decline in profits.
Among the reasons mentioned by Jermet, almost all sellersCommon pain points in 2021.
The decline in sales is related to many factors. For cross-border sellers,The sales volume in 2021 is compared with that in 2020. The global epidemic broke out in 2020, and many purchase demands quickly transferred to the online market. As an insider said, in fact, it is not the serious decline in sales in 2021, but a different reference. Seeing the outbreak of 2020, in the first quarter of 2021, many new sellers will flock to the cross-border e-commerce track. The cake is still so big, and more people will divide the cake. In addition, in the second half of the year, the seller was eager to clear the inventory, which also affected the seller's sales to a certain extent.
The rising cost is a direct factor affecting profits, and the rising price of raw materials is a factor that sellers cannot control; In addition, the competition among third-party platform sellers such as Amazon intensified, and many sellers began to spiral at low prices, which further impacted profits.
Jermet's sales and net profit declined inIt will be reflected in the middle of 2021. From January to June 2021, Jermet achieved a revenue of 300 million yuan, a year-on-year decrease of 21.27%, and the net profit attributable to shareholders of the listed company was 15.5457 million yuan, a year-on-year decrease of 72.67%. Its sales and net profit in the second half of the year were almost the same as those in the first half of the year.
Take a closer lookAs for the performance in 2021, Jermet's net profit declined significantly. In fact, the decline of the company's net profit can be traced back to 2020.
In 2020, Jermet achieved an annual revenue of 855 million, a year-on-year increase of 3.06%, and a net profit attributable to shareholders of listed companies of 106 million, a year-on-year decrease of 18.90%.
From 2016 to 2018, Jamet's revenue was RMB 556 million, 541 million and 647 million respectively; The net profit attributable to the parent company was 33.686 million yuan, 39.8284 million yuan and 61.2954 million yuan. In 2019, the company accelerated its development, with revenue of 830 million, an increase of 28.2%, and net profit of 130 million, an increase of 113.98%.
In 2020, the net profit will decline by 18.90%. In 2021, this figure will reach 70%. It seems that Jermet has a long way to go!
According to the two big sales,In 2021, the gross profit of superstar technology will be low; Jamet's net profit fell sharply. Affected by many factors such as the rise of raw materials, the fall of exchange rate, and the rise of logistics costs, even the profits of big sales have been seriously frustrated. Perhaps more cross-border sellers will sigh: I am not the only one who will not make money in 2021!