捞王，捞出的是真金还是泡沫？_老虎社区_美港股上老虎

捞王，捞出的是真金还是泡沫？

格隆汇2021-09-06

如今在餐饮界，火锅依旧是市场瞩目的C位选手。人们不仅爱吃，还爱投，更爱自己搞，来去之间，一家上市公司或许就出现了。近日，粤式火锅连锁店捞王(Laowang Holding Limited)向港交所主板提交上市申请，中金公司及华泰国际为联席保荐人。继海底捞、呷哺呷哺之后，捞王作为又一火锅新势力有望在港股登场。火锅这门生意向来站在风口，有人乐得看个热闹，有人杀入战场欲分一杯羹，市场已是红海，...

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graceteah
·2021-09-07
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- jiann85:
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  2021-09-07
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- Diaschy:
  666
  2021-09-07
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kanli94
·2021-09-07
捞金[开心]
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神话者
·2021-09-07
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AliciaLing
·2021-09-07
金条就在泡沫里
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- Miaw:
  捞捞看
  2021-09-07
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Mingzu
·2021-09-06
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- cy8:
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  2021-09-07
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liuxiangwei
·2021-09-06
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yuliang559
·2021-09-06
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hangyuliang
·2021-09-06
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Linda2240
·2021-09-06
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NonameDevil
·2021-09-06
咔了吗
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Limited)向港交所主板提交上市申请，中金公司及华泰国际为联席保荐人。\n继海底捞、呷哺呷哺之后，捞王作为又一火锅新势力有望在港股登场。\n火锅这门生意向来站在风口，有人乐得看个热闹，有人杀入战场欲分一杯羹，市场已是红海，如何突破重围，走顺盈利模式一直是入局者，乃至市场最重视的经营命题。\n1\n掘金火锅市场\n说到底，一个上市公司的崛起需要有行业空间的支撑。\n民以食为天，中国人对吃一向花心思。\n受益于产业结构升级，中国餐饮业作为第三产业的关键组成部分，成长潜力大，尤其在疫情下行业洗牌出清迅速，不断趋于良性发展。\n有趣的是，中国餐饮业的资本化程度并不高，缺少巨头，这一块的市场价值值得深挖。\n\n火锅是中国独有的美食，历史悠久，长期受到来自五湖四海的人们的喜爱。\n\n图源：网络\n古书有云，火锅“以锡为之，分上下层，高不及尺，中以红铜为火筒着炭，汤沸时，煮一切肉脯、鸡、鱼，其味无不鲜美。”\n在一定程度上，火锅的辣和鲜也具有成瘾性，而成瘾性的合法产品有着高黏性，获利空间自然不少。\n时光转到现在，这口热气沸腾的汤锅不仅可以接纳一切美味珍馐，还叠加了一层社交属性。\n管它春去冬来，与三两好友，约个火锅，谈天说地，便是烟火人世间的小确幸。\n这是一种沟通桥梁，更是一种情感宣泄，在火锅面前，人情的温暖多了，社恐的局促少了。\n总之，火锅是万能的，没有火锅是万万不可的，它已成为餐饮细分下的主要品类。\n\n有空间，自然有人来掘金。\n要知道火锅的标准化不难，进入门槛不高，易于“去厨师化”，而获利水平较高。\n公开数据显示，近十年来，火锅相关企业总体保持增长，频频受到资本的青睐。\n\n你甚至会发现，各路明星也纷纷将开火锅店作为副业发展，想要捞把快钱。\n目前市场上，火锅企业的种类占比最大的是川渝类的红汤火锅，正所谓一辣解千愁，对辣味上瘾的年轻人不在少数。\n\n图源：网络\n不过黑马不是没有，乘着健康养生之风，以粤式火锅（海鲜火锅、潮汕牛肉火锅、粥底火锅等）为首的白汤大军来势汹汹。\n公开数据显示，预计到2025年，粤式火锅餐厅行业的收入将达到1285亿元，中国所有粤式火锅餐厅自2020年至2025年的复合年增长率为15.3%。\n不同于川渝的火辣重口，粤式火锅以清淡滋补为主，重视食材的原汁原味。其中，捞王作为典型的先行者跑了出来。\n\n图源：网络\n2\n重视品牌运营\n捞王成立于2010年，主打胡椒猪肚鸡火锅 ，旗下运营及管理了三个品牌，分别为“捞王锅物料理”，“锅季”以及“捞王心灵肚鸡汤”，截至最后实际可行日期，捞王在中国内地的25个城市开设了135家连锁自营餐厅及在台北开设了一家餐厅。\n\n\n图源：网络\nIPO前，创始人李裕成、陈湘、黄雅玲、赵宏泽、王咏诗共同作为一致行动集团，截至最后实际可行日期，分别直接或间接持有已发行股本总额的29.92%、7.51%、1.33%、4.26%、2.00%。\n\n从基本面来看，2018年-2020年实现营收分别为8.7亿元、10.95亿元、11.25亿元；2021年上半年营收为6.47亿元，上年同期的营收为4.36亿元；期内利润分别为5906万、7992万、6744万元，存在一定的波动；2021年上半年期内利润2145万，上年同期的期内利润为106万元。\n\n虽说火锅已陷入竞争红海，但目前按2020年收入计,捞王在中国粤式火锅餐厅市场中排名第一，市场份额为1.7%。\n捞王之所以可以跻身粤式火锅的头部梯队，一方面通过走白汤路线而打出差异化，同时，在营销、品牌运营上也频频发力。\n\n图源：招股书\n要知道火锅是个好品类，但品类再好也会触及增长天花板的时候，最终还是要将重心放在品牌运营管理上。