主营介绍

  • 产品类型:

    服装、鞋品、装备、配件、帐篷

  • 产品名称:

    服装 鞋品 装备 配件 帐篷

  • 经营范围:

    户外用品、纺织服装、皮箱、包袋、鞋、帽、睡袋、羽绒制品、纺织面料、棉及化纤制品的设计、研发、销售;帐篷的设计、研发和销售;帐篷检测(凭资质证书经营);货物进出口(法律、法规限制的除外,应当取得许可证的凭许可证经营)

运营业务数据

最新公告日期:2017-02-21 
业务名称 2016-12-31 2015-12-31 2014-12-31
大洋洲、南美洲和非洲装备销量(件) 0.04 - -
大洋洲、南美洲和非洲帐篷销量(顶) 36.55万 29.82万 22.74万
欧洲、北美洲和亚洲配件销量(件) 15.25 7.84 8.73
欧洲、北美洲和亚洲装备销量(件) 6.14 12.52 14.61
大洋洲、南美洲和非洲配件销量(件) 19.88 16.22 21.10
欧洲、北美洲和亚洲帐篷销量(顶) 68.38万 72.38万 66.87万
合计销量(顶/件) 146.24万 138.77万 134.05万

主营构成分析

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营业收入 X

单位(%) 单位(万元)
注:通常在中报、年报时披露 
业务名称 营业收入(元) 收入比例 营业成本(元) 成本比例 利润比例 毛利率
按行业 户外用品 5.14亿 100.00% 3.52亿 100.00% 100.00% 31.55%
按产品 帐篷及装备 3.62亿 70.39% 2.56亿 72.79% 65.21% 29.22%
服装及鞋子 1.40亿 27.20% 8885.74万 25.26% 31.42% 36.44%
配件及其他 1235.43万 2.40% 688.27万 1.96% 3.37% 44.29%
按地区 国外 3.22亿 62.61% 2.32亿 65.96% 55.36% 27.90%
国内 1.92亿 37.39% 1.20亿 34.04% 44.64% 37.67%

董事会经营评述

  一、经营情况的讨论与分析  中国未来经济发展潜力巨大,公司对户外用品行业未来发展前景充满信心,公司坚持"探索、专业、坚持"的理念,积极布局未来,为消费者提供户外运动和生活方式所需的专业、时尚和有匠心的服饰及装备。  (一)国际新市场拓展有效,完成初期营销网络搭建  报告期内,面对错综复杂的国际经济发展形势,公司在保证战略客户持续稳定合作的基础上,大力开拓南半球、亚洲等地区新客户资源,完成初期营销网络搭建。同时,公司将持续以稳定的产品质量和优质的服务回报客户,以产品质量为基石,辅助以产品解决方案,从单一产品升级为提供差异化产品解决方案,为不同国家、不同民族风情、不同历史文化所衍生的不同消费需... 查看全部▼

