Mphekesera zambiri zamtundu wa tiyi waku China Mixue Ice City ziyamba ku Hong Kong chaka chamawa, ndikutsegulira koyamba ku Mong Kok. Izi zikutsatira mitundu ina ya malo odyera aku China monga "Tiyi ya Lemon Mon Lemon" ndi "COTTI COFFEE" kulowa msika wa Hong Kong. Chogulitsira choyamba cha Mixue Ice City ku Hong Kong chili pa Nathan Road, Mong Kok, ku Bank Center Plaza, pafupi ndi potuluka MTR Mong Kok Station E2. Malo ogulitsirawa akukonzedwanso, ndi zikwangwani zolengeza "Hong Kong First Store Opening Posachedwapa" komanso zowonetsa zinthu zawo zosayina monga "Ice Fresh Lemon Water" ndi "Fresh Ice Cream."
Mixue Ice City, mtundu waunyolo womwe umayang'ana kwambiri ayisikilimu ndi zakumwa za tiyi, umayang'ana misika yotsika kwambiri yomwe ili ndi bajeti. Zogulitsa zake zimagulidwa pansi pa 10 RMB, kuphatikizapo 3 RMB ayisikilimu, 4 RMB madzi a mandimu, ndi tiyi wamkaka pansi pa 10 RMB.
M'mbuyomu, malipoti adawonetsa kuti Mixue Ice City akukonzekera kulembetsa ku Hong Kong chaka chamawa, kukweza pafupifupi 1 biliyoni USD (pafupifupi 7.8 biliyoni HKD). Bank of America, Goldman Sachs, ndi UBS ndi othandizira a Mixue Ice City. Kampaniyo poyamba idakonza zolembetsa ku Shenzhen Stock Exchange koma pambuyo pake idayimitsa. Mu 2020 ndi 2021, ndalama za Mixue Ice City zidakula ndi 82% ndi 121% pachaka, motsatana. Pofika kumapeto kwa Marichi chaka chatha, kampaniyo inali ndi malo ogulitsa 2,276.
Ntchito ya Mixue Ice City's A-share application idavomerezedwa kale ndipo zomwe zikuyembekezeka zidaululidwa kale. Kampaniyo ikukonzekera kulemba pa bolodi lalikulu la Shenzhen Stock Exchange ndipo ikhoza kukhala "chakumwa cha tiyi cha dziko lonse". Malinga ndi zomwe zikuyembekezeka, GF Securities ndiye amene amatsogolera pamndandanda wa Mixue Ice City.
Zomwe zikuwonetsa zikuwonetsa kuti ndalama za Mixue Ice City zakula mwachangu, ndi ndalama zokwana 4.68 biliyoni RMB ndi 10.35 biliyoni RMB mu 2020 ndi 2021, motsatana, kuwonetsa kukula kwa 82.38% ndi 121.18% pachaka. Pofika kumapeto kwa Marichi 2022, kampaniyo idakhala ndi malo ogulitsa 22,276, zomwe zidapangitsa kuti ikhale msika waukulu kwambiri pamsika waku China wopangira zakumwa za tiyi. Malo ake ogulitsira amakhala zigawo zonse 31, zigawo zodzilamulira, ndi matauni ku China, komanso mayiko monga Vietnam ndi Indonesia.
M'zaka zaposachedwa, kukopa kwa mtundu wa Mixue Ice City komanso kuzindikirika kwakula, ndipo ndikusintha kosalekeza kwachakumwa chawo, bizinesi yamakampani yakula. Chiwonetserochi chikuwulula kuti kuchuluka kwa malo ogulitsa ma franchise ndi kugulitsa sitolo imodzi kwakhala kukukulirakulira, kukhala zinthu zazikulu pakukula kwamakampani.
Mixue Ice City yapanga "kafukufuku ndi kupanga, malo osungiramo katundu ndi katundu, ndi kasamalidwe ka ntchito" makina ophatikizika amakampani, ndipo imagwira ntchito pansi pa "unyolo wachindunji monga chitsogozo, unyolo wa franchise ngati gulu lalikulu". Imayendetsa tiyi "Mixue Ice City," khofi "Lucky Coffee," ndi ayisikilimu "Jilatu," yopereka zakumwa zambiri zatsopano ndi ayisikilimu.
