Core Viewpoint - AUX is facing not only a market competition but also a competition of business models, highlighting the challenges it faces in both domestic and global markets [1][25]. Company Overview - AUX Electric has recently completed its IPO on the Hong Kong Stock Exchange, issuing 238 million shares at a price of HKD 17.42 per share, raising HKD 4.15 billion with a subscription rate of 557.2 times [2][24]. - The company plans to allocate 50% of the raised funds for upgrading smart manufacturing and supply chain management, 20% for global R&D, and another 20% to strengthen sales and distribution channels [3]. Financial Performance - AUX's revenue from 2022 to Q1 2025 is projected to grow from CNY 19.528 billion to CNY 29.759 billion, with net profits increasing from CNY 1.442 billion to CNY 2.910 billion, indicating a high growth trajectory [3]. - Despite the revenue growth, the average selling price and gross margin have been declining, with average prices dropping from CNY 1,698 in 2022 to CNY 1,531 in Q1 2025 [21]. Market Position and Strategy - AUX has been labeled as a "price butcher" due to its aggressive low-price strategy, which has allowed it to capture significant market share, becoming the third-largest air conditioning brand in China [3][12]. - The company has successfully leveraged e-commerce, with online sales accounting for over 70% of its revenue by 2019, significantly outpacing industry averages [11]. Competitive Landscape - AUX's rise has been challenged by major competitors like Gree, Midea, and Haier, which have improved their online and cost-performance strategies [13][14]. - The ongoing legal battles with Gree have drained resources and distracted from business operations, with Gree filing multiple lawsuits against AUX over the years [14][19]. Challenges and Future Outlook - AUX's reliance on low pricing has led to a decline in channel vitality, with a significant number of inactive distributors, reflecting the challenges of maintaining profitability under a low-price model [21]. - The company has initiated a global expansion strategy, transitioning from OEM to ODM models, but this has resulted in lower profit margins compared to competitors who focus on OBM strategies [22]. - Despite the recent IPO, AUX's future success hinges on strategic transformation rather than just capital influx, as it continues to face intense competition and market pressures [26].
被董明珠狙击10年，宁波家电大王终圆上市梦
3 6 Ke·2025-09-02 03:22