Summada cabitaanka shaaha silsiladda Shiinaha ee sida weyn loo xamanayo ee Mixue Ice City ayaa qarka u saaran inay ka soo muuqato Hong Kong sanadka soo socda, iyadoo bakhaarkeedii ugu horreeyay laga furayo Mong Kok. Tani waxay daba socotaa noocyada kale ee makhaayadaha silsiladda Shiinaha sida "Lemon Mon Lemon Tea" iyo "COTTI COFFEE" ee galaya suuqa Hong Kong. Meesha ugu horeysa ee Mixue Ice City ee Hong Kong waxay ku taal Nathan Road, Mong Kok, oo ku taal Bank Center Plaza, oo u dhow MTR Mong Kok Station E2. Bakhaarku hadda waxa uu ku socdaa dib-u-dayactir, oo wata calaamado ku dhawaaqaya "Bakhaarka Kowaad ee Hong Kong oo Furmaya Soon" oo ay ku jiraan alaabtooda saxeexa sida "Biyaha Liin Dhan ee Barafka" iyo "Cream Fresh".
Mixue Ice City, oo ah silsilad silsilad diiradda saaraysa jalaatada iyo cabitaannada shaaha, waxay bartilmaameed ka dhigtaa suuqyada hoose oo leh hab saaxiibtinimo leh. Alaabteeda waxaa lagu qiimeeyaa wax ka hooseeya 10 RMB, oo ay ku jiraan 3 jalaatada RMB, 4 RMB liin ah, iyo shaaha caanaha oo ka hooseeya 10 RMB.
Horaantii, warbixinadu waxay muujiyeen in Mixue Ice City ay qorshaynayso inay ku taxdo Hong Kong sanadka soo socda, iyada oo kor u qaadaysa ku dhawaad 1 bilyan USD (qiyaastii 7.8 bilyan HKD). Bank of America, Goldman Sachs, iyo UBS ayaa si wadajir ah u kafaala qaadaya Mixue Ice City. Shirkaddu waxay markii hore qorshaynaysay inay ku taxdo Sarifka Suuqa Shenzhen balse markii dambe way ka laabatay hawsha. 2020 iyo 2021, Mixue Ice City dakhligeedu wuxuu kordhay 82% iyo 121% sanad-sanad, siday u kala horreeyaan. Ilaa dhamaadkii bishii March ee sanadkii hore, shirkaddu waxay lahayd 2,276 bakhaar.
Codsiga liiska A-share ee Mixue Ice City waa la aqbalay mar hore rajo-galkeedana waa la sii shaaciyay. Shirkaddu waxay qorshaynaysaa inay ku taxdo guddida Sarrifka saamiyada ee Shenzhen waxayna noqon kartaa "cabitaanka shaaha silsiladda qaranka ee ugu horreeya." Marka loo eego rajada laga qabo, GF Securities ayaa ah hormuudka wax ka qora liiska Mixue Ice City.
Rajada laga qabo waxay muujinaysaa in dakhliga Mixue Ice City uu si xawli ah u koray, iyada oo dakhligu yahay 4.68 bilyan RMB iyo 10.35 bilyan RMB 2020 iyo 2021, siday u kala horreeyaan, taasoo ka tarjumaysa heerarka kobaca ee 82.38% iyo 121.18% sannad kasta. Dhammaadkii Maarso 2022, shirkaddu waxay lahayd wadar dhan 22,276 dukaan, taasoo ka dhigaysa silsiladda ugu weyn warshadaha cabitaanka shaaha ee Shiinaha ee la dalbado. Shabakadda bakhaarkeedu waxa ay ka kooban tahay dhammaan 31-da gobol, gobollada ismaamulka, iyo degmooyinka Shiinaha, iyo sidoo kale waddamo ay ka mid yihiin Vietnam iyo Indonesia.
Sannadihii ugu dambeeyay, sumcadda Mixue Ice City ee sumcaddeeda iyo aqoonsiga ayaa kordhay, iyo iyada oo la cusbooneysiiyay si joogto ah wax-qabadkooda cabitaanka, ganacsiga shirkaddu waa uu sii kordhay. Rajadu waxay daaha ka qaadaysaa in tirada dukaamada ganacsiga iyo iibka hal dukaanku ay kordheen, iyagoo noqday arrimo waaweyn oo kobaca dakhliga shirkadda.
Mixue Ice City waxay horumarisay "cilmi-baadhis iyo wax-soo-saar, bakhaar iyo saadka, iyo maareynta hawlgalka" silsiladda warshadaha ee isku dhafan, waxayna ku hoos shaqeysaa "silsilad toos ah oo hagid ah, silsiladda franchise sida jirka ugu weyn" moodel. Waxay maamushaa silsiladda cabitaanka shaaha "Mixue Ice City," silsiladda qaxwaha "Lucky Coffee," iyo silsiladda jalaatada "Jilatu," oo bixisa noocyo kala duwan oo cabitaanno cusub ah iyo jalaatada.
