[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-JP2026011621475029975":3,"related-JP2026011621475029975":31},{"pageSize":4,"id":5,"productLine":6,"status":7,"articleCode":8,"articleType":9,"showStyle":7,"mediaType":10,"articleTitle":11,"coverImage":12,"listImage":12,"introduction":13,"description":14,"nonVipDescription":15,"postTime":16,"viewTime":16,"sortNumber":17,"isFree":18,"isShowList":7,"isRecommend":18,"linkType":7,"isOriginal":6,"hasMiniUrl":18,"hasAdvertising":18,"createBy":19,"updateBy":19,"createTime":20,"visitCount":21,"isLiked":18,"realSearch":22,"isRead":18,"productId":23,"isCollected":18,"collectCount":24,"vipExclusive":18,"allowComment":7,"style":25,"canCopy":18,"likeCount":26,"seoKeywords":15,"articleModuleVoList":27,"extendContentList":28,"noteCount":18,"categoryList":29,"dailyKeywordList":30},10,7840,"1",1,"JP2026011621475029975","1041018",3,"一个极简公式，看穿99%生意的赚钱逻辑","https:\u002F\u002Fimage.jane7.com\u002F79fadfa1-6c72-4b24-a7cb-e45e71615172.jpg","财报轻松入门指南","\u003Cdiv>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">大家好，我是简七。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">最近股市挺热闹的，有朋友问我：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">「想买股票，\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cstrong>\u003Cspan leaf=\"\">xx主题有啥推荐？\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cstrong>\u003Cspan leaf=\"\">」\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">我的答案可能有点扫兴：追热点，大概率要亏钱。你看这周，监管也出手了，对一些涨得猛、没业绩的股票加以限制。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">想认真研究买到好公司，\u003C\u002Fspan>\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">财务报表这关，是绕不开的\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">巴菲特说过一句话：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">「如果你对生意感兴趣，我认为你应该在20多岁学习所有的会计知识，会计是商业语言。」\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">我的第一份工作，是在会计师事务所做审计。当时有一项工作\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（收入穿行测试）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">让我印象特别深：追着一笔收入，从发货、签收、记账到收款，完整地走一遍。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">那段经历让我发现，数字背后藏着的，其实是整个商业逻辑。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">但对零基础小白来说，看着财报上密密麻麻的数字，估计十个人里能劝退九个。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">所以今天，我们一起来聊聊一本能治愈「数字焦虑」的好书：清华大学会计系主任肖星教授的\u003C\u002Fspan>\u003Cspan style=\"background-color:rgba(254, 212, 164, 0.8);\">\u003Cstrong>\u003Cspan leaf=\"\">《一本书读懂财报》\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin: 0px 16px;line-height: 1.5em;text-align: center;\">\u003Cspan style=\"color: rgb(216, 57, 49);background-color: rgba(255, 246, 122, 0.8);\">\u003Cspan leaf=\"\">\u003Cspan style=\"font-size: 14px;background-color: rgb(255, 254, 213);color: rgb(255, 76, 0);\" textstyle=\"\">想系统性学习投资？\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin: 0px 16px;line-height: 1.5em;text-align: center;\">\u003Cspan style=\"color: rgb(216, 57, 49);background-color: rgba(255, 246, 122, 0.8);\">\u003Cspan leaf=\"\">\u003Cspan style=\"font-size: 14px;background-color: rgb(255, 254, 213);color: rgb(255, 76, 0);\" textstyle=\"\">欢迎扫码免费报名「5天股票体验\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color: rgb(216, 57, 49);background-color: rgba(255, 246, 122, 0.8);\">\u003Cspan leaf=\"\">\u003Cspan style=\"font-size: 14px;background-color: rgb(255, 254, 213);color: rgb(255, 76, 0);\" textstyle=\"\">营\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color: rgb(216, 57, 49);background-color: rgba(255, 246, 122, 0.8);\">\u003Cspan leaf=\"\">\u003Cspan style=\"font-size: 14px;background-color: rgb(255, 254, 213);color: rgb(255, 76, 0);\" textstyle=\"\">」↓↓↓\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Csection nodeleaf=\"\" style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;text-align: center;\">\n  \u003Cimg src=\"https:\u002F\u002Fimage.jane7.com\u002F6bf2b97e-bcfe-43a8-a188-db005a92ee40.jpg\">\n \u003C\u002Fsection>\n \u003Csection nodeleaf=\"\" style=\"margin: 0 16px;padding: 0px;\">\n  \u003Cimg alt=\"图片\" src=\"https:\u002F\u002Fimage.jane7.com\u002F39b54b81-91a8-42e5-891e-b773f50b40a3.jpg\">\n \u003C\u002Fsection>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin: 0 16px 16px 16px;line-height: 2em;text-align: center;color: #de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">01\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">在书的开头，肖星老师说：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">会计既不是科学，也不是艺术，而是一种魔法。\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">听着有点玄乎，咋理解呢？让我先给你讲一个真实的商业故事。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">你先凭直觉判断一下：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">下面两家公司，你会把钱投给谁？