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Accounting Analysis

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CEC International Holdings Limited

Listed company on HKSE (759)

From an investor point of view, CEC International Holdings Limited (CEC) has been doing good in business in maximizing profit, however the operation efficiency and liquidity need to have some improvements.

The financial statements are prepared in accordance with Hong Kong Accounting Standard (“HKAS”) issued by the Hong Kong Institute of Certified Public Accountants (“HKICPA”) and has been consistently used throughout all financial years. The framework used to develop the financial statements is the indirect method, which discloses an overall summary (consolidated financial statements) then follows by detail breakdown of individual items such as the change in capital assets, which is a widely adopted way of presentation.

CEC has changed its core business from electronic components manufacturing to retail since 2010, which has a higher profit margin and is the major profit contributor now. From 2011 onwards the cost of sales to revenue ratio reduced from 82% down to 76% then to 72% showed a great improvement in controlling the operation efficiency, eventually contributing to the gross profit. The ROSF and ROCE first dropped from 2011 to 2012, then slightly back up again in 2013. The cause of the drop may be because of the investment at early stage of business change whereby the return of investment has not been accounted. However, the operating profit margin and EBITDA margin were kept lowering. The selling and distribution expense was kept rising exponentially. The swift expansion of number of retail shops enabled the company to acquire a larger market share in short period of time, however sacrificing the profit margin. This has induced significant impact on the operating profit, thus eventually tapped into the final profit of the year, which showed a huge drop in profit for the year from

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