满堂彩

化妆品代加工企业毛利不足30% 争上市谋出路

2017-10-25 15:46:15 admin 147

数据显示,化妆品代工企业的毛利率不足30%,但品牌商的毛利率却往往高达60%-70%。

不满足于代工的低利润,在给欧莱雅、屈臣氏等化妆品企业代工多年之后,化妆品代工企业试图由贴牌代工、批发为主向发展自有品牌转型。近期已有6家化妆品代加工企业谋求上市。数据显示,化妆品代工企业的毛利率不足30%,但品牌商的毛利率却往往高达60%-70%。业内人士称,化妆品从生产环节走到零售终端,要经过几层镀金。在生产的初级阶段并非高利,正因如此,产业链源头的代工企业也在谋求转型。

代工企业普遍缺钱

JIJIANGSUMEIAISIGUAPAIXINSANBANHOU,JINRI,KEMAGUFENYEZHENGSHIZAIGUZHUANXITONGGUAPAI。CONGZIYUANSHANGLAIJIANG,KEMAGUFENFUWUDEKEHUKEYICHENGDESHANG“DAPAI”。GONGKAIZHUANRANGSHUOMINGSHUXIANSHI,2014NIANHE2015NIANLIANGNIAN,MellerDesign Solutions LTD(YINGGUO)YIJINGLIANXULIANGNIANCHENGWEIKEMAGUFENDEDIYIDAKEHU。SHIJISHANG,BUZHIKEMAGUFEN,ZIQUNIAN11YUESANJIAOKOUQIANGGUAPAIXINSANBANKAISHI,HUAZHUANGPINXINGYEDEMUHOUYINGXIONGZHENGZAIZHENGXIANKONGHOUYONGBAOZIBENDEDATUI。JIEZHIMUQIAN,YIYOU6JIAXINGYEDAIGONGQIYEDENGLUXINSANBAN,BAOKUOSANJIAOKOUQIANG、DONGFANGGUFEN、NUOSIBEIER、LEBAOGUFEN、GUANGZHOUBAWEIGUFEN、JIANGSUMEIAISI。

JINGUANFUWUDUIXIANGJUNWEIXINGYEJUTOU,DANZUOWEIDAIGONGQIYE,SHANGSHIDEJIJIAMANTANGCAIQUEPUBIANCHUXIANLE“QUEQIAN”DEXIANXIANG。GONGGAOXIANSHI,KEMAGUFEN2014NIANDU、2015NIANDU、2016NIAN1-2YUEYINGYESHOURUFENBIEWEI2840.24WANYUAN、3493.48WANYUAN、343.36WANYUAN;JINGLIRUNFENBIEWEI50.32WANYUAN、183.24WANYUAN、-28.55WANYUAN。JIANGSUMEIAISI2013NIANHE2014NIANJINGLIRUNZHIHEJIN10WANYUAN,ERGUANGZHOUBAWEIGUFEN2013NIANHE2014NIANJINGLIRUNZHIHEBUZU5WANYUAN。

同行业“冰与火”

JINGUANDUIYUCHENGZHANGXINGMANTANGCAI,QIYEJINGLIRUNBINGBUNENGZUOWEIPINGPANMANTANGCAISHILIDEWEIYIBIAOZHUN,DANXIANGYAOTUPOPINGJINGMOUQIUGENGDAFAZHANQUESHISHIFENJIEJU。CONGCAIWUZHUANGKUANGLAIKAN,DUOJIAHUAZHUANGPINDAIGONGQIYEMOUQIUSHANGSHIBEIHOUDEZHIJIEYUANYINJIUSHIYINWEI“CHAQIAN”。KEMAGUFENDEGONGKAIZHUANRANGSHUOMINGSHUXIANSHI,2014NIAN、2015NIANHE2016NIAN1-2YUEDEMAOLILVFENBIEWEI23.05%、28.7%、34.58%。

FANGUANTONGCHUYIGEDAXINGYENEIDEHUAZHUANGPINPINPAISHANG,MAOLILVSHUIPINGWANGWANGNENGGOUDADAODAIGONGQIYEDELIANGBEIYISHANG。JINNIANSANJIDU,SHANGHAIJIAHUA(27.080, -0.01, -0.04%)DEMAOLILVWEI61%,WAIZIPINPAIZHONG,OULAIYAQUNIANSIJIDUDEMAOLILVSHENZHIDADAOLE71.2%。

