While losing losses, how about "Qian Jing", the "first baptical tavern" Helen Division?

Fengkou Finance reporter Wang Beibei

The hot summer is here. Benefiting from social needs and recovery of night consumption, the tavern has also begun to lively.

Many consumers have found that there have been recent skewers here recently. According to the relevant person in charge of Helen Division, this is to meet the new projects that young consumers need to deliberately go. "I just want to enrich the choice of guests and improve the consumer experience." The relevant person in charge of the Marketing Department of Helen Division told Fengkou Finance reporter.

Last September, Helen Division was listed on the Hong Kong Stock Exchange and became the "first share of the tavern". As the largest number of chain tavern in China, Helen Division has maintained a rapid expansion speed. As of the end of last year, there were 821 Hyon Sin stores, of which there were 8 stores in Qingdao, and the number was half of Jinan. As of June 2022, the total number of company tavern has increased to 879.

It is worth mentioning that the Hailun Division expanded, but was in a loss. In 2021, Helen Division revenue was 1.836 billion yuan, an increase of 124.42%year -on -year; net loss was 230 million yuan, an increase of 428.23%year -on -year.

It is understood that while sinking the focus of opening a store to third- and fourth -tier cities, Helen Division dug the second growth curve in the store. "At present, there is no plan to open a new store in Qingdao, but we will pay more attention to the quality of the store and create more value for customers." The relevant person in charge of the Marketing Department of Helen Division said in an interview with the reporter of Fengkou Finance.

Display while losing money

Passage is the biggest label of Helen Division. There is no minimum consumption, and most of the bottled beer does not exceed 10 yuan. Helen Division positions himself as "young people's offline social platforms" in a low price. "Nightclub Pinduoduo" and "Honey Snow Ice City in the tavern world" -The labels to Helen Division have many labels.

In 2021, although the domestic epidemic was relatively frequent, Helen Division did not stop the expansion. At the end of 2021, Hylun Division opened a total of 782 directly camp stores, accounting for about 2.1%of the number of stores in the country, of which 89.5%of the stores were located in cities below the second and third lines.

According to the company's official website data, as of June 2022, the total number of company taverns was 879, which has covered 25 provinces and 159 cities across the country, and the national layout has been initially formed. Helen Chi once stated that it is expected that in 2023, the size of the store will increase to 2,200.

It is worth mentioning that at the same time that Helen Division expanded, the other side was under tremendous loss of loss. In 2021, Helen Division revenue was 1.836 billion yuan, an increase of 124.42%year -on -year; net loss was 230 million yuan, an increase of 428.23%year -on -year.

According to reports, as China's largest offline chain tavern, Helen Division provides customers with high -quality and cost -effective product portfolios, mainly its own products, supplemented by third -party products.

From the perspective of industry insiders, Helen's product profits are comparable to Moutai. Public information shows that the gross profit margin level of Hylun Division is high. From 2019 to 2021, Helen Division's own products achieved revenue of 369 million yuan, 595 million yuan, and 1.432 billion yuan, respectively, accounting for 65.36%, 72.71%, and 77.99%of the current total revenue. From 2019 to 2021, the gross profit margin of Helen Division has 75.30%, 78.40%, and 80.20%, respectively, showing a trend year by year.

Crowded circuit, the contest of the big guy

Other people sell 20 or thirty beers, and Hylun Division is priced at seven or eight, and the low -cost strategy has made Helen Division the largest tavern in China. People in the industry generally believe that, due to the impact of the epidemic, Helen Chi has suffered serious losses in recent years. As the epidemic has improved, Helen Chi will usher in a improvement of performance. But at the same time as the market is getting better, Helen Chi will face unprecedented market competition.

According to the data of the "Inspecture of the Light of Lights and Water in 2020", 10%of the post -90s people have the habit of drinking daily drinking, and young people have become the main force of drinking. Beer, wine, fruit wine, wine and other categories are replacing traditional liquor and pouring into young people's wine glasses. Therefore, the tavern business has also become one of the more hot industries in recent years.

