Sophia 2016 Half Year Revenue Growth To Open The Era Of "Whole House Customization"

The semi annual report was released in 2016. During the reporting period, the company's revenues and profits continued to maintain rapid growth.

Among them, the operating income was 1 billion 669 million yuan, up 44.1% from the same period, and the net profit belonging to the shareholders of the listed company was 200 million yuan, up 48% over the same period.

The company said that in the first half of the year, the company continued to deepen the "799" package and continue to push forward.

Occupancy and penetration as the primary business indicators, widening the gap with market competitors, consolidating the leading position of custom wardrobe industry, and accelerating market share.

The increase of permeability.

Channels continue to sink

In terms of channel, during the reporting period, the company continued to adopt a compound marketing mode, which is mainly based on distributors, supplemented by Direct stores and bulk users.

As of June 30, 2016, the "Sophia" whole house custom product has more than 1000 dealers, 100 new stores opened in the first half, and over 1700 stores.

In the second half of 2016, the company plans to open 100 new stores. The original cities continue to encrypt stores and continue to sink their sales network to four or five line cities.

As of June 30, 2016, the cabinet has more than 300 dealers and 391 independent distributors.

At the end of 2016, the number of cabinet shops was opened to 500.

Production capacity, the first half of 2016, the company "Sophia" custom wardrobe and its customized cabinet production base monthly average production capacity reached 12 million, the capacity utilization rate is 80% on average, and the product production cycle is 13 to 20 days.

Cabinet production capacity, in Zengcheng's Si Mi cabinet factory has started commissioning in June 2015, the fourth quarter of 2015 has begun trial production.

At present, the production capacity is 160 per day per day, and the production capacity will continue to increase in the second half of the year in order to cope with the peak season.

There is still room for cost reduction.

It is noteworthy that this year's company custom wardrobe business gross margin increased by 3%, the company pointed out that the increase in gross profit margin mainly benefited from the decline in manufacturing costs, and the utilization rate of plates increased year on year.

The company pointed out that artificial manufacturing costs still have room for compression. In the future, with the intelligent manufacturing pformation project of the company's non-public projects landing, the company's manufacturing efficiency can also be increased by about 60%.

In addition, the company's utilization rate is 80%, and it hopes to achieve 88% in the future.

Overall, the company's automation level can be increased by at least 10%.

Recently, some home textile and panel enterprises have begun to enter the custom furniture industry. The company said that other peers have a larger barrier to copy the Sophia mode. First, the company's capital and equipment investment is large, and the value of the 14 production lines exceeds 1 billion. Secondly, the company invested more in software, and the management level and process control ability of the company is difficult for other companies to copy.

The company has the advantage of first mover, 3 to 5 years earlier than other enterprises, and 3 of the industry.

Opening the era of "whole house customization"

In 2016, the company fully opened the era of "whole house customization", which was a further upgrade of the strategy after the company put forward "customized home".

The company's current product range extends from the original bedroom series and study series to bedroom series, study rooms and other series, providing consumers with a complete home solution.

At the same time, in the field of non customized furniture, the company has launched solid wood OEM products such as beds, dining tables, desks, etc., and cooperated with other well-known brands to sell products such as mattresses, pillows, sofa, bedding and so on, so as to enhance user stickiness.

In the future, furniture will be integrated into the overall effect diagram by designing software, so that customers can see the effect of products in different spaces, and promote the sales of furniture products.

In the first half of 2016, the company's household income reached 50 million 960 thousand.

The company said that the development of home products category is still relatively small, mainly to solve the problem of supply chain management, the future will continue to improve.

It is worth mentioning that in 2016, one of the core tasks of the company was to implement the Sophia 3D digital exhibition hall in the channel, and to deploy VR virtual reality glasses and holographic stereoscopic imaging tools in key stores, bringing the intuitive and diverse spatial experience to consumers.