Yang Guofu Mala Tang, listing depends on franchisees?
Wen Shukai Pineapple Finance (ID: kaiboluocaijing), written by Wu Jiaoying, edited by Jin Jinwen.
The story of mala Tang in the alley finally comes to the page of listing.
A few days ago, Shanghai Yang Guofu Enterprise Management (Group) Co., Ltd. submitted an application for listing to the Hong Kong Stock Exchange, and officially rushed to "Mala Tang First Share".
A couple in Northeast China who used to make a living by setting up stalls opened 5,783 stores in the whole country and even overseas. The story sounds inspiring, but the business behind it is not brilliant.
Large-scale franchise system and chain operation of extremely light assets enable Yang Guofu to expand rapidly at the lowest cost and seize market share and head position. To put it bluntly, Yang Guofu earns all the money from franchisees, such as collecting franchise fees, selling bottom materials and reselling ingredients.
5,780 franchisees generate about 1.1 billion revenue for Yang Guofu every year, and the brand net interest rate is as high as 15%-17%. For franchisees, it seems that there is no loss. According to Yang Guofu official website, the gross profit rate of its franchisees is as high as 65%, the initial investment is 100,000-300,000, and the monthly net profit is 10,000-40,000. Under normal circumstances, it will be paid back in seven months.
Yang Guofu’s Mala Tang business is booming, but there is no financing before listing. In the eyes of capital, Mala Tang is not a good track, not only because the category ceiling is relatively low, but also because the profit margin contributed by the store to the brand under the franchise mode is too small.
The uncertainty of Yang Guofu in the capital market in the future is also considered to come from this large-scale franchise model with shared management cost and decentralized management power, such as the food safety risks it may bring, the irregularities in franchise stores, the challenge to the internal management ability of brands by continuing to scale up, and the persuasion of consumers by "high price but not high end".
Back in 2003, Mr. and Mrs. Yang Guofu opened their first mala Tang store in Harbin. At first, it was called "Yangji Mala Tang", but there was no memory. The boss simply named it after himself and changed it to "Yang Guofu Mala Tang".
The couple made some improvements to Mala Tang, which was popular in Northeast China at that time. The bottom of the pot was less oily and more soup, and noodles and other staple foods could be added, which was more in line with the eating habits of northerners and became their signature — — "You can drink mala Tang".
Yang Guofu Mala Tang, which is doing well in business, opened its first franchise store in 2007, and in the following 15 years, it spread rapidly in the streets all over the country. According to the prospectus, there are currently 5,783 stores in Yang Guofu Mala Tang. Except for 3 direct stores in Shanghai, the rest are franchise stores, and 21 of them are overseas.
It is this.5,780 franchisees have propped up almost all the revenue of Yang Guofu Mala Tang.
According to the prospectus, from January to September in 2019, 2020 and 2021, the revenue of Yang Guofu Mala Tang was 1.18 billion, 1.11 billion and 1.16 billion respectively, of which the revenue contributed by franchisees was around 90% every year, reaching 1.04 billion, 1.06 billion and 1.1 billion respectively.
The bulk of Yang Guofu’s income is the "raw material price difference" earned from franchisees. According to the prospectus, there are three major names, one isCollect the joining fee, system maintenance fee, training fee and deposit from franchisees.Wait; The second isSell raw materials to franchisees, mainly the bottom material produced by Yang Guofu’s own factory; The third isResale raw materials and equipment to franchiseesIt requires franchisees to purchase raw materials from brands in a unified way.
During the reporting period, Yang Guofu collected various fees such as joining fees every year, which was about 0.5-0.6 billion yuan; The sales income of self-produced raw materials is about 300 million; Reselling raw materials and equipment earned the most, reaching about 700 million.
However, the gross profit margin of Yang Guofu, which operates in franchise mode and mainly makes money by reselling raw materials, is naturally much lower than that of traditional Chinese catering enterprises directly operated.From January to September in 2019, 2020 and 2021, its annual gross profit was 330 million, 320 million and 350 million respectively.
During this period, the corresponding gross profit margin increased from 27.9% in 2019 to 30.2% in 2021, because Yang Guofu’s factory in Chengdu, Sichuan Province was put into production in September 2018. With the increase of production line and output, the scale effect appeared and the marginal cost was continuously reduced.
In the view of Li Yingtao, the research director of Analysys Brand Retail Industry Center, the running data of enterprises that make money by joining will not be too good-looking, but for Yang Guofu in the expansion stage, joining mode is almost an inevitable choice.
The joining mode of light assets has indeed reduced Yang Guofu’s expenses to the greatest extent. At the same time, because franchisees are responsible for their own profits and losses, this model can also help enterprises hedge some risks, such as sharing the cost burden of manpower and rent for enterprises during the epidemic.
For example, the company currently has 464 employees, but the employee cost is only over 30 million per year; Its research and development expenses are less than 2.5 million in the first three quarters of 2021, and only 630,000 in 2019; Advertising marketing expenses were less than 5 million in the first three quarters of 2021, and even only 770,000 in 2019.
