浙江美大(002677) - 浙江美大调研活动信息

Sales Channels and Performance - In 2019, the main sales channel was dealer specialty stores, accounting for approximately 90% of sales [2] - The engineering channel accounted for 5% of sales [3] - Sales revenue growth in 2019 was driven equally by price and quantity increases, with the average selling price remaining stable [5] Financial Performance - The company experienced a significant improvement in gross margin in Q4 due to a decrease in raw material prices and an increase in the sales proportion of steam ovens and integrated cooking products [3] - The sales expense ratio for 2020 is planned to maintain at 15%, but the absolute amount will increase with revenue growth [4] Response to COVID-19 - The company implemented multiple support policies for dealers during the pandemic, including employee wage subsidies and promotional discounts, effective from March to the end of April [5] - The company is optimistic about a rebound in demand post-pandemic, as integrated stoves are considered essential products [4] Marketing and Advertising Strategy - In Q4 2019, advertising and marketing expenses increased significantly due to extensive promotional efforts across various media [4] - The advertising budget for 2020 will shift from traditional media to new media to enhance brand influence and drive terminal sales [4] Product Development and Market Strategy - The company plans to cultivate sub-brands and expand its product matrix to capture more market share, including the development of new products with smart and eco-friendly features [6] - The company is actively expanding its presence in first- and second-tier cities, which are leading in sales compared to competitors [5]