I. Major accounting data and financial indicators

Reporting period indicator 2016 mid-year report 2015 mid-year report Increase or decrease this year (%) 2014 prospectus report
Basic earnings per share (yuan) 0.0800 0.1000 -20 0.1800
Net assets per share (yuan) 5.31 5.04 5.39
CPF (yuan) 2 2 -0.09
Undistributed profit per share (yuan) 2.0624 1.8195 13.35 -
Operating cash flow per share (yuan) -0.3183 -0.3127 -1.79 0.0688
Operating income (100 million yuan) 2.89 2.54 13.81 3.01
Net profit (100 million yuan) 0.1 0.09 7.46 0.16
Roe(%) 1.5500 2.2500 - 4.4100

Second, the main business composition analysis

business name Operating income (ten thousand yuan) Income ratio Operating cost (ten thousand yuan) Cost ratio Profit ratio Gross profit margin
By industry Textile 28647.09 100% 17758.46 100% 100% 38.01%
By product Kit class 16183.67 56.49% 10,273.25 57.85% 54.28% 36.52%
other 5,794.24 20.23% 3698.07 20.82% 19.25% 36.18%
Core class 4,914.24 17.15% 2803.85 15.79% 19.38% 42.94%
Pillow core 1754.93 6.13% 983.29 5.54% 7.09% 43.97%
By region Central China 16138.41 56.34% 9551.29 53.78% 60.49% 40.82%
Huadong Region 6386.78 22.29% 4530.96 25.51% 17.04% 29.06%
South China 2050.47 7.16% 1160.34 6.53% 8.17% 43.41%
Southwest Region 1848.72 6.45% 1177.45 6.63% 6.16% 36.31%
North China 1463.6 5.11% 871.94 4.91% 5.44% 40.42%
North-east area 450.75 1.57% 285.72 1.61% 1.52% 36.61%
North-west region 308.35 1.08% 180.75 1.02% 1.18% 41.38%

Third, the top 10 shareholders of unrestricted conditions holding shares

The top ten tradable shareholders held a total of 86.945 million shares, accounting for tradable shares ratio: 72.45%, compared with the previous period: 478,800 shares, as of June 30, 2016, the number of shareholders was 16,935, a year-on-year change: -6.89%.
name Holding quantity (10,000 shares) Proportion of total share capital (%) Increase or decrease (ten shares)
Chen Jun 3421.30 28.51 constant
Huang Yani 2680.50 22.34 constant
Shenzhen Dachen Caixin Venture Capital Management Co., Ltd. 1091.70 9.10 constant
Shenzhen Dachen Venture Capital Co., Ltd. 409.38 3.41 constant
Beijing Huaqing Boyuan Venture Capital Co., Ltd. 363.90 3.03 constant
Hunan Jinke Investment Guarantee Co., Ltd. 190.00 1.58 -37.44
China Construction Bank 601939 Co., Ltd. - Yifangda Xinsi Road Flexible Configuration Hybrid Securities Investment Fund 164.94 1.37 New
Zhang Haiying 148.64 1.24 constant
Chen Zhousheng 121.83 1.02 constant
Bank of China 601988 - Harvest Service Value-added Industry Securities Investment Fund 102.32 0.85 New
Compared with the top ten shareholders who withdrew from the previous reporting period
Wang Ling 90.97 0.76 drop out
Li Yi 90.97 0.76 drop out

Fourth, dividend distribution plan

V. Review of the management of the board of directors

I. Overview

I. Overview.


In the first half of 2016, China's macro-economy showed a trend of “overall stability, steady progress”. The company continues to adhere to the brand positioning of fashion bedding products and positioning of cost-effective products. Adhering to the concept of "fashion home textiles", the company continues to increase investment in research and development, continuously develops the terminal market, and under the leadership of the company's board of directors, adheres to the traditional channel sinking and increasing electronics. Under the policy of promoting new products in the business channel, the company's operating profit increased by RMB 200,900, a year-on-year, thus ensuring a steady growth in the company's operating results in the first half of the year. In the first half of 2016, the company achieved operating income of 289,760,100 yuan, an increase of 35,543,300 yuan over the same period of last year. The net profit attributable to shareholders of listed companies was 9,884,800 yuan, an increase of 589,200 yuan over the same period of last year.



