海参鲍鱼毛利下滑 养殖公司开网店突围
限制三公消费显然已为拥有海珍品养殖业务的海参上市公司带来了显而易见的影响。根据Wind数据统计显示,鲍鱼在A股上市的毛利渔业养殖上市公司中,獐子岛、下滑好当家等公司,养殖2013年度的公司净利润同比有不同程度的下滑。
“自2012年下半年开始,开网高端消费市场受国家政策影响很大,店突这对公司海产品的海参销售产生很大影响,这种影响将是鲍鱼持续的,并直接影响公司的毛利效益”。有上市公司在年报中如是下滑描述。
针对这些状况,养殖《证券日报》记者联系相关上市公司咨询,公司有的开网公司坦言业绩下降与限制三公消费有关,且在积极想办法应对,但也有上市公司称“没法解释,看年报吧”。
高端产品受冲击明显
獐子岛2013年年报显示,公司2013年度营业收入同比微增0.48%,约为26亿元,归属于上市公司股东的净利润约为9694万元,同比减少8.27%,不过,扣除非经常性损益后净利润约为6980万元,同比减少46.01%。
獐子岛年报称,报告期内,公司的海参产品毛利率为57.2%,同比增长3%,营业收入比上年同期增长2.56%,不过,公司的鲍鱼产品毛利率为-17.75%,同比下降14.44%,营业收入比上年同期减少了50.35%。
好当家的2013年年报显示,公司营业收入同比减少5.77%,约为9.7亿元,净利润同比减少46.96%,约为1.1亿元。对于业绩下降的原因,公司在年报中坦言,与受政策性限制,高端消费品市场持续萎缩有关。
壹桥苗业年报显示,公司营业收入同比有43.14%的增长,不过,净利润的同比增长则为1%。公司的产品情况明细表中,围堰海参的毛利率同比下降15%,营业收入同比上涨31.6%。
东方海洋年报显示,公司报告期内营业收入净利润有所下降,海参产品的毛利率及营业收入,同比有所下降。
对于海参、鲍鱼产品的产销状况,《证券日报》记者以投资者身份致电相关上市公司咨询公司,受访公司中,有人坦言与限制三公消费有关,也有公司婉转回复:“这个没办法解释”。
不过,综合各家公司年报的表述可以得知,在政策的持续影响之下,公司的高端海珍品业务已然随之受到了影响。
欲借电商突围
如何突破眼下的销售困境?从这几家公司的年报中可以看出,大家不约而同地将目光盯在了互联网上。
獐子岛在年报中称,报告期内,獐子岛官方旗舰店在国内三大电子商务销售平台全新亮相,标志着“实体+网络”的双线营销模式进入试运行,为公司加快建立O2O的商业模式奠定基础。
好当家也称,当前,电子商务、移动支付的广泛应用也在逐步改变海参市场的格局,公司在天猫、京东、1号店的旗舰店继续保持良好增长,2014年将把类似的平台扩展到14个,基本覆盖所有主流电商平台,本着不伤害原有专卖店价格体系的原则,试水O2O的模式。“今年海参捕捞已经开始,为了应对价格下降带来的风险,我们在终端销售、捕捞业上加大了力度。”好当家公司对《证券日报》介绍。
壹桥苗业也在年报中表示,公司采用了资本化市场推广模式,以顾客为中心对海参全产业链销售终端实现线上和线下产品及品牌的同步推介销售,公司海参产品自6月份以来已先后进驻1号店、天猫商城及京东商城,对其网络销售平台实现了初步搭建。(证券日报)
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