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Stock Code: 301332

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Developing into a product innovator that is favored by billions of users worldwide.

GUANGDONG

DEERMA TECHNOLOGY

CO., LTD.

DEERMA Group

Founded in 2011, Guangdong Deerma Technology Co., Ltd,（Stock Code：301332.SZ） is an innovative electrical appliance enterprise integrating independent R&D, original design, own manufacturing and proprietary sales of home appliances. Our company's brands include Deerma, Philips, etc., and the main products cover household cleaning series, water health series, portable massagers series, and sports health series. The business segments include private brand "Deema" cleaning appliances, "Philips" water health appliances, "Philips" portable massagers and sports health business,etc. Deerma will always take“Improve life details with products to help users improve life quality” as its mission, take“multi-brand, multi-category, globalization” as its development strategy. Deerma defines and develops innovative products based on consumer demand, creating fashionable household appliances that meet new consumption needs.

Development History

Financing History

Honors and Rewards

Brand Concept

Our Strength

DEVELOPMENT

Development History

Deerma Group has experienced three main stages since its establishment: the initial stage (2011-2014), the stage of building R&D and production core capabilities (2014-2018), and the multi-brand, multi-category, global layout stage (2018-present).

2023

Remain true to our original aspiration.

In May 2023, Deerma successfully listed on the Shenzhen Stock Exchange ChiNext, aiming to based on China, rooted in reality, focused on innovation, expanding globally, achieving brand success. We continuously build innovative small home appliances around the core strategy of “multi-brand, multi-category, globalization", through the efficient organization and an ultimate supply chain.

2022

Construction of a strong supply chain, and development anchored on the internet.

In 2022, in the small home appliance industry with multiple categories, Deerma actively integrated industry chain resources, and overlapped independent production capabilities, to create an "ultimate supply chain". It has established the R&D centers and manufacturing bases in Foshan, Suzhou, and other cities. At the same time, it has established the e-commerce live broadcast bases and content production centers in Shunde, Changsha, Hangzhou and other cities, to directly contact consumers through new retail channels such as e-commerce platforms, short videos, and online live broadcast. Deerma successfully launched its IPO in mid-2022 and won the Shunde Government Quality Award, with a revenue scale of RMB 3.3 billion.

2021

Global development towards multiple brands and product categories.

In 2021, Deerma won the authorization of Philips portable massagers products, clearly upheld the main line of "Internet + industry" and "supply chain + brand", relied on the advantages of efficient supply chain capabilities, and adhered to the development strategy of "multiple brands, multiple categories and globalization", to realize the pattern of "dual-wheel drive" for sales at home and abroad. Its domestic online sales are mainly concentrated in Tmall, Tik Tok and JD.com. The proportion of overseas sales has gradually increased, and the revenue scale has exceeded 3 billion yuan.

2020

Financing with a focus on innovation.

In 2020, Deerma completed a B-round investment of RMB 380 million by Cathay Capital, Jinyi Capital and Fortune Capital, as well as a B+ round investment totaling RMB 200 million by Dong Haifeng and Jinmi, to achieve its shareholding transformation. A variety of products from Deerma won the German iF Design Award, German Red Dot Award, and AWE Award. Deerma was also awarded the title of National Outstanding Enterprises of Professionalization, Refinement, Specialization and Novelty. In 2020, its revenue reached RMB 2.2 billion.

2019

Upgrade of corporate strategy.

In 2019, Deerma proposed the corporate vision of "developing into a product innovator that is favored by billions of users worldwide", undertook its mission of "improving the details of life with products and enhancing the quality of life for users", and upheld a development strategy of "multi-brand, multi-channel and globalization". Deerma strategically collaborated with Xiaomi Group and Shunwei Capital to establish a joint venture company, Foshan Dianyu Technology Co., Ltd., which obtained the A+ round investment of RMB 330 million by GenBridge Capital, Charisma Partner, and Oppein, with a revenue scale exceeding RMB 1.5 billion.

2018

Financing and brand acquisition.

In 2018, the manufacturing base invested by Deerma was officially put into operation, and the usage area of the production plant increased to 120,000 square meters. Deerma received the first round of strategic investment of RMB 500 million from CITICPE, fully acquired the global water health business under Philips, a Fortune 500 company, and established the personal health sub-brand Wellskins, to accelerate its layout in brand marketing, product R&D, and international development. Its revenue scale exceeded RMB 940 million.