\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">A公司\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">：行业巨头，志在打造林浆纸一体化的全产业链。产能巨大，还豪掷千金买下百万亩林地自己种树。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">B公司\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">：行业跟随者，规模只有A公司的三分之一。没有自己的森林，原材料全靠市场采购，甚至为了省钱，还在用相对低端的草浆，看起来有点抠。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">你选谁呢？\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">我猜，大部分人都会被A公司那份掌控一切的宏伟蓝图打动。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">但当肖星老师为我们揭开财报的底牌时，真相却是：\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">那个拥有百万亩林海的「优等生」A公司，总资产报酬率（ROA）只有可怜的3%，甚至跑不赢当时的银行贷款利率，意味着借钱经营都在亏本。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cblockquote style=\"margin-right: 16px;margin-left: 16px;line-height: 2em;border-left: 2px solid #bbbfc4;color:#646A73;margin-inline-start: 16px;\">\n  \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;font-size: 14px;\">\u003Cstrong>\u003Cspan leaf=\"\">总资产报酬率（ROA）= 净利润 ÷ 总资产\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003C\u002Fblockquote>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">而那个看似「小作坊」的B公司，回报率却是A公司的两倍以上。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">为什么全产业链布局反而输给了「小作坊」？为什么宏伟的战略在财务指标上却是一场惨败？\u003C\u002Fspan>\u003C\u002Fp>\n \u003Csection nodeleaf=\"\" style=\"margin: 0 16px;padding: 0px;\">\n  \u003Cimg alt=\"图片\" src=\"https:\u002F\u002Fimage.jane7.com\u002F96aaba2e-ba78-45cd-bd6e-2b24a49e7b0d.jpg\">\n \u003C\u002Fsection>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin: 0 16px 16px 16px;line-height: 2em;text-align: center;color: #de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">02\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">《一本书读懂财报》最精彩的地方，是教你\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">看懂商业的底层逻辑\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">肖星老师告诉我们，所有生意的赚钱能力，都可以用一个公式来拆解：\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">赚钱的能力 = 效益 × 效率\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">-效益\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">，就是你赚得多不多。比如茅台，一瓶酱香的利润率极高。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">-效率\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">，就是你赚得快不快。比如沃尔玛，每件商品的利润薄，但周转快，资金一年转十几圈。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">在财务上，这个逻辑体现为：\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cblockquote style=\"margin-right: 16px;margin-left: 16px;line-height: 2em;border-left: 2px solid #bbbfc4;color:#646A73;margin-inline-start: 16px;\">\n  \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;font-size: 14px;\">\u003Cstrong>\u003Cspan leaf=\"\">ROA = 销售净利率 × 总资产周转率\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003C\u002Fblockquote>\n \u003Csection nodeleaf=\"\" style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;text-align: center;\">\n  \u003Cimg src=\"https:\u002F\u002Fimage.jane7.com\u002F24913381-efc6-484a-9fb3-225fe1b3774e.jpg\">\n \u003C\u002Fsection>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">任何一个好生意，至少要占一头。但A公司的问题，恰恰是两头都失守了。\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">让我们用财报的三张表，来看看A公司到底错在哪儿——\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">（1）资产负债表：看懂一家公司的底子\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">资产负债表就像一张照片，拍的是某个时刻\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（比如12月31日）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">公司的全部家底。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">当我们用这张照片看A公司时，发现它的资产太重了。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">根据公式：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">总资产周转率 = 营业收入 ÷ 总资产\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">。分母越大，周转率越低，效率就越被拖累。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">A公司的资产主要是：\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">-固定资产\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">：昂贵的造纸机器、厂房和设备。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">巨额投入追求产能，但如果产能利用率不足，庞大的折旧费就像巨石一样压在账上。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">-在建工程\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">：这是A公司最大的痛。它引以为傲的百万亩林海，在财务上被记为「在建工程」。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">树木从种下到成材需要7-10年。这意味着，巨额的资金变成了漫山遍野的小树苗，在长达十年的时间里，它们躺在账上只吃钱\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（维护费）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">、不吐钱\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（产生收入）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">因此，A公司一开始的战略选择，重\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">资产投入试图做高周转的生意\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">，就注定了其总资产周转率极低，积累了大量「僵尸资产」。