Unexpectedly, Mi Xue Bingcheng is so bitter

▍ Salt Finance

Author | Hu Wancheng

Edit | Fry

In Zhengzhou, Henan, a small shop called "Cold Flow Bing" opened.

Small business, which is profitable, is the business model of this cold drink store. At that time, the founders Zhang Hongchao and Zhang Hongfu should not have thought that this store would be able to achieve more than 20,000 in the future.

Sweet -meter 2 yuan, lemonade 4 yuan, and 6 yuan for milk tea.

Menu on the official applet of Mixue Ice City

However, there are changes. For example, the store name was changed to "Honey Snow Ice City", and there was a brainwashing divine tune adapted from the American folk "Susanna".

In addition, there is a major change that they are about to go public.

On September 22, the CSRC's website showed that the listing application of Mixue Bingcheng Co., Ltd. Shenzhen Stock Exchange was accepted and pre -disclosed the prospectus. Among them, the company's key financial data is extremely dazzling. The net profit in 2021 is close to 2 billion yuan, and the asset -liability ratio remains very healthy, only 20%.

Among the fellows, Nai Xue's tea of ​​"New Tea Drink" has not yet lost money, and Hi Tea also faces performance pressure to start "self -increased prices". Honey snow ice cities with the cheapest prices of grass roots and the cheapest price have become the most moisturizing one.

Suffer

What is the founder and what the company is like. This is particularly prominent in private enterprises.

In the milk tea circle, Peng Xin, who was born in the brand of IT, is a middle -class that loves roasting. The tea created by her also has a strong elegant and petty financial atmosphere. Lu Liang, who was born in the designer, touched from Changsha Snack Street, the tea Yanyue color created by him focused on product design and intimate services.

Naixue's tea main players are light luxury fashion

The most prominent label of Mixue Bingcheng is cheap. The price of 6 yuan a cup of milk tea is almost the lower limit of the industry, and everyone can get it.

In one point, it is closely related to the experience of Zhang Hongchao and Zhang Hongfu.

The two were born in the countryside of Shangqiu, Henan. They were poor in their families, their parents worked farming all year round, and their cultural level was not high. Brother Zhang Hongchao is smart but does not like to study. When he reads junior high school, he is unwilling to read again. In order to live in, Zhang Hongchao found a restaurant waiter.

Once, two guests from the boss came from the restaurant. During the meal, I talked about breeding and made money. Zhang Hongchao kept it in his heart. After the inspection, he bought all the money he accumulated in the work, and he made a lot of money after he wanted to raise it. However, due to his lack of experience, the chicks died before growing up, and the first start of business failed.

Later, Zhang Hongchao still raised rabbits in his hometown, planted Chinese medicine, and repaired motorcycles, but unfortunately, none of them had been doing it for more than three months.

The road to entrepreneurship was not easy to go, he simply packed his bag and went to Zhengzhou. However, in the provincial capital, Zhang Hongchao did not get more opportunities, but instead tasted the bitter fruit brought by low education.

Zhang Hongchao

Because there is only a junior high school degree and too young, Zhang Hongchao hits the wall. Without his law, he had to recover the book and study hard. In 1996, he admitted to the public relations secretary of adult education of Henan University of Economics and Law.

There is not much money at home. A younger brother is still studying. Zhang Hongchao did not reach out to ask for tuition, but raised tuition fees by working. During this time, he had done direct sales of Tianshu milk powder, salesman of obedient food, and investigators of Sino -U.S. Sino -US Skin Pharmaceuticals.

"In Jack Ma's words, he is a deep and deep entrepreneur. It is not that he feels bitter, but that others seem to be bitter and deep. In fact, he is quite adaptable and intoxicated with that high intensity." Zhang Hongfu used to be like this. Described his brother Zhang Hongchao.

Now it seems that although the initial entrepreneurial business has achieved nothing, Zhang Hongchao knew the society, learned about business, and accumulated a lot of entrepreneurial experience at a small trial and error cost. The idea of ​​doing cold drinks is born in these trials and errors.

Mixue Ice City has become one of the favorite drink brands of young people

In summer, he was hot and tired. Zhang Hongchao often missed the shaved ice that was eaten when he was childhood. Plast the ice into a snow mountain, pour a thick layer of syrup, and then use some dried fruit and nuts to eat delicious and relieve heat. But in Zhengzhou, there was no such shaved ice shop. He thought about it and decided to make up for the vacancy of this market.

