I-Chin Chin Chin Chin Chin Piin Bing City City iSixeko se-Ice Sice i-Hong E hong Kong kunyaka olandelayo, kunye nevenkile yayo yokuqala eMong Kok. Oku kulandela enye indawo yokutyela yaseTshayina enjenge "Ilamuni yeTim lemon Tea" kunye "nekofu ye-cotti" engena kwimarike yaseHong Kong. Umxube weSixeko saseHong Kong se-Hong Kong sikwi-Nathan Road, Mong Kok, kwiZiko lebhanki Plaza, kufutshane ne-MTR MTR MOng KOng E2 Ping. Ivenkile ngoku iphantsi kohlaziyo, kunye neempawu ezivakalisa ukuvula "i-Hong Kong Relove Reloves kungekudala" kunye nokubonisa iimveliso zabo zokutyikitya "kunye nokudibanisa amanzi ane-lemon" kunye "ne-ice cream entsha."
Umxube we-Ice yomkhenkce, uphawu lwe-chain ugxile kwi-ice cream kunye neziselo zeti, ekujoliswe kuzo iimarike ezisezantsi kunye nendlela enohlahlo-lwabiwo mali. Iimveliso zayo ziphantsi kwe-10 RMB, kubandakanya i-3 RMM ye-ice cream, i-4 RMM ye-4 RMM ye-4 RMM, kunye neti yobisi phantsi kwe-10 RMB.
Kwangoko, iingxelo zibonise ukuba izicwangciso zeSixeko se-Ice Ece Cearing i-Hong Kong kunyaka olandelayo, ziphakamisa malunga ne-1 bhiliyoni (malunga ne-7.8 bill HKD). I-Bank yaseMelika, iGoldman Sachs, kwaye i-IBS ingabaxhasi abadibeneyo kumxube weSixeko somkhenkce. Inkampani yayicwangcise uluhlu lokudweliswa kwi-shenzhen stock itshintshiselwano kodwa kamva yayeka inkqubo. Ngo-2020 ne-2021, iRhafu yeSixeko i-Ice City ikhule nge-82% kunye ne-121% ngonyaka, ngokwahlukeneyo. Ukuphela kuka-Matshi kunyaka ophelileyo, inkampani yayineevenkile ezingama-2,276.
Isicelo soluhlu lomkhenkce weSixeko esamkelweyo samkelwe ngaphambili kwaye intembelo yayo ichazwe kwangaphambili. Inkampani iceba ukuba idwelise kwiBhodi ephambili yeShenzhen Stock kwaye inokuba "yiTeta yeTeta yeSizwe yeTein kuqala." Ngokutsho kwethemba, ukhuseleko lwe-GF kukukhokela phantsi koluhlu lweSixeko seSixeko somkhenkce.
Ithemba libonisa ukuba ingeniso yesiXeko yeSixeko ikhule ngokukhawuleza, ngokubuyisa i-4.68 yezigidigidi i-420 bhiliyoni kunye ne-10.31 ukuya kwi-2021, ngokubonisa amaqondo okukhula angama-82.38% kunye ne-121.18% ngonyaka. Ekupheleni kuka-Matshi 2022, inkampani yayineevenkile ezingama-22,276 zizonke, zenza ukuba ibe yeyona ntshukumo inkulu kwi-China ye-China ye-China ye-odolo. Inethiwekhi yayo ivenkile ichitha onke amaphondo, imimandla yezopolitiko, kunye noomasipala eTshayina, kunye namazwe anjengeVietnam nakwiIndonesia.
Kwiminyaka yakutshanje, umxube weSixeko seSixeko seSixeko seSixeko seSixeko seSixeko kwaye saye sanda, kwaye sinolwazi oluqhubekayo lwezifundo ezisele, ishishini leNkampani liyakhawulezisa. Ithemba libonisa ukuba inani leevenkile zeFranchise kunye nentengiso yevenkile yevenkile enye bezikhulile, ziba yimiba ephambili kwindawo yokukhula kwenkampani yengeniso.
Umxube weSixeko Umkhenkce uphuhlise "uphando kunye nemveliso, i-proshoustics, kunye nolawulo lweshishini", kwaye lusebenza phantsi kwendlela "yemodeli yomzimba. Iqhuba i-tea ye-tiin "yomxube umqolo wesiXeko," I-COCK CRIN "ikofu ye-Ice Cream" kunye ne-Ice Cream Chain "Jilatu," ebonelela ngoluhlu lweziselo ezintsha kunye ne-ice cream.
