"China First Chicken" is going to be listed: Eating chicken, Texas is serious

Texas picking chicken was the "top flow" of the train food industry

Today's Texas picking chicken is no longer limited to railway stations. Photo/Yuyuan Photo

Those who have experienced the era of green cars probably have such memories-

The train travel to Texas, Shandong. As soon as the door was opened, the passengers who had been waiting for a long time rushed to the platform. For a moment, the truck sales on the platform were surrounded by water, just to buy a Texas chopped chicken. Back to the car, tear the oil paper of the wrapped chicken, and the meat fragrance coming from the face is full of the entire carriage.

For a long time in the past, Texas chopped chickens can be described as the "top flow" of the train and food industry. It is the heart of countless travelers, or gifts to relatives and friends, or to be full.

Recently, Shandong Texas Piccassin Co., Ltd. (hereinafter referred to as "Texas Chicken Chicken") officially submitted the prospectus and intends to be listed on the Shanghai City Main Board.

There is no doubt that the Texas chopped chicken chose to be listed at this time in order to have some actions in the leisure and lochi industry, but today's industry is already "rivals". The prospectus shows that the company listed the unique food, Zhou Heiya and Huang Shanghuang as the main competitors. However, compared with these brands, the gap between Texas Chicken Chicken in whether it is the scale of revenue or stores.

Green leather cars "top flow"

According to the data, Texas has a history of more than 300 years. It is a traditional famous food and Lucai classic in Shandong Province. It is known as the "first chicken in China". Helping the chicken in the help Zi is also called "the four famous chickens in China".

According to legend, the thirty -first year of Kangxi, that is, 1692 AD, there was the original method of picking chicken chicken in Texas. Here.

The biggest selling point of the Texas chicken chicken is crispy. A Texas chick with a high heat is particular about the whole chicken's bones, and even the bones are crispy. Last meal.

However, Texas picking chicken can walk out of Texas, until the well -known country, not exactly because of its deliciousness, but also thanks to the railway.

At the beginning of the 20th century, the entire line of the Jinpu Railway (now the Beijing-Shanghai Railway) and the Shide Railway (Shijiazhuang-Texas) made Texas one of the important transportation hubs in North China at that time. Especially the Jinpu Railway, which connects many large cities such as Beijing, Tianjin, Jinan, Nanjing, and Shanghai. It is one of the most important railway lines in China. The convenience of portable carrying, salty and easy preservation, and crispy flavor also makes Texas steak chickens go north to south to become famous nationwide.

Initially, Texas chopped chicken only set up stalls on the platform. As soon as the train stopped, a large number of passengers rushed down to buy; then the vendors simply put on the basket to sell them in the carriage; afterwards, the train salesperson would push the car in the car. Sale in the carriage.

For a long time since then, Texas chicks can be called "top flow" of green car foods, which has become the heart of travelers. The Texas Chicken Museum even reproduces the prosperity of the passengers to buy the Texas chicks.

As for the Texas picking chicken, which is launched, it is a poultry cooked food product manufacturer mainly based on the production and operation of "Texas picking chicken". The company was founded in 1953 and realized a public -private partnership in 1956. It was established as a Texas Company of China Food Company Shandong Province. In 1998, it was restructured from a state -owned enterprise to Texas Texas Chicken Group Co., Ltd. in 1998. Registered trademarks are identified as "Chinese old names".

At present, the Texas picking chicken has formed a product group dominated by chicken, integrating chicken auxiliary products, cooked meat and other foods. It has the two major production and processing centers of Texas and Qingdao. Offline sales channels and "direct -operating+distribution" sales models combined with various online sales channels nationwide.

The embarrassment of Texas picking chicken

The prospectus shows that from 2019 to 2021, the revenue of the Texas chopped chicken chicken was 687 million yuan, 682 million yuan, and 720 million yuan, respectively, and net profit was 122 million yuan, 94.559 million yuan, and 119 million yuan, respectively.

From the perspective of the sales area, Texas picking chicken has a strong region, of which more than 80 % of the income comes from East China (including Shandong, Fujian, Jiangxi, Shanghai, Jiangsu, Anhui, Zhejiang). From 2019 to 2021, the company's East China region revenue was 575 million yuan, 558 million yuan, and 578 million yuan, respectively, with revenue share of 84.25%, 82.27%, and 80.69%, respectively.

In this regard, Texas picking chickens explained in the prospectus that because the company is mainly low -temperature fresh products and high requirements for fresh -keeping and logistics distribution of products, the main production and processing center of Texas Chicken Chicken is located in Shandong. The sales area mainly covers Shandong and Beijing -Tianjin. However, the company also said that in the future, with the establishment of the company's Suzhou base, it will use Suzhou as the Yangtze River Delta center to radiate more regions, open up new markets, and reduce regional concentration.