  一、经营情况的讨论与分析
  中国未来经济发展潜力巨大,公司对户外用品行业未来发展前景充满信心,公司坚持"探索、专业、坚持"的理念,积极布局未来,为消费者提供户外运动和生活方式所需的专业、时尚和有匠心的服饰及装备。
  (一)国际新市场拓展有效,完成初期营销网络搭建
  报告期内,面对错综复杂的国际经济发展形势,公司在保证战略客户持续稳定合作的基础上,大力开拓南半球、亚洲等地区新客户资源,完成初期营销网络搭建。同时,公司将持续以稳定的产品质量和优质的服务回报客户,以产品质量为基石,辅助以产品解决方案,从单一产品升级为提供差异化产品解决方案,为不同国家、不同民族风情、不同历史文化所衍生的不同消费需求提供独特产品价值。
  (二)配套管理机制,跨国基地产能实现优化升级
  伴随业务发展的需要,公司充分利用越南、孟加拉国家的比较优势,不断整合当地优质资源,报告期内所设跨国基地完成预期产能计划。同时,为实现跨国生产与国际国内业务的协同性,2018年上半年,公司着力于完善跨国管理机制和人才培育机制,生产效率和管理效率得到明显提升。
  (三)延续户外基因,产品更趋时尚化、潮流化
  报告期内,公司产品继续秉承"产品+场景"的开发理念,不断完善产品线,增加产品配套性。
  在延续户外基因的同时,全力打造户外行业标杆产品,实现科技与专业并存,创新与品质齐驱。
  紧跟市场发展动态,围绕"户外运动引领品质生活"的理念,产品更趋时尚化、潮流化,彰显产品张力,以满足新一代消费者的需求。
  (四)开启"不凡之路"系列活动,品牌试水年轻化
  在品牌建设方面,以"不凡之路"为主题的品牌系列活动在北京ISPO拉开帷幕,借力专业户外开启"独脚穿越林海雪原"、"史诗级印尼爪洼岛火山徒步"、"欧亚非68国单车骑行"等"不凡之路"。同时,在消费日趋年轻化、时尚化背景下,携手肯道尔户外影院和迷笛音乐节为年轻人带来集音乐、极限电影、露营生活于一体的户外盛宴,加强品牌宣传力度。
  (五)以需求为导向,会员社区化进程加快
  报告期内,公司将重心着力于强化用户和品牌之间的联系,提升用户对品牌的认知度和忠诚度。公司微信平台正式上线运营,移动商城结合线下实体门店、社区结合户外俱乐部,用户可第一时间获取品牌活动资讯,同时借助线下门店系统全方面了解消费者,以需求为导向来触发产品和服务品质的提升。
  (六)推进数字化,建立牧高笛大数据库
  2018年上半年,公司布局直营门店CRM系统及加盟商销售管理系统推广,通过系统掌握门店的销售、库存、成本等销售数据,实现全渠道数据化管理,建立牧高笛大数据库,为产品开发提供精准化的数据支撑,为后期的消费者生命周期管理及精准化营销推广策略打下坚实基础。
  (七)聚焦店铺零售、专卖店经营,重点提升单店业绩
  2018年战略规划将从本质上改变公司运营模式,从批发多渠道招商改变成聚焦店铺零售、专卖店经营。上半年,公司成立的运营中心,对全国加盟商进行梳理调整,关停经营业绩差、运营效率低的店铺;在客户服务、培训和重点店铺单店零售突破上有较大的成绩,增加重点客户到店巡店调整,给到加盟商直接的辅助提升改变,大大增加客户对于品牌的忠诚度和信心;增加区域集中培训,涉及培训内容标准陈列和货品知识增加终端店铺的专业技能,让客户关注零售提升聚焦店铺专业技能提升;对于全国重点精选出10家先锋店,进行单店零售业绩拔升,营运驻店提升为期一周,把公司标准带入提升零售,做到以点带面带动周边店铺聚焦优秀先锋店;从源头把控货品节奏,在订货上面严格控制库存量,降低公司库存风险。
  同时,公司对自营门店做形象标准升级改造,树立标杆门店,提升终端精细化管理要求;建立人才梯队,团队输入大学生储备管理人才,和门店店长训练营等培训课程,提高门店整体运营效率,为消费者提供更为优质的服务体验。
  (八)搭建员工激励机制,配套培训发展机会
  2018年上半年,根据公司战略发展需求,搭建具有凝聚力和竞争力的平台,同时用兼具竞争性和公平性的激励机制,使员工最大限度发挥其潜力。公司与外部专业培训机构搭建培训体系,开发专业性较强的课程,为员工提供相应的培训和发展机会,同时吸引与公司吻合的人才,为公司发展提供人才保障。

