Rigol: The unit price of a complete set of 13GHz digital oscilloscopes released this year will reach the level of one million yuan
According to news from Jiwei.com, recently, Rigol stated in an institutional survey that in the fourth quarter of 2022, the company's revenue achieved a year-on-year and quarter-on-quarter growth of 40%. The new product substitution strategy of pulling and economical products, the company's gross profit margin has achieved a significant increase both on a quarter-on-quarter and year-on-year basis (according to the company's third quarter report, the gross profit margin in the first three quarters reached 51.88%), which also strongly stimulates the company's net profit Achieved better-than-expected growth in the quarter.
At the same time, on the specific product line, on the one hand, it benefits from the continuous increase in sales of high-end digital oscilloscopes such as 2GHz and 5GHz; The gross profit margin of digital oscilloscope, the company's main product, has increased significantly. The company's single-quarter digital oscilloscope gross profit margin in 2022 will maintain a stable quarter-on-quarter increase, and the company's single-product gross profit margin of digital oscilloscopes in the fourth quarter is already close to the gross profit margin level of radio frequency instruments. Among the company's products, digital oscilloscopes and radio frequency instruments are high-margin product lines.
In 2023, the company will make efforts in the following four aspects: 1. In terms of high-end instruments, the company will release a 13GHz digital oscilloscope in 2023, which is a very important step in the company's entire product strategy; 2. Based on the company's new technology platform, launch high-quality new products in diversified product lines, replace and increase market share; 3. Continue to increase the company's investment in R&D and high-end manufacturing, including the construction of Shanghai and Xi'an R&D centers, as well as fundraising projects as representatives Investment in advanced technology and production lines guarantees the company's future development; 4. In terms of marketing, through the further construction of overseas subsidiaries, the globalization of marketing will penetrate into the target market.
Rigol pointed out that the direct sales layout is inseparable from the company's high-end product and solution sales, and it is also an inevitable choice to meet customers' complex and diverse test and measurement challenges. The fundamental reason is that with the launch of high-end products, customers not only need one product, but also an overall comprehensive solution. The traditional distribution model is difficult to meet customer needs, and usually the single value of direct sales products is high and sales are difficult.
According to Rigol, for example, the unit price of the company's DS70000 series 5GHz bandwidth digital oscilloscope reaches about 200,000 yuan, and the unit price of a complete set of 13GHz digital oscilloscope to be released this year will reach the level of one million yuan. In this end market, compared with low-value instrument products, customers' purchasing and decision-making patterns have changed significantly. Therefore, in order to gain market share from foreign industry leaders in this market, it is necessary not only to "strengthen the iron itself" in technology, but also to bring value-added testing and measurement experience to customers through differentiated advantages.
According to Rigol, the direct sales model and the distribution model have their own emphasis and complement each other, which will significantly promote the company's overall marketing. The company has started direct sales in 2018, connecting customers through a professional sales and technical support team, and has achieved remarkable results in high-end products and strategic customers. The proportion of direct sales has reached about 30%. In the future, the company will continue to strengthen the construction of domestic terminal sales teams and key account sales teams, and at the same time gradually improve the direct sales teams in Europe, America, Japan, and emerging economies to cooperate with the global sales and deployment of the company's high-end products and solutions.
