（文章来源：证券日报） 证券日报网讯九阳股份11月13日在互动平台回答投资者提问时表示，公司炊具品类丰富，包含厨具、饮 具等系列化产品。 ...

Core Insights - The global regulatory environment for cross-border transactions is tightening, prompting major cross-border e-commerce companies to receive compliance reminders from platforms or tax authorities [2][11] - Aishida (002403), known as the "king of cookware," announced a self-identified tax payment of 5.1 million yuan, which has been settled, and is expected to impact the current year's net profit by the same amount [5][11] - Aishida's third-quarter report for 2025 shows a significant decline in revenue and an increase in losses, raising concerns about its operational stability [7][8] Company Summary - Aishida has reported a self-identified tax payment of approximately 5.1 million yuan, which includes 3.8585 million yuan in tax and 1.2420 million yuan in late fees, all of which have been paid without administrative penalties [5] - The company’s revenue for the first three quarters of 2025 was 1.95 billion yuan, a year-on-year decrease of 7.6%, with a net loss of 58.99 million yuan, representing a 3652.1% decline compared to the previous year [7] - Aishida's overseas sales accounted for over 40% of its revenue, with significant contributions from markets in North America, Europe, and Southeast Asia [5][11] Industry Summary - The tightening of tax compliance in cross-border e-commerce is evident, with sellers reporting increased awareness and proactive measures to ensure compliance [9][11] - The global trend shows stricter tax regulations, including enhanced data sharing among customs, tax authorities, and e-commerce platforms, making it easier to identify irregularities [11] - Companies that can establish stable operational systems based on compliance will likely gain a competitive edge in the international market [11]

"为了应对直播电商平台的高退货率，我们不得不在产品设计阶段就预留相当比例的成本作为'退款预留金'，会挤占企业大量的工艺和原料投入。"浙江永康 一家炊具生产商负责人日前对媒体表示，企业会将退货成本加入到产品成本之中。 上述炊具生产企业负责人说，在直播电商以及低价平台上虽然通过更低的价格能够提升销量，但同时退货率也会更高，一些产品退货比例甚至会高达50%， 造成工厂在生产过程中原材料的巨大浪费，为了应对平台退货量巨大，他们会在产品开发阶段，就预留大量成本放在流量采买和退货折损上，最终这个成本 会平摊到企业的所有销售渠道的产品上，买单的还是消费者。 对于生产企业来说，高退货率更大的成本来自于现金流的挤占，通常订单，在用户收到之后就可以和平台结算，但是如果产生退单，商家需先行垫付货款、 运费险、推广费，平台7–15天才退款。与此同时，退单率过高也让运费险随之上涨，进一步挤占利润。这也让部分商家从追求爆款到害怕爆款，因为一旦产 生爆款，意味着商家必须垫付大量的资金生产，但最终的退单导致的额外成本会吞噬掉原有核算的利润。 直播电商平台依靠氛围营造、限时促销和冲动消费驱动，消费者在短时间内决策，容易产生"预期偏差"，收货后 ...

Core Points - The article highlights the annual "reeds harvesting" season along the Zhongting River, showcasing the community's vibrant activities and traditions associated with reed weaving [1][2][3] - The reeds in this region are known for their resilience and versatility, allowing local families to create a variety of durable and aesthetically pleasing woven products [1][2] - New crafts such as "reed paintings" have emerged, utilizing natural materials to create art that reflects local culture and is gaining popularity both domestically and internationally [3] Summary by Sections - **Reed Harvesting Season**: The article describes the bustling atmosphere during the reed harvesting season, where families engage in various activities from cutting reeds to weaving [1] - **Weaving Techniques and Products**: It details the intricate weaving techniques used by locals, resulting in beautifully patterned mats and functional fishing gear, emphasizing the craftsmanship involved [2] - **Emerging Crafts**: The introduction of "reed paintings" as a new form of art is noted, highlighting its eco-friendly nature and the potential for wider market reach [3]