  二、可能面对的风险
  1、国际政治经济环境的变化风险及应对策略
  公司海外业务分布在六大洲的20余个国家及地区,在与公司产品相关的产业政策、贸易政策或一定程度的外汇管制发生不利变化时,将影响公司产品的出口,从而给公司业绩带来较大影响,尤其是今年上半年美国政府贸易政策的出台。公司将密切关注国际政治经济走势,虽然目前公司产品不在美国贸易政策目录中,公司对美出口较小,然而国际形势的复杂多变,公司将会以多元化发展思路来提高抗风险能力。报告期内,面对错综复杂的国际经济发展形势,公司在保证战略客户持续稳定合作的基础上,开拓南半球、亚洲等地区新客户资源,完善营销网络搭建。
  2、户外行业增速放缓、零售行业迭代升级的风险及应对策略
  根据COCA提供的《2017年中国户外用品市场调研报告》分析,2017年中国户外用品市场的年度增长率持续回落,行业增速放缓、利润下降、竞争加剧。零售行业随着经济社会的高速发展与互联网的普及,以及新生代消费群体所普遍拥有的超前国际视野与新消费理念,导致整个行业进入调整变革和迭代升级阶段。针对上述风险,公司将继续秉承"产品+场景"的开发理念,同时紧跟市场发展动态,围绕"户外运动引领品质生活"的理念,产品更趋时尚化、潮流化,深度打磨并为消费者提供独具匠心的产品和服务,认真做好主业以应对市场环境的变化。
  3、募集资金投资项目实施风险
  虽然公司在实施募集资金投资项目前进行了谨慎的可行性论证,但随着宏观经济和零售业、户外行业等正在发生的变化,对募投项目的实施存在一定的风险,可能对公司的经营业绩产生不利影响。为此,公司秉持对投资者负责任的态度,谨慎使用募集资金,暂缓推进募投项目建设,降低募投项目实施风险。

  三、报告期内核心竞争力分析
  1、品牌优势:OEM/ODM方面,公司凭借在工艺设计、材料品质、生产效率和附加服务等方面,积累的良好口碑,与国外客户建立了稳定的业务合作关系,形成了无形的品牌优势。自主品牌方面,"牧高笛(MobiGarden)"为大众消费者提供户外运动和生活方式所需的专业和时尚的服装和装备,经过多年的经营积累和品牌文化建设,"牧高笛(Mobi Garden)"品牌已经在全国户外用品市场取得广泛的认可,且影响力随着户外运动方式的生活化而不断夯实和扩大。
  2、产品研发优势:公司设立了产品研发中心,联合国际资深户外用品设计研发团队,同时听取业内意见领袖KOL产品设计意见,广泛收集国内外户外用品发展趋势,及时获取终端销售市场的产品需求变化;以"产品+场景"的设计理念,产品在具备专业性能的基础上,兼具实用性和体验感。
  3、渠道营销优势:公司营销网络涵盖百货商场店、购物中心店、综合街边店、电子商务平台等各种形式,实现线上和线下从不同层面贴近目标消费群体。同时,通过成熟的渠道管理体系,加强从经销商筛选、订货会组织、订单执行、终端门店管理、定价策略、促销方案等各个环节的互联互通,强化公司与渠道客户之间的优势互补,从顶层设计到渠道落实实施,能够快速反应公司最新政策及理念调整,实现资源的整合和优化,形成经销商和公司之间合作共赢的局面。
  4、垂直整合的业务模式:公司高度重视产业链的垂直整合,业务范围涉及研发、设计、生产、物流到销售,在上游布局生产基地,向下游搭建稳定的销售网络,极大程度控制了生产周期及生产成本。垂直整合的模式使公司在原有产业的基础上,进一步加强产业链的完善,围绕建链补链强链的目标,提升公司整体价值,吸引上游企业配套和高端设计人才。
  5、产品质量及管理优势:公司拥有健全的管理体系,并且不断根据企业发展吸纳优秀户外行业生产型、管理型人才进行补充,极大程度优化了产品制造、品质把控及研发等环节。公司持续推行全面质量管理(TQM),坚持以产品质量为核心,在生产上采取自主生产和外协加工相结合的方式,并且增设多道检验环节,确保各环节的产品质量。多年来的产品质量管理,使公司在这方面积累了丰富的经验,能够在控制质量的基础上,有效缩减成本,并通过深层次研发提升新产品的竞争力。 收起▲