Under the low-cost operation, the profits of Yang Guofu during the reporting period reached 180 million, 170 million and 220 million, and the net interest rate was as high as 15%-17%.. Compared with other catering brands in online celebrity, Yang Guofu can really be said to be "making small money in silence".
According to Li Yingtao’s analysis, the golden time for the rapid rise of an industry is only 3-5 years. The joining mode is more conducive to Yang Guofu’s market sinking, and it can quickly seize market share through scale. Moreover, this is also in line with the cost-effective attribute of mala Tang category in public perception.
Judging from the distribution of stores,The sinking trend of the Yang Guofu market is indeed obvious. According to the prospectus, 45% of its stores are located in third-tier cities and below, 43% in second-tier cities, and only about 12% in first-tier cities.
Yang Guofu made a lot of money by joining in. Was the franchisee "cut leek"?
According to official website, Yang Guofu, the cost of joining its stores is not high, with 23,900 yuan in first-tier cities, 13,900 yuan in second-and third-tier cities, 10,900 yuan in county towns, 6,900 yuan in towns and villages, and 39,900 yuan in Beijing. Plus deposit, advertising expenses, equipment, early raw materials, decoration, rent, manpower and other expenses, the total investment amount ranges from 109,200 yuan to 281,900 yuan.
In addition, according to its profit analysis in official website,The gross profit margin of franchise stores can reach 65%This is roughly consistent with the average gross profit margin of the industry that Kaipineapple Finance learned. In Beijing, first, second and third tier cities, counties and towns, the unit price of customers is calculated according to 20 yuan, 18 yuan, 16 yuan, 14 yuan, 12 yuan and 10 yuan respectively.The annual net profit under normal passenger flow can reach 158,400 yuan-489,600 yuan respectively.. According to this estimate, the return period of a Yang Guofu Mala Tang franchise store is about 7 months.
In the prospectus disclosed this time, Yang Guofu did not disclose the average annual revenue and customer unit price of the franchise stores, but measured the operating performance of the franchise restaurants by purchasing goods from the brand side in a unified way.
Take franchise stores in first-tier cities in the first three quarters of 2021 as an example. The average annual purchase amount of each store is 315,000, which is the raw material cost of a store. According to the gross profit margin of 65%, a store’s revenue in three quarters is about 900,000, and its annual revenue is about 1.2 million, which is basically consistent with the profit analysis given by official website.
Many analysts believe that mala Tang is indeed a good business for franchisees.
"Mala Tang is a daily fast food, with rich ingredients and high consumer acceptance; It is highly standardized, easy to be copied and addictive. In addition, this category has lower requirements for chefs and service personnel and lower labor costs than other Chinese foods. " Li Yingtao pointed out that the most important thing is that the gross profit margin is relatively high.
Of course, this is also the reason why Yang Guofu can quickly open stores and form a large-scale chain format by joining.
Mala Tang, which makes franchisees rush, is not a "fragrant cake" in the eyes of capital.
In the past two years, the Chinese catering industry has enjoyed the same scenery in the capital market, with hot pot, barbecue, noodle restaurant and pot-stewed flavor being thrown all over. Mala Tang, with a market size of nearly 200 billion, has attracted little attention.
According to public information, only two brands in the mala Tang industry have received financing, among which Xiaoman pepper mala Tang, which was established in 2015, received three rounds of financing from 2018 to 2021; In addition, Fuke Mala Tang received a financing of tens of millions of yuan in 2017. Yang Guofu and Sean, two industry giants, have never had financing experience.
"The problem lies in the supply side." Ling Xiao, an investor in the catering field, told Kaipineapple Finance.
The first is the business model. Ling Xiao analyzed that if the direct marketing model is adopted, the brand will face a relatively long capital cycle, but also take into account regional site selection and store management, and the expansion will be very slow. But if the joining mode is adopted,The raw material cost of the store is the brand’s supply chain income, and the high gross profit of the store means that it contributes less to the brand’s profit.. "Even in such a large-scale Yang Guofu, nearly 6,000 stores contribute 1.1 billion a year, which is not too much."
In addition, the game between franchisees and brands is inevitable. "In fact, it is difficult for brands to completely control the food selection and supply chain of stores.In order to reduce the cost, some franchisees may bypass the managers to purchase by themselves, and as a result, the product quality becomes difficult to control.. "LingXiao said.
The existing competition pattern in the industry has also discouraged many investors. In the past two years, the pyramid features of mala Tang industry are obvious, with the head position being seized by Yang Guofu Mala Tang and Sean Mala Tang, and the waist and tail being divided by more street mala Tang shops. Ling Xiao commented, "The track is basically formed, with little incremental space and difficult differentiation.. "
Just because Yang Guofu is large in scale, profitable and has few rivals does not mean that it can sit back and relax.
