After a feast of public opinion in the form of fire and oil, Xiang Piaopiao slowly regained its calm. Because of the irony of its product Meco cup fruit tea packaging, this national milk tea brand that is deeply in the hearts of the post-80s and post-90s has been hotly discussed again, and since then, the stock price of Xiangpiaopiao has been "red" many times, and the national brand veteran will return to the public eye with such a new attitude.
In fact, it is not the traditional product milk tea that is fragrant and fluttering, but its Meco juice tea. According to public information, Meco Honey Valley is a cup brand launched by Xiangpiaopiao Company in 2018, and its positioning is biased towards indoor static consumption scenes.
Xiang Piaopiao said that Meco Honey Valley innovatively combines traditional fruit tea with modern advanced production technology to create a new category of "cup fruit tea", including "peach and red pomelo", "Thai lime", "cherry berry berry", "red pomegranate white grape", "lychee passion flower", "mango bale" and other flavors. The company's MECO cup fruit tea, with its good taste and health attributes, has quickly won the wide favor of consumers and has been exported to many countries and regions around the world.
Some netizens said that after getting out of the circle, they made a special trip to buy two boxes of Meco juice tea, like discovering a treasure drink. "The packaging design is beautiful and high-end, it's too outstanding", "The taste is sweet and refreshing, and it tastes full of juice when you drink", "They also modestly said that they want to be the second choice outside of street drink shops, and I think it's the first choice." ”
The brewing business is an important part of Xiangpiaopiao's "two-wheel drive" strategy. According to reports, in 2023, Xiangpiaopiao will continue to strengthen product innovation in the brewing business, improve the operation capacity in the peak season, and achieve the recovery and growth of the brewing business. Xiang Piaopiao believes that 2024 is an important stage of the company's "second entrepreneurship", and will adhere to the "two-wheel drive" strategy, pay attention to the open source optimization of operation and management and the leading drive of product innovation, and continue to promote the innovation and upgrading of brewing products and the creation of the second growth curve of ready-to-drink business.
On April 18, Xiangpiaopiao disclosed the first quarter report that the company achieved operating income of 725 million yuan in the first quarter of 2024, a year-on-year increase of 6.76%; net profit was 25.2126 million yuan, a year-on-year increase of 331.26%; The basic earnings per share was 0.06 yuan, and the net profit attributable to shareholders of the listed company after deducting non-recurring gains and losses was 19.7678 million yuan.
According to the announcement, the increase in net profit was mainly due to the increase in revenue from the sale of goods. According to the business report, the company's sales revenue in the first quarter was 719 million yuan, a year-on-year increase of 6.93%.
According to the 2023 annual report disclosed by Xiang Piaopiao, the company achieved operating income of 3.625 billion yuan last year, a year-on-year increase of 15.90%, and a net profit attributable to the parent company of 280 million yuan, a year-on-year increase of 31.04%. The company said that it intends to distribute a cash dividend of 3.5 yuan (including tax) to all shareholders for every 10 shares, with a total of 144 million yuan.
Xiang Piaopiao said in the annual report that in 2023, the release of terminal market demand will not meet expectations, but the company has tapped development opportunities in new categories while striving to achieve the recovery and growth of the original business. The author noted that Xiang Piaopiao's performance recovery process began to be on the right track, with double-digit growth in revenue and profit, but despite this, there is still a gap from the all-time high revenue figure in 2019. In 2024, whether the company's two major business segments can achieve revenue surpassing depends on the recovery of brewing products and the volume of ready-to-drink products.
In terms of main business, in 2023, the brewing business will achieve revenue of 2.686 billion yuan, an increase of 9.37% year-on-year, and the gross profit margin will be 44.68%, an increase of 4.03 percentage points over the previous year, while the ready-to-drink business will achieve an operating income of 901 million yuan, a year-on-year increase of 41.16%, a gross profit margin of 18.41%, an increase of 6.73 percentage points from the previous year, and the proportion of revenue will increase by 4.45 percentage points to 24.86%, which is the "second growth curve" that Xiangpiaopiao strives to build.
It is reported that in order to promote Meco juice tea, in the past two years, Xiangpiaopiao has carried out accurate "grass" marketing through new media platforms such as Douyin and Xiaohongshu in combination with marketing nodes and hot topics, and has carried out new media promotion of brands such as Meco and Lanfangyuan through communication methods such as Xiaohongshu explosive articles and Douyin talent cooperation.
Now it seems that the ready-to-drink business is expected to become a new business flashpoint for Xiangpiaopiao. The fragrance of that cup that can circle the earth N times when connected can still go around a few more times in today's new consumption scene? We'll see.