Core Viewpoint - Aishida, a well-known kitchen cookware manufacturer in China, has shown mixed financial performance in Q3 2025, ranking fifth in revenue but tenth in net profit within its industry [2][3]. Group 1: Company Overview - Aishida was established on May 13, 1993, and was listed on the Shenzhen Stock Exchange on May 11, 2010. The company is headquartered in Zhejiang Province and specializes in kitchen cookware, small kitchen appliances, home goods, and robotics [1]. - The company operates in the household appliances sector, specifically in small kitchen appliances, and is involved in new retail, e-commerce, and other innovative concepts [1]. Group 2: Financial Performance - In Q3 2025, Aishida reported a revenue of 1.954 billion yuan, ranking fifth in the industry, significantly lower than the top competitors Suo Bo Er (16.897 billion yuan) and Xin Bao (12.284 billion yuan) [2]. - The revenue breakdown shows that cookware generated 913 million yuan (71.88%), small appliances 183 million yuan (14.40%), and robotics 134 million yuan (10.55%) [2]. - The net profit for the same period was -62.634 million yuan, placing Aishida last in the industry, far below Suo Bo Er's 1.364 billion yuan and Xin Bao's 870 million yuan [2]. Group 3: Financial Ratios - Aishida's debt-to-asset ratio stood at 66.91% in Q3 2025, higher than the previous year's 65.52% and above the industry average of 45.79% [3]. - The gross profit margin for Aishida was 31.22%, an increase from 29.68% year-on-year and above the industry average of 26.38% [3]. Group 4: Shareholder Information - As of September 30, 2025, the number of A-share shareholders decreased by 4.63% to 47,900, while the average number of shares held per shareholder increased by 4.86% to 6,200.03 shares [5]. - Among the top ten circulating shareholders, Hong Kong Central Clearing Limited is the eighth largest, holding 1.3258 million shares as a new shareholder [5]. Group 5: Executive Compensation - The chairman and general manager, Chen Helin, received a salary of 341,000 yuan in 2024, an increase of 62,000 yuan from 2023 [4].

Core Viewpoint - Supor is facing significant operational challenges, transitioning from an industry benchmark to a company struggling under the pressures of foreign ownership and market dynamics, as evidenced by its declining revenue and profit margins in Q3 2025 [2][5][7]. Financial Performance - In Q3 2025, Supor reported revenue of 5.42 billion yuan, a year-on-year decrease of 2.3%, while net profit attributable to shareholders fell to 426 million yuan, down 13.42% [3][9]. - The net profit after excluding non-recurring gains was 412 million yuan, reflecting a 14.5% decline, indicating a weakening core business profitability [9][11]. - Year-to-date revenue reached 16.89 billion yuan, showing a modest growth of 2.33% compared to the previous year, but the growth rate is significantly below industry averages [4][7]. Market Dynamics - The company’s reliance on external sales, particularly from SEB Group, has created vulnerabilities, as evidenced by a 7.55% increase in external sales revenue in the first half of 2025, which is heavily dependent on SEB's global strategy [5][14]. - Domestic sales growth is also under pressure, with a mere 3.36% increase in the first half of 2025, reflecting a broader trend in the home appliance market shifting from growth to a more saturated environment [5][17]. Competitive Landscape - Supor is experiencing intensified competition from both international brands and local players, leading to a challenging market position where it struggles to maintain its foothold in both high-end and low-end segments [19][23]. - The company’s market share in traditional categories like cookware remains strong, but it is losing ground in emerging categories such as air fryers and water purification devices to local brands [23][25]. Governance and Strategic Challenges - The governance structure of Supor is under scrutiny due to SEB holding 83.19% of the shares, raising concerns about the company's operational independence and its ability to prioritize local market needs over global strategies [20][25]. - The shift in consumer preferences towards domestic brands and the "Guochao" trend poses additional challenges for Supor, as its foreign ownership may hinder its appeal among younger consumers [23][25].

