2016-12-05 13:44
Dong'e Jiao: deep dilemma of scarcity of raw materials
Direct reporting network Beijing December 5th news (China News) in 2013, a donkey skin price of about 600 yuan, only three years time, the same price of a donkey jumped to about 2000 yuan. Perhaps it is this from the tight supply pressure, let in the price "vortex" center of the Dong'e Jiao then breaks into the media view.
Before the day, foreign media disclosure of Chinese enterprises to buy the world to buy donkey skin caused public concern. The president said, China animal husbandry association, Dong'e branch president Qin Yufeng Ejiao donkey industry in December 29th to accept China News Agency reporters interview, traditional Chinese medicine is now popular worldwide, Ejiao global sales, raw materials for domestic Chinese glue can not meet the demand, Chinese Ejiao enterprises cross door going abroad to buy Lvpi overseas, this is normal.
In fact, during the winter season price Dong'e E-Jiao and not to the market expected. The day before, Dong'e E-Jiao announced that, according to the strategic objectives of the whole industry chain layout, gelatin, combined with the market supply and demand situation, it was decided that the date of the announcement, the company focused on Dong'e E-Jiao, Fej and peach Kyi gelatin cake factory price were up 14%, 28%, 25%, the retail price is accordingly adjustment.
Dong'e Jiao said the donkey when medicine is an inherent demand for ecological construction industry support system from the source, which helps to nurture the upstream raw material industry development, promote the whole industry chain Ejiao sustained and healthy development.
The "price" the king "re price a gum is Dong'e gelatin factory production, 2365 yuan a pound, you do not buy, will rise next year." Beijing north three ring road, a large pharmacy staff told reporters in China made by the news reporter.
This reporter has learned that this is another price increase since November 17, 2015, according to the previous year, according to the time of the previous year. It is reported that the current gold standard standard red gelatin and gelatin retail price was 2080 yuan per kilogram, 2770 yuan, after the price adjustment of the retail price of gold labeled gelatin will exceed 3000 yuan, a record high.
In the reporter visited a number of pharmacies to understand, at present the gelatin Market brand in addition to Dong'e E-Jiao, including blessing card, Jiuzhitang, Tongrentang brand, in addition to Dong'e E-Jiao relatively high prices, other products are 1800 yuan per catty.
"The price Dong'e E-Jiao products is the inevitable trend of market development." The Price Waterhouse researcher Wang Jun told the "China Sankei Shimbun" interview with reporters that the total price 16 times from Dong'e County for nearly ten years, with the rising price of the market from Dong'e County, the low-end products have occupied the market share, the price is also very difficult to want Dong'e E-Jiao, therefore only continue to go high-end route go.
Relevant data show that nearly 10 years, its terminal retail price from 50 yuan / kg up to the current more than 2000 yuan / kg, plus the 14% increase in the cumulative increase of over 40 times.
And in the last five years, Dong'e E-Jiao terminal retail prices rose more fierce, 2011 rubber price of a one-time price 60%, 2012 cumulative price 50%, more than two times in 2013 2014 price 30%, price 70%, price increases again in 2015 25%.
For price reasons, Dong'e county official has said that under the condition of market economy, commodity prices are determined by the market for the recognition of the value of the products, but also affected by the market supply and demand situation.
Price boost performance steady growth
Some industry observers believe that Dong'e is the dominant mode of gelatin product price return value. The article points out, Dong'e E-Jiao fierce price adjustment at the same time, Dong'e E-Jiao performance is also rising, the sales income of 940 million yuan from 2005 to 2015 of 5 billion 450 million yuan, an increase of nearly 5 times.
According to the Bank of international statistics, the price "addicted" to Dong'e from 2010 to 2015 will Ejiao Ejiao film prices increased by about 6 times, from the company's business performance in the past, only to increase revenue and profit growth.
The reporter statistics show that in 11 months late last year, Dong'e County for key products Dong'e E-Jiao, Fej, the peach Kyi ex factory price and retail price increases across the board 15%, become the main driving factors of the company's revenue growth rate. 2015 annual revenue growth of 35.94% of the company, of which 15Q4 revenue growth rate of 18.50%. The first half of 2016, Dong'e E-Jiao reported, Dong'e E-Jiao operating income of about 2 billion 670 million yuan, year-on-year growth of about 5%, net profit of about 830 million yuan, an increase of 7.36% over the same period last year.
Superior Institute of finance strategic researcher Wang Jiankun accept the "China Sankei Shimbun" interview with reporters, Dong'e E-Jiao a substantial increase in prices, will promote the performance.
Scarcity of raw materials is the main reason
Particularly mentioning, Dong'e E-Jiao sales season "unshakable" price strategy, the industry is mixed. Dong'e President Qin Yufeng has repeatedly emphasized that gelatin is because the raw materials of donkey skin increases as a result of the price increase.
According to data released by the Dong'e County, 2013 each Lvpi price is about 600 yuan, this year has risen to 2000 yuan.
However, insiders believe that Lvpi procurement costs that is just an excuse, from the previous quarterly report can be seen, Dong'e gelatin company's gross profit margin of nearly 60%, Lvpi rose on the impact of its operating cost is not high.
However, our country Lvpi decreased year by year is the fact that, from the "Statistical Yearbook" Chinese animal husbandry, the last 20 years, the donkey Chinese herds decline year by year, Lvpi market prices. 15 years ago, the price of 20 yuan per donkey skin, in 2013 each donkey skin has soared to 600 yuan, this year has risen to more than 2000 yuan per.
As early as 20 years ago, Dong'e County in the Prospectus have mentioned, the donkey hide gelatin raw materials due to production of small, relatively high cost. The donkey rearing volume decreased year by year, coupled with the low reproduction rate and donkey leather industry raw material application will donkey skin when the skin, so the raw materials prices rose year by year, and possibly with the Dong'e gelatin production scale, resulting in tight supply and restricting production development.
Through the above data can be found, at present our country amount to 3% per year. The donkey fell, the supply of donkey skin every year continue to decrease, perhaps this is the direct cause of the rise in the price of Dong'e county.
"Ejiao itself cost is not very high, but the shortage of donkey hide gelatin prices, and the relative concentration of manufacturers have a great relationship." Superior Institute of finance strategic researcher Wang Jiankun believes that the Dong'e county and the town of Dong'e two donkey hide gelatin factory formed oligopoly market distribution of a single product, the market makes the gelatin profit rate is much higher than other consumer goods pricing.
So, for the gelatin frequent price increase is reasonable? Wang Jun believes that although Dong'e prices are said every time because raw material prices increase, but in each other enterprises in the industry and not as immediately rise, at present, Dong'e E-Jiao products price is nearly two times the price of similar products, the proportion of the increase is not reasonable some. More analysis of the article pointed out that the white spent money, buy the nutritional value of gelatin may not have high expression in Chinese cabbage.
Reporters learned that at present, our country is currently in the gelatin Market Situation of two level of differentiation, according to the Dong'e gelatin price trend, the product is deep to the high-end market, while other brands in the low-end market is digesting gelatin.
To this view of the field of high-end gather, Qin Yufeng has repeatedly said, Dong'e E-Jiao can continue to create high-end consumer groups tonic.
"The price adjustment is the market competition and government regulation contributed, it is hard to say whether it is reasonable, whether reasonable interval depends on the affordability of consumers, consumers are not necessities of gelatin in daily life, social influence caused by the price rise and drop." Wang Jiankun believes that the monopoly pricing policy is often based on the cost to determine the profit target, the price is too high will affect the demand and reduce profits, so the normal commercial prices are generally not excessive increase in magnitude.
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