The mobile phone business has repeatedly lost money, Gome's first half of the loss increased to 50 million
Issue Time:2018-07-30
Author Zhou Wei

Source of new financial observation

In recent years, the mobile phone manufacturing war has been very hot. 360, LeTV, and Gree have all taken a fancy to this market. Dong Mingzhu and Lei Jun’s sensational 1 billion “gambling bureau” are almost unknown.

Subsequently, Gome couldn't sit still. In the "Thirty Years" year, it also announced that it would launch its own branded mobile phone. In June last year, it also changed its subsidiary Sanlian Trading Co., Ltd. to Gome. 600898), terminated the home appliance retail business, the company's main business changed to the development, production and sales of intelligent mobile terminals.

“In 2017, the company completed its business transformation and quickly entered the field of smart phones, and actively promoted the development of its own brand of Gome mobile phones.” In the 2017 annual report, Gome Communications fully stated that it had fully developed its own brand mobile phones in the same year. Production and sales

Today, the “Gree” mobile phone sold by Dong Mingzhu has been controversial due to poor sales and bundled sales, and has gradually become a symbol. How does Gome "gamble" on a listed company and make a "Gome" mobile phone?

On the 28th, Gome Communications announced the 2018 semi-annual performance pre-loss announcement. It is expected that the net profit attributable to shareholders of listed companies will be around RMB 50 million in the first half of the year. Compared with the same period of last year, the loss will increase. The net profit for the same period last year was - 141.567 million yuan.

As for the reason for the further expansion of the loss, Gome Communications has no choice but to say that it is mainly due to the loss of the company's own brand mobile phone business, which is still in the market development period.

It is worth noting that at present, the sales of “Gome” mobile phones are relatively low, and they have to adopt an infiltration pricing strategy on the price, resulting in lower gross profit. In addition, in order to vigorously promote its own brand mobile phones, Gome's corresponding spending on publicity has increased compared with the same period, and mobile phone sales offices have been established in various places, and sales expenses have also increased.

On the Gome website, the GOME mobile phones sold include U7, Fenmmy Note, U7mini, S7, U7 and other editions. The price ranges from 699 yuan to 1799 yuan. Among them, Fenmmy Note is the cheapest price, only 699 yuan for 3GB+32GB. The most expensive U7 (6GB + 64GB) exclusive version, only 1799 yuan.

This is the first comprehensive screen mobile phone released by Gome, which debuted at the end of last year. For this reason, Gome also launched the popular "small fresh meat" Zhang Ruoyi as the brand spokesperson. At that time, the general manager of Gome Communications, Sha Xiang, said with enthusiasm that U7 is the most satisfactory mobile phone for more than 20 years. In the long run, Gome will definitely enter the first camp.

Sha Xiang is obviously somewhat overconfident. The fierce competition in the domestic mobile phone market has already whipped up consumers' appetite. Judging from the comments of Gome's official website, trying to break into the first camp of domestic mobile phones, the homework that Gome mobile phones need to do is far from enough.

As of the evening of July 28th, this phone received a total of 15,684 product reviews on the Gome website.

Among them, there are buyers in Wuxi City commented that "the mobile phone response did not get Xiaomi mobile phone fast, the mobile phone is very stuck when playing games, I feel no 4G cache, then the sound has no stereoscopic feeling, the sound quality is very poor, compare Xiaomi mobile phone"; Wuhan The buyer of the city commented that "the mobile phone is very beautiful, the feel is also very good, but the problem is also quite a lot: 1, the mobile phone responds slowly, the card; 2, the other party can not hear the voice when making a call, only the hands-free can be heard; 3 The buttons often fail, especially the sound buttons. At present, I have found so many problems. I feel that there will be many problems in the follow-up; two buyers in Ankang City and Xiamen City both spit out "can also unlock the lock with photos" The buyers in Qingdao are angry. "There are two days before you buy it. Now it is not only a card, it is easy to heat up, and there is a delay in the screen. It is really rubbish, and it is not cheap."

For the underachievers of Gome mobile phones, the changes in the domestic mobile phone market are the most serious problems they need to face. In 2017, the domestic mobile phone market shipped 491 million units, down 12.3% year-on-year.

The rapid growth of mobile phone shipments in the past two years has declined, the mobile phone market will also intensify the reshuffle, the competition will be more intense, the wave of 4G mobile phone upgrades will recede, the rigid replacement demand brought by performance improvement will weaken, and the user's replacement cycle will also be weak. In extension.

Even with such a market environment, first-line mobile phone brands still retain strong competitiveness. According to market research firm Counterpoint Research, although China's smartphone shipments and global smartphone shipments are declining in 2017, the world's top mobile phone brands still maintain strong growth in shipments. First-line mobile phone brand manufacturers Samsung, Huawei, OPPO, VIVO and Xiaomi, in 2017, smartphone shipments increased by 3%, 10%, 30%, 36% and 56% respectively.

The market is weak, and the competitors are still strong. The idea that the Gome mobile phone tries to hit the front line camp is tantamount to idiotic dreams.

In the acquisition of Dejing Electronics in 2016, the counterparty has given a performance commitment of 2016-2018, achieving an audited net profit after deducting non-recurring gains and losses of not less than RMB 60 million, RMB 80 million and RMB 100 million. yuan.

In addition to the completion of the performance commitment in 2016, Dejing Electronics' performance in 2017 only completed 93.85%. Gome's announcement shows that from January to March 2018, Dejing Electronics' unaudited net profit was 28.14 million yuan. Whether Dejing Electronics can fulfill its 2018 performance commitment is still unknown.

In addition to the loss, if Dejing Electronics fails to fulfill its performance commitment, Gome will also face the risk of impairment of goodwill. Gome's mobile phone dream is a dream or a dream? Wait and see.

Disclaimer: The content and opinions of this article are for reference only and do not constitute any investment advice. Investors should operate at their own risk. For all accurate information about the listed companies involved in this article, please refer to the announcement of the Exchange. The stock market is risky and needs to be cautious when entering the market.

Article source: Phoenix Network

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