#精品长文创作季#
Listing can only solve the problems of status and capital demand in the industry, but cannot solve the problems at the management level of Bawang Chaji.
Author: Sihuo Editor: Hexiang
出品：零售商业财经 ID：Retail-Finance
I hope Bawang Chaji can understand that listing is not a panacea and cannot solve all problems.
According to foreign media reports, the new tea drink brand "Bawang Chaji" will be listed in the United States as soon as the middle of this year, raising funds in the range of 200 million to 300 million US dollars (equivalent to about 1.57 billion to 2.35 billion Hong Kong dollars), and the brokerage Citigroup and Da Mo are responsible for preparing for the listing.
Source: Weibo screenshot
Not long ago, it was also rumored that Chayan Yuese was preparing for listing in Hong Kong. The listing process was started almost at the same time, and after the two sides announced the prospectus, I don't know if there would be any embarrassment for Li Kui to meet Li Kui at that time.
Rumors about the listing of Bawang Tea Ji have been endless, compared with other new tea brands piling up Hong Kong stocks, Bawang Tea Ji chose to find another way to try his luck in the US stocks.
I just don't know if American investors can drink this cup of milk tea from China.
Aside from the rumors of listing, what is more worth discussing is why Bawang Chaji wants to go public?
First of all, it is not known about the business status of Overlord Chaji, but from the perspective of the track as a whole, it is a sure fact that life is getting worse and worse at the moment when involution has become a key word. Although the overall industry scale is increasing, the growth rate has been declining. According to iiMedia Research, the overall growth rate of new tea drinks will drop to 13.5% in 2022 and only 6.4% in 2023.
When the growth rate of the industry slows down, if you want to maintain your market position, in addition to expanding stores, it is also a good plan to support the halo of listing.
However, this plan can only solve the problems of status and capital demand in the industry, and cannot solve the problems at the management level of Bawang Chaji.
Source: Brand
Since the overlord tea girl entered the public eye, the plagiarism storm has been haunting him. Whether it is the decoration style, product design is too much like tea and pleasant color, or the packaging design touches all kinds of big brands. In short, the originality of Overlord Chaji is too low, and all dimensions of her body reveal a sense of déjà vu.
Plagiarism and imitation can indeed set off a storm and accumulate voice for the category in the shortest possible time, but if you want to become a listed company, this is precisely the most fatal problem. The capital market does not believe in imitators, and brands with their own flavor can pass five levels and cut six generals.
In addition, Bawang Chaji also faces risks such as loss of management control and brand collapse.
Previously, the media broke out that the franchisee complained about the extensive operation model of the overlord Chaji brand, and the franchise lost all the bottoms. In addition to the starting capital of nearly 1 million, the franchisee's ability to take the shop is particularly important, "I started to say that I wanted to pay the money, and after I paid it, I said that I had to be on the first floor of the shopping mall, and the routine was very ......"
The voice of the franchisee reflects the dark side of the Bawang Chaji, and at the level of franchisee management, the ability of the Bawang Chaji cannot keep up with the pace of its traffic. In the long run, it will inevitably lay a security mine for the future.
Source: Screenshot of the official website of Bawang Chaji
At the brand level, although Bawang Chaji has been advertising fresh milk and tea in recent years, it has done enough health gimmicks in the marketing process. But it was still revealed that he used concentrated coffee milk. THE COMPOSITION OF CONCENTRATED COFFEE MILK IS AS HIGH AS 30-40ML, AND THE COMPOSITION OF A GLASS OF MILK IN ITS PRODUCT IS ONLY 100ML, AND THE RATIO OF NON-DAIRY CREAMER TO MILK IS CLOSE TO 2:5.
Bawang Chaji's game is not a play on words, but the trust of consumers.
These problems will not be solved with the listing of Overlord Tea, on the contrary, it will become a big mountain before the listing of Overlord Tea.