As the "first brother of prefabricated dishes", Wei Zhixiang encountered Waterloo.
Some time ago, Wei Zhixiang released a "disk protection plan", and Xia Jing, the actual controller of the company, will increase his holdings of 12 million to 24 million yuan of the company's shares within half a year to "safeguard the interests of all shareholders of the company".
Why did Wei Zhixiang take the initiative to "protect the disk"?
Mainly today's Michika, life is really sad,Its share price fell by 30% last year, compared to 139The highlight moment of 8 yuan, now the stock price is only 2704 yuan, directly from the peak to the bottom.
What's more, since the beginning of 2021, Weizhixiang has set off a "wave of store closures":
In 2021, the company closed 102 franchise stores, in 2022, 183 franchise stores, 106 in the first half of 2023, and 66 in the third quarter, and has closed hundreds of franchise stores every year in the past three years.
Although Wei Zhixiang still has 1,798 franchise stores today, there is no doubt that this "pre-made food brother" has gone downhill, and the future is hardly bright.
When it comes to prefabricated dishes, many people may have the impression that this is a "new thing" that has emerged in recent years.
But it's notAs early as the 90s of the last century, with the entry of KFC, McDonald's and other foreign fast food into China, the "prefabricated dishes" model has emerged.
In this context, Xia Jing, the founder of Weizhixiang, also aimed at business opportunities and embarked on the starting point of his entrepreneurial journey, renting a 10-square-meter store in the farmers' market.
At that time, the prefabricated vegetable market was in the ascendant, and as soon as Xia Jing's small shop opened, it was immediately warmly sought after by people, and even many hospitals and schools rushed to place large orders.
For a time, Xia Jing's small shop business was booming, and when the business was good, the annual turnover even exceeded 8 figures.
But over time, Xia Jing, who has a lively brain, has a new idea:
Guarding a store, even if it sells more, it is impossible to make a big breakthrough, but if you open a company, from store sales to a first-class businessman, production and marketing, wouldn't you be able to earn more?
So with a new vision, starting from 2008, Xia Jing made great strides in transformation, founded "Weizhixiang", and invested heavily in the construction of new production lines, hoping to occupy a place in the field of prefabricated dishes.
However, Xia Jing still thought about this business too simply.
At that time, there were dozens of well-known large enterprises in the field of prefabricated dishes, and compared with these predecessors, Weizhixiang was a fledgling "small shrimp".
But fortunately, Xia Jing's vision and courage are not lacking, and seeing that the Suzhou market is saturated, he immediately opened up a "second battlefield" and led Wei Zhixiang to Shanghai.
Facts have proved that Xia Jing's choice is correct, Weizhixiang became an instant hit after arriving in Shanghai, the store business is booming, and the number of franchisees who choose Weizhixiang is also increasing.
According to the data, in the three years from 2010 to 2013, the number of franchise stores of Weizhixiang exceeded 200, and the sales exceeded 100 million.
Since 2008, Weizhixiang has gone through 16 years of ups and downs, and now this "ten-year-old shop" of prefabricated dishes has encountered many new problems.
Due to the epidemic, in 2020, prefabricated dishes entered the field of vision of more people, helping many people solve the problem of three meals during the quarantine period, and the prefabricated food market flourished.
Taking advantage of this shareholder trend, Weizhixiang was successfully listed on April 27, 2021, becoming the "first stock of prefabricated dishes" in China in one fell swoop.
However, the limelight came and went quickly, although Wei Zhixiang once won 13 consecutive price limits and helped a group of investors make a lot of money, but then they encountered Waterloo.
As the prefabricated dishes gradually passed the dividend period, there were more and more controversies, and the performance of Weizhixiang inevitably declined.
In 2022, Weizhixiang's revenue will only grow by 44%, and the gross profit margin fell for the first time, down 413 percentage points.
As of the third quarter of 2023, Weizhixiang's revenue and net profit have both declined year-on-year, respectively. 76%。
The performance is not good, and the stock price is naturally difficult to be too bright, and now it is 27The share price of 04 yuan is less than 139 at its peakA fraction of $8.
Investors who bet on the "prefabricated vegetable track" and bought Weizhixiang ** have long been crying and fainting in the toilet.
Why did the former "pre-made food brother" say no, it won't work?
In fact, there are both external and internal causesOn the one hand, everyone is increasingly resistant to prefabricated dishes in the external environment, and on the other hand, Wei Zhixiang's own "internal strength" cultivation is not in place.
The first is external factors.
The reason why prefabricated dishes have developed rapidly and entered everyone's field of vision is mainly because of the special situation of the epidemic.
As everyone's life returns to daily life, pre-made dishes not only did not gain further trust from everyone, but were resisted by many people.
For example, when going out to dinner now, many people will reject some "prefabricated food restaurants", wanting everyone to recognize and accept prefabricated dishes from the bottom of their hearts, and now is far from the time.
As a prefabricated food company, Weizhixiang will inevitably be affected by such industry trends.
The second is the internal cause.
Weizhixiang has developed to this day, and research and development has always been its biggest shortcoming.
If you want to occupy a larger market share and win the favor of consumers, you must continue to develop and innovate and develop new dishes.
How many R&D personnel are there in Keweizhixiang?
Before the listing, there were only 4 resident R&D personnel, which is not as many as the chefs of a slightly larger restaurant.
Although 8 more people have been added after the listing, 6 of them are all below high school education, and it is obviously impossible to make any decent R&D innovation.
The research and development is not strong enough, so that the number of products has been maintained at about 300, it is difficult to expand new customers, and there is a bottleneck in performance growth, so it is not surprising that consumers have learned a lesson.
Write at the end:
Whether it is "the times create heroes" or "heroes create the times", we often find it difficult to say.
Wei Zhixiang once rode the east wind of prefabricated dishes, but his own internal cultivation is not in place, and it is obviously not so easy to get the recognition of consumers, and it is inevitable to have today's results. Kunpeng Project