Shell announced the second quarter financial report, and the home improvement business may become the second growth curve

A few days ago, shells were disclosed in the second quarter of 2022. A number of indicators were affected by factors such as the overall downturn of the real estate industry. Although no improvement was seen, the second growth curve mainly based on home home improvement is gradually working.

The financial report shows that the total transaction volume (GTV) in the second quarter of Shell was 639.5 billion yuan, a year -on -year decrease of 47.6%; net income was 13.8 billion yuan, and the upper limit of the super performance guidelines was 30%; the net loss after adjustment was 619 million yuan; the operating cash flow was positive as positive. Essence

Specifically, the GTV of the stock house transaction was 393.5 billion yuan, a year -on -year decrease of 40%, of which GTV of second -hand housing transactions fell by about 41%year -on -year, superior to the market level; new houses completed GTV222.7 billion yuan, a year -on -year decrease of 55%, an increase of 15.6%month -on -month; The estimated revenue of home improvement and home business revenue was 1.37 billion yuan, which increased by more than 10%year -on -year, and the amount of contracting contract was close to 1.7 billion yuan. 22,000 sets.

In this regard, shells say that the decline is mainly due to the decrease in the total transaction value. The main reason for the decline in the total transaction volume is that the recovery of the stock market in the first half of this year was repeated and disturbed by some regional epidemic conditions and related restrictions, and many developers faced the pressure of capital liquidity and house delivery. Beginning began to continue in a state of downturn.

In fact, the real estate market confidence has not been restored due to the influence of the epidemic and the regulation of macro policies, and shells are actively looking for its second growth curve. In July last year, shells acquired the brand's home improvement company brand, San capital, and at the end of 2021, they announced the "one -in -two wings" strategic upgrade. The home business group and the Huizhu business group continue to increase the home business.

Peng Yongdong, Chairman and CEO of Shells, said: "With the advancement of the strategy of 'two -wing", the business involved in the organization has become more diverse and complicated. We will continue to focus on strengthening our unique products and services and empower our services Those who serve customers in a wider and more in -depth way to support our long -term growth. "

Data show that the supply chain brought by San Du to help the unpacking brand of shells -the unit price of the quilt is increased by 33%year -on -year, and the amount of traffic contribution contract for the one -shell one track (second -hand and new house trading service business) accounted for 6 The month has exceeded 25%.

At the same time, shells also actively explore the profit margins beyond the traditional hard -installed business. In the second quarter, the proportion of new retail sales of home furniture, soft furnishings and home appliances accounted for the rapid increase in the proportion of the installation contract. The proportion of sales contracts for new retail products increased from 11%in the first quarter to 16%.

"At present, the home decoration business is becoming increasingly transparent, and the brand concentration of home improvement companies has a low concentration, showing the characteristics of 'big industries and small companies'. In addition, the threshold of the home improvement industry is low. Therefore, the competition in the home improvement market is very fierce." Sun Wenhua, head of the China Gaozheng Township Service Group, pointed out in an interview with the China Urban Daily reporter that although the home improvement enterprises are constantly updated and iterated, there are not many home improvement companies that have the nationwide layout. Entering home improvement companies has certain advantages.

In fact, shells have built the organizational structure of one or two tracks, and established infrastructure such as linkage rules and systems. After signing a contract with the home -improvement home business diversion, the commission has received a commission cycle from the past 30 days to 5 days, and the vitality of a track diversion has been fully activated.

In Sun Wenhua's view, the home improvement industry belongs to the natural extension of real estate transactions, and the customer group itself has a higher degree of weight. Whether it is a quilt home dress experience store based on Beijing, or the cities that move from regionalization to nationalization, the customer flow from the first and second -hand housing transactions will reduce its customer acquisition cost. A one -stop service for buying a house and decoration, that is, the grafting between home improvement and economic services. Therefore, the home improvement industry can be regarded as a new business growth point for shells. "

In addition, Sun Wenhua said that the development strategy under its data is more important than the figures in the financial report. From the current point of view, the platform advantage of the shell, coupled with the strength of the Sandu home improvement, the development of the two will be worth looking forward to.

Reporter: Zhang Yaxin

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