Inkampani inamathela kwi-mission yayo 'yokuvumela wonke umntu umhlaba onomgangatho ophezulu, ofikelelekayo "ngexabiso lemveliso eliphakathi le-6-8 RMB. This pricing strategy attracts consumers to increase their purchase frequency and supports rapid expansion into more lower-tier cities, making Mixue Ice City a popular national chain tea drink brand.
Ukususela ngo-2021, njengoko kufuneka uqoqosho lwelizwe lonke kwaye imfuno yabathengi yonyukile, iSixeko se-Ice Chunga iphumelele ukukhula kwengeniso ngenxa yengcinga yalo yemveliso ephakamileyo. Le mpumelelo ibonakalisa ukusebenza kwempumelelo ye "MALI ENGO ESINGQINILEYO"
Ngapha koko, inkampani igcina umkhondo wokhetho lwabathengi, ethi ukwazisa ngeemveliso ezintsha ezihambelana nezinto ezithandwayo. Ngokudibanisa iimveliso ze-Interctory kunye nengeniso, iyomeleza imeko yayo yemveliso yokwandisa ngokufanelekileyo iinzuzo. Ngokutsho kwethemba, inzuzo yeNkampani yeNkampani ephawuleka kubanini zabelo yayimalunga ne-1.845 yezigidigidi rmb ngo-2021, i-106.05% yonyuso ukusuka kunyaka ophelileyo. Inkampani iphuhlise iimveliso ezithandwayo ezinje nge-ice cream ye-ice cream, shaky hikshake, i-ice shasa ye-ice lemon, kunye neti yobisi lwe-pearl, kwaye yasungulwa intengiso yekhonkco.
Ithemba likwabalulekile nokudityaniswa kweSixeko seShishini leSixeko esipheleleyo, kubandakanya iziseko zemveliso ezakhiwe, kunye neefektri zemveliso yezixhobo, kunye nezixhobo zokusebenza kunye nezixhobo kwiindawo ezahlukeneyo. Oku kuseta kuqinisekisa ukhuseleko lwezixhobo eziluhlaza zokutya ngelixa ugcina iindleko zezantsi kwaye uxhasa izibonelelo zamaxabiso kwinkampani.
Kwimveliso, inkampani isuse iifektri kwiindawo zemveliso eziphambili zemveliso yokunciphisa iindleko zokulahleka kunye nokuthengwa kwempahla, ukuphucula isantya sokuhambisa, kunye nokugcina umgangatho kunye nokufikeleleka. Kwizinto, ukusukela ngo-Matshi 2022, inkampani yayiseke iziseko ze-Pehounghong kunye neLondolozo kumaphondo angama-22 kwaye yakhe inethiwekhi ye-ofisi kazwelonke, ukuphucula amaxesha okusebenza kunye nokunciphisa amaxesha okusebenza.
Ukongeza, umxube weSixeko sendawo esekwe ulawulo olupheleleyo olusemgangathweni kunye nenkqubo yolawulo lokhuseleko lokutya, kubandakanya ukhetho olungqongqo lokutya, izixhobo kunye nolawulo lwabasebenzi, nokubeka esweni iivenkile.
Inkampani iphuhlise iMatrix yeNtengiso ye-Braun Brand, isebenzisa zombini izitishi ezikwi-intanethi kunye ne-intanethi. Idale iculo lesiXeko esiSixeko seSixeko somkhenkce Ingoma kunye "ne-nkosi yekhephu" ip, ukuba ngumntu owuthandayo phakathi kwabathengi. Ividiyo ethi "I-King Curch" ifumene ngaphezu kwe-1 lezigidi, kwaye ingoma yomxholo ineebhiliyoni ezi-4 zeebhiliyoni. Elihlobo, i-hashtag "umxube weSixeko esimnyama Iinzame zokuthengisa zentengiso ezikwi-Intanethi ziye zandise kakhulu impembelelo yayo yophawu, zizonke abalandeli bezigidi ezingama-30 ukuya kwi-Wechat yayo, i-douyin, kuaishou, kunye namaqonga e-weibo.
Ngokwe-IMEDIA Connisation, i-China ye-China yokuThenga i-Tea i-Tea ikhula ukusuka kwi-29.1 yezigidigidi RMM ngo-2016 ukuya kwi-279.6 yezigidigidi zonyaka ezingama-57.23%. Imakethi kulindeleke ukuba iphinde yandise ukuya kuthi ga kwi-374.9 yezigidigidi ze-RMB nge-2025. Ikofu entsha kunye nemizi mveliso ye-ice cream ikwanakho ukukhula okukhulu.
IXESHA LOKUQALA: AUG-16 ukuya ku-2024