\n一个好的火锅品牌可以通过菜品、服务、甚至是它的Logo和目标消费者进行有效的情感沟通。\n如今的消费者，尤其是主力人群——年轻人很重视这一点，他们乐于分享，注重品质，个性化凸显，更愿意为符合自己价值观和爱好的事物反复买单。\n\n图源：网络\n对于这一点，捞王领悟得挺快，重视自媒体的力量，跨界与热门公司搞联动，还搞起了品牌IP化，推出捞小匠、捞小爱。\n\n图源：招股书\n毕竟，消费者一旦买账，消费场景进一步扩宽，新增流量带来增长动能，最后对品牌溢价的赋能自然是正向的。\n截至最后实际可行日期，捞王拥有超过860万名注册会员，其中130万人已提供其所属年龄组别，约78.4%为18至35岁的年轻人群；会员用户90天内的再次就餐率为13.6%。\n\n图源：网络\n3\n进击扩张下的前车之鉴\n在快速成长期，捞王的规模化扩张自然也提上了日程。\n本次IPO募集所得资金净额也被用来在全国乃至全球开设新餐厅——2021年、2022年、2023年、2024年分别计划开设约32、49、75和103家餐厅。\n\n为了获取更多的市占率和流量，加速开店、市场下沉都是餐饮门店发展到一定阶段的正常玩法。\n但任何事一旦过了那个度，就容易变味。尤其是新开门店想要成为增长的主要驱动力，是需要时间浇灌的。\n就拿开店来说，万一陷入了非理性的跑马圈地，不但无法为企业发展增益，反而会弄巧成拙，受困于高昂的成本，拖累运营，而运营不佳带来的问题则会积小成大，从操作违规到食品安全，进而影响盈利。\n捞王本次披露的数据中，2018-2020年捞王锅物料理餐厅翻台率连续下降，分别为3.1、3.0、2.5；2021年上半年降至2.4，但较2020年同期（2.1）略有上升。\n\n这一评估单店盈利能力的核心指标的重要性不言而喻。\n港股市场上的火锅前辈已为后来者上了一课。\n在极速扩张下，一旦无法把控速度和质量的平衡，翻台率“翻车”得厉害，小小火锅里容易捞出泡沫，经营容易成难。\n海底捞的股价曾因净利暴跌而持续下跌，翻台率已从2018年的5.0降至2020年的3.5；呷哺呷哺今年上半年亏损4992万元，计划关闭200家亏损门店。\n前车之鉴，后事之师。\n解决这一痛症的关键自然不是简单粗暴的涨价战略，这一效果甚微，反而容易消磨消费人群的黏性。这一重任最终还是得落在品牌塑造上，具体细化到产品服务、营销、供应链管理等方面。\n如今的消费者不是不接受涨价，而是不接受涨价后没有改善甚至每况愈下的产品质量和服务水平。\n他们也许会“见异思迁”，永远追求新鲜事物，但他们同样愿意为高质量的品牌持续买单，付出自己的忠诚度。\n餐饮行业淘汰出新的速度很快，对于捞王而言，稳固品牌效应需要持续创新升级，例如推出即食产品的零售业务，同样，以保持服务质量为前提，在扩容规模这条路上控制成本也面临挑战。\n4\n结语\n消费赛道一向受到资本市场的瞩目，人们都在期盼着下一个明星股的到来，挥金如土间，估值往往不低。\n火锅这门生意看起来容易，做起来难，难在连锁下的运营管理。入局者切忌蒙眼狂奔，有了门店，忘了服务，要知道餐饮业门槛虽低，但处处都是细节，而细节决定发展的高度和广度，毕竟火锅里捞出的究竟是真金还是泡沫，往往就在一瞬间。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[{"id":817214984,"gmtCreate":1630969108748,"gmtModify":1632904958748,"author":{"id":"4088163512989400","authorId":"4088163512989400","name":"graceteah","avatar":"https://static.tigerbbs.com/4fc2373421ff015f5cbee72e0ad8cee8","vip":1,"crmLevel":2,"crmLevelSwitch":0},"htmlText":"[微笑]&nbsp;","listText":"[微笑]&nbsp;","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/817214984","repostId":2165467382,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":5773549,"gmtCreate":1630970346884,"gmtModify":1635129228699,"authorId":3517706790212686,"author":{"id":3517706790212686,"authorId":3517706790212686,"name":"jiann85","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":817214984,"type":1,"supId":0,"prevId":0,"content":"[微笑]","text":"[微笑]","html":"[微笑]"},{"id":5773621,"gmtCreate":1630970617995,"gmtModify":1635129221642,"authorId":3582212677594923,"author":{"id":3582212677594923,"authorId":3582212677594923,"name":"Diaschy","avatar":"https://static.tigerbbs.com/023e36d76d8f4434c4ca55ea9d316933","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":817214984,"type":1,"supId":0,"prevId":0,"content":"666","text":"666","html":"666"}],"langContent":"CN"},{"id":817210258,"gmtCreate":1630968455974,"gmtModify":1632904965134,"author":{"id":"4088200389009690","authorId":"4088200389009690","name":"kanli94","avatar":"https://static.tigerbbs.com/752526a04e86b68ceab5aa718426c9aa","vip":1,"crmLevel":2,"crmLevelSwitch":0},"htmlText":"捞金[开心]&nbsp;","listText":"捞金[开心]&nbsp;","text":"捞金[开心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https:/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