Tong Zelan rushed to the capital from the Magic City.
She went abroad for almost half a month last month, and Antler Coffee was a big project in her hands.
Not counting others, she has invested about one billion in total.
The shareholding ratio is as high as 30%.
She also brought good news this time.
"Old Chen, the IPO valuation of Antler Coffee can reach at least 20 billion."
The domestic coffee market obviously still has huge room for development, and only one Starbucks is not enough to satisfy it.
Twenty billion?
Chen Pingsheng cannot be said to be too surprised, considering that his total investment in Antler Coffee is almost 1.5 billion.
Now the national franchise market has been opened again, and half of the resources in the entertainment industry are devoted to it.
Now the reputation in the market is very good.
In this case, 20 billion is actually not too high.
“According to foreign listing surveys, this month is quite critical.”
“Yes, but I still believe that with the reputation and reputation that Antler Coffee has accumulated over the past year, it will definitely not Problem." Tong Zelan said.
After a while, Chu Qiuyan and Qin Xue also came.
The company has spread the news that Antler Coffee has applied for listing on Nasdaq.
It’s quite exciting.
After all, this is to go public on the US stock market and make money from the US.
The technology companies over there are worth hundreds of billions of dollars, and they are not comparable to those domestic real estate companies.
Chu Qiuyan also didn’t expect that when she went to the university to give a speech, the stock price of Tengying’s entire department would fall.
I still can't see the bottom of it.
Chen Pingsheng asked Tong Zelan, "How long do you expect it will be before the IPO of Antler Coffee is officially launched?"
"About twenty days."
Tong Zelan thought for a while Said, "It's only been about a week since the foreign team came here. After they complete all investigations, we can go abroad to officially start the IPO."
"This period of time is still very critical, not only their investigation reports, but also We can also make great efforts in this area. If we can further increase the valuation of Antler Coffee, it is very possible to reach 30 billion.”
Thirty billion is actually about five billion US dollars.
Call it high, the domestic beverage industry is indeed unique.
You have to say it is not high, Starbucks has a market value of hundreds of billions of dollars.
With this comparison, the valuation of US$5 billion seems not worth mentioning.
If you want to increase the valuation of Antler Coffee during this period, you must let the investigation team see the greater development space of Antler Coffee.
Celebrity endorsements, internet celebrity photography, trainee competitions, Antler Coffee concerts, etc.
Methods that can quickly increase your popularity have already been done.
Chen Pingsheng feels that to truly make Antler Coffee more valuable, we must start from its essence.
That is to improve its earning power.
The improvement of earning power mainly depends on two aspects.
One is revenue and the other is cost.
In terms of income, Lujiao Coffee’s new milk coffee is already hard to come by.
In terms of cost, the current investment in a single store of Lujiao Coffee has dropped to about 800,000.
If you want to further reduce the cost of opening a store, you must accurately target your store to target customers.
Do this in a small and refined way, or as a pure takeaway.
After Chen Pingsheng thought for a few minutes, he said: "Do you think this will work? The first stores of Antler Coffee were mainly opened in the bustling business districts of super first-tier cities, or on the first floor of the center."
< br>“Although the business is good, the investment in a single store is as high as more than 2 million, and the payback period takes at least three years.”
“Later, the cost of a single store was reduced to 1.5 million, 1.2 million, and now to the current level. 800,000, the lower the investment cost of a single store, the faster it can return the capital and make a profit.”
“If we open Antler Coffee directly in an office building and focus on takeout or order production, then the cost of opening the store will be lower. It is estimated to be around 200,000. Once this step is taken, Lujiao Coffee’s future profit model will definitely be the same as Bobo Milk Tea, a business path of rapid return on capital.”
If there are three traditional stores. It takes more than a year to get back the money.
Let alone a valuation of 20 billion, this business is still a big question mark whether it can be listed on the market.
The risk is undoubtedly too high.
Once the investment cost of a single store of Antler Coffee can be reduced to 200,000, the business will still be successful. Earning the cost in one year is definitely not a problem.
The reputation of Antler Coffee is already big enough, and there is no need to open a flashy big store just because of its reputation.
What do you mean by a flashy shop? The Antler Coffee on Nanjing Street in the Magic City is it.
The annual rent is as high as 9 million, and the area is only over 200 square meters.
The same goes for Lujiao Coffee in the center of Sanlitun, Beijing, with an annual rent of about 5 million.
Do you think this kind of store will make money?
It’s basically working for the landlord for free.
Many traditional stores in China are like this.
In the early days, it was understandable to do this in order to increase visibility.
Now that it is well known throughout the country, it is completely unnecessary.
How to reduce the cost of opening a store and quickly recover the cost to achieve a high turnover store model is what they need to consider now.
The customers of Antler Coffee are targeted at white-collar workers in office buildings.
Opening the store inside an office building is exactly in line with its positioning and development.
Tong Zelan thinks this proposal is very good.
Once the cost of opening a store can be reduced to less than 200,000 yuan, Antler Coffee will be able to open 5,000 stores in China in less than a year.
Antlers Coffee now has no shortage of money, but it doesn’t have much money to quickly realize this idea.
Although the franchisee's deposit is 300 million, this money must not be touched.
When paying the money, I also asked the bank to notarize it.
Didn’t Tong Zelan invest in a yellow car?
Why did the little yellow cars fail so quickly in the market? It was because they misappropriated all the customer deposits without any bottom line.
Which investor would dare to give money to such a company?
Chen Pingsheng didn’t need to touch the franchisees’ money at all, he took out 250 million himself again.
Tong Zelan collected another 250 million.
At the same time, they obtained 500 million yuan in financing for Antler Coffee, and then went out to find those super large office buildings.
Opening Deer Antler Coffee in an office building will save a huge amount of money on the facade transfer fee.
In addition, its shop rent is at least half lower than those of one-story gold shops.
When you add the two items, you will find that the cost is greatly reduced.
If there is no publicity in the early stage, it will definitely not work in an office building with no floating population.
Now that the reputation has become so great, there is no need to worry about no one buying it.
To reduce costs, it has become inevitable to open directly into the office building.
If this step is successful, Chen Pingsheng feels that leaving aside foreign markets, there is definitely hope for surpassing Starbucks in the domestic market.
After all, a cup of iced black tea at Starbucks costs thirty-five dollars.
And a cup of deer horn coffee with milk coffee only costs a dozen yuan.
Don’t think that all coffee drinkers in China are rich people, that’s not the case at all.
It is those urban white-collar workers who have the largest customer base with a monthly income of between 6,000 and 20,000.
70% of them are women, and only about 30% of men drink coffee.
At this income level, consumption is still very cost-effective.
Those who really don't need to consider cost-effectiveness at all can start with an annual salary of five million.
The reason why Chen Pingsheng is eager to complete the IPO of Antler Coffee.
The main reason is that he wants to get several billions to fully recover his own stocks.
If it falls like this for another month, it will fall to the initial issue price.
Even Boiling Yangyang has fallen out of the issue price.
If he takes the opportunity to buy back, it will not only boost market confidence.
You can also make a lot of money.
This opportunity must be grasped.
(End of this chapter)