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28/F Manhattan Place, 23 Wang Tai Road, Kowloon Bay, Hong Kong o
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Tel: (852) 2287 8888                     Fax: (852) 2287 8000  
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22/F, 868 Changshou Road, Shanghai    Postal Code: 200060
Tel: (86-21) 3227 9888                 Fax: (86-21) 3221 2675
2014 Annual Report
Contents
Corporate Profile 2
Corporate Information 4
Chairman’s Letter 6
Financial Review 8
Management Discussion and Analysis 12
Employee Information 18
Board of Directors and Senior Management 20
Corporate Governance Report 24
Directors’ Report 35
Independent Auditor’s Report 49
Consolidated Statement of Profit or Loss and Other  50
Comprehensive Income
Consolidated Statement of Financial Position 51
Consolidated Statement of Changes in Equity 53
Consolidated Statement of Cash Flows 55
Notes to the Consolidated Financial Statements 57
Appendix I — Investment Properties 142
Appendix II — Summarised Statement of Financial Position  143
of the Company
Appendix III — Five-Year Financial Summary 144
Definitions 146
CASH  Annual Report 2014 1
Corporate
         Profile
2 CASH  Annual Report 2014
CORPORATE PROFILE
Celestial Asia Securities Holdings Limited (“CASH”, SEHK:  RETAIL MANAGEMENT — PRICERITE
1049) is a multi-faceted service conglomerate in China. 
We address modern consumer needs in investment and 
Pricerite is the largest home furnishing specialist in Hong Kong. 
wealth management, home improvement, lifestyle, personal 
Through our comprehensive network of outlets, we offer 
enjoyment and mobile internet services. All our businesses 
products from furniture, home textiles, household products, 
share a common mission that our customers’ interests always 
home appliances to AV products. Upholding the “Living Smart” 
come first. Our brands are synonymous with good customer 
principle, we are committed to providing one-stop smart home 
service, great quality and fabulous value.
solutions that exceed customer expectations. Headquartered in 
Hong Kong, our extensive sourcing network in China enables us 
Abide by the “People-Oriented” principle, CASH Group is 
to work directly with manufacturing partners to ensure all our 
committed to becoming a Total Caring Organisation to partner 
products are with great value. We also strive to foster a caring 
with our key stakeholders to work towards the sustainable 
culture for our customers, employees, vendors, communities 
development of our business, our employees, our environment 
and natural environment.
and our society. CASH’s award-winning companies 
comprise CASH Financial Services Group (CFSG), CASH Retail 
We have a long heritage of adopting advanced technologies 
Management Group (CRMG): Pricerite, and Net2Gather (China) 
to enhance our operating efficiency. From back office support 
Holdings.
to product and service offerings, marketing communications 
and delivery scheduling, we strengthen our competitive edges 
FINANCIAL SERVICES — CFSG
through a balanced fusion of technology and people.
CASH Financial Services Group (SEHK: 510) is a leading financial 
Pricerite is known for its relentless effort in pursuing dedicated 
services conglomerate in China, providing a comprehensive 
services and product innovation, resulting in high acclaims 
range of financial products and quality services that includes 
such as the Premier Service Brand from the Hong Kong Brand 
mobile and premium trading, investment banking, algo trading 
Development Council, “Outstanding QTS Merchant Awards” 
and corporate finance advisory, wealth and asset management, 
— Gold Award from Hong Kong Tourism Board, the PRC 
alternative trading, etc. As a leading technology-focused 
Consumers’ Favourite Brands Campaign 2008 from the China 
financial services provider, coupled with our professional 
Enterprise Reputation & Credibility Association (Overseas) Ltd. 
human talents, CFSG is committed to operating the state-of-
and numerous Service and Courtesy Awards from the Hong 
the-art trading platform to provide our clients with instant 
Kong Retail Management Association, etc.
market information while at the same time trade anytime, 
anywhere, borderless. MOBILE INTERNET — NET2GATHER 
(CHINA)
Headquartered in Hong Kong, CFSG has already built a solid 
foothold in China. With our comprehensive product offerings, 
Net2Gather (China) Holdings is a Mobile Internet service 
international management experience, and award-winning 
provider in China, providing online games, mobile games 
operating platform, we cater for the investment and wealth 
and IPTV interactive games. By aggregating various Mobile 
management needs of our clients anytime, anywhere.