2017

Enhancement of its own production capacity.

In 2017, the overall online sales GMV of e-commerce in Deerma exceeded RMB 10 billion, and Deerma was awarded the title of National E-commerce Demonstration Enterprise. Deerma built a relatively mature modern manufacturing assembly line, continuously increasing its own production capacity. Deerma won the title of "Guangdong Province High tech Enterprise" for the first time. It continued to increase technological investment, focused on product innovation, and maintained a strong development momentum, with an annual revenue scale exceeding RMB 490 million. Since 2017, its own brand Deerma has been taken as the center of its development, and its e-commerce agency business has been gradually divested from Deerma.

2016

Expansion towards multiple categories.

In 2016, Deerma established a business unit for home e-commerce, imported e-commerce, gifts, and digital marketing in terms of its e-commerce operations, which further expanded its e-commerce layout in multiple fields such as new retail, content marketing, and communication. Deerma further strengthened its R&D team, invested in self-built production parks, strengthened marketing on third-party e-commerce platforms both domestically and internationally, and started to expand its presence in overseas markets.

2015

Improvement of capability chain.

In 2015, the e-commerce of Deerma was comprehensively carried out cross disciplinary and in multi-category industrial cooperation. Deerma established an international business unit, and successively cooperated with brands such as Philips, Toray and SYR. Deerma accelerated the implementation of an innovation-driven strategy, promoted the corporate optimization of structure, and continuously improved quality, efficiency and competitiveness. Its humidifiers and rod vacuum cleaners were ranked at the forefront of entire network. It was rated as one of the top 100 Chinese online product brands by Alibaba Research Institute.

2014

Gradual construction of its own production capacity.

In 2014, Deerma innovatively carried out the comprehensive e-commerce service, and cooperated with Glanz to build the first e-commerce visual factory in China, providing one-stop visual marketing services for domestic and international brands. Deerma focused on the industrial supply chain, and deeply participated in key links of product production such as industrial design, technological R&D, supply chain and production quality, which laid the foundation for the integrated progress of enterprise brand development, research, production and sales by establishing its own production capacity and merging OEM factories.

2013

Deep strategic cooperation.

In 2013, in terms of e-commerce, Deerma continued to promote the upgrading and empowerment of Internet marketing with well-known manufacturing brands. Deerma provided comprehensive e-commerce strategy solutions for Vatti, Vanward and others, supporting their brands to carry out the omnichannel operations of e-commerce. Deerma quickly achieved full process control from product design to product launch, with the products sold on major online platforms of e-commerce such as Taobao, Tmall, JD.com, Amazon, Vipshop, and YHD.com.

2012

Empowerment towards manufacturing industry:

In 2012, Deerma empowered its ability in online brand visual marketing for e-commerce towards many home appliance enterprises, and successively cooperated with well-known domestic and foreign brands such as Vatti, Chunhua, Xiotin, Shark, etc. Deerma sold its products at the brand stores on Taobao, Vipshop and YHD.com, and its sales of humidifiers and vacuum cleaners ranked among the top.

2011

Establishment of private brand.

In 2011, Deerma seized the explosive opportunity of e-commerce and shifted its business focus to e-commerce agency operation, and established its own brand Deerma while strategically cooperating with well-known domestic and foreign brands. With rich practical experience in the e-commerce field, Deerma achieved rapid growth of sales for its own brand products. Since 2021, Deerma has formed a dual development of e-commerce and operation of its own brand Deerma.

2010

Transformation of e-commerce services.

In 2010, with the emergence of mobile internet, Mr. Cai Tieqiang seized the opportunity to enter the rapidly developing e-commerce market with a keen insight. He decided to explore e-commerce services boldly by integrating the visual design advantages of Feish with the Internet.

2008

Innovation of brand vision.

Since 2008, Mr. Cai Tieqiang has led Feish to continuously innovate and provide professional brand visual design services to many local enterprises. Feish was rapidly grown into a leading local brand design company, serving 100 well-known enterprises.

2007

Incorporation.

In 2007, more enterprises focused on brand building as their development focus, and attached importance to brand communication and marketing. In this context, the founder, Mr. Cai Tieqiang, founded Feish to provide brand image planning and creative design services.

