150万中国阿姨将撑起一个IPO，红杉、腾讯已入局_老虎社区_美港股上老虎

150万中国阿姨将撑起一个IPO，红杉、腾讯已入局

投中网2021-07-04

2020年9月，58同城遗憾退出资本市场，以87亿美元的价格私有化。现在，它分拆出来的家政平台正准备重卷美股。 2021年7月3日，天鹅到家提交招股书，拟在纽交所IPO，股票代码为“JIA”，本次募集到的资金主要用于产品技术升级、改善家庭服务基础设施、提升天鹅到家的品牌和服务认知度，以及潜在的战略投资和收购用途。一旦上市成功，天鹅到家将会成为“中国家庭服务平台第一股”。这一次，它有备而来，准备讲...

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239

choong9655
·2021-07-05
任务
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3
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- haiwei183:
  任务
  2021-07-05
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hhyw
·2021-07-05
可怕太可怕了
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4
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YourCFP
·2021-07-05
啥叫来回割
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2
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- Wishonest:
  这是锯子
  2021-07-05
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小虎小虎小小虎
·2021-07-05
赞
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1
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- 小虎小虎小小虎:
  666
  2021-07-05
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联合国收割机
·2021-07-05
它来了它来了、它换把镰刀走来了
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1
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- hhyw:
  好
  2021-07-05
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juanjuanjuan
·2021-07-04
[哇塞] [哇塞]
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1
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- juanjuanjuan:
  [哟哟]
  2021-07-04
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静舒
·2021-07-04
58诈骗集团换马甲了
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- Yewin:
  H
  2021-07-04
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画中寻
·2021-07-04
[微笑]
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虎爷发威
·2021-07-04
[开心]
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taylorping
·2021-07-04
什么
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yuilow
·2021-07-04
好
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- CMChai100:
  很多很多的一群小江鱼籽….
  2021-07-04
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Coolheaded
·2021-07-04
interesting!😃😃😃
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- 嘉仓佑措:
  good
  2021-07-04
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zegnagoh
·2021-07-04
lol
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CandyGoh
·2021-07-04
good
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1
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- 大黑黑:
  yes
  2021-07-04
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MeoL
·2021-07-04
[可爱]
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3