Shirkaddu waxay u hoggaansantaa hadafkeeda ah "inay u ogolaato qof kasta oo adduunka ku nool inuu ku raaxaysto tayada sare leh, dhadhan la awoodi karo" oo leh celcelis ahaan qiimaha alaabta 6-8 RMB. Istaraatiijiyadan qiimaha ayaa soo jiidata macaamiisha si ay u kordhiyaan soo noqnoqoshada wax iibsiga waxayna taageertaa fidinta degdega ah ee magaalooyin badan oo hoose, taasoo ka dhigaysa Mixue Ice City sumad caan ah oo qaran oo caan ah oo shaaha lagu cabbo.
Laga soo bilaabo 2021, sida dhaqaalaha qaranku u xasilay oo baahida macaamiishu kor u kacday, Mixue Ice City waxay gaadhay kobac dakhli oo cajiib ah sababtoo ah fikradeeda wax soo saarka "tayo sare leh, la awoodi karo". Guushaan waxay ka tarjumaysaa waxtarka istiraatiijiyadeeda qiimaha "margin-hoose, high-high" iyo isbeddelka kordhinta baahida gudaha.
Intaa waxaa dheer, shirkaddu waxay la socotaa dookhyada macaamiisha, si joogto ah u soo bandhigta alaabooyin cusub oo la jaan qaada dhadhanka caanka ah. Marka la isku daro badeecadaha hordhaca ah iyo kuwa faa'iidada leh, waxay wanaajisaa qaab dhismeedka wax soo saarka si ay si wax ku ool ah u kordhiso faa'iidada. Marka loo eego rajada laga qabo, faa'iidada saafiga ah ee shirkadda ee loo aanaynayo saamilayda ayaa ahayd ku dhawaad 1.845 bilyan RMB sanadka 2021, oo ah 106.05% korodhay sannadkii hore. Shirkaddu waxay soo saartay alaabo caan ah sida Magic Crunch Ice Cream, Shaky Milkshake, Ice Fresh Lemon Water, iyo Pearl Milk Tea, waxayna bilawday kaydinta cabitaannada silsilad qabow sanadka 2021, taasoo kor u qaadaysa iibka dukaamada.
Rajada sidoo kale waxay muujineysaa faa'iidada silsiladda warshadaha ee Mixue Ice City, oo ay ku jiraan saldhigyada wax soo saarka ee iskood u dhisan, warshadaha wax soo saarka alaabta ceeriin, iyo saldhigyada kaydinta iyo saadka ee meelo kala duwan. Qalabayntani waxay hubisaa badbaadada alaabta ceeriin ee cuntada iyadoo la ilaalinayo kharashaadka iyo taageeridda faa'iidooyinka qiimaha shirkadda.
Dhanka wax soo saarka, shirkadu waxay ka dhistay warshado ku yaala meelaha muhiimka ah ee wax soo saarka alaabta ceeriin si loo yareeyo khasaaraha gaadiidka alaabta iyo kharashka wax iibsiga, kor loogu qaado xawaaraha sahayda, iyo ilaalinta tayada iyo la awoodi karo. Dhanka saadka, laga bilaabo Maarso 2022, shirkaddu waxay ka dhistay saldhigyo bakhaar iyo saadka gudaha 22 gobol waxayna dhistay shabakad saadka dalka oo dhan, hagaajinta hufnaanta iyo yaraynta waqtiyada bixinta.
Intaa waxaa dheer, Mixue Ice City waxay dejisay nidaam kontarool tayo leh oo dhammaystiran iyo nidaamka maaraynta badbaadada cuntada, oo ay ku jiraan xulashada alaab-qeybiyaha, qalabka iyo maamulka shaqaalaha, sahayda alaabta labbiska ah, iyo kormeerka dukaamada.
Shirkaddu waxay soo saartay matrix suuqgeyn sumad leh, iyadoo adeegsanaysa kanaalada khadka tooska ah iyo kan tooska ah labadaba. Waxay abuurtay heesta mawduuca Mixue Ice City iyo "King Snow" IP, oo noqday kuwa ugu caansan macaamiisha. Fiidiyowyada "King Snow" waxay heleen in ka badan 1 bilyan oo aragtiyo, heesta dulucduna waxay leedahay in ka badan 4 bilyan oo riwaayad ah. Xagaagan, hashtag "Mixue Ice City Blackened" ayaa ugu sareysa liiska raadinta kulul ee Weibo. Dadaallada suuqgeyneed ee shirkadda ayaa si weyn u balaariyay saameynteeda sumadda, iyadoo wadar ahaan ku dhawaad 30 milyan oo taageerayaal ah ay ku kala sugan yihiin weChat, Douyin, Kuaishou, iyo Weibo.
Sida laga soo xigtay iMedia Consulting, suuqa cabitaanka shaaha ee Shiinaha ee la dalbado ayaa kor u kacay min 29.1 bilyan RMB sanadkii 2016 ilaa 279.6 bilyan RMB sanadka 2021, iyadoo kobac sanadle ah uu kordhay 57.23%. Suuqa ayaa la filayaa inuu ku sii fido 374.9 bilyan RMB marka la gaaro 2025. Kafeega cusub iyo warshadaha jalaatada ayaa sidoo kale leh awood koritaan oo la taaban karo.
Waqtiga boostada: Agoosto-16-2024