究其原因，财联社记者注意到，前三季度，公司电商渠道呈现加速扩张，实现营业收入 4.33 亿元，较去年同期增长93.8%，成为公司发展引擎。但相伴而来的是销售费用持续高企，前三季度，公司销售费用投入4.10亿元，同比增长53.5%，其中，Q3单季更是投入1.01亿元进行品牌推广，同比增幅高达149.1%。The Q3 revenue of ① Baiya shares maintained a high growth, but the return net profit decreased significantly; the increase in ② revenue was related to the high marketing expenses brought about by the company's power e-commerce; and in the offline channel of ③, the revenue growth rate of provinces outside the core region increased significantly.
Financial Associated Press, October 20 (Reporter Luo Qichen)Tonight, the "sanitary napkin first share" Baiya shares (003006.SZ) disclosed three quarterly results, showing that the company's e-commerce business has accelerated its growth and become an engine of performance growth, but with the outbreak of e-commerce business, the company's marketing expenses remain high, causing profits to shrink.
The performance of Baiya shares maintained growth in the first three quarters of this year. During the reporting period, the company achieved revenue of 1.476 billion yuan, an increase of 30.70% over the same period last year, and a net profit of 182 million yuan, an increase of 44.49% over the same period last year. According to the division of each quarter, Q3 revenue and return net profit increased by 34.65% and 6.01% respectively over the same period last year.
To investigate the reason, a reporter from the Financial Associated Press noted that in the first three quarters, the company's e-commerce channel accelerated expansion, achieving business revenue of 433 million yuan, an increase of 93.8% over the same period last year, becoming the company's development engine. However, the sales expenses remained high. In the first three quarters, the company invested 410 million yuan in sales expenses, an increase of 53.5 percent over the same period last year. Among them, Q3 invested 101 million yuan in brand promotion in a single quarter, an increase of 149.1 percent over the same period last year.
With reference to the pace of e-commerce operation, a series of brand promotion by Q3 Baiya shares should prepare for the Singles Day promotion of Q4, which is a short-term drag on profits, but it is still worth looking forward to whether the company can get a good return on Q4. Sandalwood e-commerce monitoring data show that in the first three quarters of this year, the turnover of sanitary napkins increased steadily at about 22% compared with the same period last year. Compared with industry data, Baiya shares in the e-commerce channel performance significantly outperformed the industry market.
Compared with the rapid development of e-commerce channels, Baiya shares offline channel expansion rhythm is relatively stable, more eye-catching is the revenue growth rate of provinces outside the core area of Q3 increased significantly.
In the process of pushing products from the core markets of Sichuan, Chongqing and Yunnan, Guizhou and Shaanxi to the whole country, e-commerce channels and offline channels have been the company's two major grasp, in the first half of this year, the slow growth of the latter once caused investors to worry about the company's ability to expand offline channels. According to the information disclosed in the third quarterly report, this problem has obviously improved. In the first three quarters, the company's revenue from offline channels reached 964 million yuan, an increase of 17.4 percent over the same period last year. Among them, the operating revenue of provinces outside the core area of Q3 increased by 32.3 percent over the same period last year.