ʻO Mixue Ice City ka mea i lohe nui ʻia e hoʻomaka ma Hong Kong i kēia makahiki aʻe, me ka wehe ʻana o kāna hale kūʻai mua ma Mong Kok. E hahai ana kēia i nā ʻoihana hale ʻaina Kina e like me "Lemon Mon Lemon Tea" a me "COTTI COFFEE" e komo ana i ka mākeke Hong Kong. Aia ka hale kūʻai mua o Mixue Ice City ma Hong Kong ma ke alanui Nathan, Mong Kok, ma ka Bank Center Plaza, kokoke i ka puka MTR Mong Kok Station E2. Ke hana hou ʻia nei ka hale kūʻai, me nā hōʻailona e hoʻolaha ana i ka "Hong Kong First Store Opening Soon" a me ka hōʻike ʻana i kā lākou huahana pūlima e like me "Ice Fresh Lemon Water" a me "Fresh Ice Cream."
ʻO Mixue Ice City, kahi hōʻailona kaulahao e kālele ana i ka ice cream a me nā mea inu kī, e kālele ana i nā mākeke haʻahaʻa me kahi ala pili kālā. Ua kūʻai ʻia kāna mau huahana ma lalo o 10 RMB, me 3 RMB ice cream, 4 RMB wai lemon, a me ka waiū kī ma lalo o 10 RMB.
Ma mua, ua hōʻike ʻia nā hōʻike e hoʻolālā ana ʻo Mixue Ice City e papa inoa ma Hong Kong i ka makahiki aʻe, e hoʻonui ana ma kahi o 1 billion USD (ma kahi o 7.8 billion HKD). ʻO Bank of America, Goldman Sachs, a me UBS nā kākoʻo hui no Mixue Ice City. Ua hoʻolālā mua ka hui e papa inoa ma ka Shenzhen Stock Exchange akā ua haʻalele i ke kaʻina hana. Ma 2020 a me 2021, ua ulu ka loaʻa kālā o Mixue Ice City e 82% a me 121% makahiki-ma-makahiki. Ma ka hopena o Malaki i ka makahiki i hala, he 2,276 mau hale kūʻai ka hui.
Ua ʻae mua ʻia ka palapala hoʻopaʻa inoa A-share o Mixue Ice City a ua hōʻike mua ʻia kāna prospectus. Hoʻolālā ka hui e hoʻopaʻa inoa ma ka papa nui o Shenzhen Stock Exchange a hiki ke lilo i "mea inu kī inu mua o ke aupuni." Wahi a ka prospectus, ʻo GF Securities ke alakaʻi underwriter no ka papa inoa o Mixue Ice City.
Hōʻike ka prospectus ua ulu wikiwiki ka loaʻa kālā o Mixue Ice City, me nā loaʻa o 4.68 biliona RMB a me 10.35 biliona RMB ma 2020 a me 2021, e hōʻike ana i ka ulu ʻana o 82.38% a me 121.18% makahiki-ma-makahiki. Ma ka hopena o Malaki 2022, he 22,276 ka nui o nā hale kūʻai o ka hui, e lilo ana ia i kaulahao nui loa ma ka ʻoihana inu kī i hana ʻia ma Kina. ʻO kāna pūnaewele hale kūʻai e pili ana i nā panalāʻau 31 a pau, nā ʻāina kūʻokoʻa, a me nā kaona ma Kina, a me nā ʻāina e like me Vietnam a me Indonesia.
I nā makahiki i hala iho nei, ua hoʻonui ʻia ka mana a me ka ʻike ʻana o Mixue Ice City, a me ka hoʻomau mau ʻana i kā lākou mau mōhai inu, ua wikiwiki ka ʻoihana o ka hui. Hōʻike ka prospectus i ka ulu ʻana o ka nui o nā hale kūʻai franchise a me nā kūʻai kūʻai hoʻokahi, e lilo ana i kumu nui i ka ulu kālā o ka ʻoihana.
Ua hoʻomohala ʻo Mixue Ice City i kahi "ʻimi noiʻi a me ka hana ʻana, warehousing a me logistics, a me ka hoʻokele hana" i hoʻohui ʻia i ke kaulahao ʻoihana, a e hana ana ma lalo o kahi "kuʻina pololei ma ke ʻano he alakaʻi, ke kaulahao franchise e like me ke kino nui". E holo ana ia i ke kaulahao inu kī "Mixue Ice City," ke kaula kofe "Lucky Coffee," a me ke kaulahao hau ʻo "Jilatu," e hāʻawi ana i nā ʻano mea inu hou a me ka ice cream.
Hoʻopili ka hui i kāna misionari o ka "ʻae i nā mea a pau o ka honua e hauʻoli i ka maikaʻi kiʻekiʻe a me ka momona momona" me ke kumu kūʻai huahana o 6-8 RMB. Hoʻokomo kēia hoʻolālā kumu kūʻai i nā mea kūʻai aku e hoʻonui i kā lākou kūʻai pinepine ʻana a kākoʻo i ka hoʻonui wikiwiki ʻana i nā kūlanakauhale haʻahaʻa haʻahaʻa, e hana ana ʻo Mixue Ice City i mea inu kīʻaha ʻāina kaulana.
