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The "factory of the world" is back, with appliance exports from the Pearl Ri ...

2020-11-6 14:35

 

China's home appliance exports have shown a V-shaped reversal this year. The coVID-19 outbreak started in China in the first quarter, and in the second quarter, while the epidemic in China was gradually brought under control, the epidemic overseas spread around the world. From order delay to order recovery, to overseas orders skyrocketing, out of a curve.

 

With the full success of the epidemic prevention and control and the resumption of work and production in China, the bustling scene of the "factory of the world" has gradually recovered. China's export and foreign trade have picked up steadily, and some commodities have experienced an export "blowout", among which small household appliances are one.


Domestic small household appliance exporters have started to "explode orders" towards the end of the year, according to a CCTV financial report. Some small home appliance companies export home appliance products in the workshop has been full, some enterprises export more than 600% increase.


As the saying goes: "Home appliances made in China, home appliances made in Guangdong, Guangdong home appliances see Shunde." Why is small home appliance industry suddenly "hot"?


According to the Securities Times, the reporter found that behind the "hot" small household appliances, it seems that there is also a "structural situation", such as kitchen small home appliances, environmental health small home appliances and other parts of the "home economy" related to the segment category, because the epidemic catalyzed a large number of demand, export orders showed a large increase. It is worth mentioning that, with the surge of overseas demand, logistics costs are also rising, and the export of containers, shipping space are very tight. According to insiders, the transportation cost of a container is 100 yuan higher, rising from 1,950 yuan to 2,050 yuan, due to the high labor cost of truck drivers and the high cost of picking up containers in the storage yard. In addition, China's environmental protection requirements have been upgraded, and trailer scrap has increased. What's more, there are not enough containers. Many of them are abroad and have not been shipped back.


Share prices of leading listed companies surged 200%


China's home appliance exports have shown a V-shaped reversal this year. The coVID-19 outbreak started in China in the first quarter, and in the second quarter, while the epidemic in China was gradually brought under control, the epidemic overseas spread around the world. From order delay to order recovery, to overseas orders skyrocketing, out of a curve.


In the first three quarters of this year, xinbao, a company based in Shunde, Foshan, that specializes in western-style small home appliances, saw its revenue increase 33.52 percent and its net profit rise 75.38 percent, according to Securities Times. As the most authentic small home appliance export listed company, Xinbao share price has risen more than 200% since this year.

 

"Affected by the outbreak of the new champions league, in the first quarter of 2020, the company production capacity is more nervous, the company production of export orders under the influence of certain, with the deepening of the company to return to work and production work, the company relies on many years accumulation of product technical service ability and the ability to implement mass production capacity, better meet the market demand abroad." New treasure share relevant person in charge expressed to the reporter.


It is understood that the company in the first three quarters of this year foreign sales revenue growth of about 25%. Among them, especially coffee machine and other small kitchen appliances became hot style, the demand in the American market increased. It was revealed that the company's export orders for the fourth quarter of this year are still strong.


"At the beginning of the year, when we were affected by the epidemic, we had a low order," said Luo, head of a small household appliance factory in Foshan. "Our biggest customer even cancelled 30 percent of his orders, which was followed by a low period for the company's staff. At the beginning of the year, almost only 20 to 30 percent of our employees came to work." His factory, which used to make mostly overseas orders, took a significant hit earlier this year.


Although the epidemic has hit exports, it has also prompted companies to adjust their strategies and shift the focus of the market to China, Mr. Locke said. "Because we have been doing foreign trade, the quality of products is relatively hard, production lines, supply chain also have a foundation. So far this year, the company's sales on domestic e-commerce platforms have increased more than 100 percent year on year, and many small kitchen appliances have become 'hot style.'"


Xinbao shares, which have been good at export sales, also achieved a "bumper harvest" in the domestic market this year. In the first three quarters of this year, The domestic sales revenue of Xinbao Shares increased by about 75% year on year, far higher than the growth rate of export sales. In the first three quarters of this year, the domestic revenue of "Mofei" series products exclusively licensed by the company in China increased by as much as 150%, and the domestic revenue of Dongling, an independent brand of Xinbao, also increased by nearly 35%.