Second, the main business analysis.


Overview During the reporting period, the company continued to adhere to and strengthen the existing business ideas based on the existing resources and market development: dedicated to the research and development of textiles, self-processing and commissioning of processing, brand promotion and channel construction, and adhere to The independent research and development and production of new materials, and actively build their own brands, their own research and development strength, financial strength and sales channel strength continue to strengthen.


In the first half of 2016, the company realized operating income of 289,776,100 yuan, an increase of 35,543,300 yuan over the same period of last year; operating costs of 179,916,600 yuan, an increase of 33,639,900 yuan; sales expenses of 61,810,200 yuan, an increase of 98,400 yuan over the same period; management costs of 35,338,800 yuan, year-on-year The increase was 589,000 yuan; the financial expenses were 0.64 million yuan, an increase of 517,500 yuan over the same period of last year; the net profit attributable to shareholders of listed companies was 9,884,800 yuan, an increase of 589,200 yuan over the same period of last year.


The company reviewed and summarized the progress of the business plan disclosed in the previous period during the reporting period:


According to the company's previous business plan, it is clear that the company will continue to adhere to and strengthen the existing business ideas after two years of listing: adhere to the brand positioning of fashion bedding products and positioning of cost-effective products, in terms of marketing channels, combined with fundraising projects Rapid implementation, speed up the expansion of outlets and the gradual improvement of internal management systems, and gradually improve the construction and expansion of e-commerce channels; in terms of production and construction, the company will gradually promote the construction plan of industrial parks, and effectively introduce the production equipment with higher automation. Control production costs, eliminate the adverse effects caused by rising labor resource costs, maintain and consolidate the cost advantages of the company's products; strengthen the product positioning and functional fabrics in the brand and R & D design, strengthen the fashion positioning of more love 002761 brand And to enhance the brand's gold content, continue to consolidate and expand the brand advantage of more favorite brands, strive for more market share, in the talent construction and management efficiency, constantly improve the talent construction and gradually improve the company's management efficiency through information construction projects. The report on the implementation of the business development goals for the reporting period is as follows:


(I) Development of marketing channels During the reporting period, the company implemented different management modes for each channel according to the different characteristics and requirements of each channel sales, as follows: First, direct channels: the company continued to expand its direct network and strive to upgrade existing ones. The size of the store and the image of the store add functionality to the user experience. In the first half of 2016, the image upgrade of quality stores in some regions was completed. Second, the franchise channel: On the basis of continuing to expand the franchise network, the company will increase the various cooperation modes and provide all-round support and management for franchisees, such as store decoration, display display, shelf support, product preparation, personnel training and Promotional planning, etc. During the reporting period, the company coordinated the expansion of the area and image upgrade of some of the quality stores in the franchised regions, which greatly enhanced the user's shopping experience. Third, network channels: In addition to continuous cooperation with existing online sales platforms, the company has established a vertical e-commerce sales platform and increased platform promotion. During the reporting period, the company used network channels to cooperate with well-known animation IP to create a deep The home textile derivatives that the majority of parents and children liked have achieved good market feedback. Fourth, group purchase channels: The company has established cooperative relations with many hospitals, kindergartens, schools and other units. In the hospital group purchase business, the company has established a professional medical textile brand “Le Bikang” to provide hospitals with high-quality hospital bed products, medical clothing, operating room products, maternal and child products. Subsequent companies will increase the promotion of group purchases and actively expand the group purchase business.


(II) Production and Construction Development Company During the reporting period, the industrial park construction project will be gradually promoted according to the established targets. In the first half of 2016, the progress of project implementation is as follows:


The construction of four workshops has been completed, and the closing work of the shift building and the office building has been completed. At present, the company's shift building and office building are undergoing intensive renovation.


