Text: Zhang Zhifeng, Editor: Ma Yuanyuan) Mixue Bingcheng has recently been rumored to "sell beer". On February 4, Tianyancha showed that Mixue Bingcheng Co., Ltd. is applying for the registration of the trademark "Big Orange Dali", which is internationally classified as beer beverages and convenience foods, and the current trademark status is pending substantive examination.
It is worth mentioning that a few days ago, Mixue Bingcheng had just been on the hot search due to "withdrawing from the bottled water business". The observer noted that as of now, the bottled beverage projects "Snow King Loves to Drink Water" and "Snow King Baqi" have been suspended**, and the official ordering mini program of Mixue Bingcheng has also canceled the sales of bottled drinks.
There is widespread speculation in the industry that Mixue Bingcheng may intend to replace the bottled water business with "big orange and big profit" beer drinks, which will become a new growth point for the company in the future.
On January 2, Mixue Bingcheng officially submitted its listing application to the Hong Kong Stock Exchange.
According to the prospectus data, as of September 30, 2023, the operating income of Mixue Bingcheng in only 9 months has exceeded the annual turnover in 2022, reaching 1539.3 billion yuan. 3.Among the 60,000 Honey Snow Ice Cities, 998% is a franchise store, depending on the region, the franchise fee of Mixue Bingcheng is about 7,000-11,000 yuan, and the overall franchise fee accounts for only 2% of the total revenue.
The main force that really constitutes the revenue is the first-class chain system created by Mixue Bingcheng, which is the first part of the income from the sales of raw materials and equipment to franchisees.
Therefore, some industry insiders analyzed to the observer network that the low franchise fee allowed Mixue Bingcheng to quickly lay out and build its own raw materials and equipment sales network across the country, but Mixue Bingcheng was obviously not satisfied with this. With this large-scale** bottled beverages and other products such as beer beverages that may appear in the future, it may be another major business curve to support the company's future revenue to maintain rapid growth.
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