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一年卖出7亿副扑克的姚记被逼改名,真是国人玩手机惹的祸

时间:2019-07-13
百乐宫国际

Speaking of Chinese entertainment and leisure, mahjong and poker are undoubtedly the most popular entertainment methods for Chinese people. In particular, poker, an imported product from overseas, is evenly divided with Chinese national jasmine mahjong, showing the power of playing cards in China. Vitality, so that there is a company to buy poker to go public, this is the famous Yao Ji Poker, but recently Yao Ji Poker has been forced to change its name, what happened to Yao Ji Poker?

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First, the king of poker that was forced to change its name

According to the daily economic news report, on the evening of July 5, Yao Ji Poker announced that the company intends to change the company name, stock short name and increase business scope. The company name is intended to be changed to “Shanghai Yaoji Technology Co. Ltd.”, the securities abbreviation is intended to be changed to “Yao Kee Technology”, and the business scope is increased. “Internet information service business, computer software and hardware technology development, sales, technical consultation, technical services, technology Transfer."

In addition, the English name of Yao Ji Poker is changed to: SHANGHAIYAOJITECHNOLOGYCO. LTD. The company's management objectives are updated to: adopt advanced technology and scientific manager management methods, give full play to the advantages of joint stock companies, improve the company's core competitiveness, continuously improve corporate governance institutions, expand the company's operating space, and provide consumers with quality products. Products and services promote the company's business and scale quickly, healthily, sustainably and steadily, thus providing substantial returns for the investment of all shareholders.

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xxThe background of Yao Ji’s reluctance to change his name may be due to the downturn in the main business poker. Yao Kee Poker previously said in response to the Shenzhen Stock Exchange inquiry letter that last year the company faced a slowdown in domestic economic growth and a sluggish real economy. The poker industry is also facing a diversified entertainment approach, including not limited to mobile games, short videos, etc. The impact of the emerging entertainment approach, the company's sales of playing cards in recent three years were 766 million in 2016, 719 million in 2017, 586 million in 2018, and 18.56% in 2018.

Yao Ji Poker explained that the company's gross margin and gross margin fell by a normal level. The decline in the gross profit margin of playing cards in 2018 was mainly due to the increase in raw materials, labor costs and depreciation costs. The increase in raw material costs was mainly due to the increase in paper prices. The increase in labor costs was caused by the company's adjustment of employee salaries. The increase in depreciation costs was mainly due to the depreciation system. Cost, the decline in sales of playing cards in 2018 resulted in an increase in the depreciation cost of each deck of cards.

Yao Ji Poker also said in the 2018 Annual Report that during the reporting period, the company temporarily stopped expanding the production capacity of playing cards due to changes in the market situation. The company terminated the “200 million annual playing card expansion project” currently implemented by Qidong Yaoji.

No one has thought that the Chinese people's favorite entertainment business playing cards will encounter Waterloo. Is it really the fault of Yao Ji who is forced to change his name?

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Second, Yao Ji will be forced to change his name?

In fact, Yao Ji was forced to change his name. It is expected that, first of all, we look at it from a macro perspective.

xx据CNNIC第43期《中国互联网络发展状况统计报告》(以下简称“报告”)报道,截至2018年12月,中国网民数量达到8.29亿,渗透率为59.6%;中国移动互联网用户数达到8.71亿,网民通过手机连接。互联网接入比例高达98.6%;平均每周在线时间为27.6小时,比2017年底高出0.6小时。即时通讯APP用户的使用时间最长。

我们将稍微计算一下这些数据,我们将了解到,当我们每周七天分27.6小时时,我们会发现中国网民每天达到3.94小时的在线时间。当我们看到这个时候,我们会理解它,因为办公室工作人员每天平均可以平均4小时的休闲时间,所以基本上每个中国人的闲暇时间都被互联网占用。由于每个人都在网上忙碌,作为一条线在娱乐活动的主流下,扑克牌不再那么受欢迎。在这个宏观背景下,巢没有尽头,每个人都不是在线娱乐。离线娱乐主流扑克牌。卖掉它是不正常的。

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其次,我们来看看姚基的业务本身。事实上,虽然手机已经成为大多数人的数字机关,但中国互联网的份额正在逐渐增加不是一两天,那么姚基扑克真的是傻到等到今天?事实上,事实并非如此。 2011年上市时,近7亿双扑克牌的年销量稳居市场领先地位,市场占有率超过15%。然而,姚基不仅专注于扑克牌。从上市后的第二年开始,他开始考虑多元化。自2014年以来,姚基扑克已经提出了许多多元化的想法。它在健康,医疗和互联网领域经常做出努力。它不仅制作了杂技团,销售彩票,还制作了自行车,还进行了细胞疗法治疗。对于制作扑克牌的公司来说,做这些事情太难了。强行跨境不仅未能为姚智扑克创造多元化的竞争优势,而且姚基逐渐失去了市场的核心地位,甚至在年内,净利润将继续下降。 2017年之后,净利润将达到8074万,2014年仅为65%。可以看出,多元化不仅未能让姚基找到出路,而且使得姚基出现了更多问题。

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三,姚基应该做什么?在整个姚吉的发展过程中,我们会发现这是一家非常擅长娱乐的公司。虽然扑克牌很小,但不断变化的游戏玩法背后是对娱乐的深刻理解,但姚基可以在扑克牌领域形成绝对的领导者。它的地位是对扑克牌的方式的深刻理解,所以对于姚骥来说,他以前的多样化并不是盲目地意识到他的比较优势。直到2018年,姚姬终于意识到它是什么。在他擅长并真正将优势归功于第一原则的原则后,姚骥逐渐发现了自己在大娱乐领域的优势。 2018年4月,姚基扑克收购成渝科技6.56亿股,并于2019年5月再以668百万元收购成渝科技剩余46.55%股权,成为全资子公司和另一家控股子公司万盛达扑克。 11.9亿美元收购大鱼竞争。

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根据开心宝的数据,我们可以发现姚基扑克已经拥有多家互联网公司。经过互联网娱乐的全面转型,耀基扑克网络游戏的比例已达到34%。一个独特的情况,可以说这样的发展道路是姚基具有比较优势的领域。

今天,姚吉正式更名,看到了全面发展互联网娱乐业务的决心。对于传统企业来说,开发互联网娱乐是如此困难。很明显,姚基已经有勇气打破互联网娱乐的大腕。在90年代中期,姚吉的名字改变只是第一步,企业还有很长的路要走。

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Yao Ji的重命名也激励了许多传统公司。对于传统公司而言,这不是一个热门话题,因为如果你随机追逐热点,大多数传统公司都不擅长跨境。缺乏自己基因的传统企业可能会碰到鼻子和脸。就像将碧桂园改造为机器人一样,他们只敢在建筑领域成为机器人,而不仅仅是做机器人。所有传统公司都必须考虑他们有哪些优势,他们擅长什么,以及如何做他们擅长的跨境和多元化是一个真正合适的策略。

作者:上游金融专家顾问,财务专栏作家,财经评论员。

微信公众号:江焱视觉观察(江汉观)

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