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">（2）利润表：看懂一家公司的「面子」\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">如果说资产负债表是某一时刻的照片，那么利润表就是一段时间内的录像，它记录的是企业在一段时间内（比如一年）的经营表现。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">它回答的核心问题是：这家公司到底赚了多少钱？\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">既然周转慢，那如果利润高也能弥补\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（即三年不开张，开张吃三年）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。但遗憾的是，A公司的利润表记录下了它在费用控制上的全面失控。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">A公司为了扩张，收购了大量中小造纸厂。不同企业文化的冲突、人员的冗余、管理层级的复杂，导致了极高的管理费用。这笔钱是用来维持公司组织运转的，过高说明管理效率低下。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">最讽刺的一点是，A公司虽然有林地，但布局极不合理：树种在东北（原材料），厂建在全国，卖给华东（市场）。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">原材料和产品的南来北往，产生了巨额的物流成本。这笔费用最终计入了成本和销售费用，直接吃掉了规模效应带来的所有效益。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">高昂的管理费用和销售费用，极大地侵蚀了利润，导致销售净利率惨不忍睹。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cblockquote style=\"margin-right: 16px;margin-left: 16px;line-height: 2em;border-left: 2px solid #bbbfc4;color:#646A73;margin-inline-start: 16px;\">\n  \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;font-size: 14px;\">\u003Cspan leaf=\"\">销售净利率=净利润÷营业收入\u003C\u002Fspan>\u003C\u002Fp>\n \u003C\u002Fblockquote>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">（3）现金流量表：看透一家公司能活多久\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">接下来我们需要关注第三张表——现金流量表。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">你会发现，A公司不仅周转慢、利润低，而且现金流更是濒临枯竭，究其原因还是\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">在建工程过高\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">导致现金流恶化。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">因为购买林地、种树这些行为，在财务上是用真金白银换来的\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（大额经营性或投资性现金支出）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">但残酷的是，这些树木在成材前的7-10年内，既不能卖钱产生现金流入，还得持续投入人工、肥料等维护费用\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（持续的现金流出）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">结果A公司的账面上虽然拥有庞大的林业资产，但口袋里的现金却在一天天枯竭。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">这就解释了为什么A公司不得不依赖大量的「融资现金流」，靠疯狂向银行借钱来给经营和投资输血。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">一旦信贷收紧，这个账面资产雄厚的巨人会瞬间因贫血而倒塌。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">综上所述，我们发现，A公司走的是林浆纸一体化的「重资产」战略。这种战略天然适合「高净利率」的模式\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（如通过独家林地形成成本壁垒，赚取超额利润）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">但从财报上看，A公司因为种树\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（资产过重）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">导致了低周转\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（即薄利多销）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">，又因为物流和管理失控\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（费用过高）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">导致了低净利。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">双低的ROA，意味着这是一家既没有「效益」也没有「效率」的平庸公司。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">反观B公司，它选择了「轻资产」模式。不自己种树，向市场采购原材料。这看似被动，实则很有讲究。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cstrong>\u003Cspan leaf=\"\">为什么呢？\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">因为它用较小的资产规模，通过持续的生产和销售，快速周转资金。虽然每一个单位产品的利润率不如A公司预期的那么高，但由于转得快，反而在ROA上胜出。这就是效率战胜规模的案例。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">现实中好生意往往符合两种模式：\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">1）茅台模式（高净利）：既然转得慢（周转率低），就必须卖得贵（毛利高）。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">2）沃尔玛模式（高周转）：既然卖得便宜（毛利低），就必须转得快（周转率高）。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">读懂财报的终极意义，就是用这个公式去衡量一家企业：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">它到底是在靠本事\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan style=\"color:#646a73;\">\u003Cstrong>\u003Cspan leaf=\"\">（高净利）\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">赚钱，还是在靠勤奋\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan style=\"color:#646a73;\">\u003Cstrong>\u003Cspan leaf=\"\">（高周转）\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">赚钱？\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">如果像A公司一样两者都不占，那它就是在靠运气、借钱苟延残喘。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Csection nodeleaf=\"\" style=\"margin: 0 16px;padding: 0px;\">\n  \u003Cimg alt=\"图片\" src=\"https:\u002F\u002Fimage.jane7.com\u002Ff33ebbb6-4e37-45d9-95f4-df30b6d159a7.jpg\">\n \u003C\u002Fsection>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin: 0 16px 16px 16px;line-height: 2em;text-align: center;color: #de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">03\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">好了，看懂了A公司的案例，我们并非只是为了听个故事。更重要的是，把这套分析思路内化成我们自己的、可以随时使用的投资工具。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">接下来，我就把上面的分析思路，提炼为可以立刻上手的3个财务体检要点。