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上海家化(600315.SH)半年報:扣非淨利潤增幅達103.26%、毛利率提升2.43個百分點及經營性現金流量淨額增長86.55%

格隆匯8月24日丨上海家化(600315.SH)發佈2021年半年度報吿,實現營業收入42.10億元,同比增長14.26%;毛利率64.26%,同比上升2.43個百分點;歸屬於上市公司股東的淨利潤2.86億元,同比增長55.84%;歸屬於上市公司股東的扣除非經常性損益的淨利潤3.32億元,同比增長103.26%;基本每股收益0.42元。經營活動產生的現金流量淨額6.64億元,同比增長86.55%。

報吿期內,公司繼續深化“以消費者為中心,以品牌創新和渠道進階為基本點,以文化、系統流程和數字化為助推器”的 123 經營方針,穩步推進各項工作,主要包括:攜手天貓新品創新中心,賦能新品孵化和爆品打造;聚焦頭部產品、逐步提升公司毛利;不斷優化物流運作系統和流程,打造數智化供應鏈運營體系等項目。

報吿期內,公司秉承盡善之心,結合行業發展特點,圍繞安全評價、功效篩選、包裝設計、醫學轉化、中醫藥研究開發、細胞生物、AI 定製化以及美容儀器八個方向建立創新平台,結合皮膚免疫、皮膚屏障修護、幹細胞與衰老、皮膚影像與定製化等方向展開研究,為消費者打造注重環境的高功效、安全、致美產品,推出了玉澤臻安潤澤修護藍銅胜肽精華液、佰草集新七白美白透潤精華液、典萃煙酰胺煥亮修護白泥面膜和多肽凝時抗皺精華液、六神推出 Tokidoki 聯名限定款隨身花露水和菁萃沐浴露系列、啟初推出適合嬰童使用的驅蚊花露水和水感防曬露。

公司還與全球領先的化工公司巴斯夫建立了長期創新合作關係,以加快公司在新功效活性物和新劑型、傳統中草藥現代化、皮膚功效機理研究及可視化和數字智能化設備等多領域的數字化轉型和變革。公司也將與巴斯夫攜手建立綠色可持續發展的原料標準,助力公司實現未來碳達峯和碳中和的戰略目標。

營銷方面,玉澤通過全域傳播,結合自播與會員運營,打造爆款產品;佰草集採用數字化營銷手段,提升線上線下新品聲量,觸達核心目標人羣,高效導流線上線下渠道,實現品效合一;六神結合新品開展了一系列的營銷活動不斷觸達年輕消費者。

渠道方面,公司積極推動線上轉型進程,搭建私域生態,多渠道用户招募引流私域;拓展抖音渠道,開設抖音旗艦店;線下積極發展新零售、收縮長尾低效門店、聚焦頭部門店;還與屈臣深度合作,利用其領先行業的新零售業務和數字化運營體系賦能上海家化的數字化運營

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