Because of a advertisement, the parent company of backside of complete cotton times is dovish medical treatment also is put to spotlight. Guaze mask profit is good after going out, main area still can prop up dovish iatrical remove current share price and market prise
" investor network " Jordan
Because the product has many,some brands give a group is not good, the numerous anger that causes because of an advertisement however, for instance complete cotton times.
Limited company of science and technology of times of Shenzhen complete cotton (next weighing " complete cotton times " ) be subordinate to belongs to dovish medical treatment (300888.SZ) , it is to appear on the market the company is subordinate advocate the wholy-owned subsidiary that thorn of water of battalion complete cotton does not have the product that spin cloth. Recently, complete cotton times because existence of makeup towel advertisement is suspected of a discharge insult the female's clue and causing entire network controversy. Complete cotton times released an apology 3 times to state one after another for this, all fail to make public opinion satisfactory, let the masses be sent more to the inimical psychology of the brand instead intense, many netizens raise doubt: Whether does complete cotton times respect an user really, did or just regard the user as the target that pursues interest?
2020, because new coronal epidemic situation concerns, dovish iatrical guaze mask, defend take business to go up greatly cause medical treatment board piece outstanding achievement is cruel add, but the 2020 annual outstanding achievement that announced on January 11 from the company is premonitory in light of, the guaze mask of the company, defend it is good to take business advantage had gone out it seems that, follow-up point of growth is worth to pay close attention to. On the other hand, complete cotton times issued last apology statement, the length of more than 90% is introducing brand and product, netizen of no less than comments on to what the apology states: "I am wrong, I am very marvellous! " have hostage doubt even, this video advertisement, whether the company is good because of guaze mask benefit go out, and new focusing cotton is soft the hype breaking a ring of kind of product sale. For a short while controversy is quite much.
Releasing after outstanding achievement is premonitory, dovish iatrical share price also experienced shock. On January 12, share price rises 2.28% , the newspaper receives 188.7 yuan / , drop to 13 days 4.12% , the newspaper receives 180.92 yuan / .
Quality problem frequency is sent
According to publishing a material, of complete cotton times " cotton " the product covers the many consumption group such as Mu Ying, children, grow upping, have soft towel of high-end pure cotton, female to nurse, baby child nurses, adult dress, home spins many product line such as things. Since hold water, complete cotton times pays attention to product quality and brand image all the time, the high quality complete cotton that devotes oneself to to offer medical treatment course for consumer is not had spin consumable, and complete cotton times apologizes in last these also emphasized for many times in statement. But from complete cotton times in last few years in light of market feedback, the concept photograph that alleges with its it seems that is contrary to.
Apologetic letter says, "When quality contradicts with profit happening, the choice puts quality in the first place " , but recently 3 years, complete cotton times ascends qualitative check black a list of names posted up because of quality problem repeatedly, the product that produces quality limitation covered postpartum gauze to receive bellyband, cheeper to be waited for by core, guaze mask.
In March 2018, the quality of product of Shanghai female underwear that net of official of supervisory bureau of Shanghai quality technology publishs is supervised selective examination to show as a result, the postpartum gauze of complete cotton times controls bellyband fiber content unqualified. Of fiber content bright showing is the directest way that the enterprise communicates component of product raw material to consumer, if the content of actual fiber composition of clothing fabrics and tagging content not agree with, the choose and buy of meeting misdirect consumer.
In December 2019, the bedding product quality that Shanghai market supervisory management board publishs is supervised selective examination to show as a result, there are 2 batches in the 31 batch product of its sampling observation unqualified. Include cheeper of complete cotton times among them by core year fund. And exorbitant or PH cost is too low, can stimulate the skin, cause Sao to itch or prick keenly feel, get easily the enroach on of other bacteria.
In May 2020, supervisory management board of Jiangsu province market releases " industrial product quality is supervised selective examination the bulletin of the circumstance " show, complete cotton times " complete cotton prevents mist haze guaze mask " defend the effect is unqualified. Defend the effect examines the leak case of makings of guaze mask filter and a powerful person of circumjacent, breath and each component joint. If face guard defends the effect owes beautiful, medium contaminant meets air enter breathing area from discharge leak, the influence defends the effect.
Besides quality problem, complete cotton times also makes in a few operations in selling a process life doubt.
" investor network " arrive alertly, be worth during epidemic situation when guaze mask is in short supply, be in when consumer on small order of small letter of government of complete cotton times and line inside flagship store, if buy guaze mask to show only,do not have goods, but buy include cotton soft towel inside when epidemic prevention ceremony is wrapped, guaze mask shows come into stock. Among them, contain the epidemic prevention ceremony of 10 adults guaze mask to wrap, bind the value of commodity according to other, price is in 200-410 yuan differ, the epidemic prevention ceremony that contains 20 adults guaze mask wraps price criterion to rise in 420 yuan, the value outclass consumer that binds commodity is true the product value of demand, at present packages of these epidemic prevention ceremony of complete cotton times already all fell frame.