In contrast to Xinbao, its shunde sibling, Little Bear Electric (002959), mainly operates in the domestic market, accounting for 96.80 percent of domestic revenue last year. In the first three quarters of this year, Little Bear's revenue rose 45.14 per cent and net profit rose 92.04 per cent. The "cake" of market of domestic small home appliance also is doing ceaselessly big.


"In terms of specific products, the main categories are western, electric and electric. In the first three quarters, the Western category basically achieved a doubling growth, while the electric and electric categories maintained a growth rate of more than 50 percent. In addition, maternal and child care has also multiplied." Little bear electrical Secretary Liu Kui said to reporters.


Logistics costs are also rising. It is difficult to find a container.


Compared with Galanz with annual revenue of tens of billions, Xinbao and Omagh with annual revenue of about ten billion, Zhongshan Leto Electric Appliance is a small and medium-sized household appliance export enterprise with annual revenue of about 100 million yuan. Li Mingyang, general manager of Leto Electric, has been torn between soaring orders and soaring costs.


According to China Business News, Li Mingyang told reporters that the naked copper price at the end of March and the beginning of April this year was 39,000 yuan/ton, and 51,700 yuan/ton on October 20, up 32.56% from the previous month. Cold rail steel plate 4300 yuan/ton in early April, 5300 yuan/ton on October 20, up 23.26% month-on-month; Tin steel sheet in early April 5000 yuan/ton, October 20 5700 yuan/ton, up 14% month-on-month.


In addition, at the end of March and early April this year, the price of plastic ABS 121H once dropped to about 9,400 yuan/ton, and at the end of October, the price was 17,000 yuan/ton, up about 80% month-on-month. At the end of March, the price of plastic PP was 6,500 yuan/ton, and at the end of October, the price was 8,250 yuan/ton, up 26.9% from the previous month. "The cost of rent, labor and exchange rates are also going up." Rent for their factory in Nantou town, Zhongshan city, in Guangdong province, is up 30% from the same period last year, Mr. Li said. The wages of temporary workers rose from 15 yuan/hour in the same period last year to 18 yuan/hour. The dollar was trading at Rmb7.03 in mid-March and about Rmb6.7 at the end of October. "The more orders we receive, the more we lose".


To cope with the manpower shortage, Leto is pushing forward the production of semi-automation, motor production from manual to automatic machine winding; Injection molding from the previous manual, into a person to see a few injection molding machine do. The business will continue, or at least maintain normal cash flow.


Their net profit margin is only 4 per cent, Mr Lai says. Some products are less than that, and the increased cost of the exchange rate alone has eaten up profits. While their fan orders for 2021 are 50% higher than in 2020, they are expected to lose money next year due to rising material prices, a strong RMB exchange rate, rising labor costs and higher factory rents.


In fact, logistics costs are also rising, and exports of containers, shipping space are very tight. In the south end of Zhongshan, the transportation cost of a container is 100 yuan higher, rising from 1950 yuan to 2050 yuan, because of the high labor cost of truck drivers and the high cost of handling containers in the yard. In addition, China's environmental protection requirements have been upgraded, and trailer scrap has increased. What's more, there are not enough containers. Many of them are abroad and have not been shipped back.


"Now it's 'no room to get the locker, no room to get the locker'." Zhang said that exports are greatly affected by logistics, taking shipping space and containers "has never been so difficult as this year, this year is' one container hard to find '." Because fewer containers are being imported, container orders at container factories next to Xinbao have increased by 40% to 50% this year.


"We do FOB and the cost of international logistics is mainly borne by the customer." Zhang Yifei said that most of Xinbao's goods are exported from Nansha Port in Guangzhou, Yantian Port in Shenzhen and Shundelelu Port. "We are in close communication with docks and shipping companies. If there is any shipping space or container, we will inform the salesmen immediately and also tell customers to follow up the shipment to grab resources." Some time ago, the local government came to investigate and help solve the problem.


