Mixue Bingcheng sprinted to the Hong Kong Stock Exchange, with a net profit of 2.5 billion yuan in the first three quarters of last year, and the development prospect is prospective
The company was publicly released in Hong Kong on 2 January**.
Mixue Bingcheng said that the total amount of funds raised in this IPO will be mainly invested in expanding the upstream and downstream industrial chain, building brand IP, and strengthening the digital and intelligent operation of each commercial unit.
As a result, Mixue Bingcheng announced the recent operation to the public.
In particular, the company sells to customers for 6 yuan a cup, and in the market of China and 11 countries, there will be 36,153 stores on September 30 next year.
In the first half of 2022 and the first half of 2023, the revenue of Mixue Bingcheng will be 13.6 billion and 15.4 billion respectively, an increase of 31 percent over the same period last year2% and 460%；Net profit for the two quarters was $2 billion and $2.5 billion respectively, an increase of 5.3 percent and 51.1 percent over the same period last year.
In the case of Mixue Bingcheng, for example, Chabaidao submitted a prospectus in August 2023, and its operating income in 2022 reached 423.2 billion, and the net profit reached 96.4 billion, the total number of stores at that time has reached 6,361, which means that the current revenue has reached more than three times that of other similar brands.
The secret of Mixue Bingcheng's success is standardization and scale.
The product categories of Mixue Bingcheng are generally about 35, which are generally matched with small snacks such as lemons and coconuts, and this simplified product structure can make it easier for consumers to obtain higher ** when buying.
Taking lemon, tea and green coffee beans as an example, Mixue Bingcheng has purchased more than 5,000 tons of the above three raw materials in 2022, including 5,000 tons, 9,000 tons and 5,000 tons. According to the research of CIC Consultants, the procurement cost of raw materials is about 10% cheaper than that of similar products and 20% cheaper than that of similar products in the same category and quality.
And alliances are the basis for building economies of scale.
Mixue Bingcheng said in the listing prospectus that its business mode is mainly chain operation, and its profit is to sell products and equipment to franchise stores. As of September 30, 2022, 99More than 8% are franchised stores, and the rest are self-owned storesAt present, Mixue Bingcheng has more than 16,000 franchised dealers.
In addition, its market share in Xiacheng is also quite high, and so far, more than 90% of the counties and cities in China have reached less than 12 hours.
The chain operation method of Mixue Bingcheng is very perfect, so it can be quickly promoted in a short period of time, but it does not have much benefit.
The company's prospectus said the restaurant's initial investment and franchise expenses were lower than the average for China's existing beverage market. In terms of business mode, the Company does not take franchise and related services as its main business.
During the track record period, only two-per cent of the company was generated from franchise fees and related service fees. The company said that a large part of its profits are in goods and equipment, the largest of which is for franchised dealers.
Kuangda.
When Mixue Bingcheng landed in Hong Kong**, it expressed its optimism about the industry.
In its prospectus, the company said that the rapid growth of the ready-made beverage market in China and Southeast Asia was mainly due to the rising proportion of its ready-made beverages in the overall consumption of consumers, bringing new development opportunities.
In 2022, the proportion of ready-made beverage consumption in total drinking water and per capita average annual consumption of ready-made beverages in China and Southeast Asia was significantly lower. The number of ready-made beverages per capita in China and Southeast Asia is expected to increase to 52 and 36 in 2028, tripling from 2022, indicating broad market growth potential.
With this huge business opportunity, Mixue Bingcheng has become a well-deserved king. According to the data released by CIC Consulting, Mixue Bingcheng has sold a total of 5.8 billion cups in the first half of 2022. Judging from the above number of stores and sales, Mixue Bingcheng has become the largest brand in China and the second largest beverage brand in the world.