Kampaniyo imatsatira ntchito yake "yolola aliyense padziko lapansi kusangalala ndi zokoma zapamwamba, zotsika mtengo" ndi mtengo wapakati wa 6-8 RMB. Njira yamitengo iyi imakopa ogula kuti achulukitse kugula kwawo pafupipafupi komanso imathandizira kukula mwachangu m'mizinda yotsika kwambiri, zomwe zimapangitsa Mixue Ice City kukhala mtundu wotchuka wachakumwa cha tiyi padziko lonse lapansi.
Kuyambira 2021, chuma cha dziko chikakhazikika komanso kufunikira kwa ogula kukuchulukirachulukira, Mixue Ice City yapeza ndalama zambiri chifukwa cha lingaliro lake "zapamwamba, zotsika mtengo". Kupambana kumeneku kukuwonetsa mphamvu zake zamtengo wapatali "zotsika, zotsika kwambiri" komanso momwe kufunikira kwapakhomo kukukulirakulira.
Kuphatikiza apo, kampaniyo imayang'anira zomwe ogula amakonda, mosalekeza kubweretsa zatsopano zomwe zimagwirizana ndi zomwe amakonda. Pophatikiza zoyambira komanso zopindulitsa, imakulitsa kapangidwe kake kazinthu kuti awonjezere phindu. Malinga ndi zomwe zikuyembekezeka, phindu lomwe kampaniyo lidapeza chifukwa cha omwe ali ndi masheya anali pafupifupi 1.845 biliyoni RMB mu 2021, chiwonjezeko cha 106.05% kuposa chaka chatha. Kampaniyo yapanga zinthu zodziwika bwino monga Magic Crunch Ice Cream, Shaky Milkshake, Ice Fresh Lemon Water, ndi Pearl Milk Tea, ndikuyambitsa zakumwa zoziziritsa kukhosi mu 2021, ndikupititsa patsogolo malonda ogulitsa.
Chiyembekezochi chikuwunikiranso mwayi wokwanira wamakampani a Mixue Ice City, kuphatikiza zopangira zodzipangira zokha, mafakitale opangira zinthu zopangira, komanso malo osungiramo zinthu komanso zosungiramo zinthu m'malo osiyanasiyana. Kukonzekera uku kumatsimikizira chitetezo cha zakudya zopangira chakudya ndikusunga ndalama zotsika ndikuthandizira phindu lamitengo yamakampani.
Popanga, kampaniyo yakhazikitsa mafakitale m'malo opangira zinthu zopangira kuti achepetse kutayika kwa mayendedwe ndi ndalama zogulira, kupititsa patsogolo liwiro loperekera, ndikusunga zabwino komanso zotsika mtengo. Pofika pa Marichi 2022, kampaniyo idakhazikitsa malo osungiramo zinthu komanso zosungiramo zinthu m'zigawo 22 ndipo yamanga network yolumikizira dziko lonse lapansi, kuwongolera bwino komanso kuchepetsa nthawi yobweretsera.
Kuphatikiza apo, Mixue Ice City yakhazikitsa njira yoyendetsera bwino komanso kasamalidwe ka chitetezo cha chakudya, kuphatikiza kusankha kokhazikika kwa ogulitsa, zida ndi kasamalidwe ka ogwira ntchito, kasamalidwe kazinthu zamayunifolomu, komanso kuyang'anira masitolo.
Kampaniyo yapanga njira yolimbikitsira yotsatsa malonda, pogwiritsa ntchito njira zapaintaneti komanso zakunja. Yapanga nyimbo yamutu wa Mixue Ice City ndi IP ya "Snow King" IP, kukhala yokondedwa pakati pa ogula. Makanema a "Snow King" alandila mawonedwe opitilira 1 biliyoni, ndipo nyimbo yamutuwu ili ndi masewero opitilira 4 biliyoni. M'chilimwe chino, hashtag "Mixue Ice City Blackened" idakwera pamndandanda wosaka moto pa Weibo. Ntchito zotsatsa pa intaneti za kampaniyi zakulitsa kwambiri chikoka cha mtundu wake, ndi otsatira pafupifupi 30 miliyoni pamapulatifomu ake a WeChat, Douyin, Kuaishou, ndi Weibo.
Malinga ndi iMedia Consulting, msika waku China wopangira zakumwa za tiyi udakula kuchokera pa 29.1 biliyoni RMB mu 2016 mpaka 279.6 biliyoni RMB mu 2021, ndikukula kwapachaka kwa 57.23%. Msika ukuyembekezeka kukulirakulira mpaka 374.9 biliyoni RMB pofika 2025. Mafakitale atsopano a khofi ndi ayisikilimu alinso ndi kuthekera kokulirapo.
Nthawi yotumiza: Aug-16-2024