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美克家居(600337.SH):發力渠道建設“雙十一”再創佳績 三季度獲多家機構大幅增持
格隆匯 11-10 11:24

新冠疫情的出現加速了國民日常生活的數字化進程,數據顯示,2020年以來數字用户規模已突破10.3億人,數字用户規模的迅速膨脹也給人們日常消費習慣帶來巨大的變革。尤其是在短視頻的賦能下,社交和移動購物的內容生態建設加速,大量購物需求被轉移到線上,直播電商、直播帶貨逐漸成為新的消費潮流。

在此背景下,大批企業紛紛轉型佈局線上渠道,加大數字化營銷力度,搶灘線上消費市場,為自家產品引流,美克家居也不例外。作為老牌家居企業,美克家居早在2013年就啟動了數字化營銷體系的建設工作,將數字營銷與零售業務相結合,持續推動零售數字化落地。

疫情期間,美克家居抓住直播電商紅利,加快了線上渠道的搭建步伐,積極推進線上平台的數字化建設,以“電商+店商”模式建立線上設計服務與線下沉浸式場景體驗相結合的新零售業態,通過線上渠道包括線上主站、第三方平台旗艦店、自主開發“美克美家心選”微信商城等進行品牌露出和線上引流,將美克家居旗下的美克洞學館、美克美家旗艦店、美克美家設計工作室等各種類型的門店接入線上流量池。打通數字化渠道與門店的營銷閉環,實現線上線下渠道的深度融合,品牌影響力不斷提升。

在今年“雙11”期間,美克家居再度攜手頭部主播薇婭開啟2021年“雙十一”大促,年內,美克家居各品牌全面推進直播業務,開展了門店自播、工廠直播、KOL直播、異業合作等多種直播形式,直播渠道覆蓋社交電商的小程序直播、天貓、抖音等,實現了更廣泛客户羣體的觸達與銷售轉化。

今年以來,在房地產監管持續高壓,CPI數據持續疲軟的情況下,美克家居經營業績逆勢攀升。前三季度,美克家居實現營收37.23億元,同比增長20.68%;實現歸母淨利潤1.51億元,同比增長近500%。其中,直營業務實現營收22.02億元,同比增長9.84%,毛利率62.10%,同比提升4.57個百分點;加盟業務實現營收2.62億元,同比增長46.19%,毛利率46.19%,業務增速較快。

基本面的持續改善和不錯的業績表現也是吸引了一眾機構的關注,9月27日,美克家居控股股東美克集團率先出手增持美克家居596.25萬股,並計劃未來半年內繼續增持不超過總股本2%的公司股份,截至10月底,美克集團已累計增持1042.84萬股公司股份。

除了美克集團的大手筆增持外,險資和私募機構在三季度也是大幅度增持美克家居,機構的大舉買入。

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