Internet services into an integrated platform, including content 
(upstream), operating platforms (midstream) and distribution 
Known for our innovation and quality services, CFSG has 
channels (downstream), Net2Gather aims to build a cross-value 
been widely recognised in the industry. In 2008, CFSG was 
chain of activities to enable people to come 2Gather in an 
the first organisation in Hong Kong to obtain the stringent 
online community in China that combines Mobile, Internet and 
ISO 9001:2008 certification, with zero non-conformity. Other 
Television platforms in line with the national move towards 
accolades include a Top Service Brand award from the Hong 
convergence.
Kong Brand Development Council, and the Distinguished 
Salespersons Awards from the Hong Kong Management 
Association, etc.
CASH  Annual Report 2014 3
Corporate
         Information
4 CASH  Annual Report 2014
CORPORATE INFORMATION
BOARD OF DIRECTORS AUDITOR
Executive: Deloitte Touche Tohmatsu
KWAN Pak Hoo Bankee  (Chairman) Certified Public Accountants
LAW Ping Wah Bernard  (CFO)
SOLICITORS
NG Hin Sing Derek  (ED)
Sidley Austin
Independent Non-executive:
REGISTERED OFFICE
LEUNG Ka Kui Johnny
WONG Chuk Yan Clarendon House
CHAN Hak Sin 2 Church Street
Hamilton HM 11
AUDIT COMMITTEE
Bermuda
LEUNG Ka Kui Johnny  (committee chairman)
HEAD OFFICE AND PRINCIPAL PLACE 
WONG Chuk Yan
OF BUSINESS
CHAN Hak Sin
28/F Manhattan Place
REMUNERATION COMMITTEE
23 Wang Tai Road
LEUNG Ka Kui Johnny  (committee chairman) Kowloon Bay
WONG Chuk Yan Hong Kong
KWAN Pak Hoo Bankee
REGISTRARS AND TRANSFER OFFICE 
COMPANY SECRETARY IN HONG KONG
LUKE Wing Sheung Suzanne, FCIS, FCS (PE) Tricor Standard Limited
22/F Hopewell Centre
AUTHORISED REPRESENTATIVES
183 Queen’s Road East
KWAN Pak Hoo Bankee Hong Kong
LAW Ping Wah Bernard
WEBSITE
  (alternate: LUKE Wing Sheung Suzanne)
www.cash.com.hk
PRINCIPAL BANKERS
STOCK CODE ON MAIN BOARD
Nanyang Commercial Bank, Limited
OCBC Wing Hang Bank Limited 1049
The Hong Kong and Shanghai Banking Corporation Limited
CONTACTS
CTBC Bank Co. Ltd.
Standard Chartered Bank (Hong Kong) Limited Telephone : (852) 2287 8888
Industrial and Commercial Bank of China (Asia) Limited Facsimile : (852) 2287 8000
Chong Hing Bank Limited
China Construction Bank (Asia) Corporation Limited
Wing Lung Bank Limited
The Bank of East Asia, Limited
Shanghai Commercial Bank Limited
CASH  Annual Report 2014 5
Chairman’s
         Letter
6 CASH  Annual Report 2014
CHAIRMAN’S LETTER
Dear Fellow Shareholders, We have also started revamping information technology 
systems in Pricerite to cater for a business environment 
2014 was an eventful year for both Hong Kong and the world.  shaped by big data analytics. Big data can improve customer 
Internationally, the outbreak of Ebola and the rise of a radical  satisfaction by driving forward efficiency and the shopping 
Islamist group posed serious challenges. The world financial  experience, refine brand positioning and target the right 
order was also buffeted by the rapidly changing economic and  customers more effectively. We will continue to explore 
regulatory environment and mixed market signals, with Europe  cutting-edge technology and operational models, such as the 
and Japan struggling to stay out of recession, the US steadily  Omni Channel, to further enhance perceptions and enjoyment 
accelerating GDP growth, and China seeking to improve the  of our retail experience. We believe that there will be 
quality and stability of its economy. On the technology front,  tremendous scope for growth as Hong Kong property market 
innovations such as big data analytics altered the landscape  continues to supply more small to medium-sized apartments.
