[Cai Zhi Headline] Honey Snow Ice City crazy store franchisees who spit out do not make money

Recently, Mi Xue Bingcheng has once again appeared on Weibo's hot search with the "blackening" stalk.

After clicking on the topic of "Honey Snow Ice City Blackization", I found that Miyuki Bingcheng's official LOGO, the LOGO of the store, and the body of the white brand of snow, all the body of the snow king, all turned black. On June 19, this topic appeared on the top of the Weibo Search List, and received more than 540 million reading and 76,000 discussions.

Photo source: Mixue Bingcheng Weibo

When the topic became hot, Mixue Bingcheng officially responded to this. It turned out that "blackization" was a new marketing behavior of new mulberry flavors, while promoting the mulberry fruit tea that was on the line. "Snow King was tanned when he went to mulberry garden to pick mulberry."

In June last year, Mixue Bingcheng hotly burst into the entire network with the magical theme song, becoming one of the top tea brands in China; August, Mixue Bingcheng relied on 22 million to donate during the Henan flood. "Wild consumption". Recently, Mi Xue Bingcheng made the brand on Weibo again with the blackening of Xuewang, which attracted countless heated discussions. The successful marketing time and time has gradually established Miyuki Bingcheng to gradually establish its own brand image, which can be called the "king of marketing" in the domestic new tea industry.

The number of honey snow ice city stores expands sharply

Photo source: Mixue Bingcheng Weibo

While successfully marketing again and again, Mi Xue Bingcheng is also expanding sharply. At the moment when the new tea drink is collective, the opening speed of Mixue Bingcheng is staggering. The monitoring data of the Gehai brand focusing on chain stores shows that in the past 90 days, Mixue Bingcheng has opened 1792 stores. As of June 20, the latest number of stores in the camp is 20,848, which is the second book. 2.85 times, 3.52 times the third place.

Mixue Bingcheng was established in Henan in 1997. In the early days of its establishment, the enterprise did not develop fast. The turning point occurred in 2006. This year, Mi Xue Bingcheng found its own positioning, the chain brand that young people can afford to consume, and launch the ultra -low -price fresh ice cream for "1 yuan and 1", which instantly opened the situation, low -priced, low -priced, low -cost Since then, it has become the label of Mixue Bingcheng. In 2007, Mixue Bingcheng opened the franchise authority for the first time, and the franchise fee was relatively low. By the end of the year, its franchise stores developed to 26, and at the end of 2008, it increased to more than 180.

In 2014, the number of store stores in Mixue Bingcheng officially exceeded 1,000, and the number of stores doubled in the next year, reaching nearly 2,500, and then maintained the growth rate of thousands of thousands of each year. From 2017 to 2019, the number of stores broke through the number 3500, 5,000, 7,500 mark. On June 24, 2020, Mixue Bingcheng announced that 10,000 stores in the world opened in Xinxiang, Henan. So far, it has become the first tea brand with a size of 10,000 stores. The number of stores of 11,926.

This is not the first year, Mixue Bingcheng officially entered the first year of the "crazy leap forward" in 2021. On October 1st that year, Hua and China Marketing Consulting Company, who had traded the image of Mixue Bingcheng Snow King, revealed the news that Mixue Bingcheng stores had exceeded 20,000. In other words, 8,000 stores opened in 9 months of Mixue Bingcheng, which is almost equivalent to nearly 30 new stores every day.

Behind the crazy expansion, Mi Xue Bingcheng launched a series of stimulus policies. In the Spring Festival of 2021, Mixue Bingcheng launched a preferential policy for franchise fees, service fees, and management fees for the first year of franchise; then issued an announcement on May 6 to the special business districts and surrounding areas of the airport, gas stations, attractions, and other special business districts and surrounding areas. Stores implement preferential policies for free one -year franchise fees to encourage franchisees to open stores with greater traffic, but more rent costs.

Can I earn money to join Mixue Bingcheng?

Behind the sharp expansion of Mixue Bingcheng, it is the continuous vomiting of franchisees. Some franchisees said that for the company, there is no loss to open stores, but it can charge more franchise fees, decoration fees, and material fees, which is to maximize interests. As for whether the store can make money and how much money can make, this is the business of the franchisee.

Mixue Bingcheng Company stipulates that the decoration, raw materials, equipment, etc. franchise stores must be uniformly equipped with the company, and the violations will be fined. Take the door that must be used in the decoration of the store as an example. If you find a local advertising company, it is about 20,000 yuan, but the company's regulations must be done to allow franchisees to pay 40,000 yuan; The same specifications of the same specifications are about 360 yuan, and they purchase more than 400 yuan from the company.

In order to continue to collect money, Mixue Bingcheng also set a lot of systems. For example, franchisees have to sign a contract every three years, and then pay the store to renovate the store again. In view of this, some people played Mixue Bingcheng as "canned factory and decoration team wearing a tea shop coat."

