Umkhiqizo wamahemuhemu abanzi wesiphuzo setiye saseShayina i-Mixue Ice City uzokhonjiswa e-Hong Kong ngonyaka ozayo, nokuvulwa kwesitolo sokuqala e-Mong Kok. Lokhu kulandela ezinye izinhlobo zezindawo zokudlela zama-Chinese ezifana ne-“Lemon Mon Lemon Tea” kanye ne-“COTTI COFFEE” engena emakethe yase-Hong Kong. Isitolo sokuqala sase-Mixue Ice City sase-Hong Kong sitholakala ku-Nathan Road, e-Mong Kok, e-Bank Center Plaza, eduze nendawo ephumayo ye-MTR Mong Kok Station E2. Isitolo okwamanje sisalungiswa, sinezimpawu ezimemezela ukuthi “Hong Kong First Store Opening Maduze” futhi ezibonisa imikhiqizo yazo esiginesha njengokuthi “Ice Fresh Lemon Water” kanye “ne-Fresh Ice Cream.”
I-Mixue Ice City, uhlobo lomkhiqizo olugxile ku-ayisikhilimu neziphuzo zetiye, luqondise izimakethe ezisezingeni eliphansi ngendlela evumelana nesabelomali. Imikhiqizo yayo inenani elingaphansi kuka-10 RMB, okuhlanganisa u-ayisikhilimu ongu-3 RMB, amanzi kalamula angu-4 RMB, kanye netiye lobisi ngaphansi kwe-10 RMB.
Ngaphambilini, imibiko yabonisa ukuthi iMixue Ice City ihlela ukukleliswa e-Hong Kong ngonyaka ozayo, inyusa cishe i-1 billion USD (cishe i-7.8 billion HKD). I-Bank of America, i-Goldman Sachs, ne-UBS bangabaxhasi abahlanganyelwe beMixue Ice City. Le nkampani ekuqaleni yayihlele ukukleliswa eShenzhen Stock Exchange kodwa yabuye yaluhoxisa lolu hlelo. Ngo-2020 nango-2021, imali etholwa yiMixue Ice City ikhule ngo-82% no-121% unyaka nonyaka, ngokulandelana. Kusukela ekupheleni kukaMashi wonyaka odlule, le nkampani yayinezitolo ezingu-2,276.
Isicelo sokufakwa kuhlu kwe-A-share ye-Mixue Ice City samukelwe ngaphambilini futhi i-prospectus yaso idalulwe ngaphambilini. Inkampani ihlela ukuklelisa ebhodini elikhulu le-Shenzhen Stock Exchange futhi ingaba “isiphuzo sokuqala sesiphuzo setiye sikazwelonke.” Ngokusho kwe-prospectus, i-GF Securities ihamba phambili ohlwini lwabakwaMixue Ice City.
I-prospectus ikhombisa ukuthi imali etholwa yiMixue Ice City ikhule ngokushesha, ngemali engenayo engu-4.68 billion RMB kanye ne-10.35 billion RMB ngo-2020 nango-2021, ngokulandelana, ekhombisa amazinga okukhula angama-82.38% kanye no-121.18% unyaka nonyaka. Ekupheleni kukaMashi 2022, inkampani yayinezitolo ezingama-22,276, okuyenza ibe uchungechunge olukhulu embonini yesiphuzo esenziwe uku-oda eChina. Inethiwekhi yesitolo sayo ihlanganisa zonke izifundazwe ezingama-31, izifunda ezizimele, nomasipala baseChina, kanye namazwe anjengeVietnam ne-Indonesia.
Eminyakeni yakamuva, ithonya lomkhiqizo we-Mixue Ice City kanye nokuqashelwa kwenyukile, futhi ngokubuyekezwa okuqhubekayo kweminikelo yabo yeziphuzo, ibhizinisi lenkampani liye lakhula ngesivinini. I-prospectus iveza ukuthi isibalo sezitolo zama-franchise nokuthengiswa kwesitolo esisodwa siyakhula, sibe yizici ezinkulu ekukhuleni kwemali engenayo yenkampani.
I-Mixue Ice City isungule uchungechunge lwezimboni oludidiyelwe “locwaningo nokukhiqiza, ukugcinwa kwempahla nezinto, kanye nokuphathwa kokusebenza”, futhi isebenza ngaphansi “kochungechunge oluqondile njengesiqondiso, i-franchise chain njengemodeli eyinhloko”. Iphethe uchungechunge lweziphuzo zetiye "Mixue Ice City," uchungechunge lwekhofi "Lucky Coffee," kanye neketango lika-ayisikhilimu elithi "Jilatu," linikeza izinhlobonhlobo zeziphuzo ezintsha no-ayisikhilimu.
Inkampani ithobela umgomo wayo "wokuvumela wonke umuntu emhlabeni ajabulele ubumnandi obusezingeni eliphezulu, obuthengekayo" ngenani lomkhiqizo elimaphakathi lika-6-8 RMB. Leli su lentengo liheha abathengi ukuthi bakhulise imvamisa yokuthenga kwabo futhi lisekele ukwanda okusheshayo emadolobheni asezingeni eliphansi, okwenza i-Mixue Ice City ibe wumkhiqizo wezwe odumile wesiphuzo setiye.