for companies and lifestyles. All these developments have 
impacted the traditional business ecosystem, creating  Looking ahead, the Board believes that the CASH Group is 
uncertainty for long-term investors while putting more  in good shape for prudent future expansion. Over the years, 
emphasis on the importance of technology in changing lives. our success has been built on our ability to recruit and retain 
the best people. A management training programme for 
Keeping abreast of external developments and innovation, the  high-potential graduates has been in operation since the CASH 
CASH Group continued the transformation of our businesses,  Group was established. In addition, we have sought to recruit 
on-going since 2009, through further evolution of our  PhD and Master’s degree graduates and top students from 
operating and technology systems. We will also be vigilant in  leading universities around the world. Such strategies have 
studying fresh market openings, with the objective of investing  enabled the Group to nurture the talented teams to manage 
in technology-driven businesses to support our aggressive  our businesses carefully and continuously serve our clients 
expansion plans for the years ahead. better. Built on this solid foundation of people, quality and 
ability to manage change, the CASH Group is fully prepared to 
Our financial services group, CFSG, has successfully advanced  succeed in the business world of the 21st century by bringing 
into a technology-driven financial services house, with both  market-leading innovation and world-class services to clients 
infrastructure and talents in place. The recent sale of CFSG  through advanced technology.
shares to Oceanwide Holdings (Hong Kong) Company Limited, 
a wholly-owned subsidiary of the Shenzhen Stock Exchange  I would like to take this opportunity to thank all staff, especially 
listed Oceanwide Holdings Company Limited, was a significant  long-serving members of CFSG. In the coming years, your 
move for CFSG. The synergy between CFSG and Oceanwide will  professionalism and dedication are set to be rewarded as the 
be pivotal to further expand CFSG into the Mainland financial  financial markets of Hong Kong and Mainland China continue 
market, given its intensive capital requirement. The Board  to integrate. The world of technology is also opening up 
considers the divestment a good opportunity to enhance  immense opportunities for market pioneers. Your diligence, 
CASH shareholder value by realising investment gains for the  creativity and intelligence are fully recognised as the Group’s 
Group’s future growth. CFSG will continue with proven efforts  most valuable assets. I would also like to thank my fellow 
to develop brokerage and wealth management businesses in  directors who, as always, have provided me with great support 
Hong Kong and Mainland China. and guidance.
Leveraging the technology boom in big data and innovative 
finance, the Group is committed to developing our financial 
technology (FinTech) business through our quantitative 
Yours sincerely,
finance and algorithmic trading group. FinTech utilises 
software and advanced technology to provide innovative 
financial solutions. Recent research by CB Insights showed that 
investment in FinTech firms across the world grew from £2.7 
billion in 2013 to £8.2 billion in 2014. With our state-of-the-art 
infrastructure and in-house designed FinTech products, CASH 
Algo Finance Group (CAFG) will seek to form strategic alliances  Bankee P. Kwan
and collaborations to create FinTech solutions for the emerging  Chairman
financial innovation industry. Celestial Asia Securities Holdings Limited
CASH  Annual Report 2014 7
Financial
         Review
8 CASH  Annual Report 2014
FINANCIAL REVIEW
FINANCIAL PERFORMANCE sentiment in 2014, FSG was still facing a very tough business 
environment and uncertainties in the financial services 
industry. During the year, the market was extremely choppy 
During the year under review, notwithstanding the challenges 
over the concerns about the dim economic outlook in Europe 
brought about by the uncertainty in the macro-economic 
and the slowdown in the Mainland economy. Our clients 
and keen competition amongst industry players, the Group’s 
who are mainly retail investors had difficulties in making their 
Financial Service Business and Retail Management Business 
investment decisions in this highly volatile stock market. At the 
managed to weather through the difficulties and maintained 
same time, FSG had adopted a rigid credit risk management 
the same revenue level of the previous year. Overall, the Group 
in view of these complicated and highly unpredictable 
