Internet celebrity product + celebrity is roughly equal to a potential listed company, which is not uncommon in the capital market. This time it is SKG+ Wang Yibo .
Recently, the IPO application submitted to GEM by "Future Wearable Health Technology Co., Ltd." (hereinafter referred to as "Future Wear"), the operating entity of cervical spine instrument brand SKG, was accepted by the Shenzhen Stock Exchange.
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Unambiguous dividends
According to normal logic, most companies preparing to go public want to enter the capital market because they seek greater development and need funds. However, SKG paid huge dividends in the past two years, which is incredible!
will pay dividends of 155 million yuan and 160 million yuan respectively in 2020 and 2021, totaling 315 million yuan. The company’s actual controllers Liu Jie and Xu Siying directly and indirectly control 93.05% of the company’s shares, and the proportional dividends are as high as 293 million yuan. He is the biggest beneficiary of the company's generous dividends.
It can be said that before the official listing, the actual controller couple had cut off the leeks of the original shareholders.
Such actions show that SKG is not short of money. It is listed for the purpose of listing and goes to the capital market to make money!
checked the information and found that SKG is a high-tech enterprise focusing on providing smart wearable health products for individuals and families. It specializes in the research and development, design, production and sales of SKG brand wearable health products and portable health products. The company's main products are wearable health products and portable health products, including cervical massagers, eye massagers, waist massagers, fascial guns, health watches, etc.
Official website screenshot
For this kind of Internet celebrity product that harvests IQ tax, it should have good profitability. However, this is not the case!
data shows that from 2019 to 2021, SKG’s revenue was 791.9505 million yuan, 991.0066 million yuan and 1060.2053 million yuan respectively; the net profits attributable to the owners of the parent company were 213.0474 million yuan, 143.3595 million yuan and 131.5192 million yuan respectively; after deduction The net profits attributable to the owners of the parent company were 224.5368 million yuan, 212.1460 million yuan and 149.0223 million yuan respectively. It can be seen that in the past three years, although SKG's revenue has increased year by year, its net profit has continued to shrink.
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Who took the profits?
Wang Yibo reaps profits?
A star closely related to SKG is now the absolute top player - Wang Yibo. The cooperation between
SKG and Wang Yibo began in 2020. On October 22, 2021, the SKG brand Weibo official announced that Wang Yibo was promoted to the global spokesperson of the SKG brand.
As a top star, Wang Yibo’s price is not low! SKG's marketing expenses also jumped from 55.8335 million yuan in 2019 to 165 million yuan in 2020 and 161 million yuan in 2021. 2020 increased by nearly 200% compared with 2019.
According to SKG, in 2019, there will be less investment in marketing and advertising, mainly focusing on the promotion of new media and e-commerce platforms; in 2020, investment in marketing and advertising will be significantly increased, and the investment in film and television will be increased. Advertising placement, celebrity endorsements, and new media investment in dramas and variety shows; in 2021, while maintaining investment in marketing and advertising expenses, the company will make structural adjustments to cost investment, reducing the cost of online film and television dramas and variety shows, Investment in new media platforms has increased investment in offline elevator advertising.
No matter which method of investment is used, using high investment and strong exposure to drive revenue growth will inevitably lead to a decline in profits!
In recent years, more and more celebrities have had their personalities collapse and overturned. It is quite dangerous for SKG to forcefully bind itself to a certain celebrity. Top-notch Wang Yibo, come on!
Let’s wait and see whether this kind of internet celebrity product and celebrity effect can promote its launch!
Wang Yibo endorses
