A quarter of a year saw a steady decline in the cost of purification and equity, with house leaks going through overnight rains, and a further case was brought before the Supervisory Board of the Forces Prosecutors of Rhine Biological (Poverty) (002166.SZ).

Early on 11 May, Le Rhine Biodisclosure, a company’s actual controller, director and chief executive officer, hanged in the army, and was investigated by the Board of Trustees on suspicion of manipulating the securities market.

For shareholders in the culture of the Rhine, this is no doubt a caveat, and on the secondary market, the Rhine biological unit price has continued to fall from a maximum of $14.73 per unit in July last year, with a cumulative decrease of 51 per cent as at 12 May this year. The current market value of UNMOP is approximately 2 billion yuan.

The old age of 30 years, when the Army is less well known, has succeeded in leading the French-Chinese bio-listing to the top of the West. Le Rhine is a leading global industry in the extraction of plants, and natural sweetells are its core business. However, when marketed, company performance became volatile and there was no significant breakthrough. In 2022, its net profit of $179 million remained below the level of 2017.

At present, the antitrust forces have led the Rhine to continue to develop industrial cannabis races, trying to create a second growth curve, but it has yet to achieve tangible results. How can the Army be broken?

Case concerning manipulation of securities markets

The first half of the Army’s life can be said to have been successful.

It is well known that the vast majority of the forests are due to their mountainous water, and that the canton of Phnom Penh is also known to have a rich plant resource.

The Kimberly Bench is the Hirosinian, who in 1995 was only 21-year-old, with extensive plant resources, and with two other partners, a special processing plant for silver ephedrine was established. At that time, the domestic vegetable extraction industry had just started, with the barge of front-loading and relying on the resources of the jungle, which quickly earned the first bucket of life.

The Army is also worrisome, and at the beginning of the millennium, the 26-year-old Buddhist Army, together with its partners, set up the Guilling Rhine Biomass Company Ltd. in the Southern Cone district, and completed an equity reform in 2004.

Nor can it serve the ambitions of the Lord’s Resistance Army, who soon hanged on the capital market. In 2007, Rhine became the first market company in the domestic vegetable extraction industry, with the completion of all this, only 33 years old.

“Youths do not want, but the tigers plunge into a day”. The poems of Wang Anthrope are undoubtedly the best scripts of the military state at the time. In 2010, the Army was even in the blessings of the richest, becoming the youngest in the west.

However, in the early morning of 11 May 2023, the Rhine biotics suddenly disclosed that the company actually controlled, its directors and chief executives, hanging over its own army, and was investigated by the Board of Trustees on suspicion of manipulating the securities market.

Although it is not possible to determine whether the antitrust forces are being prosecuted for the manipulation of their own stocks, the 571 million investors in the Rhine do not purchase the accounts, the company’s share collapsed on 11 May, the 12 May round, and its share was reported at 7.2 yuan renminbi/units, up from a peak of 14.73 yuan renminbi/unit in July last year, at 51.12 per cent.

Interestingly, on the secondary market, the Rhine’s life is often bleak and on the second, the hot spots of the epidemic. As early as 2009, the influenza A (H1N1) fluctuation of Rhine became nearly three times more expensive than 40 trading days. The subsequent influenza, pig flu, avian influenza … and even Ebola, the new coroner’s pulmonary are all the scenes of the artist. In February of this year, Rhine biology was again halted because of an increase in the current prices.

As of the end of the quarter of 2023, TPA held 271 million shares of the Rhine, a share of 36.57 per cent, with a market value of approximately 2 billion yuan, of which 29 million were in a state of pledge.

The second curve of dependency on large clients has not yet been developed

Although often conceptualized, over the years the performance of the Rhine’s life seems to have been on track.

During the first year of the market in 2007, the net profits of Rhine began to decline, with a loss of $246.1 million in 2010 and $659.7 million in 2012, respectively, and a return of some amount in the following years without a breakthrough of $200 million.

To this end, in 2011 and 2016, the company established North American subsidiaries and European subsidiaries, while in 2017 its plants were produced in Guilling, with a net profit of Rhine of 206 million yuan renminbi in 2017, with a record peak, which has remained slightly volatile in subsequent years.

Until the beginning of the concept of “de-induced sugar”, the Tatmadaw forces decided to lay down their hands. In 2020, the Rhine biodeployed a private distribution project, with a major troop contribution of more than $900 million, and strongly supported the continued expansion of plant extraction operations by listed companies.

