HAERS(SZ:002615) Zheng Quan Zhi Xing·2025-06-02 08:37Core Viewpoint - The report discusses the financial matters related to Zhejiang Hars Vacuum Vessel Co., Ltd. in response to the second round of inquiry from the Shenzhen Stock Exchange regarding its application for a specific stock issuance. Group 1: Financial Performance - The sales expenses for the reporting periods were 150.92 million, 178.18 million, and 178.18 million yuan, with a high expense ratio attributed to the significant share of domestic self-owned brand sales and high advertising and promotional costs [2] - The company’s main revenue source is from overseas OEM/ODM business, with stable major clients, but the sales expense ratio is significantly higher than comparable companies like Jiayi Co. and Ansheng Technology [2][6] - The company’s sales expenses for overseas and domestic markets were 118.08 million (41.61%) and 165.67 million (58.39%) yuan respectively, indicating a growth in sales expenses due to increased personnel costs and promotional expenses for self-owned brands [10][12] Group 2: Comparison with Peers - The company selected comparable companies based on business models, customer concentration, and sales channels, including Jiayi Co., Ansheng Technology, and others, to assess its market position [4][6] - The company’s sales expense rate is higher than the average of comparable companies, primarily due to differences in business models and customer concentration [13][16] - The company’s self-owned brand sales accounted for 19.39%, 25.66%, and 21.67% over the reporting periods, which is higher than peers like Jiayi Co. and Ansheng Technology, reflecting a strategic focus on enhancing brand presence [9][18] Group 3: Sales Strategy and Market Position - The company’s sales strategy includes a mix of OEM/ODM and self-owned brand models, with a significant portion of revenue coming from overseas sales [16][17] - The online sales ratio for the company was 5.04%, 6.71%, and 4.36% over the reporting periods, indicating a developing online sales strategy compared to peers with higher online sales ratios [8][19] - The company’s focus on building its self-owned brand has led to increased sales expenses, which is expected as the brand is still in its growth phase [20][21]