Core Viewpoint - The company "Yujian Xiaomian," known as the "first stock of Chinese noodle restaurants," is set to go public, having completed six rounds of financing with significant investments from major players like Hillhouse Capital and Haidilao. However, there are growing concerns on social media regarding the use of pre-prepared ingredients in their dishes, with claims that 80% of their offerings are pre-made [2][3][15]. Financial Performance - Yujian Xiaomian's revenue is projected to grow from 418 million RMB in 2022 to 1.154 billion RMB in 2024, although the growth rate is expected to slow down significantly in 2024. By June 30, 2025, the company is expected to achieve a revenue of 703 million RMB with a profit of 42 million RMB, resulting in a profit margin of only 6% [3][16]. Store Expansion Strategy - The company employs a dual strategy of direct operation and franchising to accelerate store expansion. The number of stores increased from 170 in 2022 to 465 by the latest data, with a consistent opening of new locations over the past three years [4][17]. Sales Performance - The average daily sales per store have declined from 14,000 RMB in 2023 to 11,000 RMB by mid-2025, representing a year-on-year decrease of 10.69%. The average transaction value has also dropped from 36.2 RMB in 2022 to 31.8 RMB in the first half of 2025 [6][19]. Franchise Model and Liabilities - Yujian Xiaomian plans to increase its franchise model, aiming to open 120-200 new stores annually from 2025 to 2027. This shift is likely to further suppress individual store revenue. Additionally, the company's contract liabilities have risen from 37 million RMB in 2022 to 111 million RMB [7][20]. Executive Compensation - Despite the financial pressures faced by franchisees, executive compensation has surged, with the total salary for the executive team increasing from 1.537 million RMB in 2022 to 4.664 million RMB in 2024, marking a growth of over 300% [8][21]. Consumer Sentiment - There is a notable shift in consumer perception, with many expressing dissatisfaction regarding the quality of food, citing issues such as pre-packaged ingredients and poor service. Complaints have been prevalent on social media and consumer complaint platforms [9][22][24]. Operational Transparency - The company has confirmed that franchisees only need basic tools like scissors and a microwave, as ingredients are supplied pre-packaged. This operational model raises concerns about the quality control and service standards across franchises [13][26].
遇见小面全是预制菜？ 官方客服：加盟只需准备剪刀，明厨会被遮挡 | BUG