Lets'oao le tsebahalang la China la tee ea tee ea Mixue Ice City e ikemiselitse ho qala Hong Kong selemong se tlang, ha lebenkele la eona la pele le buloa Mong Kok. Sena se latela mefuta e meng ea lireschorente tsa China tse kang "Lemon Mon Lemon Tea" le "COTTI COFFEE" tse kenang 'marakeng oa Hong Kong. Lebenkele la pele la Mixue Ice City Hong Kong le fumaneha Nathan Road, Mong Kok, Bank Center Plaza, haufi le MTR Mong Kok Station E2. Lebenkele hajoale le ntse le nchafatsoa, ho na le matšoao a phatlalatsang "Ho Buloa ha Lebenkele la Pele la Hong Kong Haufinyane" le ho hlahisa lihlahisoa tsa bona tse kang "Ice Fresh Lemon Water" le "Fresh Ice Cream."
Mixue Ice City, mofuta oa ketane o shebaneng le ice cream le lino tsa tee, o shebane le mebaraka ea maemo a tlase ka mokhoa o lumellanang le tekanyetso. Lihlahisoa tsa eona li theko e tlase ho 10 RMB, ho kenyeletsoa 3 RMB ice cream, 4 RMB metsi a lemone, le tee ea lebese tlas'a 10 RMB.
Pejana, litlaleho li bontšitse hore Mixue Ice City e rera ho thathamisa Hong Kong selemong se tlang, ho phahamisa hoo e ka bang 1 bilione USD (ka 7.8 billion HKD). Bank of America, Goldman Sachs, le UBS ke batšehetsi ba kopaneng ba Mixue Ice City. Khampani e ne e rerile ho qala ho thathamisa Shenzhen Stock Exchange empa hamorao e ile ea tlosa tšebetso eo. Ka 2020 le 2021, lekeno la Mixue Ice City le ile la hola ka 82% le 121% selemo le selemo, ka ho latellana. Ho tloha bofelong ba Hlakubele selemong se fetileng, k'hamphani e ne e na le mabenkele a 2,276.
Kopo ea lethathamo la A-share ea Mixue Ice City e amohetsoe pejana mme prospectus ea eona e se e senotsoe. Khamphani e rera ho thathamisa lethathamong la boto ea mantlha ea Shenzhen Stock Exchange mme e ka fetoha "seno sa tee sa naha sa pele". Ho latela prospectus, GF Securities ke eona e etelletseng pele lethathamong la Mixue Ice City.
Tekanyetso e bonts'a hore lekeno la Mixue Ice City le eketsehile ka potlako, ka lekeno la 4.68 billion RMB le 10.35 billion RMB ka 2020 le 2021, ka ho latellana, ho bonts'a sekhahla sa kholo ea 82.38% le 121.18% selemo le selemo. Qetellong ea Hlakubele 2022, k'hamphani e ne e na le kakaretso ea mabenkele a 22,276, e leng se ileng sa etsa hore e be eona ketane e kholo ka ho fetisisa indastering ea lino tse tahang tsa tee ea China. Marang-rang a eona a lebenkele a akaretsa liprofinse tsohle tse 31, libaka tse ikemetseng, le bomasepala ba Chaena, hammoho le linaha tse kang Vietnam le Indonesia.
Lilemong tsa morao tjena, tšusumetso le kananelo ea mofuta oa Mixue Ice City e eketsehile, 'me ka lintlafatso tse sa khaotseng tsa linyehelo tsa bona tsa lino, khoebo ea k'hamphani e potlakile. The prospectus e senola hore palo ea mabenkele a li-franchise le thekiso ea lebenkele le le leng e ntse e hola, e ba lintlha tse kholo kholong ea lekeno la k'hamphani.
Mixue Ice City e thehile "lipatlisiso le tlhahiso, polokelo le thepa, le taolo ea ts'ebetso" ketane e kopaneng ea indasteri, mme e sebetsa tlasa "ketane e tobileng joalo ka tataiso, ketane ea franchise joalo ka 'mele o ka sehloohong". E tsamaisa ketane ea seno sa tee "Mixue Ice City," ketane ea kofi "Lucky Coffee," le ketane ea ice cream "Jilatu," e fana ka mefuta e mengata ea lino tse ncha le ice cream.
Khampani e khomarela morero oa eona oa "ho lumella bohle lefatšeng ho thabela monate oa boleng bo phahameng, o theko e tlaase" ka theko e tloaelehileng ea sehlahisoa sa 6-8 RMB. Leano lena la litheko le hohela bareki ho eketsa makhetlo a bona a theko le ho ts'ehetsa katoloso e potlakileng ea ho kena litoropong tse maemong a tlase, ho etsa hore Mixue Ice City e be lets'oao le tsebahalang la senoko sa tee sa naha.