Picture origin: Beijing east store
Complete cotton times represents in apologetic statement " since holding water oneself, complete cotton times all the time brand beauty praise spend and user experience is put in the first place " , and complete cotton times binds the skill that takes carry out this kind, why be to be based on those who promote an user to plant be experience and born? Wear below commodity whether be being wrapped on behalf of this series ceremony is one uses respirator only rare be short of value to be oneself the short-term profit commodity of goods of other product belt, cannot long-term sale? To this problem, " investor network " seek testimony to dovish medical treatment, did not win a response all the time.
Additional, consumer also is like person meaning very much to the feedback of commodity, complain in black cat on, up to on January 13, 2021, about complete cotton times complain a quantity to already exceeded 600, complain content to be centered in more " do not deliver goods " , " customer service nonfeasance " , " the product of the sale and conduct propaganda not agree with " , " leakage hair, little hair " etc.
" investor network " return discovery, treasure flagship store is cleaned out in complete cotton times inside, business comment on also theres is no lack of by the area difference is judged, the customer that the near future has bought goods of cotton soft towel expresses " the damaged that pack, shirk responsibility gives express " , " cotton Rou Jintai is thin, be the same as difference of paragraph product presence with what buy before " etc.
Medical treatment board piece or aftereffect is insufficient
Before 2020, complete cotton times is the main driving force of outstanding achievement of dovish medical treatment. Dovish medical treatment has two big advocate business Wu board piece, it is respectively " times of Purcotton complete cotton " the representing's consumption board piece, and " Winner dovish medical treatment " the representing's medical treatment board piece, among them, consumptive board piece contributive battalion closes more than 60% .
According to book of raise capital by floating shares, 2017-2019 year, total battalion of dovish medical treatment closes to be 3.4 billion yuan respectively, 3.8 billion yuan, 4.5 billion yuan. Among them, consumptive board piece respectively battalion receives 2.1 billion yuan, 2.3 billion yuan, 3 billion yuan, medical treatment board piece battalion closes to be 200 million yuan respectively, 300 million yuan, 400 million yuan.
But this one pattern was broken 2020. Erupt as new coronal epidemic situation, guaze mask, defend take etc medical defend product sales volume grows considerably, medical treatment board piece replace consumptive board piece become gain main force. 2020 1-9 month, dovish iatrical medical treatment board piece business battalion receives 6.9 billion yuan, grow 680% compared to the same period, consumptive board piece business battalion receives 2.3 billion yuan, grow 16% compared to the same period.
But have be contrary to logistic is, dovish medical treatment is in guaze mask, defend the income that takes demand flourishing to fill period is inferior to smooth period however. Before 2020 two quarters, battalion of dovish medical treatment receives 4.1 billion yuan, net profit is 1 billion yuan, the 3rd quarter criterion battalion receives 5.3 billion yuan, gain net benefit 2.1 billion yuan. And basis outstanding achievement is premonitory 2020, period inside company battalion closes 11.5 billion - 13.5 billion yuan, net profit is 3.6 billion - 3.9 billion yuan, the run that computation can get the fourth quarter of company closes for 2.1 billion - 4.1 billion yuan, net profit is 500 million - 1 billion yuan, company the 3rd, does four quarters battalion close why to reach net profit gap to be like is this tremendous? " investor network " write dovish medical treatment to ask a reason at this point, did not win a response all the time.
" investor network " observation discovery, the guaze mask below banner of dovish medical treatment is current in the market sale status is: Medical reach surgical guaze mask online drug room with 7.5 fold, the 7.8 price sales promotion that lose, guaze mask of the part on the line has buy send the activity of one, guaze mask already did not belong to close spruce goods and materials at present, the high profit that early days of dovish medical treatment brings through guaze mask is added fast or difficult continuously, and the consumption of rely of company early days board piece business grows also very not dovish.
According to book of raise capital by floating shares, complete cotton times is in the net gain 2019 only 100 million yuan, and in its in 5 subsidiary, only limited company of business affairs of electron of complete cotton times obtains the sea before Shenzhen to be 34.71 million yuan to net profit, the others all shows loss 4 times. Among them, deficit of limited company of science and technology of medical treatment of times of Guangzhou complete cotton 1.86 million yuan, deficit of limited company of science and technology of times of Beijing complete cotton 11.13 million yuan, deficit of limited company of science and technology of times of Shanghai complete cotton 4.57 million yuan, division of the content in Shenzhen complete cotton achieves limited company loss 520 thousand yuan.
The industry with pattern of a lot of oligarch is similar, the company that lists the head often needs to bear greater pressure, want hard to break through ahead obstacle already, want beware of successor again on house. According to 2020 day cat double 11 a list of names posted up are odd, qing Dynasty is in the home kind eye, complete cotton times resides Vida, clean after photograph of soft, cool breeze, heart imprints, row the 7th. And complete cotton times although original creation circuit of cotton soft towel, but now already afflux Vida, clean photograph of soft, cool breeze, heart imprints, the name achieves actor to taste wait for competitor, meant consumer to also have more choice.
Recently, " investor network " discovery, in the cotton of store of flagship of cat of day of complete cotton times soft towel commodity comments on an area, many clients express to suffer the advertisement video that is suspected of insulting a female to affect, will buy product of complete cotton times no longer. How to redeem the heart of consumer, or it is complete cotton times and dovish medical treatment at present the most pressing issue. (thinking finance and economics manufactures) ■