Kusukela ngo-2021, njengoba umnotho wezwe uzinzile futhi nesidingo sabathengi sinyukile, iMixue Ice City ithole ukukhula okumangazayo ngenxa yombono wayo womkhiqizo “wezinga eliphezulu, othengekayo”. Le mpumelelo ikhombisa kokubili ukusebenza ngempumelelo kwesu layo lentengo “lemaliji ephansi, enevolumu ephezulu” kanye nesimo sokwanda kwesidingo sasekhaya.
Ngaphezu kwalokho, inkampani igcina umkhondo wezintandokazi zabathengi, ngokuqhubekayo yethula imikhiqizo emisha ehambisana nokuthandwa okudumile. Ngokuhlanganisa imikhiqizo eyisingeniso nenenzuzo, ithuthukisa ukwakheka komkhiqizo wayo ukuze ikhulise ngempumelelo amamajini enzuzo. Ngokusho kwe-prospectus, inzuzo esele yenkampani ngenxa yabanikazi bamasheya yayilinganiselwa ku-1.845 billion RMB ngo-2021, okuwukunyuka okungu-106.05% kunonyaka odlule. Le nkampani isungule imikhiqizo edumile efana ne-Magic Crunch Ice Cream, i-Shaky Milkshake, i-Ice Fresh Lemon Water, ne-Pearl Milk Tea, futhi yethula iziphuzo ezibandayo ezitolo ngo-2021, ithuthukisa ukuthengiswa kwezitolo.
I-prospectus iphinde igqamise inzuzo ephelele yochungechunge lwemboni ye-Mixue Ice City, okuhlanganisa izisekelo zokukhiqiza ezakhelwe wena, amafekthri okukhiqiza impahla eluhlaza, nezisekelo zezindawo zokugcina izimpahla nezokuthutha ezindaweni ezihlukahlukene. Lokhu kusetha kuqinisekisa ukuphepha kwezinto ezingavuthiwe zokudla kuyilapho kugcinwa izindleko ziphansi futhi kusekela izinzuzo zentengo zenkampani.
Ekukhiqizeni, inkampani isungule amafekthri ezindaweni ezibalulekile zokukhiqiza izinto ezingavuthiwe ukuze kuncishiswe ukulahleka kwezinto zokuthutha kanye nezindleko zokuthenga, ukuthuthukisa isivinini sokuhlinzeka, nokugcina ikhwalithi nokufinyeleleka. Kwezokuthutha, kusukela ngoMashi 2022, inkampani yayisisungule izizinda zokugcina izimpahla kanye nempahla ezifundazweni ezingama-22 futhi yakhe inethiwekhi yezokuthutha ezweni lonke, yathuthukisa ukusebenza kahle nokunciphisa izikhathi zokulethwa.
Ukwengeza, iMixue Ice City isungule uhlelo olubanzi lokulawula ikhwalithi kanye nokulawulwa kokuphepha kokudla, okuhlanganisa ukukhethwa kwabahlinzeki ngendlela eqinile, ukuphathwa kwemishini nabasebenzi, ukuhlinzekwa kwempahla efanayo, kanye nokwengamela izitolo.
Inkampani isungule i-matrix yokuthengisa yomkhiqizo eqinile, isebenzisa zombili iziteshi eziku-inthanethi nezingaxhunyiwe ku-inthanethi. Idale ingoma yetimu ye-Mixue Ice City kanye ne-IP ethi “Snow King”, yaba intandokazi phakathi kwabathengi. Amavidiyo e-“Snow King” athole ukubukwa okungaphezu kwebhiliyoni elingu-1, futhi ingoma yetimu inemidlalo engaphezu kwezigidigidi ezi-4. Kuleli hlobo, i-hashtag ethi “Mixue Ice City Blackened” ibe phezulu ohlwini lokusesha olushisayo ku-Weibo. Imizamo yokumaketha ye-inthanethi yenkampani ikhulise kakhulu ithonya lomkhiqizo wayo, ngenani eliphelele labalandeli abalinganiselwa ezigidini ezingu-30 kuzo zonke izinkundla zayo ze-WeChat, i-Douyin, i-Kuaishou, ne-Weibo.
Ngokusho kwe-iMedia Consulting, imakethe yesiphuzo setiye esenziwe uku-oda yaseChina ikhule isuka ku-29.1 billion wama-RMB ngo-2016 yaya ku-RMB eyizigidi eziyizinkulungwane ezingama-279.6 ngo-2021, ngezinga lokukhula elihlanganisiwe lonyaka lama-57.23%. Imakethe kulindeleke ukuthi ikhule iye ku-374.9 billion we-RMB ngo-2025. Izimboni zekhofi ezintsha kanye no-ayisikhilimu nazo zinamandla amakhulu okukhula.
Isikhathi sokuthumela: Aug-16-2024