Isiselo seti saseTshayina esinamahemuhemu amaninzi iMixue Ice City imiselwe ukuba iqale eHong Kong kulo nyaka uzayo, ngokuvulwa kwevenkile yokuqala eMong Kok. Oku kulandela ezinye iibrendi zokutyela zaseTshayina ezifana ne "Lemon Mon Lemon Tea" kunye ne "COTTI COFFEE" engena kwimarike yaseHong Kong. Indawo yokuphuma yokuqala yeMixue Ice City yaseHong Kong ikwiNathan Road, eMong Kok, kwiBank Centre Plaza, kufutshane neMTR Mong Kok Station E2 yokuphuma. Ivenkile okwangoku isalungiswa, ineempawu ezibhengeza "Ukuvulwa kweVenkile yokuqala yaseHong Kong kungekudala" kwaye ineemveliso zabo zokutyikitya ezifana ne "Ice Fresh Lemon Water" kunye "ne-Ice Cream eNtsha."
I-Mixue Ice City, i-brand yekhonkco egxile kwi-ayisikrimu kunye neziselo zeti, ijolise kwiimarike ezikumgangatho ophantsi kunye nendlela yohlahlo lwabiwo-mali. Iimveliso zayo zinexabiso elingaphantsi kwe-10 RMB, kuquka i-3 RMB ice cream, i-4 RMB yamanzi e-lemon, kunye ne-tea yobisi phantsi kwe-10 RMB.
Ngaphambili, iingxelo zibonise ukuba iMixue Ice City iceba ukuluhlu eHong Kong kunyaka ozayo, iphakamisa malunga ne-1 yezigidigidi ze-USD (malunga ne-7,8 yezigidigidi ze-HKD). IBhanki yaseMelika, iGoldman Sachs, kunye ne-UBS ngabaxhasi abadibeneyo beMixue Ice City. Inkampani yayicebe ekuqaleni ukudwelisa kwiShenzhen Stock Exchange kodwa kamva yarhoxisa inkqubo. Ngo-2020 nango-2021, ingeniso yeMixue Ice City ikhule nge-82% kunye ne-121% unyaka nonyaka, ngokulandelelanayo. Ukusukela ekupheleni kweyoKwindla kulo nyaka uphelileyo, inkampani ibineevenkile ezingama-2,276.
Isicelo soluhlu lwesabelo seMixue Ice City samkelwe kwangethuba kwaye iprospectus yaso iye yaxelwa kwangaphambili. Inkampani iceba ukudwelisa kwibhodi ephambili yeShenzhen Stock Exchange kwaye inokuba "sisiselo seti yesizwe sokuqala sesiselo." Ngokutsho kweprospectus, i-GF Securities yinkokeli engaphantsi koluhlu lweMixue Ice City.
I-prospectus ibonisa ukuba ingeniso ye-Mixue Ice City ikhule ngokukhawuleza, kunye neengeniso ze-4.68 yezigidigidi ze-RMB kunye ne-10.35 yezigidigidi ze-RMB ngo-2020 kunye ne-2021, ngokulandelanayo, ebonisa izinga lokukhula kwe-82.38% kunye ne-121.18% ngonyaka. Ekupheleni kuka-Matshi ka-2022, inkampani yayisele ineevenkile ezingama-22,276 zizonke, nto leyo eyayisenza ukuba ibe lelona khonkco likhulu kwishishini laseTshayina elenziwe uku-odola isiselo seti. Inethiwekhi yayo yevenkile igubungela onke amaphondo angama-31, imimandla ezimeleyo, kunye noomasipala baseTshayina, kunye namazwe anjengeVietnam neIndonesia.
Kwiminyaka yakutshanje, impembelelo yophawu lweMixue Ice City kunye nokuqondwa kuye kwanda, kwaye ngohlaziyo oluqhubekayo kwiminikelo yabo yesiselo, ishishini lenkampani liye lakhawuleza. Iprospectus ityhila ukuba inani leevenkile zefranchise kunye neentengiso zevenkile enye ziye zakhula, zibe zezona zinto ziphambili ekukhuleni kwengeniso yenkampani.
I-Mixue Ice City iphuhlise "uphando kunye nemveliso, indawo yokugcina impahla kunye nezixhobo, kunye nolawulo lokusebenza" ikhonkco leshishini elihlanganisiweyo, kwaye lisebenza phantsi "kwekhonkco elithe ngqo njengesikhokelo, i-franchise chain njengomzimba oyintloko" imodeli. Iqhuba ikhonkco lokusela iti "Mixue Ice City," ikhonkco lekofu "Lucky Coffee," kunye nekhonkco le-ayisikrimu "Jilatu," ebonelela ngoluhlu lweziselo ezitsha kunye ne-ayisikrimu.
