Iyo ine runyerekupe rwakanyanya rweChinese cheni yekunwa tii brand Mixue Ice City yave kuda kutanga kuHong Kong gore rinouya, nekuvhurwa kwayo kwechitoro chekutanga muMong Kok. Izvi zvinotevera mamwe maChinese chain restaurant brands se "Lemon Mon Lemon Tea" uye "COTTI COFFEE" kupinda mumusika weHong Kong. Mixue Ice City yekutanga yeHong Kong yekubuda iri muna Nathan Road, Mong Kok, muBank Center Plaza, padhuze neMTR Mong Kok Station E2 yekubuda. Chitoro ichi parizvino chiri kugadziridzwa, chine zvikwangwani zvinozivisa "Hong Kong Chekutanga Chitoro Kuvhurwa Nokukurumidza" uye chine zvigadzirwa zvavo zvekusaina se "Ice Fresh Lemon Mvura" uye "Fresh Ice Cream."
Mixue Ice Guta, mhando yeketani yakatarisana neaizikirimu uye zvinwiwa zvetii, inotarisa misika yepasi-tier ine bhajeti-inoshamwaridzika maitiro. Zvigadzirwa zvayo zvine mutengo pazasi gumi RMB, kusanganisira 3 RMB ice cream, 4 RMB remoni mvura, uye mukaka tii pasi pegumi RMB.
Pakutanga, mishumo yakaratidza kuti Mixue Ice City inoronga kunyora muHong Kong gore rinouya, ichikwidza bhiriyoni imwe yeUSD (inenge bhiriyoni 7.8 HKD). Bank of America, Goldman Sachs, uye UBS vatsigiri vakabatana veMixue Ice City. Kambani iyi yakamboronga kunyora paShenzhen Stock Exchange asi yakazobvisa hurongwa uhu. Muna 2020 na2021, mari yeMixue Ice City yakakura ne82% uye 121% gore-pagore, zvichiteerana. Kubva pakupera kwaKurume gore rapfuura, kambani iyi yaive nezvitoro zviuru zviviri nemazana maviri nemakumi manomwe nematanhatu.
Mixue Ice City's A-share rondedzero application yakagamuchirwa kare uye prospectus yayo yakafanoziviswa. Iyo kambani inoronga kunyora paShenzhen Stock Exchange's main board uye inogona kuve "yenyika cheni yekunwa tii yekutanga stock." Zvinoenderana neprospectus, GF Securities ndiye anotungamira pasi pekunyora kweMixue Ice City runyorwa.
Iyo tarisiro inoratidza kuti mari yeMixue Ice City yakakura nekukurumidza, iine mari inosvika 4.68 bhiriyoni RMB uye 10.35 bhiriyoni RMB muna 2020 na2021, zvichiteerana, ichiratidza kukura kwe82.38% uye 121.18% gore-pagore. Pakupera kwaKurume 2022, kambani yaive nezvitoro zvinosvika zviuru makumi maviri nezviviri nemazana maviri nemakumi maviri nenhanhatu, zvichiita kuti ive ketani huru muindasitiri yekuChina yekugadzira yekunwa tii. Nharembozha yayo yechitoro inotenderera ese mapurovhinzi makumi matatu nerimwe, matunhu anozvitonga, uye maseru muChina, pamwe nenyika dzakaita seVietnam neIndonesia.
Mumakore achangopfuura, kurudziro yerudzi rweMixue Ice City uye kuzivikanwa kwakawedzera, uye nekuramba vachigadziridzwa kune yavo yekunwa zvinopihwa, bhizinesi rekambani rakawedzera. Iyo prospectus inoratidza kuti huwandu hwezvitoro zvefranchise uye kutengesa-chitoro chimwe kwave kukura, zvichiva zvinhu zvikuru mukukura kwemari yekambani.
Mixue Ice City yakagadzira "tsvagiridzo nekugadzira, nzvimbo yekuchengetera zvinhu, uye manejimendi ekushanda" yakasanganiswa indasitiri cheni, uye inoshanda pasi pe "cheni yakananga sekutungamira, franchise cheni semuenzaniso mukuru". Inomhanyisa cheni yekunwa tii "Mixue Ice City," iyo keni yekofi "Lucky Coffee," uye ice cream cheni "Jilatu," ichipa huwandu hwezvinwiwa zvinyoro uye ice cream.