Core Insights - The global trend of brands going overseas is at a turning point, transitioning from quantitative growth to qualitative change, with eMarketer predicting global retail e-commerce to reach nearly $6.4 trillion by 2025, although growth rates are slowing down [2][5] Group 1: Challenges and Strategies for Chinese Brands - Chinese brands face new competition logic as customer acquisition costs rise and the era of easy growth fades, making brand storytelling crucial for long-term trust and connection with users [5] - Companies like QUALFORT are leveraging AI tools to enhance content production efficiency and ensure localized advertising materials, which is essential for gaining a competitive edge in international markets [6][8] - The transition from OEM to brand ownership presents challenges such as managing a wide range of SKUs, which necessitates efficient content production methods [8][10] Group 2: AI and Advertising Tools - QUALFORT utilizes Amazon's AI creative tools to automate the generation of advertising materials, significantly improving content production efficiency and ensuring timely delivery [8][10] - AI tools serve as an accelerative force in brand development but cannot replace the strategic direction and adaptability required in complex market environments [10] - Amazon's advertising solutions provide a comprehensive approach to brand building, allowing for precise targeting and effective communication of brand values [21][22] Group 3: Case Studies and Brand Narratives - The "Sailor Star Plan" showcases real brand stories, illustrating how Chinese brands navigate localization challenges and build long-term value in international markets [11][12] - Brands like Letaya and COMIX demonstrate the importance of tailored product strategies and data-driven advertising to meet diverse user needs across different regions [14][16] - AWOL VISION's experience highlights the shift from traditional advertising to integrated content marketing, enhancing brand recognition through immersive user experiences [20][21] Group 4: Long-term Brand Building - Brand expansion is not just about increasing sales but also about establishing a sustainable brand identity and operational framework in overseas markets [19][23] - The "Sailor Star Plan" emphasizes that successful international brands view brand building as a critical investment rather than a mere cost, leveraging Amazon's advertising capabilities to transition from visibility to trust [22][24]

Investment Rating - The report maintains a "Recommendation" rating for the company with a target price of 55.0 yuan [2][10]. Core Views - The company achieved a revenue of 11.48 billion yuan in H1 2025, representing a year-on-year increase of 4.7%. The net profit attributable to shareholders was 0.94 billion yuan, showing a slight decrease of 0.1% year-on-year [2][10]. - The revenue for Q2 2025 was 5.69 billion yuan, with a year-on-year growth of 1.9%, while the net profit for the same period was 0.44 billion yuan, down 5.9% year-on-year [2][10]. - The company's gross margin in H1 2025 was 23.6%, a decrease of 0.8 percentage points year-on-year, primarily due to fluctuations in overseas tariffs [10]. - The net profit margin for H1 2025 was 8.2%, down 0.4 percentage points year-on-year, influenced by the decline in gross margin [10]. Financial Summary - The company is projected to have total revenue of 22.43 billion yuan in 2024, with a growth rate of 5.3%. The estimated revenue for 2025 is 23.40 billion yuan, reflecting a growth rate of 4.3% [5]. - The net profit attributable to shareholders is expected to be 2.24 billion yuan in 2024, with a growth rate of 3.0%, and 2.26 billion yuan in 2025, with a growth rate of 0.5% [5]. - The earnings per share (EPS) for 2025 is estimated at 2.82 yuan, with a price-to-earnings (P/E) ratio of 18 times [5][10]. - The company’s total assets are projected to reach 13.55 billion yuan by 2025, with a debt-to-equity ratio of 5.0% [11].

Group 1 - The controlling shareholder, Aishida Group, plans to reduce its stake in Aishida Co., Ltd. by up to 10,219,157 shares, representing no more than 3% of the company's total share capital due to funding needs [1] - The potential cash-out from the share reduction is approximately 174 million yuan, based on the closing price of 16.99 yuan per share on September 15 [2] - Aishida, founded in 1978 and known as the "King of Cookware" in Zhejiang, primarily focuses on industrial investment, including cookware and kitchen small appliances [2] Group 2 - Aishida Co., Ltd. was listed on the Shenzhen Stock Exchange in 2010, with a production base covering an area of 800,000 square meters [2] - The company has recently completed the payment of approximately 5.1005 million yuan in tax and late fees, which does not involve any administrative penalties [2]

Core Viewpoint - The company has indicated that its North American business constitutes a small portion of its overall foreign trade revenue, primarily involving cookware products [1] Group 1 - The company is able to achieve flexible capacity allocation through its production base in Vietnam [1] - The scale of the company's small home appliance business in the North American market is currently limited [1] - The company aims to expand its small home appliance production line in Vietnam to mitigate the impact of tariffs [1]