Zhang Hongchao sneaked into Shangqiu's shaved ice shop as a waiter, secretly learning the formula and production process. After dozens of deployment, he made a shaved ice for grandma. Grandma was very satisfied and took out the 3,000 yuan at the bottom of the box for him as a startup fund for entrepreneurship.

In this way, Zhang Hongchao returned to Zhengzhou and rented a small shop with only two or three square meters in the largest village in the city in the city, named "Cold Flow Bing Ice".

The journey of "Sweet Empire" is the first step in the Long March.

Stores of the cold stream of the ice period

Suffer from suffering

The reason why outsiders can see the details of this history of entrepreneurship is because these stories can be read at Zhengzhou headquarters of Mixue Ice City.

The company's long cultural corridor recorded the ins and outs of the brothers' entrepreneurship in detail. Not only that, Mi Xue Bingcheng also was equipped with special personnel to explain it with emotions.

In addition, these blood and tears history will also be used as internal materials for employees to learn deeply. Therefore, almost every employee of the honey snow ice city can tell the entrepreneurial story of the boss, as if they had experienced it all the way. Zhang Hongfu

In the heart of the old employee Xu Wenzheng, the founder's ability to do the best is what he admires.

"The original entrepreneurial environment was not as good as the present. President Zhang was done by himself. The ice machine made it himself. The fan made it himself." He and Salt Financial reporter emphasized: "Honey Xuebing City is really not capital stir -fry speculation I came out, but Zhang made a lot of hard work. "

Difficulties are many aspects, for example, demolition incidents encountered one after another.

Zhang Hongchao's stores are mostly in the village in the city. Most of them are illegal buildings nearby, caught up with the rapid development of Zhengzhou cities. These places have become the place where the demolition office has frequently visited. In just a few years, Zhang Hongchao's store was demolished 4 times, and two shops were gone without "buttocks".

In addition, Zhang Hongchao's store opened at the door of Henan University of Economics and Law. In order to expand his income, in addition to making cold drinks, he also made catering.

When he was young, Zhang Hongchao and Mi Xue Bingcheng

The students are shy in the pocket, but they like fresh things. In order to win the hearts of this part of consumers, Zhang Hongchao's dish is large, new, and affordable.

3 yuan per tomato fried egg, 5 yuan of braised eggplant, 6 yuan green pepper shredded pork, 12 yuan Caesar salad ... With these cheap large, Chinese and Western foods, "Honey Snow Ice City, China and the West The restaurant "firmly grasped the hearts of the students, and the business was very popular.

Seeing that this restaurant was so profitable, others couldn't sit still, opening several new restaurants near Mixuebing City. Most of these stores are prepared, and some stores will fight for price, "fracture" for three consecutive weeks; some stores are targeted at boys with a large amount of food and specializing in cheap buffet barbecue; Dishes, what you do, what he follows.

However, in the competition, there is no such thing as a laughed to the last one.

Honey Snow Ice City during the Chinese and Western Restaurant

In response to the restaurant for the price war, Zhang Hong super calmly judged that the opponent's loss of money and drinking was unsustainable, and he would definitely cut corners. So he did not follow up the price, but the price of each dish was increased by 5 cents. At the same time, he made the advertising "increased the amount of vegetables", especially the amaranth. A plate of green pepper pork was placed with 6 meats.

Later, as he expected, although the restaurant was folded, the amount of vegetables shrank. The students are not fools, but they love Mixue Bingcheng even more afterwards.

The failure of the buffet barbecue shop is also because the boss started to think about the ingredients in order to save costs, and replaced the original beef and mutton with the second processing meat starch products. Although the meal fee is reduced accordingly, not many consumers are willing to come to the barbecue restaurant to eat starch.

Similar cold drink shops are defeated by the owner's proficient in equipment. The machine to make ice cream is cleaned regularly, otherwise the deterioration of dairy products will greatly affect the flavor of the product. Unfortunately, the owner did not know that the same raw materials and the same process, gradually, the taste became worse and worse, and eventually lost the source of the customer.

16 words

Looking back on entrepreneurship all the way, Zhang Hongchao summarized his business through 16 words -profit -making, authenticity, childlessness, and continuous operation.

He believes that it is the 16 words that let him always be invincible in the fierce business war.

It is often said that the avenue is simple, but it is very difficult.

