Famous creation is out of favor. Why did young people abandon 10 yuan store?

Do n’t miss it by passing by, one yuan in the audience, one yuan ... "

Xiao Chai always deducted his breakfast money when he was a child, thinking about going to a crowded one -dollar shop to get a treasure.

But complex SKUs, extremely low commodity prices, and non -rigid attributes, superimposed target users are poor students ... how do you think, this does not seem to be a good business.

However, to this day, this retail format still exists.

Or ten yuan stores embedded in the corner of the county and town, or after turning makeup, the new name of the living store in a good living store is located on the streets of the bustling city.

But to this day, Xiao Chai still thinks that this is not a good business.

After the one -dollar shop on the streets of my hometown, although after changing the tea after the neighbors on the opposite side, it just did not know when to quietly change the "one" on the signboard to "ten", but it still opened it. The boss is still the boss.

But from his washing to the white denim suit, and on the long hair and stubble, it can be seen that the business of the ten yuan store may just be used to live in.

If he moves his feet early, the probability of better than the current situation will account for more than half.

Often, when people can live, they will become more dependent on the status quo, but he obviously does not miss an era.

So what about the good things for the life of the filter outside the county market?

From the leading representative of the famous creation, we can also see that if the capital attribute is hidden, it may not even be confused ...

Although Mingchuang Youpin was born in Shiyuan Store, the same genes will always go out of different worlds, the key lies in the packaging capabilities of the day after tomorrow.

The first two days ago, I saw that there was an example of a teacher in the circle of friends. It was very appropriate. A woman who lost her feet, standing on the street, was hundreds of. Wearing a yoga pants to make a makeup, the value immediately rose ten times; If you buy some powder, you may rise hundreds of times. If you participate in a trainee's show, it is the boss president followed behind ...

The famous and innocence, this collection store established in 2013, belongs to the one that will package itself, from the story of positioning, logo, to selling goods, full of memory points.

In addition, Ye Guofu, the founder with obvious personal IP, can not only shout through the air that Ma Yun said that the new retail is a deep pit that has attracted attention.

You can also continue to write various sexy scripts to famous and innocently under the magnesium: such as "hundreds of millions of stores", or "interest consumption" and "X-strategy".

With these new concepts and new stories, in 2021 alone, Mingchuang Youpin and Ye Guofu have won more than ten awards, such as the best national tide leader brand, quality of quality speaking models, annual gold -dot brand awards, Chinese brands, Chinese brands The top 500 characters and so on.

Therefore, this is essentially the retail format of the "Shimi Store". It has become the darling of capital early. It not only obtains financing with high capital capital and Tencent with a scale of 1 billion yuan. It also landed in the US capital market as early as 2020 Essence

For less than two years before going to the United States, Mingchuang Youpin successfully listed in Hong Kong.

Everyone knows that when a business or a subject starts to take the capital route, the business model changes.

Why can I make it bigger?

If we compare the situation of the county's ten yuan store, it is not difficult to find that the ten -yuan store business itself is just a living business. It is not a so -called gold mine. Behind it can only become a capital business.

But the question is, how long can such a business last in the capital market? The actual actions of Mingchuang Youpin told us: this will not last long!

In the U.S. stock market, the listing of Mingchuang Youpin has created a high price of 35.21 US dollars per share, but this good thing does not last long. As of today, its stock price has fallen to $ 6.59 per share, and the market value has evaporated more than 55 billion yuan.

If it is expressed in the data, its market value has fallen by 80%from the highest point.

After the US stock market was frustrated, Mingchuang Youpin turned its target to Hong Kong stocks, but Hong Kong stocks seemed to be very faced. On the first day of the Hong Kong stock market, it encountered a break.

It is worth noting that the previous Mingyoupin's plan to sell the stock price is not over 22.1 Hong Kong dollars, and the final offer price is HK $ 13.8. Although it is 37%compared with the previous highest offer price, it is still broken. As of today, it is still broken.

Obviously, although the business model of the enterprise's subject has changed after entering the capital market, the essence of the capital business comes from the expectations and confidence and expectations of the essential business. If this is lost, then the capital business will only be a flash of light. Essence

So how bad is the essential business of Mingyoupin? In fact, the bad ability to even live is not alarmist. If there is no capital behind it, I am afraid that it will be a bunch of rotten meat paralyzed on the ground.

There is an intuitive data that the cumulative loss of nearly 2 billion yuan in the three years of famous and innocent products.

