Posted on April 23, 2009 - by La Papillion

Hongguo FY08 results analysis

Hongguo released their FY08 results quite some time ago, and it’s only now that I’ve the time and resolve to really sit through and pore over it in detail. Overall, it was quite a disappointing 4Q result – not terribly bad nor excellent, just so-so. It didn’t help that Hongguo did not declare dividends for FY08 too, presumably to conserve cash and stay liquid in this hard and trying times. I’ve been waiting a year for their dividends in vain.

Here are the quarterly results for Hongguo for the whole of FY08:

1) We can see that the gross margins of Hongguo’s business fell sharply over the quarters. After a sharp rise in 2Q, the 2H08 is just anaemic. There are two reasons for this.

Firstly, the price of the products sold had been reduced due to the promotional discounts granted under the Hongguo’s stock clearing activity, as well as other sales campaigns organized by departmental stores. The departmental stores had to do this so as to encourage more consumers to spend, and such activities had increased in the 4Q, resulting in the rather poor gross margins of 34.6% in the 4Q (compared to average 39.4% for the whole FY08).

Secondly, there is an increase in the cost incurred by Hongguo to support the sales campaigns organized by the departmental stores. Whether there is an increased in the cost of producing the products sold, I’m not too sure on that.

These two reasons exert a downward pressure on the profit margins relating to C.Banner product line and those under JUC. It remains to be seen if this is a chronic problem or a temporary one. C.Banner, Hongguo’s top selling product line, is still ranked no.3 in China in terms of market share.

2)Net margins dropped throughout the whole of FY08, resulting in a whole year net margins of only 12%, compared to the 14.9% net margins in FY07. The rise in Selling, distribution and administration expense (SDA) rose for every quarter. This is due to Hongguo setting up more retail outlets (addition of 125 new outlets for their in-house brand, C.Banner and E.Blan, as well as another 60 more Naturaliser outlets), resulting in higher cost and administration expense because of higher staff payroll.

Just counting the in-house brand outlets opened in FY08, there is an increase of 16.4% in the number of outlets in FY08 compared to FY07 (762 in FY07 and 887 in FY08), whereas there is a corresponding increase of 27.1% of SDA (175 mil RMB in FY07 and 223 mil RMB in FY08). To have a clearer picture, let’s take a look at the SDA/revenue increment. It increases marginally from 23.8% in FY07 to 25.3% in FY08. This means that while opening more outlets will increase the SDA, the corresponding revenues brought in by the new outlets sort of compensated for the increase in SDA.

However, more revenues do not necessary imply that more is added to the bottom line. With the management stating explicitly that they are going to add another 120 new outlets (100 for in-house brands, 20 for Naturalizer brand), I’m a little worried. I can expect the SDA to increase more in the next FY. As long as the additional outlets are opened without leveraging themselves too much (they did not borrow money to open new outlets at all) and keep inventory management, costs and cash flow tightly managed, I think all should go well. Read more…

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