“溜溜梅”要IPO了

Core Viewpoint - Liu Liu Mei, a leading brand in the Chinese fruit snack industry, is preparing for a secondary IPO with a pre-IPO valuation exceeding 2.2 billion yuan, driven by its strong market position and innovative product strategies [2][12]. Company Background - Founded by Yang Fan, Liu Liu Mei has evolved from a small workshop to a major player in the fruit snack market, achieving annual sales of 2 billion green plums [2][4]. - Yang Fan's entrepreneurial journey began at the age of 19, leading to the establishment of Liu Liu Mei in 2006 after identifying a gap in the domestic market for processed green plum products [5][6]. Product Development and Market Position - Liu Liu Mei has maintained its position as the top brand in the Chinese fruit snack sector, with a market share of 4.9% in fruit snacks, 45.7% in natural jelly, and 7% in plum products as of 2024 [6]. - The company has diversified its product line, introducing the "Mei Dong" sub-brand, which generated 410 million yuan in revenue in 2024, accounting for 25.4% of total revenue [5][8]. Financial Performance - Liu Liu Mei's revenue grew from 1.174 billion yuan in 2022 to 1.616 billion yuan in 2024, with a compound annual growth rate of 17.2%, while net profit increased by 117.6% during the same period [8]. - The core product, dried plums, continues to contribute over 60% of total revenue, with the "Mei Dong" product line showing significant growth potential [8][9]. Capital and Investment - Liu Liu Mei has completed four rounds of financing, with notable investments from Sequoia China, which initially invested 135 million yuan in 2015 [11][12]. - The latest round of financing in June 2024, prior to the IPO, involved investments from Huazhang Fund and Xingnong Fund, raising the company's valuation to approximately 2.2 billion yuan [12]. Competitive Landscape - The company faces intense competition from major players like Three Squirrels and Good Products, which are expanding their product lines to include plum snacks [13]. - Liu Liu Mei's strategy includes high-end branding and market penetration through collaborations with retailers like Sam's Club and Hema, as well as leveraging social media for direct consumer engagement [9][13]. Future Strategy - The company plans to invest 500 million yuan to expand its production capacity for "Mei Dong," 300 million yuan for product development, and 200 million yuan to enter Southeast Asian markets [13]. - Liu Liu Mei aims to achieve 100% traceability in its green plum sourcing by 2027 as part of its ESG strategy [13].