Ho tloha ka 2021, ha moruo oa naha o tsitsitse mme tlhoko ea bareki e ntse e eketseha, Mixue Ice City e fihletse kholo e makatsang ea lekeno ka lebaka la mohopolo oa eona oa "boleng bo holimo, o theko e tlase". Katleho ena e bonts'a katleho ea leano la eona la "tlase, boemo bo phahameng" le mokhoa oa ho eketseha ha tlhokahalo ea lehae.
Ho feta moo, k'hamphani e boloka tlaleho ea likhetho tsa bareki, e lula e hlahisa lihlahisoa tse ncha tse lumellanang le litakatso tse tloaelehileng. Ka ho kopanya lihlahisoa tsa selelekela le tse nang le phaello, e ntlafatsa sebopeho sa sehlahisoa sa eona ho eketsa menyetla ea phaello. Ho latela prospectus, phaello ea kakaretso ea k'hamphani e hlahisoang ke beng ba liabo e ne e ka ba limilione tse likete tse 1.845 RMB ka 2021, e leng keketseho ea 106.05% ho tloha selemong se fetileng. Khamphani e thehile lihlahisoa tse tsebahalang joalo ka Magic Crunch Ice Cream, Shaky Milkshake, Ice Fresh Lemon Water, le Pearl Milk Tea, mme e phatlalalitse lino tse batang tsa mabenkele ka 2021, ho ntlafatsa thekiso ea mabenkele.
Prospectus e boetse e totobatsa melemo e felletseng ea indasteri ea Mixue Ice City, ho kenyeletsoa metheo ea tlhahiso e iketselitseng, lifeme tsa tlhahiso ea thepa e tala, le metheo ea polokelo le thepa libakeng tse fapaneng. Setupo sena se netefatsa polokeho ea lihlahisoa tsa lijo ha se ntse se boloka litšenyehelo li le tlase le ho ts'ehetsa melemo ea litheko tsa k'hamphani.
Ka tlhahiso, k'hamphani e thehile lifeme libakeng tsa bohlokoa tsa tlhahiso ea thepa e tala ho fokotsa tahlehelo ea lipalangoang le litšenyehelo tsa theko, ho matlafatsa lebelo la phepelo, le ho boloka boleng le theko e tlase. Ho tsa thepa, ho tloha ka Hlakubele 2022, k'hamphani e ne e thehile litsi tsa polokelo le thepa liprofinseng tse 22 mme e ahile marang-rang a thepa ea naha ka bophara, ho ntlafatsa ts'ebetso le ho fokotsa linako tsa ho tsamaisa thepa.
Ho feta moo, Mixue Ice City e thehile tsamaiso e felletseng ea taolo ea boleng le ts'ireletso ea lijo, ho kenyelletsa khetho e tiileng ea barekisi, lisebelisoa le taolo ea basebetsi, phepelo ea thepa e ts'oanang, le taolo ea mabenkele.
Khamphani e thehile mokhoa o matla oa ho bapatsa oa brand, o sebelisa liteishene tsa marang-rang le tse kantle ho naha. E thehile pina ea sehlooho ea Mixue Ice City le IP ea "Snow King", e fetoha e ratoang har'a bareki. Livideo tsa "Snow King" li fumane maikutlo a fetang limilione tse likete tse 1, 'me pina ea sehlooho e na le lipapali tse fetang limilione tse likete tse 4. Lehlabuleng lena, hashtag "Mixue Ice City Blackened" e ile ea etella pele lenane la lipatlisiso tse chesang ho Weibo. Boiteko ba k'hamphani ea ho bapatsa inthaneteng bo ekelitse tšusumetso ea mofuta oa eona haholo, ka kakaretso ea balateli ba limilione tse 30 ho pholletsa le sethala sa eona sa WeChat, Douyin, Kuaishou le Weibo.
Ho latela iMedia Consulting, 'maraka oa China oa ho reka tee o ile oa hola ho tloha ho li-RMB tse limilione tse likete tse 29.1 ka 2016 ho ea ho li-RMB tse limilione tse likete tse 279.6 ka 2021, ka sekhahla sa kholo ea selemo le selemo sa 57.23%. Mmaraka o lebelletsoe ho hola ho ea ho li-RMB tse limilione tse likete tse 374.9 ka 2025. Liindasteri tse ncha tsa kofi le ice cream le tsona li na le monyetla oa kholo e kholo.
Nako ea poso: Aug-16-2024