Because of drinking insects, the number of stores in Mi Xue Ice City has doubled in two years, and food safety problems are frequent.

As a new tea brand with the fastest expansion and the most affordable price in the industry, Mi Xue Bing City became the first new tea enterprise to try to land in A shares.

However, walking fast may not be stable. 165438+1On October 26th, insects were exposed in the store of Mixue Ice City in Xiantao, Hubei Province, and the attitude of the merchants was controversial. The incident also made a hot search in Weibo.

Since the beginning of this year, Mi Xue Ice City has frequently searched for food safety issues, which is not unrelated to its strategy of small profits but quick turnover and crazy expansion.

Food safety experts believe that a company's food safety depends on whether it has a very strong food safety culture concept, which is a long-term inheritance and needs people from all walks of life to take time to adapt.

Crazy expansion has contributed 70% of the income to franchisees who sell raw materials.

In the past two years, the number and density of Mi Xue Ice City stores are expanding at a speed visible to the naked eye. As early as June 2020, the number of stores in Mixue Ice City had just reached 65,438+100000. According to the prospectus, by the end of March 2022, Mixue Ice City Company had 22,276 stores.

Among these 22,276 stores, there are 2 1582 franchise stores in Mixue Ice City and 37 direct stores in Mixue Ice City. There are also 629 sub-brand lucky coffee franchisees and 7 lucky coffee direct stores. In addition, there are 2 1 sub-brand stores in latour.

From the perspective of revenue and net profit, Mixue Ice City has achieved a good growth rate in recent years. According to the prospectus, the operating income of Mixue Ice City in 20 19, 2020 and 20021year is 2.566 billion yuan, 4.68 billion yuan and 103.5 100 billion yuan, 2020 and 2002/kloc-0 respectively. The annual net profit of the company in 20 19, 2020 and 202/kloc-0 was 442 million yuan, 630 million yuan and19120,000 yuan respectively. In 2020 and 20021year, the growth rate was 42.53% and 203.49, respectively.

For the headquarters of Mixue Ice City, both franchisees and their own supply chains can contribute profits. According to official website's introduction, the total cost of joining the provincial capital cities, prefecture-level cities and county-level cities in the first year is about 370,000 yuan, including the annual joining fee, deposit, consulting fee and management fee.

In addition, although the headquarters no longer participates in the subsequent revenue sharing of stores, the headquarters firmly holds the raw material supply chain in its hands. According to official website of Mixue Ice City, the company built its own raw material production plant, except for a few raw materials supplied by designated suppliers, most of the core raw materials were supplied by the company itself.

Although franchisees have no freedom in purchasing raw materials, they can only come from the headquarters, but after all, there are a large number of stores in Honey Snow Ice City. Purchasing milk, tea, fruit, coffee and sugar in the upstream has a bargaining advantage, and the logistics costs sold to franchisees are borne by the headquarters, so franchisees still have a certain profit margin.

According to the prospectus of Mi Xue Bing Cheng, the income of the company's food products (raw materials) accounts for almost 70% of the company's total income. In 20 19, 2020, 202 1 and the first quarter of 2022, the company's food sales income reached 654.38+78.5 million yuan, 3.263 billion yuan, 7.230 billion yuan and 654.38+75.6 million yuan respectively, accounting for 6.99% of the company's main business income in that year.

Small profits but quick turnover, why are food safety problems frequent?

"The product is so cheap, is there any money to make?" It has always been the curiosity of franchisees and the outside world about Honey Snow Ice City.

Mi Xue Bing Cheng has always been a representative of the new tea industry with small profits but quick turnover. Lemonade in 4 yuan is the most popular product in Mi Xue Ice City. However, the reporter of the First Financial News learned that it is precisely because of the low Mao Lijiao of some products in Mixue Ice City that there is not enough premium, resulting in not much in-depth service.

Food safety problems frequently searched in honey snow ice city. Previously, jianhua district Xinxing Mixue Ice City Beverage Shop in Qiqihar City was fined 1000 yuan by jianhua district Municipal Market Supervision Administration of Qiqihar City, because consumers found insect-like foreign bodies in two glasses of iced lemon water purchased by the store. In March of this year, Baixiang Mixue Ice City Beverage Store in Jingchuan County was fined 6,543,800 yuan for special milk syrup and lactic acid bacteria drinks expired. In April, Honey Snow Ice City Tea Shop in Gongcheng Town, Gongcheng County was fined 2,000 yuan due to the expiration of multiple bags of "roasted coffee powder".

