拉屎王的个人主页 - 老虎社区

拉屎王

拉屎王

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2021-06-18

$爱回收(RERE)$200没中，有比我黑的么

2021-01-01

$老虎证券(TIGR)$别装了，快下来

2021-07-16

5月的旧闻？

一份行政处罚会让蜜雪冰城折戟上市路吗？

去老虎APP查看更多动态

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11:27","market":"sh","language":"zh","title":"一份行政处罚 会让蜜雪冰城折戟上市路吗？","url":"https://stock-news.laohu8.com/highlight/detail?id=2151000574","media":"财经自媒体","summary":"　　事件曝光后，郑州当局严查蜜雪冰城本市所有门店，两天之内，全市市场监管系统共出动检查人员380人次，车辆95台次。一查之下，责令35家门店限期整改，责令3家门店立即停业整改，当场下达行政处罚决定书9家。　　一个直接的结果或许是，一纸行政处罚让蜜雪冰城的上市路戛然终止；间接的结果，则难以想象又似乎势所必然——奶茶圈的洪荒之力，不顾一切地捧出了几只金凤凰，也把它们捧上了绞刑架。","content":"<html><body><div>\n<div></div>\n<p>　　<span></span><span>倪叔</span><span><span> </span></span><span>倪叔的思考暗时间</span></p>\n<p>　　<span>一股洪荒之力正在包围奶茶圈。</span></p>\n<p>　　<span><a href=\"https://laohu8.com/S/02150\">奈雪的茶</a>6月30日港股上市即破发，一度跌破10%。另一高端玩家，常年排大队的喜茶，在无穷的质疑声中估值干到了600亿元。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/81/w550h331/20210716/bd82-b0db842c40122d8d0d9c341b4d8dfcc8.webp\"/><span></span></div>\n<p>　　<span>鹬蚌相争渔翁得利，来自低线城市号称“贫民窟女孩福音”的蜜雪冰城火爆出圈，年初完成了成立24年来首次外部融资20亿元，估值达到200亿元。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/301/w550h551/20210716/15a1-56a6c14711e549d42758991055527181.webp\"/><span></span></div>\n<p>　　<span>蜜雪冰城弯道超车筹备IPO的消息也鼎沸一时，正在此时，却遭遇了一连串食品安全违规事件，对于处在上市申报窗口期的蜜雪冰城，这一事件折射出来的问题或许比外界所知的要严重的多。</span></p>\n<p>　　<span>1</span></p>\n<p>　　<span><span>行政处罚对于上市流程有重大影响</span></span></p>\n<p>　　<span>前两天倪叔一直在郑州出差，河南本地的圈内朋友们对于蜜雪冰城上市一事普遍表现出了一种担忧，这种担忧来自于蜜雪冰城上市期间遭受的一次行政处罚。</span></p>\n<p>　　<span>5月中旬，</span><span><span>中国质量新闻网</span></span><span><span>曝出蜜雪冰城在郑州的一家门店存在食品安全问题。</span>据报道，该门店篡改食材日期，存在违规使用隔夜食材等卫生问题和食品安全隐患。</span></p>\n<p>　　<span>事件曝光后，郑州当局严查蜜雪冰城本市所有门店，两天之内，全市市场监管系统共出动检查人员380人次，车辆95台次。一查之下，责令35家门店限期整改，责令3家门店立即停业整改，当场下达行政处罚决定书9家。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/149/w550h399/20210716/59f8-a80d548ffa07c6bbec9184fd6754a5c4.webp\"/><span></span></div>\n<p>　　<span>而这次事件的始作俑者，蜜雪冰城股份有限公司郑州永安街店被罚款9万元。