10月30日晚间，九阳股份（002242.SZ）披露了2023年三季度报告，公告显示，公司前三季度实现营业收入67.81亿元，其中单三季度营业收入实现了11.24%的增长，重回双位数增长轨道。
On the evening of October 30, Joyoung (002242.SZ) announced its financial results for the third quarter ended September 30, 2023. Revenue for the first nine months ended September 30, 2023 was 6.78billion yuan. Revenue for the third quarter increased by 11.24% yoy, back to double-digit growth track.
今年以来，公司主打太空系列2.0产品，推出了包括0涂层不粘电饭煲N1S、速嫩烤空气炸锅V1 Fast、变频轻音破壁机B1等多个创新型产品。九阳始终坚持通过持续的技术与产品创新、高效的数字化用户沟通与产品落地、快速且精准的营销策略，及时捕捉市场新需求并能迅速做出反应，以满足用户对高品质小家电产品的需求。
In this year, the Company mainly popularized the Space Series 2.0 products and launched new products such as the 0-coating non-stick rice cooker N1S, quick easy air fryer V1 Fast and less noisy blender B1 with BLDC. Through continuous technology and product innovation, efficient digital user communication and product implementation, and fast and precise marketing strategies, the Company captured new market demands in a timely manner and was able to respond quickly to meet the user''s needs for high-quality small home appliance products.
以变频轻音破壁机B1为例，九阳针对消费者反应的破壁机噪音痛点，创新性使用变频无刷电机，以实现根源性降噪，配合一系列公司独有的降噪专利技术，实现整机噪音低至37分贝。该变频轻音破壁机上市以来，也有效的提振了公司在该品类的市场表现。
Taking less noisy blender B1 with BLDC as an example, Joyoung found that noise was the biggest pain point of high-speed blenders that consumers complained about. So the Company launched a less noisy blender B1 with BLDC that contained brush-less DC motor to minimize noise, with a series of relevant patents. The noise when operating the B1 Blender was around 37 dB. The less noisy blender B1 with BLDC buoyed Joyoung’s performance in high-speed blenders since its going to market.
据奥维云网统计数据显示，小家电市场销额线上比重已从2014年的19%提升至了2022年的77%。九阳在积极布局和拓展新兴渠道的同时，也同步协调发展货架电商与内容电商、Shopping Mall新零售与下沉市场，把握内容电商发展机遇，重点发展小红书、抖音等内容电商平台。公司认为，国内零售渠道日新月异，线上线下的渠道千变万化，为此公司已逐渐建立了较为完善的直播矩阵和“种草—购买—分享”的价值传播闭环，为品牌积累了更多新用户、新客群。
According to AVC, the proportion of small home appliance market sales online increased from 19% in 2014 to 77% in 2022. Joyoung continued to actively layout and expand emerging channels, coordinated the development of shelf e-commerce and content e-commerce, Shopping Mall new retail and markets in lower-tier cities, grasped the opportunity of content e-commerce, focused on the development of content e-commerce platforms such as Xiaohongshu and Douyin. Joyoung mentioned that considering domestic retail channels were changing rapidly, and the online and offline channels were ever-changing, the Company gradually formed the complete live broadcasting matrix and the closed loop of "interested - purchase - share", accumulating more new users and new customer groups for the brand.
此外，九阳也在同步加强线下零售终端、导购队伍的建设，鼓励有经验的终端门店和导购员，开展场景化演示、直播带货，依托自建的数字中台网络，搭建完善更全面、更高效、更精准的O2O数字化全域营销运营体系，挖掘线下市场新机遇，全面提升零售动销能力。
Joyoung also strengthened the construction of retail terminals such as training shopping guide teams to carry out scenario-based demonstrations and do live streaming. Relying on self-developed digital platform, Joyoung built a more comprehensive, efficient and accurate O2O digitalized marketing and operation system covering omni channels, which would comprehensively enhance the ability of its retail sales.
外销方面，作为国内小家电行业的领导者，九阳持续发挥研发创新、供应链管理等优势，外销ODM业务保持高增长，九阳、JS环球生活、SharkNinja三者间的协同效应正在持续不断放大。据悉，九阳向SharkNinja欧美市场输出更多高品质、高价值产品的同时，还将向全球其他市场输出更多本地化差异化的优势产品，为公司带来新的增长点。
In terms of overseas business, as a leader in the domestic small home appliance industry, Joyoung gave full play to the advantages of R D innovation, supply chain management, etc., and maintainedhigh growth in the ODM business, and the synergy effect among Joyoung, JS Global and SharkNinja was amplified. Joyoung will not only output more high-quality, high-value products to SharkNinja Europe and the United States markets, but also localized, differentiated products to other markets around the world, bringing new growth engine for the Company.