Zhang Hongchao in 2015

The catering industry is a very particular about conscience and reputation. Occasionally cut corners, and it is not easy to notice that customers are not easy to detect. If merchants can't stand the temptation of cost control, they may do such a thing. However, such a malignant behavior can cause reputation to collapse, and it will be difficult to return.

It can be said that a restaurant can stand for a long time, at least in terms of food quality.

Compared with Zhang Hongchao's from zero to one, his brother Zhang Hongfu did things from one to more, and he was also the key to Mixue Bingcheng.

In 2007, Zhang Hongfu opened the first Mixue Bingcheng franchise store. Later, he "opened the BMW within a year", and he opened 4 branches at another breath.

The expansion of Mixue Bingcheng in 2007 can be described as a big step. Within a few months, they opened dozens of franchise stores in Zhengzhou. In the same year, Mi Xue Bingcheng also found a wealth password: a 1 yuan ice cream egg tube.

The scepter of the brand image of Mixue Ice City is an ice cream egg tube, which shows its important impact on the development of Mixue Ice City

Later, Zhang Hongfu adopted the model of "free loans" and "national logistics cost" models to take out tens of millions of interest -free loans to franchisees each year to solve their funds when they opened new stores. This approach has made Mixue Bingcheng very attractive to consumers and quickly completed the expansion of scale. In 2014, the total number of Mixue Bingcheng stores exceeded 1,000, and the company's performance increased dozens of times within a few years. As of the end of March 2022, there were more than 20,000 stores in Mixue Bingcheng.

Xu Wenzheng told reporters that the franchise fee of Mixue Bingcheng is not expensive, but the relatively large expenses are on equipment and the first batch of materials. If the overall rent, decoration, and equipment are added, the budget of 400,000 is at least. "If you want to be a VIP customer, you still need to invest higher, and millions are also possible." Salt Financial reporter checked the franchise fee standard for the official website of Mixue Bingcheng. /Year, 7,000 yuan/year in county -level cities.

Information related information

Although it seems that the threshold is not high, Xu Wenzheng said that because there are more stores, the threshold is not actually low. Those who sign up for franchisees must go to the headquarters to interview and pass the store. "Those who have poor location in the store, have no experience in restaurants, and have limited funds, it is difficult to pass an interview."

Some people may worry that the price is difficult to make money, but Xu Wenyu revealed that the company's tea raw materials are supplied by the self -built factories, and they are provided to franchisees at the cost price. "If you open a store in the first and second -tier hot business districts, you can basically guarantee three years to return."

In an interview with Salt Financial reporter, others also proved Xu Wenyu's words. The reporter asked some popular business district stores in Tianhe District, Haizhu District and Panyu District in Guangzhou. Although some people talked about the pressure of raw materials, all interviewed objects said that "the store is making money." This situation is not easy.

Compared to the early greedy black selling ice cream, it is obviously more comfortable to sit on the franchise fee. Nowadays, the joining costs of tens of thousands of stores are the largest source of income for Mixue Bingcheng. In the prospectus, Mixue Bingcheng's joining sales revenue accounted for more than 96%of the company's main business income.

From 2019 to the first quarter of 2022, the net profit of Mixue Bingcheng was 445 million yuan, 632 million yuan, 1.91 billion yuan, and 390 million yuan, respectively, and in 2020 and 2021, the year -on -year increased by 42.81%and 203.09%, respectively.

In contrast, Nai Xue's tea lost 249 million yuan in the first half of 2022. It can be said that in terms of money, the difference between the two is larger than the temperament.

However, the expansion of too fast joining has also caused various problems in the management of Mixue Bingcheng. Franchise stores are widely distributed in many third -tier and fourth -tier cities. The large number and quality of quality. How to achieve effective quality control has always been one of the biggest concerns of Mixue Bingcheng.

On the black cat complaint platform, Salt Financial reporters have inquired more than 4,000 complaints against Mixue Bingcheng. Among them, complaints on food safety and quality account for a considerable proportion.

Regardless of whether Mixue Bingcheng can be successfully listed in the future, it really decides how far it can go, I am afraid to depend on how much franchisees can adhere to Zhang Hong's "thin profits, authentic prices, non -deceiving, continuous operation" 16 16 16 16 16 16 16 16 16 16 16 Word Proverbs.

After all, engaging in catering is a conscience business.

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