从原料到走上零售终端,价格高昂的化妆品究竟是如何定价的?利润又产生于哪一个环节?某上市满堂彩董秘给北京商报记者算了一笔账:一瓶中高档价位的护肤品,假设定价580元,其中生产成本最多只有20%,大约在120元左右。而这所谓的120元生产成本中,包含着原料、满堂彩包装、研发和人工费用。其中,满堂彩的包装成本大概只有8.5%,大约49元。也就是说,如果代工企业只负责满堂彩的包装,那么所能获得的利润本身就是很低的。

TONGSHI,SHANGSHUDONGMIBIAOSHI,HUAZHUANGPINMANTANGCAIZAIMANTANGCAIXUANCHUANZHONGTIDAODE“YANFAHAOZIJUDA”DENGLEISIDESHUOFA,SHIJISHANGYECUNZAIZHEYIDINGDESHUIFEN。TONGCHANGQINGKUANGXIA,HUFUPINHECAIZHUANGDEYANFACHENGBENDAYUEHUIZHANDAOSHENGCHANCHENGBENDE8%-10%,ERQIYUDABUFENDECHENGBENDOULAIZIWULIUHETUIGUANGXUANCHUAN,YIJIDIANMIANHERENLIFEIYONG。“XIANGBIZHIQIANZAODAOQIANFUSUOZHIDEGAOEGUANSHUI,SUOZHANDEBILIQISHIHENSHAO。FANERSUOZHANBILIZUIDADECHENGBEN,LAIZIYUGUONEIGAOANGDEWULIUCHENGBENHEXUANCHUANFEIYONG。”

CIWAI,YOUYUDAPAIHUAZHUANGPINWANGWANGSHENJUSHANGCHANGDEHUANGJINWEIZHI,CHULEJIAGEBUFEIDEZUJINWAI,LINGSHOUSHANGXIANGGONGHUOSHANGSHOUQUJINDIANFEI、SHANGJIAFEI、JIEQINGFEIDENGYICHENGWEI“QIANGUIZE”,ZUIZHONGDOUHUIFUZHEZAISHANGPINSHANGBINGZHUANJIAJIXIAOFEIZHE。

逆袭之道

想要做大做强,上市融资似乎成为了一条可选的出路。身为化妆品产业链上游的一环,代工企业距离消费者相对较远,对市场变化的反应较为迟缓,更多的是被动地感受行业变迁。“上市能够加强代工企业对行业信息的掌控力,对于促进代工企业内部管理的规范化也有一定的作用。”日化行业专家赵向晖表示。

DANZAIYENEIRENSHIKANLAI,FALIZIYOUPINPAIJUYOUJIAOGAODEFENGXIANXING。“PEIYUYIGEXINPINPAI,XUYAOHUAFEIDALIANGDECAILI。JIAGONGXINGHUAZHUANGPINQIYEDEQIANGXIANGZAIYUJISHU,QUEFADESHIQUDAOYUNYINGJINGYAN。ANZHAOYENEIDEPINGJUNSHUIPING,YINIANDONGZHEJIBAIWAN、SHANGQIANWANYUANDEGUANGGAOFEIDUIYUHENDUODAIGONGQIYELAIJIANGSHINANYICHENGSHOUZHIZHONG。CIWAI,DAZAOXINDEZIZHUPINPAI,BUJINYAOYINGDUIQITAGUOMANTANGCAIPAIDEJINGZHENG,GENGYAOYUWAIZIPINPAIYIZHENGGAOXIA。”ZHAOXIANGHUIZHICHU,RUGUOZAIGUANGGAO、QUDAOSHANGMEIYOUYOULIDETUIGUANG,MANTANGCAIZHILIANGYOUBUJIGUONEIWAIPINPAI,YIXIEDAIGONGQIYEDEZIYOUPINPAICHENGBUGUOPEIYUQIJIUHUIXIAOSHI。

ZHAOXIANGHUIRENWEI,WULUNSHIDAIGONG(OEM)、TIEPAI(ODM)HAISHIFALIZIYOUPINPAI(OBM),GENGZHONGYAODESHIQIYEBIXUBAITUOLINGSANDE、DANCHUNJINXINGMANTANGCAIBAOZHUANGJIAGONGDEYEWU,GENGDUODICANYUDAOMANTANGCAIDEYANFAHUODONGZHONG,TONGGUOZHEIYANGDEFANGSHIJINKENENGDICHUJIDAOZHENGGESHANGYOUSHENGCHANJIAGONGDEGUOCHENG,JIECIHUODEGENGDADEHUAYUQUAN。


本文来源摘自:北京商报



标签:   化妆品代加工