Jiumaojiu Group is listed, and the name may be a little strange to everyone, but the brand' Taier Pickled Fish' under the group should attract a lot of people's attention.

the listing of Jiumaojiu relies on the rapid development of' Taier pickled fish' in recent years.

since it was born in 2115, it only took less than five years, and' Taier pickled fish' has sprung up suddenly, becoming a veritable NO.1 in the whole pickled fish industry. According to NCBD's estimation, the whole pickled fish market will reach an astonishing RMB 111 billion in 2121.

Almost everyone thinks that' Taier pickled fish' will become the next sea fishing, which will bring them huge profits, which is why investors are scrambling to get on the bus before 99 cents is listed.

before it was officially listed, the subscription for new shares of 99.9 cents exceeded 611 times, and the share price of HK$ 6.6 directly soared 45% on the dark market, reaching HK$ 9.61.

and today's opening, the share price of Jiumaojiu soared by more than 42%.

Warren Buffett once said: I am greedy when others are afraid, and I am afraid when others are greedy.

Calm down and think about it. Can' Taier pickled fish' really become the next sea fishing? Maybe not so optimistic.

1. online celebrity's marketing model is easy to be copied

' Taier pickled fish' has achieved great success by its unique online celebrity-style marketing and grasping the appetite of emerging consumer groups, but this successful model is not an effective moat, and it is easy to be imitated or even copied.

I believe everyone has heard the story of milk tea in Lujiao Lane. After it became popular, there were many fake shops, resulting in more than 111 genuine shops and thousands of fake shops.

The same is true for' Taier pickled fish', such as Taier pickled fish and Naige pickled fish, which refer to Taier's model to some extent and are popularized, and also get good benefits.

Nigel's pickled fish even found another way and opened its shop in new york, USA.

two: the resistance to expansion is an old problem

the lack of expansion is also an old problem of Jiumaojiu Group.

Because all the shops operated by' Taier Pickled Fish' are direct stores, although it can guarantee the quality of dishes, it also limits the pace of opening stores, which will inevitably affect the speed of seizing the market.

Jiumaojiu Group's stores are mainly concentrated in South China, but now the market in South China is approaching saturation, while Xibei Youmian Village, an old catering brand in the north, and Grandma's house and green tea in East China are all fast-fashion catering brands that have been operating for a long time. Jiumaojiu's expansion to Zhang Zhilu has been frustrated repeatedly, and even in 2116, the total number of stores has not increased, but has decreased by ten.

' s prospectus shows that they plan to expand the number of stores nationwide to 311 by 2121, but this number is a drop in the bucket compared with the 2,111 stores of Fish You Together, another giant in the pickled fish market.

Wang Weina, an analyst at Huachuang Securities, believes that fast-fashion catering brands must' standardize large-scale expansion, form scale advantages, reduce cost and expense ratio, and form brand power' if they want to gain a firm foothold.

Third, there is moisture in the eye-catching data

Finally, although' Taier Pickled Fish' surpasses Haidilao in the turnover rate, it is realized due to its' fast fashion, low social' dining environment, not accepting more than four customers at the same time, speeding up the turnover rate of passenger flow and other measures, which does not mean that its operation level surpasses Haidilao.

Chen Meng of China CITIC Construction Investment Co., Ltd. analyzed that from the same-store sales growth rate, profit rate, revenue growth rate and the "national character" of dishes, 99 cents is still inferior to Haidilao.

So, Taier pickled fish may have a long way to go if they want to catch up with Haidilao.

More like Guan Yihong, chairman of Jiumaojiu Group, said: The core of' Taier pickled fish' is to be yourself. Since it has started swimming in the water, it depends on whether it will end up as a swimmer or be pushed to the beach by the latecomers.