(1) The first thing is to understand:
It is best to choose stocks that can be learned in life, such as Dong 'e Ejiao, Shuanghui Development, Yili, Mengniu, Bank, Maotai, Weiwei, Guangming, FAW, etc. Because their sales situation and market changes can be observed in life, it is easy to identify the reliability of their annual reports, and they can understand their annual performance and future development faster than fund evaluation and annual reports. The significance of this point is that when there is bad news in an enterprise, by understanding the product market, it can be judged whether the bad news has destroyed the consumer's demand for enterprise goods. If this demand still exists, the enterprise will have great defense ability. Like the Yili executive problem in 2004. The negative example is Bright Emulsion. After the milk scandal, the stock price panicked and plummeted. Why not buy it? Because it is not the key point to pay close attention to the sudden milk quality problem. What is important is another point. The field of milk yogurt has been gradually overwhelmed by Yili and Mengniu.
(2) The second is to take a step forward:
Many people think that having a brand is enough, which is wrong. Marketing guru and kotler talked about brand status and brand vitality. Commodities with brand status refer to commodities that everyone has heard of and are familiar with, such as Weiwei soy milk, melatonin and Amoi Electronics. A product with brand vitality refers to whether this product can meet the needs of consumers and whether Amoi's mobile phone can meet the larger needs of consumers. If Amoi's mobile phone is not famous enough for ZTE and NOKIA, and the price is similar, whether Amoi can provide exceptional quality or performance guarantee, if not, it can't meet the needs of consumers. Melatonin is often used as a gift, but whether it can meet people's needs as a health product, and whether the target market of this commodity is a gift-giving group or a group that wants to make children smart.
(3) Go further and compete.
Steel, rice, cement and other commodities, most of us do not consider their brands, but their prices, so these products have low added value and weak profits. Some industries, such as steel industry, have weak barriers to entry and strong barriers to exit, so it is easy to cause fierce wars, leading to obvious imbalance between supply and demand and obvious periodicity. Therefore, there is no competitive industry environment, and it is necessary to consider whether this environment can be maintained. Enterprises with good competitors are worth investing in.
Second, understand the data
(1) growth rate of earnings per share of historical reinstatement (2) dividends (3) monetary funds (4) return on net assets (5) cash flow statement.
Third, the securities market
(1) Price-earnings ratio (2) Measuring stock price (3) Reading prospectus and annual report.