Judging from the prospectus,Franchisees are not loyal to Yang Guofu.. In 2019, the number of newly opened and closed stores was 986 and 1068 respectively. By the first nine months of 2021, the number of newly opened and closed stores was 962 and 439 respectively. At the same time, more and more stores have been operating for less than two years, and fewer and fewer stores have been open for more than three years.
Many analysts believe that,There is great uncertainty about Yang Guofu’s performance in the capital market, and the first one is the hidden worry of the large-scale franchise model..
According to the prospectus, Yang Guofu does not directly manage a large number of franchise stores, but hires and authorizes third-party enterprises to help manage and supervise the operation of franchise stores. Generally speaking, the authorization management period is one year, and the service fee paid by the brand to the third-party enterprises is directly linked to the performance of the franchise stores, the purchase amount and the number of new stores. By the end of September 2021, there were 18 third-party partners.
Under this management system, Yang Guofu needs to pay about 40 million service fees to third-party enterprises every year, but the staff cost is greatly reduced.
"This model is equivalent to sharing the management costs, letting the third party undertake the management functions, and also obtaining the so-called management profits. But at the same time, alsoIt reflects that a company’s organizational ability is relatively poor, and it has no strong cross-regional management ability and self-built team ability.. "LingXiao analysis.
Under this franchise management system, in the past few years, Yang Guofu Mala Tang has been repeatedly exposed to food safety problems.
In 2017, more than 20 stores were exposed to the problem of inconsistent licenses on the take-away platform; In 2018, a store was exposed to employees who put their feet on the counter when cutting meat; In July, 2021, a blogger made an unannounced visit to his store, and photographed that there were some problems in the kitchen, such as the ingredients continued to be used after being bitten by rats, the dishcloth for washing vegetables was used to clean shoes, and the meat was directly cooked without washing.
In August last year, according to the announcement of the General Administration of Market Supervision, the market supervision departments in 11 places, including Guangdong and Shanghai, investigated 3,323 mala Tang stores in Yang Guofu, ordered 841 to be rectified, and put 24 cases on file for investigation. In September, three more Beijing stores were fined for irregularities such as food residue in tableware.
"The attention of listed companies is higher and more concentrated.Once food safety or product quality problems occur, the voice of public opinion will be rapidly amplified, which will have a negative impact on the stock price.. "Li Yingtao said.
He believes that there are still two problems to be verified in Yang Guofu’s joining model. First,Can the management and control of franchisees be continuously and stably put in place after listing?"The more it develops to the later stage and the larger the scale, the less stamina and explosive power it will have to join." The second isListed companies must comply with regulations.Some non-compliance phenomena of existing franchisees must be corrected, which also tests the management and control ability of enterprises.
Ling Xiao believes that the performance of enterprises in the secondary market is related to their growth in the long run. "At present, there is no second growth curve in Yang Guofu, and the ceiling of this category of mala Tang is relatively low. Even if the size of the store doubles again after three or four years, it is difficult to see the profit increase."
When the ceiling of scale gradually appears, Yang Guofu’s income-increasing strategy seems to be leaning towards the other end of the scale — — Raise the price. Judging from the feedback from some consumers,Although it is weighed by the catty, the price is opaque and is becoming more and more expensive.
The profit analysis table of its joining in official website shows that the per capita consumption of the stores in Beijing with the highest customer unit price is only 20 yuan. According to the prospectus, the unit prices of Yang Guofu’s three direct stores in Shanghai in the past three years were 34.3 yuan, 32.3 yuan and 29.3 yuan respectively. However, this price is different from many consumers’ feedback. On social platforms, there are many consumers’ feedback, and a normal amount of mala Tang can usually reach 40 to 50 yuan. Even in the county, a price can easily reach more than 30 yuan.
Consumer Pepe told Kaipineapple Finance that according to her observation, the price-performance ratio of Yang Guofu Mala Tang was only based on the large amount of take-away platform. The take-away order she showed to Kaipineapple Finance shows that the total price of a Yang Guofu Mala Tang with nine dishes is usually around 50 yuan, and the platform and store subsidies can usually be discounted by 20 to 30 yuan. "But I once went to the store to eat, and I just took more than 50 pieces of food. I was shocked." She added.
In Ling Xiao’s view, the price of mala Tang has a ceiling.It is unlikely to tell high-end stories. "The concept of cheap fast food has been deeply rooted in people’s hearts. Perhaps the brand will slowly raise the price according to the relationship between supply and demand or with confidence in the product, but when consumers find that the psychological expectation gap is too large, it is likely to reduce the frequency of consumption."
"Playing the scale first and then raising the value is more suitable for the early stage of the rapid development of the industry.After the scale and profit are stable, enterprises must cultivate ‘ Internal strength ’Otherwise, the future development pressure will be very great. "Specific to Yang Guofu, in Li Yingtao’s view, perhaps the first step is to enhance channel control and direct profitability, such as slowly reducing franchise stores and increasing the proportion of direct stores.
Note: At the request of the interviewee, Ling Xiao and Pepe are pseudonyms.



