Faced with the challenge of raw materials and labor costs, Xinbao has digested the pressure of rising costs through capacity optimization and automatic production. In the past two years, Xinbao has increased its investment in automation and introduced new products to customers every year to ensure stable prices and make money.


Galanz is also actively promoting intelligent manufacturing. This year, it launched the construction of industry 4.0 base in the headquarters of Shunde. The production capacity of its Zhongshan refrigerator factory will increase by 50% next year mainly through improving automation and lean production level, and launched a series of new products such as breakfast machines.


Yao youjun said that in terms of price, exporting refrigerators "must rise in price, without which there is no way to make a profit".

 

今年中国家电出口呈现V形反转。新冠肺炎疫情一季度在中国暴发,二季度在中国疫情逐步得到控制的同时,海外疫情在全球蔓延。从订单延期到订单恢复,再到海外订单暴涨,走出一条曲线。

随着我国疫情防控和复工复产工作取得全面成效,“世界工厂”的热闹景象也逐渐恢复,中国出口外贸稳步回暖,部分商品还出现了出口“井喷”的现象,小家电就是其中之一。

近日,据央视财经报道,临近年底,国内小家电的出口企业开启“爆单”模式。有小家电公司出口的家电产品已经在车间堆满,个别企业出口额增长超过600%。

俗话说:“中国制造看家电,家电制造看广东,广东家电看顺德。”小家电产业为何突然“火爆”?

据证券时报报道,记者发现,小家电“火爆”的背后,似乎也呈现出“结构性行情”,例如厨房小家电、环境健康小家电等部分与“宅经济”相关的细分品类,由于疫情催化了大量需求,出口订单出现较大增幅。值得一提的是,随着海外需求激增,物流成本也在上升,而且出口的货柜、仓位都十分紧张。有业内人士透露,一个货柜的运输费贵了100元,从1950元提升到2050元,因为货车司机的人工贵了,堆场拿柜的成本也贵了,加上中国环保要求升级,拖车报废增多。更难的是,货柜不够,许多在国外,还没运回来。

龙头上市公司股价大涨200%

今年中国家电出口呈现V形反转。新冠肺炎疫情一季度在中国暴发,二季度在中国疫情逐步得到控制的同时,海外疫情在全球蔓延。从订单延期到订单恢复,再到海外订单暴涨,走出一条曲线。

据证券时报报道,新宝股份是佛山顺德一家主营西式小家电的企业,产品以外销为主,今年前三季度,该公司营收增长了33.52%,净利润增长了75.38%。作为最正宗的小家电出口上市公司,新宝股份今年以来股价累计上涨超过200%。

“受新冠疫情影响,2020年第一季度,公司产能较为紧张,公司出口订单的生产受到一定的影响,随着公司复工复产工作的深入推进,公司凭借多年积累形成的产品技术服务能力和大规模产能实现能力,较好地满足了国外市场的旺盛需求。”新宝股份相关负责人向记者表示。

据了解,公司今年前三季度国外销售收入同比增长25%左右。其中,尤其是咖啡机等厨房小家电成为了爆款,在欧美市场的需求量大增。据透露,公司今年第四季度的外销订单目前来看依然旺盛。

佛山一家小家电企业的工厂负责人骆先生则表示,“年初受疫情影响时我们出现订单低谷,最大的一个客户甚至取消了30%的订单,紧接着也带来公司人员的低谷期,年初的时候几乎只有两三成的员工来上班。”他所在的这家工厂原先主要做海外订单,在今年年初一度受到明显的冲击。

骆先生表示,疫情虽然冲击出口,但也促使公司调整策略,将市场重心转向国内。“因为我们一直做外贸,产品质量比较硬,生产线、供应链也有基础。今年以来,公司在国内电商平台上的销售额同比增长超过100%,不少厨房小家电还成为‘爆款’。”

一直以外销见长的新宝股份,今年在国内市场也取得了“大丰收”。今年前三季度,新宝股份国内销售收入同比增长75%左右,远远高于外销增速。其中,公司在国内独家授权经营的“摩飞”系列产品前三季度国内营收增长高达150%,新宝股份旗下自主品牌东菱今年前三季度国内营收也实现了近35%的增长。