The smooth progress of the construction of the industrial park, the company will have strong self-production capacity and logistics coordination capabilities. First, the industrial park has introduced internationally advanced automation equipment, which is conducive to eliminating the adverse effects of rising labor resource costs on the company in recent years. The labor cost in the company's operation further strengthens the company's cost advantage. Secondly, the construction of the industrial park also helps the company to cope with the new characteristics of the market demand in the current network sales, and the product styles are small and small, which is beneficial to the company to shorten the production cycle. Establish a rapid supply system for network sales characteristics, improve the company's online and offline logistics distribution efficiency, strengthen the company's comprehensive competitiveness under the new situation of e-commerce booming; once again, the construction of industrial parks, the commissioning of automation equipment It is conducive to improving the stability and consistency of the company's product quality; finally, the construction of the industrial park can also effectively protect the company's growing capacity demand in the future.


(III) Brand building and R&D design (1) Brand building:


During the reporting period, the company used emerging media such as WeChat, community forums, blogs, etc. to promote the fashion positioning of many favorite brands. On the other hand, it promoted the love of classic products for middle and high-end consumers, thus enriching and perfecting many favorite. Brand connotation. At the same time, combined with seasonal product themes and promotion, use all the stores to do quarterly and annual ground promotion, combined with brand distribution strategy, launch aerial publicity for some key markets, further enhance brand awareness and promote the lifestyle of fashion home textiles.


(2) R&D design:


During the reporting period, the company combined digital printing fabric technology with existing Finano antibacterial technology to achieve secondary development of existing antibacterial technology and secondary application development of digital printing technology; early use of wide format in the industry Digital printing technology combines the company's fashion personality brand art with science and technology to provide a strong support for the implementation of differentiated operations. At the same time, the company researches the digital printing process of different kinds of fabrics according to the characteristics of different types of fabrics, and solves the series of problems existing in the pre-processing of digital inkjet printing, researches and solves the appropriate complete set of processes; establishes the fineness of the pattern, the degree of simulation , color reproducibility and other qualitative and quantitative indicators and evaluation methods of printing; in addition, the company continues to increase the strength of technology research and development by strengthening the construction of scientific research teams, and strive to re-launch more favorable industries based on the improvement of existing technologies. Development and consumer new technologies and new inventions to enhance the company's R&D design capabilities.


(IV) Talent construction and management efficiency (1) Talent construction:


During the reporting period, the company adopted the following talent development strategy and continuously strengthened the talent team: to improve the capabilities of existing personnel by establishing and improving the capability requirement modules of each core position, and strive to complete the capacity requirement module of all core positions; The demand module improves the company's internal training and external training system. On the one hand, it improves the skills of the middle and lower management personnel of the company through internal trainers, and on the other hand, it enhances the ability of middle and senior management personnel through the introduction of external advanced training courses; The training program continuously provides talent cultivation resources, continuously enriches the company's middle and low-level management positions, and continuously attracts middle and senior talents through recruitment programs to enhance the management of middle and high-level management; enhances the management of existing management personnel through the establishment of internal tutor system. Ability; Provide a supply of talents to a steady stream of direct store clerk and store managers through strategic partnerships with major local vocational schools.


(2) Management efficiency:


During the reporting period, the company shaped the internal management system through the implementation of informatization construction, improved the management process and management system, and on the other hand used electronic management tools such as electronic office to improve internal management efficiency and save costs. At the same time, the company has improved its performance management system, giving full play to the subjective initiative of employees and improving the management efficiency of the company.


(V) Progress in the development of Internet vertical e-commerce business The company's Internet vertical e-commerce business is progressing in an orderly manner, and the HBDIY Internet platform has been put into operation. In the well-known IP derivatives business, the company continues to promote the well-known IP and celebrity artists of the Internet. Music platform, video platform, game platform, secondary platform and other well-known IPs cooperate in derivatives operation services, and have already carried out related derivatives business with some well-known IP.


The company's Internet vertical e-commerce business model is still in the early stage of development and improvement. The company cannot meet expectations in terms of Internet resource integration, e-commerce information system construction, supply chain resource integration, Internet industry talent reserve, and consumer acceptance of related products. There is a certain degree of uncertainty about the impact of the risks on performance.



Third, the analysis of core competitiveness.


