Soho house再闯IPO，情怀与现实难两全_老虎社区_美港股上老虎

Soho house再闯IPO，情怀与现实难两全

格隆汇2021-07-12

7月6日，世界顶级的豪华社交俱乐部Soho house以Membership Collective Group（简称MCG）作为公司名称向美国证券交易委员会SEC申请IPO，计划在纳斯达克上市，拟募资4.8亿美元。 MCG是一个由Soho House、Soho Works、The Ned、Scorpios Beach Club、Soho Home以及相关数字平台组成的全球会员平台。Soho ...

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WH880708
·2021-07-12
Good article
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GoodLuck0102
·2021-07-12
好
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tanshenyong
·2021-07-12
好👌🏻
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house却不是有钱就能进，它特有的“筛选”机制尤其苛刻。\n首先，你要由两名会员内推，其次还需进行五页纸的笔试审核才能进入面试环节“申请者饭局”，即便通过，倘若发现气质不符，依然会遭到清退。据说连社交名媛金卡戴珊都被屡次拒之门外。\n图片来源：网络\n\n即便如此，每年依然有上万人排队申请加入俱乐部。2016-2020年,每年会员数量增长约16%。截至5月30日，今年已有5.9万人申请入会。\n\n现在的Soho house已逐渐成为名流进出的专属俱乐部，会员包括影星莱纳昂多、模特凯特摩丝、歌手泰勒斯威夫特等等。\n图片来源：网络\n\n2\n积极扩张下难掩亏损\n在强大的明星光环下，如此傲娇的Soho house，实际上自公司成立以来还尚未实现盈利。\n2020财年的营收更是从2019年的6.42亿美元降至3.84亿美元。2021年一季度净亏损9303.7万美元。招股书显示，Soho house一半以上的收入来自会员服务，说明公司能否盈利取决于投入成本和可自由支配的支出。\n\n疫情的突然爆发给Soho house的业绩造成不小的冲击。为了控制成本，公司于2020年裁掉19%的头部员工，但即便如此，也无法挽救2020年净亏损2.35亿美元的局面。\n尽管Soho house亏损严重，但作为全球顶级的会员制俱乐部，还是得持续加大投入才能维持公司一贯的格调，因为客户对Soho house品牌的认可于公司业绩而言起到十分关键的作用。\nSoho house计划将本次上市筹集到的资金用于帮助俱乐部的发展，并目标于2023年将俱乐部数量扩张至46家，然而这一过程中或出现许多因素超出Soho house的控制范围。公司打算在接下来覆盖的城市中以个性化但一致的方式复制过去的模式，可在新城市争夺高质量且合适的地点搭建新场所并非易事，既要熟悉新的法律，又要向新兴市场传达品牌文化吸引目标客户。倘若Soho house无法应对挑战，巨大的投入将给公司业绩带来不利影响。\n3\n结语\nSoho house独特而苛刻的会员制模式属实罕见，自带的明星效益为其带来不少客户。但目前快速的扩张和较大的财务压力也给公司造成较不乐观的局面。俱乐部在如此严格的会员制度下，保持格调和实现盈利将难以两全。","kind":"highlight","is_publish_news":false,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":146496631,"gmtCreate":1626095476723,"gmtModify":1633930213648,"author":{"id":"4089000337431690","authorId":"4089000337431690","name":"WH880708","avatar":"https://static.tigerbbs.com/44fe818741371cd4e7cba59cf925a187","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"4089000337431690","authorIdStr":"4089000337431690"},"htmlText":"Good article&nbsp;","listText":"Good article&nbsp;","text":"Good article","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/146496631","repostId":2150384615,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":146575888,"gmtCreate":1626094296544,"gmtModify":1633930225170,"author":{"id":"3585964302651088","authorId":"3585964302651088","name":"GoodLuck0102","avatar":"https://static.tigerbbs.com/344a326f3c2ab4d67b3f22a58a26f13f","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3585964302651088","authorIdStr":"3585964302651088"},"htmlText":"好","listText":"好","text":"好","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/146575888","repostId":2150384615,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":146575095,"gmtCreate":1626094285617,"gmtModify":1633930225618,"author":{"id":"4089193600492760","authorId":"4089193600492760","name":"tanshenyong","avatar":"https://static.tigerbbs.com/b3f8f3514b89c06d0d330123b4b64f29","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"4089193600492760","authorIdStr":"4089193600492760"},"htmlText":"好👌🏻","listText":"好👌🏻","text":"好👌🏻","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/146575095","repostId":2150384615,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"hasMoreComments":true,"newsSizeData":{"likeSize":20,"commentSize":3,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false}}