Many franchisees are complaining if you can make money by joining Mixue Bingcheng. "For the time being, regardless of the regional and location, from the perspective of the longitudinal timeline, joining Mixue really did not make money before, and went downhill. Miyuki Ice City was booming during the day. Because the unit price is too low, "a franchisee appealed on the Internet.

"Normal store business, 50 % of the gross profit margin, which is very low in the beverage industry. After the online takeaway platform, after being pumped into 20 %, less than 20 % of the gross profit margin remained. , Basically in a state of good money, the franchisee also revealed. "3 yuan ice cream, 4 yuan lemonade, 6 yuan milk tea, how many cups do you sell to return to the book?" And franchisees said online, including raw materials procurement, rent, employee salary every month, As well as various miscellaneous fees such as water and electricity costs, management fees, franchise fees, and fines, the cost of light is 70,000 yuan. Among them, the big head is spent on raw material procurement. If the monthly revenue is lower than this number, it is equivalent to white dry.

According to this calculation, the single -day revenue of a single store in the franchise store can be guaranteed to keep the capital. Based on the unit price of 6 yuan, it is equivalent to selling 400 cups of drinks. If you want to make money, you can sell more cups. "After a day, my hands are numb. After I go home every day, I will get a loneliness when I find it out of my account."

Data monitored by the Jihai brand show that although 20,000 stores in Mixue Bingcheng are located in 31 provinces and regions across the country, covering 360 cities, the unit price is only 6 yuan. On the Meituan, Honey Snow Ice City Warv Ice Cream sells 2 yuan, signature lemonade is sold 3.5 yuan, pearl milk tea sells 5.99 yuan, strawberry sacred is sold for 6 yuan. The favor of less consumers is praised for it, but it is not a good thing for franchisees. Others sell one cup, they have to sell three cups before they can flatten their revenue.

At present, some non -profit honey snow ice city franchisees have decided to close the store to stop loss. According to the data monitoring of the Jihai brand, although Miyuki Bingcheng opened a large -scale store in the past 90 days, the number of closing stores is not low, and a total of 368 stores have been closed. From the total number, the number of stores closed is as high as 2,215.

Two times in half a year were fined due to the expiration of raw materials

Photo source: Mixue Bingcheng Weibo

Mixue Bingcheng intends to be listed on A shares. Although the franchisee is large -scale, it is now controversial due to the illegal operation of franchisees.

In half a year, Mixue Bingcheng was punished twice for food safety.

In March of this year, a store in Gansu, Mixue Bingcheng, was fined 10,000 yuan by the Market Supervision and Administration Bureau of Xichuan County. When the specific punishment was punished, the law enforcement personnel found that they had two foods for the store and found that their food treatment district shelves were on the shelves of the area of ​​the food treatment area. There are expired honey snow ice city special milk pulp and honey snow ice city lactic acid bacteria drinks.

On May 6, the national corporate credit information publicity system showed that the Mixue Ice City Milk Tea Store, Gongcheng Town, Gongcheng County expired, was fined 2,000 yuan by the Gongcheng Yao Autonomous County Market Supervision and Administration Bureau and confiscated the products involved. The punishment was shown that the law enforcement officer inspected the store on April 8 and found that half a bag of the shelves and the 26 bags of "roast coffee powder" stacked in the warehouse exceeded the shelf life. The production date of this product was August 8, 2021. The shelf life is 6 months.

In addition to food safety issues, a store in Mixue Bingcheng has been punished for "illegal use of child workers" and a "sudden death of employees" for "illegal use of child workers".

Franchise stores have created a scale advantage for Mixue Bingcheng, but also frequently caused controversy due to illegal operations of franchise stores. In this regard, Bao Yuezhong, a new retail expert, said that the franchise model is relatively light for enterprises, but it is difficult to manage. Some franchisees are considered for cost considerations, and the phenomenon of violations is difficult to avoid. In the long run, it may have a certain impact on the development of the enterprise.

In addition to the huge foundation of franchisees, the IPO of Mixue Bingcheng is also on the agenda. On October 2, 2021, the official website of the Henan Securities Regulatory Bureau issued an announcement: Mixue Bingcheng Co., Ltd. plans to openly issue shares in the A -share market for the first time and listed on the market. It has conducted counseling and filing in the Henan Securities Regulatory Bureau on September 29, 2021. However, during the preparation of the listing, it still controversially caused controversy due to the illegal operation of franchisees.

Whether the frequent franchisee is illegal and negative, will it have a certain impact on the road of the listing of Mixue and Bingcheng. Bao Yuezhong analyzed that the illegal operation of the franchisee will have a certain impact on the brand, but the capital market considers multiple aspects of multiple. financial indicator. For the illegal operations that franchisees occur, on the one hand, it is necessary to strengthen supervision. On the other hand, enterprises must also formulate some strategies and principles for franchise management according to their own positioning.

(WeChat public account "Caizhi Headline" comprehensive self: AI Finance and Economics, Finance and Economics Scriptures)

Edit: Li Han

School pair: Ali

Review: Gong Zimo

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