recorded revenue of HK$1,371.6 million for the year ended 
investment environments by tightening its margin financing 
31 December 2014 as compared to HK$1,306.5 million of 
policies throughout the year. As such, FSG’s revenue rose only 
the previous year. During the year under review, the Group 
1.80% in 2014. As huge business opportunities across the 
recorded a gain on disposal of a commercial property in Hong 
border are expected to be available to FSG after the launch of 
Kong of approximately HK$18.0 million. In addition, there 
the link-up between the Hong Kong and Shanghai exchanges, 
was an increase in fair value on its investment properties 
FSG will take more aggressive plans to enlarge its customer 
amounting to HK$37.1 million. In 2014, its associate company 
base by further expanding its financial services into Mainland 
recorded a gain on the disposal of its entire registered shares 
China. Facing the keen competition in the market and the 
of its subsidiary which owned and managed an investment 
high compliance costs imposed on the financial services 
property in the PRC. Accordingly, the Group reported its share 
sector, FSG will continue to maintain stringent cost controls 
of profit of an associate of HK$60.5 million as compared to its 
over its operations. At the same time, FSG has dedicated its 
share of loss of an associate of HK$9,000 in 2013. Overall, for 
resources in building the most advanced information and 
the year ended 31 December 2014, the Group reported a net 
communication technology infrastructure and low-latency 
profit for the year of HK$43.6 million as compared to a net loss 
trading platform and recruited professionals to research and 
of HK$128.4 million of the previous year.
develop trading strategies for our algorithmic trading business 
for our institutional, corporate and individual investors for their 
Financial Services Business — FSG
versatile investment and wealth management needs.
For the year ended 31 December 2014, the Group’s Financial 
As a result of the above, FSG recorded a net segment loss of 
Services Business (FSG) recorded revenue of HK$198.1 million, 
HK$14.7 million for 2014 as compared to a net segment loss of 
represented a mild increase of 1.80% as compared with 
HK$17.6 million in 2013.
HK$194.6 million in 2013.
Retail Management Business — CRMG
The Hong Kong stock market having been affected by both 
overseas and mainland market environments endured a 
For the year ended 31 December 2014, our Retail Management 
turbulent year in 2014, even though the Hang Seng Index 
Business recorded revenue of HK$1,172.0 million and a net 
(HSI) had made only a small gain during the past 12 months. 
segment profit of HK$19.2 million as compared to revenue of 
In early 2014, the HSI posted a year-to-date loss of 9% 
HK$1,108.6 million and a net segment profit of HK$10.7 million 
over the worries about the global economic effects on the 
in 2013.
tapering of quantitative easing by the US Federal Reserve, a 
slump in property prices and disorderly deleveraging in local 
Hong Kong Retailing Business
government debts leading to unexpected decelerations in 
industrial-output and economic growth in China and the 
The Group’s Retail Management Business was still facing rising 
political tension in Ukraine. In late 2014, the local stock market 
operating costs as last year. The labour market conditions 
rebounded as the investor sentiment rose on optimism about 
remained tight throughout 2014 which resulted in increases 
the supportive government policies adopted by the Central 
in salaries and wages. The 4.4% rise in the overall consumer 
Government’s efforts to counter the economic slowdown. 
prices for 2014 coupled with the skyrocketing rental cost had 
These policies, including the cut in interest rates by the central 
been keeping pressures on operating costs for the Group’s 
bank, together with the launch of the Hong Kong-Mainland 
retailing business. Hong Kong’s overall retail sales dropped 
Stock Connect Scheme, had led the local stock market to 
0.2% in 2014 whereas consumer durable goods increased by 
swing back to a 9% gain at one point in the second half of the 
4.1%. Market concerns about the expected rise in interest rate 
year. Despite that the trading in the stock market rose 11%, 
and the various government’s measures of dampening the 
reflecting an overall improvement in the local investment 
CASH  Annual Report 2014 9
Description:mobile and premium trading, investment banking, algo trading and corporate . continues to supply more small to medium-sized apartments. Looking .. programme is a big step forward for internationalisation of Renminbi and . markets, like Taiwan, Thailand, Vietnam, Malaysia and other. Southeast