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- Diaschy:
  🐁
  2021-07-04
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SHUYAN
·2021-07-04
不可思议[强]
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3
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kim_8904
·2021-07-04
开市红火🔥
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60fe72a9
·2021-07-04
请点赞
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5
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- 7a631fd1:
  赞
  2021-07-04
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韭菜韭韭韭韭韭菜
·2021-07-04
[微笑]
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2
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持股为王
·2021-07-04
周围根本没人用，好慷更多人用。假的
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2
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- hhyw:
  好
  2021-07-05
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（总交易额）达88.28亿元（约合13.53亿美元），超出同行业第2名至第5名总和的两倍。这表示，在选择月嫂或保姆服务时，大部分消费者会首选天鹅到家。\n那么，中国的家庭服务市场规模有多大？天鹅到家的CEO陈小华早年在内部喊过一句口号——得阿姨者得天下。\n有数据显示，2020年，中国新增超过79万家家政相关企业，较2019年同比增长200%，目前共有超过193万家企业名称或经营范围含“家政”。家政从业人员的数目达3000万。\n再根据艾瑞咨询数据，2020年中国家庭服务总支出为9090亿元，预计到2025年市场规模将以年复合增长18.5%的速度，增加至约2.1万亿元。值得一提的是，天鹅到家排名第一、目前仅88.28亿元的交易额，只占据了不到1%的市场体量。\n这里有两个信息点。\n首先，万亿级的市场天花板里，作为行业老大的天鹅到家发展空间极大。\n其次，成立在2014年，已经发展了7年的天鹅到家，市场渗透率远远不够。这在其IPO的融资用途里有迹可循：募到的钱将用来提升品牌知名度，必要的时候进行投资和收购。\n目前天鹅到家的主要收入，将近90%依赖于其家庭服务，约7%的收入来源于技能升级培训。根据招股书披露，平台主要对月嫂（26-42天时长，）、保姆（3个月或6个月时长）等劳动者进行抽佣，前者抽佣30%左右，后者9.5%左右。\n截至2021年3月31日，天鹅到家累计拥有超过1600万注册用户，累计服务超过420万用户，注册和认证劳动者（即月嫂、保姆、保洁等）超过150万。\n随着月嫂、保姆的佣金呈现上涨趋势，天鹅到家的佣金也越来越高。2020年月嫂的费用是1.25万元/次，2021年涨至1.35万元，天鹅到家一单的收入随即从3800涨到4100元左右；而时间更长的保姆服务费用，2020年为4.57万元，2021年涨到4.82万元，天鹅到家抽成从4300元涨至4600元左右。\n不得不说的是，目前来看天鹅到家的体量依然处于“小而精”的阶段，这表现在天鹅到家的营收规模上。2018年、2019年、2020年、2021年前三个月的营收分别为3.99、6.11、7.11、1.97亿元，同期的净亏损分别为5.91、6.16、6.15、1.44亿元。\n好消息也有两个。\n第一，尽管体量小且需要烧钱，天鹅到家亏损幅度正在逐年收窄。在非美国通用会计准则下（Non-GAAP），平台年度净亏损额占营业收入的比例，从2018年的148.2%，降到2020年的80.3%，2021年一季度降到60.7%。\n第二，天鹅到家的毛利率一直在增长。2018年，公司毛利率为13%，2021年第一季度涨至46%。\n随着懒人经济、银发经济的盛行，加上中国进入老龄化人口结构，中国家政服务必将迎来爆发期。或许凭借这样的把握，天鹅到家并不抗拒亏损，甚至在招股书中明确提出，公司有累积亏损的历史，随着业务发展，可能还会有更多亏损。\n　天鹅到家IPO背后，是58同城未完的野心\n关于58同城选择私有化这件事，很多人分析主要原因还是在于其“大而全”业务模式无法说服美股投资人，作为私有化发起人之一的姚劲波不得不及时止损：当时58同城市值在83亿美金左右，最后私有化成交价为87亿美元。\n曾经的58旗下业务复杂，房产、招聘、二手买卖、宠物等几乎囊括了本地服务市场的所有支线，但“大而全”不仅让58“大而不精”——表现在核心业务的增长出现不同程度的下滑，而且引来沽空机构做空，股价持续下跌。\n既然“大而全”不是投资人的菜，“精而美”则是58接下来想讲的故事。2020年9月7日，58同城宣布私有化议案通过，当天“58到家”品牌升级为“天鹅到家”。\n表面上看，58似乎向用新的名字进行一场新的征途，但背后其实是它对资本市场越来越浓的野心。\n根据招股书，天鹅到家的第一大股东正是58同城控股的58到家集团，持股76.7%。创始人陈小华仅持股2.5%，屈尊为第三大股东，管理层共计持股3.4%。其次淘宝也是重要股东之一。\n根据公开资料，天鹅到家完成过4轮融资，估值为18亿美元，投资人几乎全是明星基金。2015年1月，58同城投资天使轮；2015年6月，腾讯投资Pre-A轮；2018年7月，完成2.5亿美元A轮融资，华新投资领投，菜鸟、中俄基金、弘润资本、前海母基金等跟投；2020年9月，红杉资本战略投资。