Inkampani ibambelela kwinjongo yayo "yokuvumela wonke umntu emhlabeni ukuba onwabele umgangatho ophezulu, ubumnandi obufikelelekayo" ngexabiso lemveliso eliphakathi kwe-6-8 RMB. Esi sicwangciso samaxabiso sitsala abathengi ukuba bonyuse amaxesha okuthenga kwabo kwaye sixhase ukwanda ngokukhawuleza kwizixeko ezikumgangatho ophantsi, okwenza iMixue Ice City ibe luphawu lwesiselo seti yesizwe esidumileyo.
Ukusukela ngo-2021, njengoko uqoqosho lwelizwe luzinzile kwaye imfuno yabathengi inyukile, iMixue Ice City izuze ukukhula okuncomekayo kwengeniso ngenxa yomgangatho wayo ophezulu, ofikelelekayo wemveliso. Le mpumelelo ibonisa ukusebenza kakuhle kwesicwangciso sayo samaxabiso “somda ophantsi, womthamo ophezulu” kunye nendlela yokunyuka kwemfuno yangaphakathi.
Ngaphezu koko, inkampani igcina umkhondo wezinto ezikhethwa ngabathengi, ngokuqhubekayo ivelisa iimveliso ezintsha ezihambelana nezinto ezithandwayo. Ngokudibanisa iimveliso zentshayelelo kunye nenzuzo, ikhulisa ubume bemveliso yayo ukuze yandise ngokufanelekileyo imida yenzuzo. Ngokwe prospectus, ingeniso yenkampani eshiyekileyo eyabalelwa kubaninizabelo yayimalunga ne-1.845 yebhiliyoni ye-RMB ngo-2021, inyuka nge-106.05% ukusuka kunyaka ophelileyo. Inkampani iphuhlise iimveliso ezidumileyo ezifana ne-Magic Crunch Ice Cream, i-Shaky Milkshake, i-Ice Fresh Lemon Water, kunye ne-Pearl Milk Tea, kwaye yasungula iziselo ezibandayo zevenkile ngo-2021, ziphucula ukuthengiswa kweevenkile.
Iprospectus ikwaqaqambisa inzuzo epheleleyo yoshishino lweMixue Ice City, kuquka iziseko zemveliso ezakhelwe ngokwazo, iifektri zemveliso yemathiriyeli ekrwada, kunye neziseko zogcino kunye nezibonelelo kwiindawo ezahlukeneyo. Olu cwangciso luqinisekisa ukhuseleko lwezixhobo zokutya ngelixa ugcina iindleko ziphantsi kwaye uxhasa inzuzo yamaxabiso enkampani.
Kwimveliso, inkampani iseke iifektri kwiindawo eziphambili zemveliso yemathiriyeli ukunciphisa ilahleko yezothutho kunye neendleko zokuthenga, ukonyusa isantya sobonelelo, kunye nokugcina umgangatho kunye nokufikeleleka. Kulungiselelo lolungiselelo, ukusukela ngoMatshi ka-2022, inkampani iye yaseka iziseko zokugcina iimpahla kunye nolungiselelo lwamaphondo angama-22 kwaye yakhe uthungelwano lolungiselelo lwesizwe, iphucula impumelelo kunye nokunciphisa amaxesha okuhanjiswa.
Ukongeza, iMixue Ice City iseke inkqubo ebanzi yolawulo lomgangatho kunye nolawulo lokhuseleko lokutya, kubandakanywa ukhetho olungqongqo lwababoneleli, izixhobo kunye nolawulo lwabasebenzi, ukubonelela ngemathiriyeli efanayo, kunye nolongamelo lweevenkile.
Inkampani iphuhlise i-matrix yokuthengisa ibhrendi eyomeleleyo, isebenzisa omabini amajelo akwi-intanethi nangaphandle kweintanethi. Idale i-Mixue Ice City ingoma yomxholo kunye ne "Snow King" IP, ibe yintandokazi phakathi kwabathengi. Iividiyo ze-"Snow King" zifumene iimbono ezingaphezulu kwe-1 yebhiliyoni, kwaye ingoma yomxholo inemidlalo engaphezu kwe-4 yezigidigidi. Kweli hlobo, i-hashtag ethi "Mixue Ice City Blackened" ibe phezulu kuluhlu lokukhangela olushushu kwi-Weibo. Iinzame zentengiso yenkampani kwi-Intanethi ziye zayandisa kakhulu impembelelo yophawu lwayo, malunga nenani labalandeli abamalunga nezigidi ezingama-30 kwiqonga layo le-WeChat, iDouyin, Kuaishou, kunye ne-Weibo.
Ngokutsho kwe-iMedia Consulting, imarike yesiselo seti esenziweyo eTshayina ikhule ukusuka kwi-29.1 yeebhiliyoni zeerandi ngo-2016 ukuya kwi-279.6 yeebhiliyoni zeerandi ngo-2021, kunye nesantya sokukhula sonyaka esiyi-57.23%. Imakethi kulindeleke ukuba yande ukuya kutsho kwi-374.9 yeebhiliyoni zeerandi ngonyaka ka-2025.
Ixesha lokuposa: Aug-16-2024