How can a century-old new three-board market come to the fore?

After the listing of the new three boards of the top solid home, another home enterprise landed on the new three board. On November 16, South China City Holdings Co., Ltd. announced that the company's subsidiary subsidiary, Haobaihai Home, will be listed on the National Small and Medium Enterprise Share Transfer System (New Third Board) from the announcement date.

The announcement shows that Haopannian Home is indirectly held 75% by Huanan City. It is mainly engaged in the operation of the home plaza of medium and high-end quality home products and decorations in China. It owns “HOBA Good Hundred Years Home” and “METEN Meiting Home”. Large home retail brand , sales network throughout Shenzhen, Chengdu, Changsha, Fuzhou, Zhongshan, Zhuhai, Nanning and other cities. In the future, Haobainian Home will choose to open a home shopping center in the new market and continue to expand its business network.

As early as April this year, South China City has announced that it will split the new three boards listed in the 100-year history. In August, the latest listing of South China City in the past 100 years pointed out that even the potential listing, for a hundred years, will "help to release the value of the Centennial Group and for the good century group (including) for its operation and future The expansion provides a financing platform to enhance the brand recognition of the 100-year-old home, and enables the Centennial Group to recruit and retain high-quality employees to enhance the business and performance of the Centennial Group."

The reporter has sorted out the development history of a hundred years of home and found that its development can be described as twists and turns. In 1999, Hao Bainian's home was founded in Shenzhen by Chen Mingzhou. In the early stage of development, the number of total stores reached 20, ranking first in the national home stores. In the later period, due to investment strategy mistakes (quick expansion attempted to create a home empire failure, and turned to e-commerce e-purchase), a hundred years of home gradually fell behind in the market competition.

At the end of 2011, Chen Mingzhou, the founder of Haobai, stepped down as the president and transferred all of his 100-year-old shares. Subsequently, Han Maosheng became the chairman and president of the company for a hundred years. In July 2013, it was sold twice in a hundred years. According to the real estate developer Huanan City announced on July 29, its indirect wholly-owned subsidiary, Nanning Huanan City, acquired a 75% stake in Haopannian Home Furnishings with 522 million yuan, including 9 stores in 6 cities, becoming the largest shareholder in the past 100 years.

The acquisition party Nanning Huanan City believes that this move will enable South China City to open up the home decoration business in an instant, and will also speed up the company's projects in different locations in the Mainland and increase the pace of home decoration business.

However, since 2013, the overall profitability of the good century has been low, and most of them are at a loss. The 100-year public transfer manual shows that in 2013, 2014 and January-April 2015, the company's operating income was 186 million yuan, 182 million yuan and 65.284 million yuan respectively; but the company's net profit was -820.91 million yuan respectively. , 171.057 million yuan, -10.636 million yuan.

According to the public transfer statement, in 2013, 2014, and January-April 2015, the initial investment losses of Xindian Nanning Huanan City Store and Shenzhen Huanan City Store were RMB 4,636,786.18, RMB 17,284,214.48 and RMB 12,317,482.36. The company's losses have a greater impact on the company's continued short-term profit. The profit period of the new store is generally 2-3 years. Although the initial investment is large, the loss situation will gradually decrease and the profit will start to be realized as the occupancy rate and unit price increase. If the already profitable store can't make up for the loss of the new store investment, the company's profit level will be affected in the short term.

In this regard, the Hundred Years Home Project plans to improve through five aspects: brand management output, strengthening investment promotion and marketing efforts, reasonable control of sales expenses and management expenses, strengthening O2O platform construction and expanding self-operated scale.

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