Shortly after the listing, the domestic "first share of the tavern" Helens announced on October 27 that it would increase the price of its own and third-party products.
The announcement said that it is expected that the price increase will bring about 1 burden to the consumption of kelp (Helens' nickname for customers) per person.
Helens is a well-known chain bistro brand in China, with a total of 605 stores nationwide. On September 10 this year, Helens was successfully listed on the Hong Kong Stock Exchange.
With its super popularity and good development prospects for the bistro industry, the market once gave a valuation of 300 times, but subject to the overall weak performance of the Hong Kong stock catering sector and the repeated impact of the epidemic, Helens closed at HK$16.76 today, and it was difficult to escape the fate of breaking.
At the same time, the rising costs from raw materials, packaging and logistics have also made Helens finally make a decision to increase prices. Prior to this, Helens had made three price reduction decisions on its products, and once made its own and third-party beers come to single-digit prices.
From the perspective of this rise, the rise of external brands such as Budweiser is not more than 0.19 yuan, the increase of self-operated craft brewing, milk beer, etc. is not more than 0.4 yuan, and the sharpest rise in Hi Dou is only 0.9 yuan, and the beer series can still maintain single-digit prices.
Judging from the message of the public account, consumers are not resistant to this price increase, on the contrary, because the "insignificant" increase of Helens has also attracted a lot of young people's ridicule, calling it the title party.
However, from the market perspective of rational analysis, the low threshold and replicability of the tavern industry have attracted many imitators after the popularity of Helens, and the fierce competitive environment has also added more uncertainty to The prospects for Helens' expansion.
In addition, in recent years, in order to maintain its cost-effective price system, Helens has repeatedly made price concessions, which has also added a lot of burdens to the company's cost management of the supply chain.
The announcement of the price increase may be a test of Helens' attitude towards the market, and the era of single-digit drinking in the more competitive tavern industry in the future may end.
![Costs are rising, and the cheap tavern Helens has "had to" raise prices[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)