(I) The company has intra-industry positioning and first-mover advantage in the market segment. As far as the home textile industry is concerned, second- and third-tier cities have a slightly lower per capita consumption capacity than first- and second-tier cities, but the second and third-tier cities are vast. And the population base is huge, and its actual consumption capacity and market size are higher than those of first- and second-tier cities. At present, the consumption of home textiles in China is expanding rapidly, and it is mainly based on rigid consumer demand, such as newly married, moved into new homes and renovated or replaced home textiles. High-end home textiles with high prices are the choice of most consumers, and consumers who can consume high-end home textiles still account for a relatively low proportion.


After years of integration in the strategic layout of the company, the company has formed a clear and clear market positioning. The company's sales area focuses on domestic second- and third-tier cities, targeting the mid- to high-end market in the region, and targeting consumer groups primarily to young people in the regional market. Based on the market segmentation, the issuer vigorously implements the “channel sinking” network construction strategy, and establishes sales outlets in the second and third tier cities and even the county, township and town level regions, and builds the brand image and builds the corresponding product line accordingly. , with high quality and low price products have achieved good market visibility.


(II) The company has a good brand image advantage Our company attaches great importance to the brand communication work and actively explores it. For many years, it has been carefully managing the brand image of the company's core brand “Love more”:


In terms of product style, the company is guided by the needs of young customers who are pursuing fashion and individuality. It highlights the fashionable and trendy brand connotation through color, theme and pattern. In terms of product prices, it always adheres to the strategy of parity and forms a unique The brand advantage has a strong brand stickiness for market segments that pursue fashion, individuality and high cost performance.


In the process of brand operation, the company attaches great importance to market research and regards direct stores as a permanent organization to understand consumer needs. Through careful research activities, the company closely monitors the changes in consumer demand and integrates consumer demand into products during the design and sales process. The characteristics make the brand connotation and consumer appeals consistent, establish a good brand image of the company's "fashion home textile"; pay attention to the brand's communication work, actively explore and spread the brand concept in various ways.


The company increased its use of new media, on the one hand, using emerging media such as WeChat subscription number, WeChat service number, Weibo, community forums, blogs, etc. to promote the fashion positioning of many favorite brands, and on the other hand, to face the mid-to-high-end consumers. I love classic products to enrich and perfect my favorite brand.


(III) The company's R&D design adapts to the needs of the market segment The company has a leading design concept and a strong team of designers. The R&D and design strength is at the leading level in the domestic industry. The company has always strived to break through the tradition in product design, lead the new trend of the bedroom, launch more than 200 new products every year, and constantly innovate.


The company combines the digital printing fabric technology with the existing Finano antibacterial technology to realize the secondary development of the existing antibacterial technology and the secondary application development of digital printing technology; the early use of wide-format digital printing technology in the industry, The organic combination of the company's fashion personality brand art and science and technology provides a strong support for the implementation of differentiated operations. At the same time, the company researches the digital printing process of different kinds of fabrics according to the characteristics of different types of fabrics, and solves the series of problems existing in the pre-processing of digital inkjet printing, researches and solves the appropriate complete set of processes; establishes the fineness of the pattern, the degree of simulation In addition, in order to meet consumers' constant pursuit of new technologies and urgent expectations for health and environmental protection, the company independently developed nanometers based on broad-spectrum antibacterial technology. Silver antibacterial series products, and obtained the invention patent "a preparation method of polymer-reduced nano silver antibacterial finishing agent and its use". This series of products has been confirmed by many experiments to have a strong inhibitory effect on various pathogens such as "Escherichia coli", "Candida albicans" and "Mold", and to protect the health of users.


(IV) Advantages of the company for product quality control Since its establishment, the company has been implementing strict standardization management for the effective control of processing quality. In the process, the company has established a series of standards and processes and strictly implemented the product quality as the core to ensure the high quality of the company's products. According to the production stage of the products, the company has established inspection standards for finished products, semi-finished products and incoming materials. According to the characteristics of different types of products, the inspection procedures for large sets, small sets and core products have been formulated. The company manages the production activities of products from various aspects such as product processes, processes and materials, and assigns followers to follow-up monitoring to ensure that product quality meets company standards. In the processing contract with the external processing company, the technical specifications of the processing products, the standards to be followed, the size of the packaging, and the storage conditions are strictly and strictly defined.

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