2023

2022

2021

2020

2019

2018

2017

2016

2015

2014

2013

2012

2011

2010

2008

2007

Financing History

Since June 2018, Deerma has completed multiple rounds of financing and continuously accelerated its layout in brand marketing, product R&D, and international development. In May 2023, Deerma successfully listed on the A-share market of the ChiNext of Shenzhen Stock Exchange. Deerma will stay true to the mission and set out again.

PUBLIC LISTING

On May 18, 2023, it was officially listed on the ChiNext of Shenzhen Stock Exchange

ROUND INVESTORS

Tianjin Jinmi
Dong Haifeng

ROUND INVESTORS

Tianjin Jinmi

ROUND INVESTORS

Euro Fancy
Dachen Chuangjing
Jinyi Capital

A+

ROUND INVESTORS

Generation HK, Zhuhai Deyuan, Zhuhai Fengming, Zhuhai Ruizhi, Chizhou Yunding, Fuzhou Yueying, Jiaxing Ruiyong, Hexiang Chuangying, Hexiang Chuangying, Zhuhai Kejia, Meizhou Oppein

ROUND INVESTORS

Panmao (Shanghai) Investment Center (L.P.)

PUBLIC LISTING

ROUND INVESTORS

2023

2022

2021

2020

2019

2018

2017

2016

BRAND INTRODUCTION CONCEPTIONS

DEERMA , JUST WHAT YOU NEED

Brand

DEERMA, as an innovative electrical appliance brand, was founded in 2011. It focuses on the research, production and sales of innovative small household appliances such as vacuum cleaners and personal care products. It is featured by controlling over the entire industry chain and precise product selection and insists on launching well-designed innovative products with good quality and high cost-effective performance.

Brand Mission

Improving the details of life with products and enhancing the quality of life for users.
Based on the continuous pursuits of people towards the quality of life, there are many details that can be improved in their lives. Deerma takes advantage of innovation and creativity to create small home appliances in high quality, improves the neglected details of life, and starts from the subtlety to meet consumers' desire of improving their quality of life.

Brand Conception

Design should be regarded as a necessity to enjoy life, rather than a luxury item.
Deerma believes that product is closely related to life. Product design should be strongly connected to daily life, aiming to reinterpret the familiar daily life of consumers, and make the product become a nice touch to improve the details of life. Good design can stand the test of life, while good life cannot be separated from delicate design.

Deerma Designs

With the precise standard of "just right" to integrate function and form.

Deerma Quality

Exceeding user expectations with the rigorous standard of "just right".

Deerma Products

Realizes more user dreams with the affordable pricing of "just right".

STRENGTH OF DEERMA

Independent R&D

The engineering team has rich experience and endeavors to continuously innovate, and has obtained multiple product patents to date, covering invention patents, utility model patents, and design patents. A professional testing center with complete testing equipment and facilities has received testing qualifications from multiple foreign certification agencies, which strictly follows the ISO17025 standard.

Comprehensive Safety Laboratory

EMC Laboratory

Simulation Environment Laboratory

Component Laboratory

Physical and Chemical Laboratory

RoHS Laboratory

Noise Laboratory

Packaging and Simulation Transportation Laboratory

Material Laboratory

Life and Durability Laboratory

User Experience Laboratory

Original Design

People's pursuit of quality of life continues, and there are many details in life that can be improved. Deerma uses innovation and creativity to create exquisite small home appliances to improve those overlooked details in life, starting from subtle places to satisfy consumers' beautiful wishes to improve their quality of life. It has won many international design awards in recent years, incorporating the beauty of design into life.

German iF Design Award

Red Dot Design Award

AWE Award

K-Design Award

Taiwan Golden Pin Design Award

Upstyle Award

Contemporary Good Design Award(CGD)

Gornernor Cup Industrial Design Award

Independent Production

The company has built its own integrated plant and leased integrated plant. It has multiple production lines for electronics, packaging, sub-assembly, final assembly, filter elements, and automatic injection molding equipment, providing strong support for high-quality products.

D2C

It has covered mainstream e-commerce platforms in China and laid out global sales channels. The products are hot-selling in Hong Kong China, Brazil, South Korea, Russia, Ukraine, Indonesia, Japan, Thailand and other countries and regions.

Products