</span></p>\n<p>　　<span>蜜雪冰城官方在<a href=\"https://laohu8.com/S/WB\">微博</a>上公开致歉，令人意想不到的是，评论区一片祥和，奶茶er们依旧在玩梗：“把抹茶冰激凌还回来我就原谅你”“为啥感觉问题不大，内心毫无波动”……</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/544/w550h794/20210716/9c04-380543469774423e312999934b4c4eba.webp\"/><span></span></div>\n<p>　　<span>不得不说，蜜雪冰城的“良心商家”形象在低线市场用户的心智中扎的太深，以至于用户爱的太沉。即便是用了存在安全隐患的食材，考虑到比其他品牌便宜数倍的价钱，也就不想要啥自行车了。</span></p>\n<p>　　<span>但相比于消费者所抱持的乐观态度，目前外界普遍没有意识到：在上市过程中遭受行政处罚，有可能给监管层造成压力，最终导致：</span><span>上市资料全部重新审核，甚至是上市申请被驳回的严重后果，这也是河南商界提及蜜雪冰城均表示忧虑的核心所在。</span></p>\n<p>　　<span>而除开行政处罚造成的影响之外，一个极其令人担忧的苗头是：</span><span><span>蜜雪冰城</span></span><span><span>成也低价，败也低价。</span></span></p>\n<p>　　<span>2</span></p>\n<p>　　<span>奶茶圈不相信低价</span></p>\n<p>　　<span>奶茶圈是不相信低价的。</span></p>\n<p>　　<span>社媒有太多人分析过“开奶茶店能不能赚钱”这个话题，而几乎每次都是冰火两重天，一派信誓旦旦说自家开过，很赚。另一派嗤之以鼻，我家也开过，赔个底掉。</span></p>\n<p>　　<span>真相到底是什么？开奶茶店，其实并不是一个标准化产品，因为地理位置、人流量等等变量影响，甚至同一地段两家店也可能天壤之别。</span></p>\n<p>　　<span>但如果是“加盟”，情况就不一样了。加盟意味着快速复制，品牌扩张，这是另一个维度的玩法。蜜雪冰城今年向全国两万家店的疯狂目标挺进，凭借的就是这种玩法。作为对比，喜茶有约800家直营门店、奈雪的茶有约600家直营门店。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/125/w550h375/20210716/2bdb-a4c05b004c315f0b3daa12720dbd0b3a.png\"/><span></span></div>\n<p>　　<span>而喜茶和奈雪的茶估值都远高于蜜雪冰城，这里面包含着两条逻辑线：</span></p>\n<p>　　<span>第一条，奶茶圈的估值真的有点张口就来的意思，喜茶估值600亿、奈雪的茶目前市值270亿港币，但在上市前估值一度高达400亿人民币，总之就是一家门店大几千万甚至一个小目标的价格，而2020年奶茶行业的总市值规模不过1000亿，如果按照估值来算，<span>三家头部品牌的估值加起来居然超过了行业总市值，匪夷所思。</span></span></p>\n<p>　　<span>第二条，支撑高估值的，其实是奶茶店较高的客单价和利润率，一句话，奶茶圈不相信低价。然而蜜雪冰城玩的就是低价模式，三四块钱一个的冰激凌、几块钱一杯的奶茶饮料……这个价格在喜茶、奈雪那里也就加个小料，难怪用户们不忍心责备蜜雪冰城用过期食材。</span></p>\n<p>　　<span>别说用户不忍心，谁又忍心责备这样“良心”的商家呢？可是经济规律是铁打的，C端的低价一定是用别的东西换来的，什么东西？</span></p>\n<p>　　<span>圈内的朋友们一声苦笑，供应链这不是出问题了吗？你还觉得蜜雪冰城的门店用过期的原材料，这是偶然的吗？</span></p>\n<p>　　<span>3</span></p>\n<p>　　<span>失控的幸福</span></p>\n<p>　　<span>两万家门店，哪怕只是十平米的小店，加在一起也是个令人瞠目结舌的成就了。蜜雪冰城200亿的估值，如果按照两万家门店来算，平均一家店100万，还不算太离谱——离谱肯定还是离谱，只是全凭同行衬托，显得“不算太离谱”。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/161/w550h411/20210716/ac91-4cd28a3070ea964f16ad496adbefefaa.png\"/><span></span></div>\n<p>　　<span>而低价模式对市场的收割，也让人心有戚戚，我们这个国家的消费者对于价格战耳熟能详喜闻乐见，奶茶店正在重复几十年前家电江湖的“价格屠夫”。</span></p>\n<p>　　<span>然而，热衷于价格屠夫，是一种失控的幸福。