Shanghai home: Six Gods steady growth Bai Cao set is the biggest aspect

"Slight heat not hot, great heat dog Days", July 23 is the lunar great heat solar term, marking the beginning of most of our country into the hottest season of the year. Hot summer days, many friends may be at home in a bottle of mosquito-repellent toilet. In many toilet brand, six God is undoubtedly the most favored by consumers of the old. Its production side-Shanghai household (600315).　　SH) is quite subject to investors ' attention. From the historical point of view, from October 16, 2007 to October 28, 2008, the Shanghai Composite Index adjusted 70.6%, the same period, only 19.8% decline in home, showing a good resilience.　　The company's share price was more pronounced in 2009, becoming a handful of non-small stocks that topped 2007 highs. Chen Min, the fund manager of the "universe One" of private equity, recently accepted the first financial news reporter in an interview: "The current stock price of Shanghai is about 31 yuan, 2009 earnings per share of 0.72 yuan, in such a market environment, a motherboard market shares, the market to give 43 times times P/E is very rare, this is the affirmation of the company's growth.　　"Shanghai Home is a long history of the company (111 years of history), the company was listed in 2001, but as early as 1993 on the launch of the now almost all the necessary six God toilet." Liu Shen, a brand manager of Chen Huajie Marketing in Shanghai, said in an interview recently: "Six gods brand positioning for the family to share the summer personal care products brand, to toilet and Bath Dew for the two largest product category, so its sales have a significant seasonal, March-August sales accounted for a large proportion of the year. Chen Huajie told reporters, the current six gods brand main products have toilet, shower gel, soap Three series, toilet paper accounted for the highest, about 50% of total income, Bath dew accounted for 30%.　　and six God brand accounted for 50% of the total income of the company, in the company's main business occupies a pivotal position. 2009 the overall capacity of China's toilet market is 800 million yuan, the market growth rate of about 3%.　　Company for many years to maintain the market share in more than 60%, 2009, the introduction of plastic bottled toilet spray Sales good, Mao's interest rate level has been promoted. During the same period, the overall capacity of China's bathing market is less than 5 billion yuan, the growth rate remained in double digits.　　Six God Bath dew market accounted for about 8%, in the cool type of bathing in the market for many years to maintain the first share. Shanghai Home Marketing communications director Xu Lei told reporters: "In addition to the six Gods series, the company's home air conditioner disinfectant is also one of the products for the summer."　　It is reported that an air conditioner disinfectant is a professional for air-conditioning radiator cleaning and disinfection of detergent products. Chen Min said: "The family of products on the whole of the company's business volume accounted for only 1% of the overall performance of the company has little impact." Six gods brand business volume is very large, but the brand is too mature, the annual growth rate of about 8%, stability and growth is not enough. "In Chen Min's view, the company's biggest aspect is the annual growth rate of up to 40%~50% of the Bai Cao set series." Bai Cao SetShanghai is the second largest brand of home, is China's first set of full meaning of modern Chinese herbal medicine high-grade personal care products.　　It is reported that the high speed growth of Bai Cao is mainly based on the following aspects. New store layout.　　At present, Bai-Cao set stores have covered all China's provinces, autonomous regions, municipalities, including Hong Kong, Macao and Taiwan, 2010-Year Plan net new stores number 250, improve brand coverage and market share. New products are being launched.　　Annual guarantee 3~4 product line, 40~50 pieces of new products to market, the introduction of new products on the one hand can track customer demand changes to meet the needs of customers, on the other hand, the new pricing is conducive to the promotion of brand overall gross margin. New channels laid. In addition to the use of traditional counter sales, store sales model, since 2002 Bai Cao Set Hanfang Spa Museum has become a direct sales and distribution of an important complementary form.　　At present, Bai Cao set Hanfang Spa has opened 9 stores, of which 8 Shanghai, Beijing 1. Network sales attempt.　　2010, the company tried to network sales as a complementary form of sales channels, while increasing the company's sales revenue, but also reduce the cost rate. According to statistics, 2009 China's daily industry capacity of 200 billion yuan, of which more than 70% of the market by foreign enterprises such as Procter and Gamble, L ' Oreal, Unilever and other occupied. Industry insiders believe that the company as a leading domestic enterprises, its Bai Cao set, six gods, the United States and other major brand positioning clear, the product image of the people, is the only one with the international giants competing with the Japanese-owned enterprises.