Core Viewpoint - The company Wei Long (09985.HK) is facing significant challenges in the competitive snack food market, leading to a decline in stock price and the decision to conduct a share placement to raise capital for expansion and brand enhancement [1][2][4]. Group 1: Share Placement Details - Wei Long announced a placement of 80 million new shares, representing 3.29% of the enlarged share capital, at a price of HKD 14.72 per share, which is a 7.88% discount to the closing price of HKD 15.98 on May 7, 2025 [2]. - The placement is expected to raise approximately HKD 1.178 billion, with a net amount of about HKD 1.167 billion after deducting commissions and estimated expenses [3]. Group 2: Use of Proceeds - Approximately 50% of the proceeds from the placement will be used to expand and upgrade production facilities and supply chain systems [3]. - About 20% will be allocated to further expand the sales and distribution network, and another 20% will be used to strengthen brand building to enhance brand influence and consumer recognition [3]. - The remaining 10% will be used for general corporate purposes [3]. Group 3: Market Performance and Challenges - Wei Long's stock price fell by 5.26% to HKD 15.14 per share, reflecting cautious market sentiment following the announcement [1][4]. - The company has experienced a slowdown in sales growth for its signature spicy strips due to changing consumer preferences towards healthier options and increased competition from brands like Liangpinpuzi and Three Squirrels [5]. - In 2024, Wei Long's overall revenue reached RMB 6.266 billion, a year-on-year increase of 28.6%, while net profit rose by 21.3% to RMB 1.068 billion [5]. Group 4: Business Segment Performance - The revenue from Wei Long's seasoning noodle products grew only 4.6% to RMB 2.667 billion, decreasing its revenue share from 52.3% to 42.6% [5]. - In contrast, the vegetable products segment saw a significant revenue increase of 59.1% to RMB 3.371 billion, surpassing the seasoning noodle products for the first time, with its share rising from 43.5% to 53.8% [5][6]. Group 5: Marketing and Brand Strategy - The success of the vegetable products segment is attributed to heavy advertising investments and enhanced multi-channel marketing efforts, with sales expenses reaching RMB 1.026 billion, a 27.22% increase year-on-year [6]. - The introduction of the new product "Konjac Snack" has achieved a market penetration rate of 78%, significantly outperforming competitors [6].
辣条巨头折价配售募资11.7亿，市场为何用脚投票？