The listing of Mixue Bingcheng is only behind the door?Is there a drama in the first honey snow ice city of tea?

In the Chinese milk tea market, Mixue Bingcheng is a very special company. As a famous tea giant, Mi Xue Bingcheng can be described as continuous. Under such circumstances, the road to the listing of Mixue Bingcheng is again again. After a step, Mixue Bingcheng, which has been listed, has become closer and closer to listing. Many people are asking what should we think of the current Honey Snow Ice City?

First, the listing of Mixue Bingcheng is just a footbone?

According to the surging news report, the official website of Guangfa Securities disclosed the "Report on the first public issuance of shares and listing counseling" (hereinafter referred to as the "Report") of Mixue Bingcheng Co., Ltd. (hereinafter referred to as the "Report") Limited (hereinafter referred to as "Honey Snow Ice City") has the corporate governance structure, accounting basic work, and internal control system that the listed company should be.

According to the listing process of domestic enterprises, Mixue Bingcheng will enter the application stage soon after completing listing counseling.

In 1996, Zhang Hongchao, the founder of Mi Xue Bingcheng, went to Zhengzhou to study and started entrepreneurial. In 1997, he founded the "cold stream shaved ice" (that is, the predecessor of Mixue Bingcheng). In 2000, Zhang Hongchao opened the Chinese and Western restaurants in Honey Snow Ice City. Three years later, Zhang Hongchao Test Water Honey Snow Ice City's cooked restaurant. Until 2005, Zhang Hongchao launched a fresh ice cream priced at 2 yuan at that time, which launched the market and let Zhang Hongchao open more than 20 honey snow ice city branches.

Miyuki Ice City claims to be "a national chain brand that specializes in creating fresh ice cream and tea for young people." Compared with the fresh fruit of fresh fruit at the high -end and high -end tea drinks, the fresh fruit of 20 or 30 yuan is made of tea. Honey Snow Ice City comes out of "parity", ice cream 3 yuan and 4 yuan lemonade. coffee.

In addition, tens of thousands of stores in Mixue Bingcheng purchased raw materials such as upstream milk, tea, fruit, coffee, sugar and other raw materials. According to CCTV reports on September 7, at present, the number of Mixue Bingcheng stores has reached more than 22,000, and it is "one riding" in tea.

2. Is there a drama in the first share of tea?

We see that Mixue Bingcheng has completed the listing counseling of A shares. This will be a very important thing for the entire Chinese tea brand. What should we think of Mixue Bingcheng's current market operation? What about market logic?

First of all, Mixue Bingcheng is indeed a very special company. During the development of the entire Chinese new tea market, Mi Xue Bingcheng has passed its own long -term sustainable development, and gradually has strong in the market. The market influence has even adopted the market strategy of surrounding cities in rural areas, so that it has formed a larger market competitive advantage in the development process of the market. Big, but it does occupy a relatively advantageous market position, which is the core market advantage of the current Mixue Bingcheng. Today, Honey Snow Ice City, which has more than 20,000 stores, has indeed become a force that cannot be ignored in the entire Chinese new tea market. In this sense, Mixue Ice City has become the most powerful tea brand in China.

Secondly, we have repeatedly discussed Honey Snow Ice City. In fact, we have taken a very special market trend in the tea market in China. This is the normalization and low -end tea of ​​tea. This so -called normalization and low -end, in fact, does not mean that consumption is downgraded, but in the process of market development, more and more consumers have begun to agree with the importance of tea drinks in the market. There are many many people Drinking milk tea is more for leisure, and now everyone drinking milk tea is gradually thinking that it is a daily lifestyle, so the price of the average tea drink will begin to decline. The trend has continued to develop in the sinking market, forming its own differentiated competitive advantage. This competitive advantage is not available by other brands. In particular, Miyuki Bingcheng, by controlling its own supply chain, continuously reduces market costs and market prices, and controls the overall market cost of Mixue Bingcheng to a few dollars, which has given the market a lot of market advantages.

Third, from the perspective of long -term market development, it is not difficult to make money to make money. This is because the market strategy and market model used by Mixue Bingcheng are franchise models. Many costs are from franchise stores. For the platform, it is easy for the main brand of Mixue Bingcheng itself for the current market, but the blue dot does not lies in how Miyuki Bingcheng is profitable, but how Miyuki Bingcheng lets itself let itself be made by themselves. The stores can have the ability to make money. If Miyuki Bingcheng has no way to make better development in this way of making money in this store, it is likely that the situation is that the management crisis is in the case. After all, the franchise store is not a direct store. The ability is very weak. If there is no way to make money and win -win money, there is no way to continue, the market pressure that Mixue Bingcheng may face is the biggest.

Therefore, for the current Honey Snow Ice City, it is not a problem to go public. After the problem is, which step can Mixue Bingcheng go?

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