福建90后，又要拿下一个百亿IPO

Core Viewpoint - The article discusses the transformation of Wancheng Group from a mushroom cultivation company to a leading snack retail empire, highlighting its upcoming IPO on the Hong Kong Stock Exchange and the role of the new generation of leadership in driving this change [3][4][10]. Company Overview - Wancheng Group, founded in 2011 in Fujian, initially focused on mushroom cultivation and became a stable supplier for major retailers like Walmart and Carrefour [5]. - The company went public on the ChiNext board in 2021, achieving a revenue of over 400 million yuan in 2020 and earning the title of "the first stock in edible fungi" [6]. Market Dynamics - The edible fungi market faced saturation and increased competition, leading to a 15%-20% year-on-year price drop, prompting Wancheng Group to pivot towards the snack retail sector [6][7]. - The snack retail market is experiencing rapid growth, with a projected market size of approximately 1.04 trillion yuan in 2024, reflecting a year-on-year growth of 28.6% [10]. Strategic Expansion - Wancheng Group launched its snack brand "Liu Xiaochan" in August 2022 and subsequently acquired several brands to form a dual-brand matrix with "Haoxianglai" and "Wife Daren" [8][10]. - By June 2025, the number of snack stores exceeded 15,365, with "Haoxianglai" accounting for 14,334 of these locations [8]. Competitive Landscape - The main competitor for Wancheng Group is the merged entity "Mingming Hen Mang," which has a projected GMV of 55.5 billion yuan in 2024 and over 14,394 stores nationwide [10]. - Wancheng Group's GMV for 2024 is estimated at 32.33 billion yuan, with a net profit of 611 million yuan [10]. Leadership Transition - The leadership of Wancheng Group is transitioning to the next generation, with Wang Zening, born in 1993, taking over as general manager after his father stepped down [13][14]. - Wang Zening has a strong educational background, holding degrees from the University of Michigan and Columbia University, and has been instrumental in expanding the company's snack retail business [14]. Branding and Marketing Strategy - Wancheng Group is shifting from a price-focused strategy to a brand-oriented approach, leveraging popular IP collaborations to enhance customer engagement and brand appeal [11][12]. - The company aims to create a unique shopping experience that combines affordability with entertainment, similar to the strategy employed by MINISO [12][11]. Financial Performance - The company reported a significant increase in revenue and net profit, with revenue growing by 106% and net profit increasing by 503 times in the first half of 2025 [15]. - The stock price of Wancheng Group was around 173 yuan prior to the National Day holiday, with a market capitalization of approximately 32.5 billion yuan [14].