As far as this data, no matter what you say, the sky -to -be, when it comes to making money, it can't hide the fact that it is not as good as a county and town Shimoto shop.

At least they can support their families, and maybe they still rely on this shop to provide two college students.

Business is business, that is, to make money. If there is no ability to make money, it is loss.

From the perspective of this loss of data, according to its financial report data, in 2019 and 2020, we lost 294 million yuan and 260 million yuan, respectively. By 2021, the loss doubled to 1.429 billion yuan. On the other hand, its revenue growth has almost stagnated. From 2019-2021 revenue of 9.395 billion yuan, 8.979 billion yuan, and 9.072 billion yuan. If the decline in revenue in 2020 is due to the epidemic, then the epidemic situation is relatively stable in 2021. It is still lower than 2019.

At the same time, according to the financial report data, the scale of famous and innocent products is continuously expanded. This also means that the revenue of the single -store store of Mingchuang Youpin continues to decline.

In other words, there are fewer consumers who enter the store, and there are fewer consumers who enter the store. This is also reflected in its financial report. From 2019 to 2021, the revenue of Mingchuang Youpin Store fell for three consecutive years.

Then again, the reason why Mingchuang Youpin can quickly expand is thanks to the franchise model. You must know that when the cost of joining is not low, Mingchuang Youpin must divide money from the operation.

It is understood that three fees for franchise fees, goods margin, and preparation of preparation of preparations for franchise products, of which the trademark fee ranges from 19,800/year-29,800/year. Wait.

In addition, the costs of store rents, labor, electricity bills, industry and commerce and tax need to be borne by franchisees.

At the same time, after joining, 38%of commodity turnover and 33%of the food turnover of food belong to franchisees, and the remaining parts are famous for their excellent products.

So how many people are interested in taking over the business of a single store revenue and a high -franchise cost and high division of revenue?

Ye Guofu's previous cattle, or the "100 million stores" strategy of famous products, have been repeatedly delayed, which is enough to explain that the engine of famous and innocently joining the expansion is accelerating the failure.

The famous and innocent products who are waiting to face the failure of the core engine. In the past two years, it seems that it has opened a larger pattern and aims for more goals, such as store expansion plan sinking, and interesting, interest consumption, and so on.

Does this mean that the ten -dollar shop business he had packaged for himself was sentenced to death?

Isn't it, only Mingchuang Youpin knows!

But at least, when it comes to the track of Shimuan Store, Mingchuang Youpin once again confirmed that this is not a good business. This business can only be in the inconspicuous streets of the county and town market at most, giving one or two families for one or two families Raising the family.

To broaden the business boundary and play capital through this business, it is obviously incompatible.

Is the new story okay? sink? There are real ten yuan stores in the sinking market. In some cities in the north, it was discovered that the coverage rate of various retail stores similar to famous and innocent products in third- and fourth -tier cities was quite high.

And the products sold have become more and more feminine, that is, it is similar to the things that are sold in the famous creation, because Mingchuang Youpin does not have its own factory. The competitive advantage of creating excellent products.

At the same time, the price of these retail stores is much cheaper. Of course, there are reasons for these stores, because their costs are much lower than that of famous products.

Famous Chuang Youpin first does not say how to impress consumers, how to find franchisees locally is a problem.

As for tide playing, it is a business of IP. Is there a famous and innocent product? Of course, the long -term grocery shop consumption mind is not easy to get on this car. Moreover, as a niche business, the tide is laid a lot of offline channels.

This does not seem to be worth discussing any pen and ink.

If there are not so many aura and honors, and a retail giant with enough volume and listing, these actions may not be splashed in public opinion's attention.

Back to overall, when there is a problem with the essence of business, the long -term sustainability cannot be found. Even if the reputation halo is surrounded, the ending back will be clearly visible.

What's more, everyone knows what the so -called trophy and honor are all about. In short, that is, that is, the filter.

Such filters, as long as they have money, at the end of the year, you can get three a day. If you have a lot of money, what names you want can be customized in private.

When these filters are revealed, the true face of a thumb and a lot of holes is found, and it is difficult to get good medical treatment, the story should be at the end of the end.

Those who stood in the crowd and counted the ticket income in the background, and the savvy capital also quietly took the chips to the next field.

There are only a few children who stay at the scene without the truth, and they can't afford this plate with their ability.

Chai Dogsky 夫 ️ ️

Author ｜ Xiao Chai Wan No.

Edit ｜ Tan Song

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