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">1.查资产负债表：警惕「在建工程」与「固定资产」占比过高\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">像A公司那样的在建工程\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（比如那片十年才能砍的树林）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">，如果在一份财报中占比过高，且迟迟不能转为可以产生效益的固定资产，那它往往就是一个巨大的资金陷阱。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">它不仅不能为公司创造价值，还会持续地消耗现金。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">2.查利润表：关注「费用率」的异常\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">如果一家公司，声称自己是高科技企业或管理先进，但它的\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">管理费用率\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">或\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">销售费用率\u003C\u002Fspan>\u003C\u002Fstrong>\u003Cspan leaf=\"\">却常年居高不下，那就说明，它的内部治理可能一团糟，或者它的产品，根本没有它说的那么有竞争力，只能靠烧钱来维持增长的假象。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cblockquote style=\"margin-right: 16px;margin-left: 16px;line-height: 2em;border-left: 2px solid #bbbfc4;color:#646A73;margin-inline-start: 16px;\">\n  \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;font-size: 14px;\">\u003Cspan leaf=\"\">管理费用率=管理费用÷营业收入\u003C\u002Fspan>\u003C\u002Fp>\n  \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;font-size: 14px;\">\u003Cspan leaf=\"\">销售费用率=销售费用÷营业收入\u003C\u002Fspan>\u003C\u002Fp>\n \u003C\u002Fblockquote>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan style=\"color:#de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">3.查生存的底气：现金流比利润更重要\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">A公司的案例告诉我们，低ROA的企业，往往伴随着糟糕的现金流。请一定记住：\u003C\u002Fspan>\u003Cstrong>\u003Cspan leaf=\"\">现金流，比利润更重要。\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">无论是经营家庭还是个人职业发展，现金流是空气，利润是食物。你可以饿几天\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（亏损）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">，但你不能几分钟不呼吸\u003C\u002Fspan>\u003Cspan style=\"color:#646a73;\">\u003Cspan leaf=\"\">（资金链断裂）\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan leaf=\"\">。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">下次当你看到某家公司发布重大利好财报时，不要只看新闻标题里的净利润增长，去翻翻它的现金流量表。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">如果「经营活动现金净流量持续为负，而净利润为正」，请立刻警觉，这可能是一个美丽的泡沫。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Csection nodeleaf=\"\" style=\"margin: 0 16px;padding: 0px;\">\n  \u003Cimg alt=\"图片\" src=\"https:\u002F\u002Fimage.jane7.com\u002Fbbb50d6d-efbc-48f3-b08c-34ff00a9fcbf.jpg\">\n \u003C\u002Fsection>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin: 0 16px 16px 16px;line-height: 2em;text-align: center;color: #de7802;\">\u003Cstrong>\u003Cspan leaf=\"\">04\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">好了，关于《一本书读懂财报》，我们就聊到这里。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">这本书没有复杂的公式，没有生硬的条文，只有清晰的逻辑、生动的比喻和真实的故事。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">合上它你会发现，你的认知发生了一个奇妙的转变：\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">财报，不再是会计师的专属账本；它是我们每个人，读懂这个世界的「通用语言」。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">商业很复杂，人心很幽暗，但财报很诚实。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">它会告诉你那片迷人的森林，到底是金矿还是陷阱。掌握这门语言，你便掌握了在商业迷雾中看清终点的特权。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">这或许才是阅读这本书，最大的意义所在。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\u003C\u002Fp>\n \u003Cp style=\"font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;margin-top:0;margin-bottom:0;margin-right: 16px;margin-left: 16px;line-height: 2em;\">\u003Cspan leaf=\"\">周末愉快。\u003C\u002Fspan>\u003C\u002Fp>\n \u003Csection data-pm-slice=\"0 0 []\" nodeleaf=\"\" style=\"-webkit-tap-highlight-color: transparent;margin: 16px 16px 0px;padding: 0px;outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;color: rgba(0, 0, 0, 0.9);font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;orphans: 2;text-indent: 0px;text-transform: none;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;white-space: normal;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;clear: both;min-height: 1em;text-align: center;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;letter-spacing: 1px;caret-color: rgb(51, 51, 51);visibility: visible;line-height: 2em;\">\u003C\u002Fsection>\n \u003Csection style=\"margin-bottom: 0px;outline: 0px;letter-spacing: 0.544px;white-space: normal;font-family: -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;background-color: rgb(255, 255, 255);line-height: 2em;margin-left: 16px;margin-right: 16px;\">\n  \u003Cspan leaf=\"\">\u003Cbr>\u003C\u002Fspan>\n \u003C\u002Fsection>\n\u003C\u002Fdiv>","","2026-01-16 21:45:00",100,0,"py自动生成","2026-01-16 21:47:50",84,false,18043,6,"1038002",5,[],[],[],[],[]]