与新宝股份相反,同在顺德的兄弟企业小熊电器(002959)则主要经营国内市场,去年国内营收占比高达96.80%。今年前三季度,小熊电器营收增长45.14%,净利润增长92.04%。国内小家电市场的“蛋糕”也在不断做大。

“从具体产品情况来看,主要是西式类、电热类、电动类增长较快,前三季度西式类基本实现翻倍式的增长,电热类、电动类保持50%以上的增长。另外,母婴个护类也是翻倍式增长。”小熊电器董秘刘奎向记者表示。

物流成本也在上升,货柜“一柜难求”

相比于年营收数百亿的格兰仕、年营收百亿上下的新宝和奥马,中山乐途电器是一家年营收约一亿元的家电出口中小企业。乐途电器总经理黎明阳在订单暴涨与成本暴增之间,备受煎熬。

据第一财经报道,黎明阳向记者透露,今年3月底、4月初裸铜价39000元/吨,10月20日51700元/吨,环比上涨32.56%;冷轨钢板4月初4300元/吨,10月20日5300元/吨,环比上涨23.26%;锡钢片4月初5000元/吨,10月20日5700元/吨,环比上涨14%。

另外,今年3月底、4月初塑料ABS 121H价格最低曾跌至9400元/吨左右,10月底价格17000元/吨,环比上涨约80%;3月底塑料PP价格6500元/吨,10月底价格8250元/吨,环比上涨26.9%。“房租、人工和汇率的成本也在涨。”黎明阳说,他们在广东省中山市南头镇的厂房,租金比去年同期上升了30%;工人难招,临时工工资从去年同期15元/小时,上升到现在的18元/小时;3月中旬,1美元兑7.03元人民币,10月底约兑6.7元人民币,“现在外贸订单接得越多越亏”。

为了应对人手紧缺,乐途正在推进生产半自动化,电机生产从人工变为机器自动绕线;注塑从以前人手做,变为一人看几台注塑机做。生意还要继续,至少维持正常的现金流。

黎明阳表示,他们的纯利润率只有4%,有些产品还不到,单是汇率增加的成本已把利润吞掉了。由于出口风扇价格基本是在8月“一年一定价”,虽然2021年他们风扇订单比2020年多了50%,但由于材料价格上涨、人民币汇率强势、劳动力成本上升及厂房租金增加,预计明年生意会亏损。

事实上,物流成本也在上升,而且出口的货柜、仓位都十分紧张。在中山南头,一个货柜的运输费贵了100元,从1950元提升到2050元,因为货车司机的人工贵了,堆场拿柜的成本也贵了,加上中国环保要求升级,拖车报废增多。更难的是,货柜不够,许多在国外,还没运回来。

“现在是‘拿到柜子没仓位,拿到仓位没柜子’。”张以飞说,出口受物流影响较大,拿仓位、货柜“从来没有像今年这么难,今年是‘一柜难求’。”因为进口的货柜少了,新宝旁边的集装箱厂今年货柜订单增长了40%~50%。

“我们做FOB(离岸价),国际物流成本主要由客户承担。”张以飞说,新宝的货多从广州南沙港、深圳盐田港、顺德勒流港出口,“我们与码头、船公司密切沟通,哪里有仓位、货柜,马上通知业务员,也告诉客户,跟进出货,大家抢资源。”前段时间,地方政府来调研,协助解决问题。

面对原材料、人工成本的挑战,新宝股份通过产能优化、自动化生产,来消化成本上升的压力。这两年,新宝股份加大自动化投入,同时每年都向客户推介新产品,保证价格稳定,同时还有钱赚。

格兰仕也在积极推进智能制造,今年在顺德总部启动了工业4.0基地建设,其中山冰箱工厂明年产能增加五成也主要通过提高自动化和精益生产水平来实现,而且推出早餐机等系列新品。

姚友军则说,从价格讲,出口冰箱“必须要涨价,不涨价的话,确实没办法盈利”。

原作者: 毕陆名 来自: 每日经济新闻