Domestic leisure wood products production enterprises, the main brand is Beautiful Home:

The company was listed in June 2012, is a domestic leisure wood products enterprises, business origin status in Fujian Province. The company's main business is R & D, design, production and sales of leisure household products, wooden huts, wooden sheds and related parts. The company's products are sold according to the original design manufacturer's benchmark and its own brand-"Merry Garden Beautiful Home". The main products are leisure household products (game supplies, horticultural supplies, indoor and outdoor furniture products, pet house supplies) and wooden huts, sheds, etc.

The main sources of income are OEM and ODM, and began to develop their own brands:

The company's products are mainly sold to customers of trading companies with retail outlets and overseas retail companies on the basis of OEM and ODM. In 2009, OEM and ODM business accounted for 100% of the company's total revenue, and then decreased year by year. Since 2010, the company has launched the "Beautiful Home" brand to the Chinese market, mainly through dealers and self-operated ways to sell its own brands. In recent years, the sales of private brands in China have gradually increased, accounting for about 20%. The company opened its first store in December 2011 and plans to open 25 stores between 2012 and 2014, five of which are flagship stores. Until recently, the company has opened 2 flagship stores and 5 self-owned stores in Shanghai, Xiamen, Ningbo, Suzhou and other regions to sell their own brand products. In the future, the retail network will be extended to Guangdong, Hainan and Jiangxi.

The addition of private-brand business helps to raise the gross profit margin:

After setting up its own brand in 2010, the company mainly relied on OEM and ODM business, with a gross profit margin of 26.8%. After joining its own brand, the company's gross profit margin rose to 36.4%. In the future, with the gradual improvement of private brand income, there is still room for improvement in the level of gross profit margin. However, from the perspective of the industry, at present, the domestic consumer market is weak, and the brand awareness of the company's products is low, so there is still some pressure for the company to maintain its rapid development in the future.

There is room for integration when the industry is scattered, and the recovery of overseas markets brings growth momentum:

The leisure wood products industry where the company is located has not yet developed on a large scale in the Chinese market, and its industry is relatively scattered. Data show that the combined market share of the top four brand manufacturers in the industry is 29%, the industry concentration is low, there is room for integration in the future, and there are certain M & An opportunities for enterprises with financial strength. In terms of overseas business, the company's products are mainly exported to North America, Asia-Pacific and Europe, and the gradual recovery of the overseas economy is expected to bring certain opportunities to the company. On the domestic side, China's consumer market has entered a downturn, and the company's current sales areas are relatively scattered, product awareness is not high, it is difficult to form a scale in a short period of time, rapid growth is still under pressure.