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, despite ongoing consumer concerns regarding its use of pre-prepared ingredients [2][3][4]. Financial Performance - Yujian Xiaomian's revenue is projected to grow from 418 million RMB in 2022 to 1.154 billion RMB in 2024, although growth is expected to slow down significantly in 2024 [3]. - As of June 30, 2025, the company reported revenue of 703 million RMB with a profit of 42 million RMB, resulting in a profit margin of only 6% [3]. Store Expansion Strategy - The company employs a dual strategy of direct operation and franchising to accelerate store expansion, increasing from 170 stores in 2022 to 465 stores by 2024 [4]. - The number of new stores opened in the last three years was 82, 108, and 105, indicating a consistent acceleration in expansion [4]. Sales and Revenue Trends - The average daily sales per store decreased from 14,000 RMB in 2023 to 11,000 RMB by mid-2025, reflecting an 11.43% decline year-over-year [6]. - The average customer spending has also dropped from 36.2 RMB in 2022 to 31.8 RMB in the first half of 2025 [6]. Franchise Model and Financial Implications - The company plans to increase its franchise model, aiming to open 120-200 new stores annually from 2025 to 2027, which may further dilute per-store revenue [6]. - Contract liabilities have risen from 37 million RMB in 2022 to 111 million RMB, indicating increased financial obligations associated with the franchise model [6]. Executive Compensation - Despite challenges faced by franchisees, executive compensation has surged, with total salaries for the executive team rising from 1.537 million RMB in 2022 to 4.664 million RMB in 2024, a growth of over 300% [8]. Consumer Sentiment and Product Quality - There is growing consumer dissatisfaction regarding the quality of food, with many complaints about the use of pre-prepared ingredients, leading to a negative perception of the brand [9][11]. - A former employee confirmed that approximately 80% of the ingredients used are pre-prepared, which has been corroborated by the company's customer service [11][13].
遇见小面前员工爆料：杂酱、擂椒等80%都是预制菜！官方客服：加盟只要准备剪刀和微波炉即可，明厨会被遮挡