Daya Dekor achieved an operating income of 8,750,523,700 yuan in 2021, a year-on-year increase of 20.46%; realized an operating profit of 761,993,300 yuan, a year-on-year increase of 2.34%; realized a total profit of 747,367,400 yuan, a year-on-year increase of 0.05%; realized a net profit of 616,239,000 yuan, a year-on-year increase of 0.05% A decrease of 2.90%; the net profit attributable to owners of the parent company was 595.1349 million yuan, a year-on-year decrease of 4.86%.
In 2021, Daya Dekor will adhere to the green industry chain development strategy, adhere to the road of branding and sustainable development, and create a green, environmentally friendly, and healthy supply chain system for product raw materials, development, production, sales, and services. In the procurement of raw materials, pay attention to the market conditions, adjust the procurement plan in a timely manner, strengthen internal management, and do a good job in securing resources; in product production, actively focus on the upstream and downstream of the industrial chain, strengthen technological innovation and new product development; in product sales, mainly adopt The business model of its own brand, through the direct sales model, the dealer model, the network sales model, and the new retail model, constantly try marketing innovation, and gradually improve the brand value of the company's "Daya" wood-based panels and "Dekor" flooring.
In 2021, in the face of unfavorable factors such as rising prices of bulk raw materials, red-line control of real estate deleveraging, continued domestic and foreign epidemics, and rising operating costs, Daya Dekor will continue to standardize corporate governance and make scientific decisions while conscientiously doing a good job in epidemic prevention and control. , focus on the main business, reform, and innovation, coordinate the promotion of various work, and achieve sustainable, healthy, and stable development.
The flooring industry continues to focus on the business strategy of "seizing market share, expanding categories, adjusting structure, and promoting growth", taps potentials in multiple fields, strengthening the integration of production resources, optimizing allocation, continuously improving production efficiency, and transforms from manufacturing to intelligent manufacturing; In-depth insight into customer needs, active product research and development, and successful launch of new categories such as sports flooring, outdoor flooring, new decorative wall panels in 2021; continue to increase advertising efforts, increase marketing innovation, focus on brand rejuvenation promotion work, and achieve Dekor. The brand communicates with young consumers and mainstream customers; at the same time, it strengthens digital marketing efforts, strengthens operation management, and improves communication efficiency and brand influence through new media intelligent delivery, live broadcast, content operation, and other forms, so as to continuously improve The market share of the company's flooring products.
The wood-based panel industry continues to strengthen the management and control of procurement, research and development, production, marketing, and other links; through the adjustment of the internal organizational structure, refining various assessments, reducing procurement costs, and optimize production processes; adjusting product structure and market strategies, increase environmental protection investment, brand Construction and new product research and development and promotion successfully launched ultra-waterproof fiberboard, low-cost and high-moisture-proof particleboard, developed flame-retardant door panels, moisture-proof door panels, high-moisture-proof floor substrates, and other products, and continuously improved the market competitiveness and industry of "Daya" wood-based panel products. Influence.
The core competitiveness of Daya Dekor is mainly reflected in the following aspects:
1. Industry status: National forestry key leading enterprises, high-tech enterprises, and leading enterprises in the flooring and wood-based panel industries.
2. Brand advantage: At present, the "Dekor" brand has become the company's core and most valuable intangible asset. The "China 500 Most Valuable Brands" list in 2021 shows that the "Dekor" brand value has reached 63.816 billion yuan. It has ranked first in China's home furnishing industry for many years. At the same time, Daya wood-based panel ranked first in China's wood-based panel industry with a brand value of 22.887 billion yuan.
3. Product advantages: The company's "Dekor" flooring products cover laminate flooring, multi-layer parquet, three-layer parquet, home legend solid wood flooring, SPC, and WPC flooring, etc. Dekor products are based on quality and environmental protection. The principle, backed by service, and the concept of "healthy, green, and sustainable development" are rooted in every detail of the product, from the base material, factory, research and development, design, marketing, service, and other links to build a complete green industry Chain; Daya wood-based panel products mainly include medium and high-density fiberboard and particleboard, etc. Its product quality meets international standards and has a high reputation for product quality in the same industry.
4. Scale advantage: The company focuses on flooring and wood-based panels. Currently, the company has an annual production capacity of 80 million square meters of flooring and an annual production capacity of 1.55 million cubic meters of medium and high-density boards and particleboards. The company has a large-scale production capacity and strong market competitiveness. In the past 20 years, the production and sales scale of Dekor flooring has exceeded 700 million square meters, and the cumulative user scale has exceeded 23 million.