At present, in the areas of production, marketing and technology of natural sweet sweet sweetings and Rohan fruit extractions, the Rhine bios has a more mature experience of producing energy and annual marketing in the first three of the world’s natural sweet suppliers.

In 2021 and in 2022, Rhine organisms also benefited from two years of industry, with net profits of $118 million and $179 million, respectively, rising for two years.

However, the financial statements show that in the first quarter of 2023 the Rhine biobank received approximately $253 million, down by 10.55 per cent, a net profit of about 元, a decrease of 48.11 per cent, as compared to a decrease of 48.11 per cent, and a net loss of non-net profits of only about $83.8 million, a drop of 71.83 per cent, as compared with the storm.

The company explained the decline in performance that the reporting period had been affected by global economic fluctuations and the decline in demand in major exporting countries, with a slight decline in corporate business income over the same period last year. At the same time, as a result of the higher cost of raw materials in the previous year, in order to further develop markets, the price of corporate products remained stable or slightly reduced in the first quarter, with a greater impact on profits.

It is even more important to note that natural sweet tastes are the core engine of growth in the performance of the Rhine’s biological performance, although they contribute a large amount of income, and that the product structure of the Rhine is extremely uneven. In 2022, the company’s natural sweet tastes business earned $889 million, or 63.45 per cent.

Unaccompanied product not only

A home media friend wrote an article called “the home industry will give birth to a wave of social brands”, believing that the business of home enterprises is not very good recently because of problems with brands and channels. I basically hold the same view on this point, but I think the solution proposed by him needs to be discussed.

Because his proposal is to build a social brand.

Dream, but don’t dream

We certainly look forward to the emergence of the so-called “social brand” in the home circle. According to his article, “social brand” is a brand with label characteristics and sharing value.

To be honest, there is no such brand in the home circle at present. IKEA, which is closest to home, mentioned in the article, can not be classified as a home brand, nor can it be replicated. In addition to IKEA, the so-called “social brand” does not exist in the home field, not only in China, but all over the world.

On the one hand, because household goods are durable goods, the purchase frequency is very low; On the other hand, sharing household products is not a particularly natural thing.

Watches can be worn out, cars can drive out, mobile phones are used every day, and others can easily see them, so they can “share” simply and naturally.

However, the sharing scene of household products is quite limited. It is understandable to share a wave during decoration. If you have nothing to do, you can share a bed and a cabinet. How do you think is unnatural - do you have to carry a sofa and bedstead out “sharing” every day?

No one in the home circle has done this social brand label positioning? A large number of Internet brands and designer brands are actually doing it, but there is no successful case yet. Here we make a hypothesis that a manufacturer wants to build a brand with the label of “representing the lifestyle of young people”, which seems to have a distinct label, but the prospect is not too optimistic. What’s the problem?

It’s not that the brand positioning is wrong, but that people who don’t decorate don’t pay attention to you and won’t remember you. People who decorate will no longer pay attention after completing the decoration. Therefore, we spent a lot of energy to build the so-called social brand. Sorry, we can’t socialize. Not enough consumption frequency and attention can not support the social attribute of a brand.

It is very attractive to be a social brand in the field of home furnishings, but if you rashly carry out it without considering the special attributes of home furnishings, you will have a high chance of failure.

Do a good job of industry brand

Of course, home brands should indeed have their own distinctive brand positioning, and products should also have unique characteristics.

Brands such as Xiaomi have relatively clear user portraits, which is also due to the products behind the brand. It is not advertising marketing or advertising that can put a so-called social attribute coat on the brand. In fact, there is no conflict between the so-called social brand and product brand. The latter is the important foundation of the former. Without products with characteristics and personality, talking about brand will only be empty talk.

Household brands need to develop personalized products and establish their own brand recognition, because there are too many products with one side of the market, and even the brand names are very similar intentionally or unintentionally.

However, the popularity we want to establish can ring through the industry circle is quite remarkable. There is also a circle between home brands and consumers. In this circle, there are dealers, shopping guides, designers and other relevant personnel in the home field. They are the objects that brands can reach and KOL that consumers can reach.

Zhuang Chenghao column

Of course, we should also be open to the possibility of brand, but this open attitude must be based on a deep understanding of the characteristics of household products. (text / Sina home Zhuang Chenghao)