As the "first brother" of pizza delivery, Domino's pizza franchise in China-Dashi Co., Ltd. (hereinafter referred to as "Dashi Shares") is preparing for another IPO.

after the initial prospectus submitted by Dashi Co., Ltd. was invalid in March 2122, the official website of the Hong Kong Stock Exchange recently published the application materials for the sale. According to the prospectus, Dashi shares made a wish that "the overall goal is to become the leading pizza company in China". However, Dashi shares are mainly manifested in sales performance, but they are not eye-catching. At this stage, Dashi shares have not improved their efficiency, but their losses have fallen. In the first half of the year, Dashi shares lost more than 95.475 million yuan, a sharp drop of 53.48% compared with 215 million yuan in the same period last year.

at 6: 31pm on Thursday, October 21th, 2122, at the peak of Chinese-Japanese dinner at work, the reporter of Time Weekly rushed to the Dongzhimen store of Domino's Pizza in Beijing, which is located on the ground floor of Beijing Ginza mall and adjacent to Dongzhimen Hub Station. Within an hour of the reporter's observation, the number of users who came to the store for dinner increased from two to four, including journalists, and the take-away business process of the main business was only four orders.

Regarding whether Dashi shares can be listed in the future, Lin Yue, an investment analyst of catering industry and chief analyst of consulting management of Lingyan Enterprise, told the reporter of Time Weekly that "Domino's is a' big brother' in the world, but the sales market in China is a relatively embarrassing existence. For example, the test scores of more than 511 stores it has established are not comparable to those of McDonald's and Zunbao. Domino's is often preparing for IPO now, mainly because it has tasted the bonus of take-away food delivery market in recent years, so overall, the probability of successful sale is relatively large. "

speaking of domino's historical time, its founder Tom Monagan returned to his hometown of ann arbor, Michigan, USA in 1961, and set up a saleable pizza shop named Dominick's with his brother James for 911 dollars. A few months later, James left, and Tom Monagan gradually started to run this pizza shop. Because DomiNick's shop is not big, and the customers it can accommodate are very limited, Tom Monagan reduced the menu bar, specializing in pizza, and then focused on the business process of delivering it quickly.

five years later, Tom Monagan decided to use the English word "domino's" to name the small shop, which means "domino". He hoped that the small shop would have a chain effect like a domino. As expected, through 62 years of changes, Domino's has more than 19,211 stores in 91 sales markets around the world.

for overseas business, Domino's key is to adopt the "main mode of joining", that is, each sales market is allowed to build its own independent operator, and it has certain management authority and contracting right for the store.

In p>1997, Domino's announced that it would enter the sales market in China and open its first store in Beijing. Then, Domino's also set up stores in parts of Shenzhen and Shanghai. However, Domino's ownership in China has been changed several times.

at first, domino's China was owned by PizzaVest fast food group. In 2116, Domino's contracting rights in Beijing and Taiwan Province were once appropriated by Taiwan Province Jinghua Hotel. At the end of 2111, Dashi invested in Pizza Avenue China Altd (the former franchisee of Domino's Pizza in Beijing, Tianjin, Shanghai, Jiangsu and Zhejiang provinces). At that time, the development trend of Domino's China was relatively slow. Although it had been in China for more than 21 years, it only opened more than 111 stores.

2117 was a great turning point for Domino's in China. Wangyi, the former management of KFC in China, added Domino's to become CEO and revised Domino's marketing strategy. Within one month, Dashi shares renewed the general franchise agreement with Domino'sInternational, a subsidiary of Domino'sPizza, Inc．, and included Hong Kong and Macao in its business scope.

After getting ready, Domino's gradually accelerated its planning rhythm in China. According to the prospectus, Domino's China had 188 stores on October 1, 2119. By February 31, 2121, the number had increased to 468, with a compound annual growth rate of 35.53%, and further increased to 518 by June 31, 2122.

however, it is worth noting that in 2117, when Dashi shares and Domino'sInternational renewed their general franchise agreement, the basic period established by each other was 11 years, and the gap between them has been more than five years, which also means that Dashi shares have been short of five years for the smooth application of this brand.

"The contract authority period mainly depends on the performance of Domino's sales market in China. If the operation is good, it is possible to stick to it. In fact, the dismantling and authorization will have a great change, which will not be good for the marketing strategy and strategy." Lin Yue indicated.

Wang Hongdong, a restaurant investment analyst and founder of the food secret, also told the Times Weekly reporter, "Domino's I hope you can build the strength of other regions abroad, just as Yum! China has a 51-year franchise for KFC. As far as the current business process of Domino's China is concerned, the possibility of renewal is very high. "