</span></p>\n<p>　　<span>如果说继续沿着低价模式疯狂开店，同时继续加大互联网营销土味出圈，蜜雪冰城的上市看似指日可待，一方面有门店数量支撑，另一方面有年轻用户基数支撑，上市当然手拿把攥。</span></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/40/w550h290/20210716/4c3e-a41b79dde347e382a79717f24c02b33c.png\"/><span></span></div>\n<p>　　<span>可是，这真的会发生吗？风起于青萍之末，来自河南郑州的那份行政处罚，9万元的罚款看似微不足道，却极有可能是引发多米诺骨牌倒塌的第一张牌。</span></p>\n<p>　　<span>一家凭借低价模式逆向收割的非典型奶茶品牌，一个估值畸高堪称变态的奶茶行业，无数倾尽所有勒紧裤腰带赚取微薄利润的加盟商，大家都选择性忽视了那一袋袋过期的、成本接近于零的原材料……</span></p>\n<p>　　<span>一个直接的结果或许是，一纸行政处罚让蜜雪冰城的上市路戛然终止；间接的结果，则难以想象又似乎势所必然——奶茶圈的洪荒之力，不顾一切地捧出了几只金凤凰，也把它们捧上了绞刑架。</span></p>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在<a href=\"https://laohu8.com/S/SINA\">新浪</a>财经APP</div>\n</div>\n<p>责任编辑：陈悠然 </p>\n</div></body></html>","source":"sina","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>一份行政处罚 会让蜜雪冰城折戟上市路吗？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n一份行政处罚 会让蜜雪冰城折戟上市路吗？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-07-16 11:27 北京时间&nbsp;&nbsp;&nbsp;<a href=https://finance.sina.com.cn/stock/newstock/zrzdt/2021-07-16/doc-ikqcfnca7187154.shtml><strong>财经自媒体</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>倪叔 倪叔的思考暗时间\n　　一股洪荒之力正在包围奶茶圈。\n　　奈雪的茶6月30日港股上市即破发，一度跌破10%。另一高端玩家，常年排大队的喜茶，在无穷的质疑声中估值干到了600亿元。\n\n　　鹬蚌相争渔翁得利，来自低线城市号称“贫民窟女孩福音”的蜜雪冰城火爆出圈，年初完成了成立24年来首次外部融资20亿元，估值达到200亿元。\n\n　　蜜雪冰城弯道超车筹备IPO的消息也鼎沸一时，正在此时，却遭遇了...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/newstock/zrzdt/2021-07-16/doc-ikqcfnca7187154.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/3fdb93088707339fbe1ca1f046f6eada","relate_stocks":{"02150":"奈雪的茶"},"source_url":"https://finance.sina.com.cn/stock/newstock/zrzdt/2021-07-16/doc-ikqcfnca7187154.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/b0d1b7e8843deea78cc308b15114de44","article_id":"2151000574","content_text":"倪叔 倪叔的思考暗时间\n　　一股洪荒之力正在包围奶茶圈。\n　　奈雪的茶6月30日港股上市即破发，一度跌破10%。另一高端玩家，常年排大队的喜茶，在无穷的质疑声中估值干到了600亿元。\n\n　　鹬蚌相争渔翁得利，来自低线城市号称“贫民窟女孩福音”的蜜雪冰城火爆出圈，年初完成了成立24年来首次外部融资20亿元，估值达到200亿元。\n\n　　蜜雪冰城弯道超车筹备IPO的消息也鼎沸一时，正在此时，却遭遇了一连串食品安全违规事件，对于处在上市申报窗口期的蜜雪冰城，这一事件折射出来的问题或许比外界所知的要严重的多。