\n天鹅到家的IPO，只是58同城对资本市场野心勃勃的表现之一。从58分拆出来的转转、快狗打车、安居客等都被曝出有上市计划。其中，被58同城收购的安居客已于2021年4月向港交所提交了上市申请。\n可以预见的是，未来将会有多个58系IPO席卷二级市场。\n“找个好阿姨比找老公难多了”\n家庭服务市场发展这么久，并非只有一家天鹅到家看到了这个庞大的市场，京东、美团都曾试过水，比如京东到家和美团都曾提供国家政等O2O到家服务，但双方最后都选择了放弃。\n背后原因在58同城自己发布的《家政服务行业报告》可见一斑。报告表示，在到家服务的线下模式中，中介制的人员管理困难导致的服务质量不稳定是个大问题，员工制人员成本高昂，而且这两种形式都面临线下门店覆盖难等问题。\n而如果家政企业想要获得政府相关政策补贴，以北京为例，家政企业必须具备300平方米以上的培训场地及配套设施和师资，这对企业来说无疑是一笔巨大的支出。\n在家政行业，从业人员素质良莠不齐是一个共识，这导致这行注定不是一个低门槛行业——极考验从业人员的工作经验和专业技能。简单来说，好的月嫂，价格高，拥有定价权，很容易令普通家庭望而却步。而不专业的月嫂，替换率极高，甚至有的连单子都接不到。\n同时，由于家政行业的权益保障并不健全，很多家政企业不会给阿姨上保险交社保，甚至不会与其签订合同或协议；这导致大多数年轻人不会选择家政行业。\n身边不止一位女性对投中网感慨，“找个好阿姨比找老公难多了”。\n而在黑猫投诉平台上，针对天鹅到家的投诉就达1505条，多为保姆服务差、平台不退服务费等。除此之外，更为严重的就是发生死亡类的恶性事件。\n比如2021年3月，媒体就曝出过某深圳雇主聘用天鹅到家保姆期间，发生了婴儿不幸死亡的新闻。很显然，这类新闻一旦传播，对企业的发展很可能会造成致命的打击。\n曾经上市的58同城，同样也收到过不少来自各界对其服务质量及安全问题的质疑。如今58同城的野心正在一一显现，除去高超的资本运作之外，回归服务本身、获取高口碑或许才是58们讲好这个“精而美”故事的关键。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":155229201,"gmtCreate":1625441276503,"gmtModify":1633940771827,"author":{"id":"3570851196183919","authorId":"3570851196183919","name":"choong9655","avatar":"https://static.tigerbbs.com/d9388bd17a337e45fb122d12e3c9dac3","vip":1,"crmLevel":3,"crmLevelSwitch":0,"idStr":"3570851196183919","authorIdStr":"3570851196183919"},"htmlText":"任务","listText":"任务","text":"任务","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/155229201","repostId":2148312800,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":5122052,"gmtCreate":1625441513603,"gmtModify":1635237260598,"authorId":3572683426659077,"author":{"id":3572683426659077,"idStr":"3572683426659077","authorId":3572683426659077,"name":"haiwei183","avatar":"https://static.tigerbbs.com/1cae291bddff5a30eeb96060074d8531","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":155229201,"type":1,"supId":0,"prevId":0,"content":"任<u>务</u>","text":"任<u>务</u>","html":"任<u>务</u>"}],"langContent":"CN"},{"id":155269285,"gmtCreate":1625440742247,"gmtModify":1633940781904,"author":{"id":"3561544476596136","authorId":"3561544476596136","name":"hhyw","avatar":"https://static.tigerbbs.com/62f8a12108672917c80685184f331b6f","vip":1,"crmLevel":4,"crmLevelSwitch":0,"idStr":"3561544476596136","authorIdStr":"3561544476596136"},"htmlText":"可怕太可怕了","listText":"可怕太可怕了","text":"可怕太可怕了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/155269285","repostId":2148312800,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":155292702,"gmtCreate":1625437246006,"gmtModify":1633940814844,"author":{"id":"3569263461157925","authorId":"3569263461157925","name":"YourCFP","avatar":"https://static.tigerbbs.com/a1f5e965075ba7b03f9c5aade30f04ed","vip":1,"crmLevel":4,"crmLevelSwitch":0,"idStr":"3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