Many consumers have found that there have been recent skewers here recently. According to the relevant person in charge of Helen Division, this is to meet the new projects that young consumers need to deliberately go. "I just want to enrich the choice of guests and improve the consumer experience." The relevant person in charge of the Marketing Department of Helen Division told Fengkou Finance reporter.

The Huajing Industrial Research Institute stated that the younger generation of consumer economy is superimposed with the rapid expansion of the domestic night economy. The number of taverns that are the main industries of the night economy continues to expand. The data shows that the total number of outbreaks in the 2020 epidemic has decreased significantly. Slow, only 38,000, is expected to recover quickly in 2022. At present, the domestic tavern is generally after 20 o'clock, which meets the rhythm and social needs of young people, and there is still much room for development.

The "slightly stubborn" at night also spoke the hearts of many big brothers. There are many news that the wine giants have begun to enter the tavern and Qingba industry. Recently, Yanghe Co., Ltd. and Wanda Hotel held the unveiling ceremony of the "Xieyou Xiaoli". It is reported that the "Xieyou Small Museum" will become one of the important contacts of the ground promotion of Yanghe shares. Yanghe will jointly build the "Jieyou Xiaoli" business model with Wanda and achieve operation. In addition, Tsingtao Beer and other domestic beer giants have also begun to open up the brand's direct -operated Qingba and small tavern.

In addition to the wine industry giants, many catering companies such as Starbucks, Poor Chicken, and Watfu Noodles have deployed the business of tavern. The chain tavern brand "Cat" announced that it has received more than 100 million yuan Pre-A and A round A financing, and Ruiya also received Angel round financing of Sequoia Capital in 2021. Not only sell wine, but also sell barbecue and crayfish

So, under the problem of internal and external problems, what is the future "money" scene of Helen Division?

Industry insiders pointed out that the carrying capacity and consumption scenarios of Helen Chi Restaurant are limited. According to the annual report, from 2018 to 2021, the average daily revenue of Helen Division's single store daily revenue was about 12,000 yuan. Therefore, opening a store is the best choice for Helen Division's performance growth.

If the growth of Helen Division is mainly driven by the new tavern, the profitability of the storefront will undoubtedly become a huge threshold for Helen Division.

Judging from the profit level of Hemonchi in 2021, the tavern of the first -tier cities is basically not profitable, and the profit margin accounts for only 0.01%. In the first -tier cities, the taverns have been increasing very limited to the profit margin of Helen Tisa; second -tier cities, 2021, 2021 The profit margin accounted for only 16.92%; the profit margin of the third and below cities accounted for 23.25%. This shows that the sinking market is the business growth pole of Helen Division.

Helen Division said that compared with first -tier and second -tier cities, Hylun's low -cost models are more in line with the pursuit of cost -effective consumption habits in the pursuit of cost -effectiveness. In addition, the direct -operated tavern model brings a lot of manpower and rental costs to Helen Si. Sinking the market has a comparative advantage in the operating costs of the tavern, and it is expected to improve the profitability of single stores.

The reporter learned that Helen Division is still focusing on the development of the second growth curve, the first new model of "small taver+stall" to release the consumption potential of sedimentation. In May 2022, Helen Chi launched the new store Hyecho Yue in Lichuan City, Enshi Prefecture, Hubei Province. It focuses on the business model of "small tavern+stalls", which is very popular in the local area. "At present, there is no plan to open a new store in Qingdao, but we will pay more attention to the quality of the store and create more value for customers." The relevant person in charge of the Marketing Department of Helen Division said in an interview with the reporter of Fengkou Finance.

According to reports, the new store is different from the previous standardized tavern. The store has two parts: Helen Siwuta and Yueqichuan Night Market, and the barbecue and crayfish dishes are added. On the one hand, the new dishes have expanded the target customer base and attracted more passenger flow for the store. At the same time, the cooking of the dishes needs to be equipped with a kitchen, which increases the human and rent costs of the tavern to a certain extent. In general, Lichuan Store provides new ideas for "making money" for Helen Division.

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