A food safety expert who didn't want to be named told the First Financial Reporter that only by checking whether the insect species and forms are complete can we judge which link raw materials, factories and shops are entering. Food safety is not 100% foolproof. No matter how good the factory is, there are many problems when going to the scene to look closely, but not all the problems can be serious enough to cause big complaints. The probability of accidents in enterprises with standardized management is relatively small.

So, what are the main differences between food safety management and food safety management for different companies?

The above experts believe that the main reason lies in whether the company has a very strong concept of food safety culture, which is a long-term inheritance. Generally speaking, established enterprises will strictly abide by food safety standards, but some small and new enterprises can tamper with food safety standards without the inheritance of food safety culture. Even if a new enterprise parachutes a very experienced expert, it is difficult to deal with all the food safety problems of the company in a short time, which requires all personnel to take time to adapt.

In addition, he believes that this is related to the company's operation and the company's benefits. "Many companies' factories sometimes lay off employees for profit. Originally, this post operation required two people to do it. Now it is reduced to one person, and there is a great chance of problems in the end. "

How does Michelle Ice City manage franchisees? Recently, CBN called the headquarters as a franchisee. According to the customer service introduction of Mi Xue Bing Cheng Headquarters, the headquarters will train franchisees to guide how to operate and manage after opening, how to open takeout and so on. The employees of the store are recruited by the franchisees themselves, and the franchisees belong to individual industrial and commercial households after joining.

In addition, each region has a regional manager who supports the activities of local stores all the year round, and there are also headquarters personnel who visit the stores from time to time. When the reporter asked what the inspectors would do if the store staff made mistakes, the other party said, "Errors are inevitable, so we don't need to be so strict. We will not say that we will fire employees because of a small problem. "

Ambition is not limited to more than 20 thousand stores

On September 22nd, according to official website information of CSRC, the application for A-share listing of Mixue Ice City Co., Ltd. (hereinafter referred to as "Mixue Ice City") has been accepted, and the prospectus has been officially pre-disclosed. Mixue Ice City will become the first new-type tea-making enterprise with A-share listing. However, there is no news of meeting in Mi Xue Bing Cheng.

According to the prospectus, after listing, the company will continue to increase investment in factories and supply chains.

Michelle Ice City announced the investment plan after listing. The implementation of this fund-raising investment project involves plant construction, equipment purchase, installation and debugging, personnel training, technical upgrading and other links. Among them, more than 40% of the company's funds are invested in production and construction projects, which are basically the construction of raw materials factories. These projects are distributed in Henan, Hainan, Chongqing, Guangxi and other places. In addition, more than 20% of the funds will be used for the construction of warehousing and logistics supporting projects, which are spread all over the country, indicating that Mixue Ice City is ready to further strengthen the strength of the supply chain.

In addition to making money at home, Mi Xue Ice City's plan to go to sea has also been advancing. Up to now, the number of overseas stores in Mi Xue Ice City has exceeded 1 1,000 after four years at sea.

At present, the overseas territory of Mi Xue Ice City is still expanding, especially in Southeast Asia. By March 3, 2022, the company had 566 stores in Vietnam and Indonesia.

In addition, Mixue Ice City will soon establish a joint venture factory in Southeast Asia. According to a batch of "unconditional approval of concentrated cases of operators" published by the State Administration of Market Supervision on June 5438+1October 65438+August, Daka International Enterprise Management Co., Ltd., a wholly-owned subsidiary of Mi Xue Ice City, has reached a strategic cooperation with Quanzhou Xiduoduo Food Co., Ltd. in Fujian Province, and plans to invest in the establishment of a joint venture company in Singapore. It is reported that this time, Mixue Ice City and Xiduoduo jointly established a joint venture company in Singapore, aiming at investing in the construction of coconut and coconut milk processing and production bases in the Philippines. Fujian Xiduoduo and Daka Venture Capital jointly control the joint venture company.