Kambani inoomerera kuchinangwa chayo che "kurega munhu wese ari munyika kuti anakirwe nemhando yepamusoro, inodhura inonaka" ine avhareji yechigadzirwa mutengo we6-8 RMB. Iyi nzira yemitengo inokwezva vatengi kuti vawedzere nguva yekutenga kwavo uye inotsigira kukurumidza kuwedzera mumaguta akaderera, zvichiita kuti Mixue Ice City ive yakakurumbira yenyika cheni yekunwa chinwiwa brand.
Kubva 2021, sezvo hupfumi hwenyika hwadzikama uye kudiwa kwevatengi kwawedzera, Mixue Ice City yakawana kukura kwemari inoshamisa nekuda kwe "mhando yepamusoro, inodhura" yechigadzirwa. Kubudirira uku kunoratidza zvese kushanda kweiyo "yakaderera-muganho, yakakwira-vhoriyamu" maitiro emitengo uye maitiro ekuwedzera kudiwa kwemba.
Uyezve, kambani inochengeta zvido zvevatengi, inoramba ichiunza zvigadzirwa zvitsva zvinoenderana nezvinodiwa zvakakurumbira. Nekubatanidza zvigadzirwa zvekutanga uye zvinobatsira, inokwidziridza chimiro chayo chechigadzirwa kuti iwedzere purofiti maringe. Sekureva kweprospectus, purofiti yekambani yakapihwa nevanogovana ingangoita 1.845 bhiriyoni RMB muna 2021, kuwedzera kwe106.05% kubva gore rapfuura. Iyo kambani yakagadzira zvigadzirwa zvakakurumbira zvakaita seMagic Crunch Ice Cream, Shaky Milkshake, Ice Fresh Lemon Mvura, uye Pearl Milk Tea, uye yakatanga zvinwiwa zvechitoro zvinotonhora muna 2021, zvichivandudza kutengesa kwezvitoro.
Iyo prospectus zvakare inosimbisa Mixue Ice City's yakazara indasitiri cheni mukana, kusanganisira yekuzvivakira mabhesi ekugadzira, mafekitori ekugadzira zvinhu, uye mabhesi ekuchengetedza uye zvinhu munzvimbo dzakasiyana siyana. Kuseta uku kunovimbisa kuchengetedzeka kwezvekudya zvekudya uku uchichengeta mutengo wakaderera uye uchitsigira zvakanakira mitengo yekambani.
Mukugadzira, kambani yakamisa mafekitori munzvimbo dzakakosha dzekugadzira zvinhu kudzikisa kurasikirwa kwekutakura zvinhu uye mutengo wekutenga, kuwedzera kukurumidza kwekupa, uye kuchengetedza mhando uye kugona. Mune logistics, kubva munaKurume 2022, kambani yakamisa nzvimbo dzekuchengetera zvinhu uye zvekutakura zvinhu mumatunhu makumi maviri nemaviri uye yakavaka network yezvekugadzirisa zvinhu, ichivandudza mashandiro uye kuderedza nguva dzekutumira.
Pamusoro pezvo, Mixue Ice Guta yakamisa yakazara yehutongi hwemhando uye kuchengetedzwa kwechikafu manejimendi, kusanganisira yakanyatso kusarudzwa kwevatengesi, michina uye manejimendi evashandi, yunifomu yekugovera zvinhu, uye kutarisa kwezvitoro.
Iyo kambani yakagadzira yakasimba brand marketing matrix, ichishandisa ese ari maviri online uye offline chiteshi. Yakagadzira iyo Mixue Ice City theme rwiyo uye "Snow King" IP, ichiva inodiwa pakati pevatengi. Mavhidhiyo e "Snow King" akagamuchira maonero anopfuura bhiriyoni imwe, uye rwiyo rwedingindira rune mitambo inodarika mabhiriyoni mana. Zhizha rino, iyo hashtag "Mixue Ice Guta Yakasvibiswa" yakave pamusoro peiyo inopisa yekutsvaga rondedzero paWeibo. Kuedza kwekambani pamhepo kushambadzira kwakawedzera zvakanyanya pesvedzero yemhando yayo, nehuwandu hwevateveri vangangosvika mamirioni makumi matatu pamapuratifomu ayo eWeChat, Douyin, Kuaishou, uye Weibo.
Sekureva kweiMedia Consulting, musika wekuChina wekugadzira-ku-odha yekunwa tii wakakura kubva pa29.1 bhiriyoni RMB muna 2016 kusvika 279.6 bhiriyoni RMB muna 2021, iine huwandu hwekukura kwepagore hwe57.23%. Musika uyu unotarisirwa kuwedzera kusvika 374.9 bhiriyoni RMB panosvika 2025. Maindasitiri ekofi matsva neaizikirimu anewo mukana wekukura.
Nguva yekutumira: Aug-16-2024