\n　　1\n　　行政处罚对于上市流程有重大影响\n　　前两天倪叔一直在郑州出差，河南本地的圈内朋友们对于蜜雪冰城上市一事普遍表现出了一种担忧，这种担忧来自于蜜雪冰城上市期间遭受的一次行政处罚。\n　　5月中旬，中国质量新闻网曝出蜜雪冰城在郑州的一家门店存在食品安全问题。据报道，该门店篡改食材日期，存在违规使用隔夜食材等卫生问题和食品安全隐患。\n　　事件曝光后，郑州当局严查蜜雪冰城本市所有门店，两天之内，全市市场监管系统共出动检查人员380人次，车辆95台次。一查之下，责令35家门店限期整改，责令3家门店立即停业整改，当场下达行政处罚决定书9家。\n\n　　而这次事件的始作俑者，蜜雪冰城股份有限公司郑州永安街店被罚款9万元。\n　　蜜雪冰城官方在微博上公开致歉，令人意想不到的是，评论区一片祥和，奶茶er们依旧在玩梗：“把抹茶冰激凌还回来我就原谅你”“为啥感觉问题不大，内心毫无波动”……\n\n　　不得不说，蜜雪冰城的“良心商家”形象在低线市场用户的心智中扎的太深，以至于用户爱的太沉。即便是用了存在安全隐患的食材，考虑到比其他品牌便宜数倍的价钱，也就不想要啥自行车了。\n　　但相比于消费者所抱持的乐观态度，目前外界普遍没有意识到：在上市过程中遭受行政处罚，有可能给监管层造成压力，最终导致：上市资料全部重新审核，甚至是上市申请被驳回的严重后果，这也是河南商界提及蜜雪冰城均表示忧虑的核心所在。\n　　而除开行政处罚造成的影响之外，一个极其令人担忧的苗头是：蜜雪冰城成也低价，败也低价。\n　　2\n　　奶茶圈不相信低价\n　　奶茶圈是不相信低价的。\n　　社媒有太多人分析过“开奶茶店能不能赚钱”这个话题，而几乎每次都是冰火两重天，一派信誓旦旦说自家开过，很赚。另一派嗤之以鼻，我家也开过，赔个底掉。\n　　真相到底是什么？开奶茶店，其实并不是一个标准化产品，因为地理位置、人流量等等变量影响，甚至同一地段两家店也可能天壤之别。\n　　但如果是“加盟”，情况就不一样了。加盟意味着快速复制，品牌扩张，这是另一个维度的玩法。蜜雪冰城今年向全国两万家店的疯狂目标挺进，凭借的就是这种玩法。作为对比，喜茶有约800家直营门店、奈雪的茶有约600家直营门店。\n\n　　而喜茶和奈雪的茶估值都远高于蜜雪冰城，这里面包含着两条逻辑线：\n　　第一条，奶茶圈的估值真的有点张口就来的意思，喜茶估值600亿、奈雪的茶目前市值270亿港币，但在上市前估值一度高达400亿人民币，总之就是一家门店大几千万甚至一个小目标的价格，而2020年奶茶行业的总市值规模不过1000亿，如果按照估值来算，三家头部品牌的估值加起来居然超过了行业总市值，匪夷所思。\n　　第二条，支撑高估值的，其实是奶茶店较高的客单价和利润率，一句话，奶茶圈不相信低价。然而蜜雪冰城玩的就是低价模式，三四块钱一个的冰激凌、几块钱一杯的奶茶饮料……这个价格在喜茶、奈雪那里也就加个小料，难怪用户们不忍心责备蜜雪冰城用过期食材。\n　　别说用户不忍心，谁又忍心责备这样“良心”的商家呢？可是经济规律是铁打的，C端的低价一定是用别的东西换来的，什么东西？\n　　圈内的朋友们一声苦笑，供应链这不是出问题了吗？你还觉得蜜雪冰城的门店用过期的原材料，这是偶然的吗？\n　　3\n　　失控的幸福\n　　两万家门店，哪怕只是十平米的小店，加在一起也是个令人瞠目结舌的成就了。蜜雪冰城200亿的估值，如果按照两万家门店来算，平均一家店100万，还不算太离谱——离谱肯定还是离谱，只是全凭同行衬托，显得“不算太离谱”。\n\n　　而低价模式对市场的收割，也让人心有戚戚，我们这个国家的消费者对于价格战耳熟能详喜闻乐见，奶茶店正在重复几十年前家电江湖的“价格屠夫”。\n　　然而，热衷于价格屠夫，是一种失控的幸福。\n　　如果说继续沿着低价模式疯狂开店，同时继续加大互联网营销土味出圈，蜜雪冰城的上市看似指日可待，一方面有门店数量支撑，另一方面有年轻用户基数支撑，上市当然手拿把攥。\n\n　　可是，这真的会发生吗？风起于青萍之末，来自河南郑州的那份行政处罚，9万元的罚款看似微不足道，却极有可能是引发多米诺骨牌倒塌的第一张牌。\n　　一家凭借低价模式逆向收割的非典型奶茶品牌，一个估值畸高堪称变态的奶茶行业，无数倾尽所有勒紧裤腰带赚取微薄利润的加盟商，大家都选择性忽视了那一袋袋过期的、成本接近于零的原材料……\n　　一个直接的结果或许是，一纸行政处罚让蜜雪冰城的上市路戛然终止；间接的结果，则难以想象又似乎势所必然——奶茶圈的洪荒之力，不顾一切地捧出了几只金凤凰，也把它们捧上了绞刑架。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：陈悠然","news_type":1},"isVote":1,"tweetType":1,"viewCount":891,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}