Mai ka makahiki 2021, ʻoiai ua hoʻomau ka hoʻokele waiwai o ka ʻāina a ua piʻi ka makemake o nā mea kūʻai aku, ua hoʻokō ʻo Mixue Ice City i ka ulu ʻana o ka loaʻa kālā ma muli o kāna manaʻo huahana "kiʻekiʻe, kūpono". Hōʻike kēia kūleʻa i ka maikaʻi o kāna kumu kūʻai "haʻahaʻa, kiʻekiʻe-volume" a me ke ʻano o ka hoʻonui ʻana i ka noi kūloko.
Eia kekahi, mālama ka ʻoihana i nā makemake o nā mea kūʻai aku, e hoʻolauna mau ana i nā huahana hou e kūlike me nā ʻono kaulana. Ma ka hoʻohui ʻana i nā huahana hoʻolauna a me nā mea waiwai, hoʻomaikaʻi ʻo ia i kāna ʻano huahana e hoʻonui maikaʻi i nā palena waiwai. Wahi a ka prospectus, ʻo ka loaʻa kālā o ka ʻoihana e pili ana i nā mea kuleana ma kahi o 1.845 biliona RMB ma 2021, kahi piʻi 106.05% mai ka makahiki i hala. Ua hoʻomohala ka hui i nā huahana kaulana e like me Magic Crunch Ice Cream, Shaky Milkshake, Ice Fresh Lemon Water, a me Pearl Milk Tea, a ua hoʻolauna i nā mea inu wai anuanu ma 2021, e hoʻonui ana i nā kūʻai kūʻai.
Hōʻike ka prospectus i ka pono o ka ʻoihana ʻoihana piha o Mixue Ice City, me nā kumu hana i kūkulu ʻia ponoʻī, nā hale hana hana maka, a me nā waihona hale kūʻai a me nā waihona logistic ma nā wahi like ʻole. Mālama kēia hoʻonohonoho i ka palekana o nā meaʻai maka ʻoiai e mālama ana i nā kumukūʻai haʻahaʻa a kākoʻo i nā pono kumu kūʻai o ka hui.
I ka hana ʻana, ua hoʻokumu ka ʻoihana i nā ʻoihana i nā wahi hana waiwai nui e hōʻemi i ka nalowale o ka lawe ʻana a me nā kumukūʻai kūʻai, hoʻonui i ka wikiwiki o ka lako, a mālama i ka maikaʻi a me ka hiki. I loko o ka logistics, mai Malaki 2022, ua hoʻonohonoho ka hui i nā waihona hale kūʻai a me nā waihona logistic ma 22 mau panalāʻau a ua kūkulu ʻo ia i kahi pūnaewele logistic holoʻokoʻa, hoʻomaikaʻi i ka pono a me ka hōʻemi ʻana i nā manawa lawe.
Hoʻohui hou, ua hoʻokumu ʻo Mixue Ice City i kahi kaohi maikaʻi a me ka ʻōnaehana hoʻokele palekana meaʻai, me ke koho ʻana i nā mea hoʻolako koʻikoʻi, nā lako a me ka hoʻokele limahana, lako lako lako, a me ka nānā ʻana i nā hale kūʻai.
Ua hoʻomohala ka hui i kahi matrix marketing brand koʻikoʻi, e hoʻohana ana i nā kaha pūnaewele a me waho. Ua hana ʻo ia i ka mele mele Mixue Ice City a me ka IP "Snow King", lilo i mea punahele i waena o nā mea kūʻai. Ua loaʻa i nā wikiō "Snow King" ma mua o 1 biliona ʻike, a ʻoi aku ka nui o ke mele kumuhana ma mua o 4 biliona pāʻani. I kēia kauwela, ua ʻoi aku ka hashtag "Mixue Ice City Blackened" i ka papa inoa hulina wela ma Weibo. Ua hoʻonui nui ʻia nā hana kūʻai pūnaewele a ka hui i kona mana hōʻailona, me ka huina o 30 miliona mau mea hahai ma waena o kāna mau kahua WeChat, Douyin, Kuaishou, a me Weibo.
Wahi a iMedia Consulting, ua hoʻonui ʻia ka mākeke inu kī i hana ʻia ma Kina mai 29.1 biliona RMB ma 2016 a i 279.6 biliona RMB i 2021, me ka nui o ka ulu ʻana o ka makahiki he 57.23%. Manaʻo ʻia ka mākeke e hoʻonui hou i ka 374.9 biliona RMB e 2025. ʻO nā ʻoihana kofe hou a me nā ʻoihana hau i hiki ke ulu nui.
Ka manawa hoʻouna: ʻAukake-16-2024