5. Marketing advantages: The company's Dekor floor marketing network is all over the world. It has nearly 3,000-floor stores with unified authorization and a unified image in China. It has also developed online distribution stores on Tmall, JD.com, and Suning, and constantly innovates its marketing model. Daya Wood-based Panel is headquartered in Danyang, Jiangsu, with manufacturing plants in Guangdong, Jiangxi, and other places, and regional marketing centers in Shanghai, Guangzhou, Beijing, Wuhan, Chengdu, Shenyang, Dalian, and other places. Become the only raw material supplier for well-known brands in the industry.
6. Advantages in technology and research and development: The company attaches great importance to new product research and development, technological innovation, and investment in scientific research. It has successively established post-doctoral research stations, provincial technology centers, and engineering centers. Major domestic well-known forestry colleges and universities have jointly established a scientific and technological innovation platform for China's wood industry. Through continuous technological innovation, innovation, upgrading, quality, and efficiency improvement, we can meet the increasingly diverse needs of consumers and ensure the company's sustainable and stable development. At present, the company's floor and wood-based panels are in the domestic leading position in terms of production technology, process, and research and development.
The global economic situation in 2022 will be complex and severe. On the one hand, the downward pressure on the economy will increase, the epidemic will continue, and residents' willingness to consume will decline. On the other hand, stable growth will remain the main tone of future macroeconomic policies. The wood flooring industry and wood-based panel industry that the company belongs to have low barriers to entry, numerous production enterprises, scattered competition patterns, and low market concentration. Driven by the national macro strategy, material costs, environmental protection costs, logistics costs, and labor costs have all been further stimulated. Cost increases have become an irreversible fact. Industry enterprises must reposition and shuffle to share the resulting costs. Negative Effects. At the same time, with the upgrading of consumption, younger customers, and diversified customer needs, traditional products can no longer meet the needs of mainstream consumer groups for individuality and quality design. The combination of quality, craftsmanship, design, and technology has obviously become a trend. On the whole, the market competition of my country's wood flooring industry and wood-based panel industry is fierce, and it is concentrated in large-scale enterprises, and the future development prospects are promising. The company's "Dekor" floor and "Daya" wood-based panel are market-oriented and customer-centric, actively respond to market changes, and continuously carry out technological innovation, from products to solutions, from design and aesthetics, to improve product quality, Improve environmental protection standards, meet the needs of different customers, launch new products in line with market development trends, and expand brand promotion through service value-added services, continuously widen the gap with other brands, and enhance the company's own core competitiveness.
In 2022, Daya Dekor will continue to focus on the two main businesses of flooring and wood-based panels, deeply promote the strategy of large home furnishing, green development, digital innovation and internationalization, and expand the future development space of the company.
The wood flooring industry takes "carrying a better life with love" as the brand core, and continues to upgrade the brand image of "Dekor", optimize "design aesthetics", and enhance the brand value. Take the green industry chain strategy as the strategic fulcrum, the internationalization strategy as the strategic prospect, the big home furnishing strategy as the strategic assembly, the brand development strategy as the strategic concept, and the sustainable development strategy as the strategic foundation. Promote business model upgrade, product innovation, and supply system innovation. Build the creative driving force of the perfect combination of capital and technology, the product experience force of digital technology-enabled aesthetic design, the industrial link force of strong supply system and digital deep integration, and the differentiated delivery force to meet the needs of users, so as to further improve engineering and retail. , the market share of overseas channels, and improve the efficiency of enterprise management. Combined with the corporate vision of "from a professional solution based on the floor covering materials, to an integrated extension plan for floors, doors, and walls, and then to creating a green living space", the company will further expand the track under the guidance of the big home strategy and take design as the guide. 、With a product as the core and service as the guarantee, let the home decoration realize the integration, so as to make the home decoration simpler, realize from the manufacture of products to the manufacture of life, empower the user's living experience quality, carry the user's beautiful life scene, and help the big home The industry has developed by leaps and bounds.
The wood-based panel industry links customer needs through technological innovation, implements the green development strategy through resource integration, and empowers key customers through brand upgrades to support the implementation of the big home furnishing strategy. In terms of technological innovation, we will continue to strengthen our customer-centric R&D system and actively respond to market demands. Relying on its own R&D strength, it promotes new product development and product iterative upgrading by cooperating with downstream customers, cooperating with professional institutions, and integrating advanced technologies, and continues to lead industry innovation; at the same time, through technological transformation and lean management, it further improves product cost performance. Under the background that the world seeks green development and advocates a low-carbon economy, and the country proposes the "dual carbon" strategy, as the support point of the green development strategy of the entire large home furnishing industry, the wood-based panel industry will actively integrate the global supply chain and open up the upstream and downstream industrial chains. Further, deepen the exploration of a green and sustainable forest-board integrated development model, and strive to create a "green, long-term, healthy and stable" raw material procurement system. In terms of brand empowerment, strengthen brand publicity for the end consumer groups to further improve brand awareness and reputation; and actively carry out multi-level cooperation with customers in branding, marketing, promotion, etc., to empower customers and give full play to the "data wood-based panel" brand value.