From the product point of view, although Texas chicks said, the product is centered on high -quality meals such as chopped chicken and cooked food, supplemented by casual halide products such as chicken feet, chicken wings, and chicken. Sixty %. Data show that from 2019 to 2021, the company's income from chicken products was 458 million yuan, 438 million yuan, and 478 million yuan, respectively, accounting for 67.22%, 64.66%, and 66.79%of the main business revenue, respectively.

However, in recent years, the sales of chopped chickens in Texas have continued to decline. From 2019 to 2021, the company's sales of chicken products achieved sales of 8140.08 tons, 7150.56 tons, and 7599.73 tons. In August 2019, the "Regulations on the Protection and Development of Chicken Chicken (Draft Consultation)" drafted by the Texas Market Supervision Bureau on behalf of the municipal government publicly solicited opinions from the society. The Texas Market Supervision Bureau pointed out that 70%of Texas Chicken Chicken supplies the local market, and the national market share is low. Not only does it have no market in the south, but there is no place in the northeast and other northeast markets. "The annual sales of Wuhan Zhou Heiya 3.2 billion yuan, the development scale of more than 1,000 direct -operated stores across the country, forming a significant gap, and the industrial development is significantly inconsistent with the popularity."

In the prospectus, the Texas chopped chicken also aimed at the main competitors as the unique food, Zhou Heiya, and Huang Shanghuang, but the scale of income was still the number of stores, and Texas picking chicken was far difficult to reach.

In 2021, the operating income of Juewei Food, Zhou Heiya and Huang Shanghuang was 6.549 billion yuan, 2.870 billion yuan, and 2.339 billion yuan, respectively. Texas chicks were only about 700 million yuan. As for the gap between the number of stores, as of 2021, the scale of unique food, Zhou Heiya and Huanghuanghuang stores were 13,714, 1755, and 4281, respectively, while the Texas Saka Jidian store was 553.

What happened to the once -gourmet food, why can't the Texas steak chicken sell it?

Those who sell chickens can not sell ducks

"The earliest crisis was the advent of the high -speed rail era." Cui Yan, the head of the new generation of Texas Chicken Chicken, once said to the media.

Douzhou, a green leather train walking around the world, has gradually retreated with the rapid development of high -speed rail in recent years. On the one hand, the high -speed rail has shortened the journey, the demand for dining on the train is no longer strong, and fast food and takeaway are also very convenient. It diverts the original consumer group of Texas chopped chickens.

On the other hand, consumers prefer fresh, but fresh locks are not conducive to long -distance circulation. According to Zhang Qingyong, the quality director of Shandong Texas Chicken Co., Ltd., the quality of the Texas picking chicken with a fresh and fresh dress is 7 days, and the distribution distance is generally within 300 kilometers. The shelf life and distribution distance directly limit the expansion of the Texas chicken chicken. "In the era of consumption upgrade, people are pursuing more fresh, more beautiful, have a good taste and good consumption experience, but their legs are not far away."

However, the more layered problem in Texas chicks is the product. The Texas Academy of Agricultural Sciences has analyzed in the article "The current Status, Existing problems and solutions to the development of the Texas Chicken Industry":

"Insufficient product types are insufficient, and they are still the main dining chicken. Although some casual foods have been launched in recent years, the overall product types are too narrow to adapt to the consumer group;

The taste is single, the market space is small, mainly with salty taste, the consumer market is limited, but the Huaihe River in the south, and the Shanhaiguan in the north.

The sales method is backward. At present, the Texas picking chicken is still mainly based on traditional sales methods such as chain stores, direct franchise stores, high -speed, and railways. Although it has begun to explore online sales and achieves some results, the overall progress is too slow. "

In fact, not only the Texas picking chicken, but in the entire leisure and loquat industry, the sense of existence of chickens has not been strong. At present, the top five companies in the domestic leisure industry are: unique food, Zhou Heiya, Ziyan Baiwei Chicken, Huang Shanghuang, and Jiu Jiu. Among them, Zhou Heiya, Juewei, Huang Shanghuang, and Jiu Jiu are dominated by "ducks". The only Ziyan food that focuses on "chicken" is more famous for husband and wife.

The food industry analyst Zhu Danpeng said that for Texas picking chicken, consumer scenes such as green leather trains are old scenes, and new consumption scenarios are now needed. More requirements.

In August 2019, Texas chopped chicken released a new sub -brand "Lu Xiaosi", focusing on aimed at young consumer groups. It is reported that the category of "Lu Xiaosi" includes chicken feet, chicken wings, chicken legs, etc. The flavors include spice, spicy flavor, rattan pepper flavor, etc., and also introduced e -commerce live broadcasts, short video marketing and other methods. According to reports, in 2020, the "Lu Xiaosi" leisure series of products achieved a sales of 20 million yuan, and the planned scale of 500 million in the next three years.

Reference materials:

"Anxiety Behind Texas Chicken Chicken", September 3, 2019, Qilu Evening News

"The current status, existing problems and solutions of the development of Texas Chicken Chicken Industry", June 10, 2020, special economic animals and plants

Author: Yu Yuan ([email protected])

Edit: Li Zhiquan

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