Core Viewpoint - The article highlights the contrasting performance of two beverage companies targeting young consumers in the Hong Kong stock market: Mixue Ice City and Helen's. While Mixue Ice City has shown significant growth post-IPO, Helen's has faced substantial declines in revenue and profitability, raising concerns about its business model sustainability in a competitive market. Group 1: Financial Performance - Mixue Ice City achieved a revenue growth of 22.29% in 2024, reaching 24.83 billion yuan, with a net profit increase of 41.41% to 4.44 billion yuan [1] - Helen's reported a revenue of 0.752 billion yuan in 2024, a significant decline of 37.8%, with alcohol beverage revenue dropping over 54% [3][5] - Helen's net profit for 2024 was a loss of 0.078 billion yuan, marking a stark contrast to its previous profitable years [3] Group 2: Market Position and Strategy - Helen's has expanded its store count to 579 by adding 81 new stores in 2024, with a significant portion located in lower-tier cities [5] - The company has shifted from a direct ownership model to a partnership model, indicating challenges in maintaining its previous direct control strategy due to rising costs [5] - The average daily sales per store have declined, with direct and franchise stores averaging 7,000 yuan, down 300 yuan year-on-year [5] Group 3: Competitive Landscape - The small bar segment, where Helen's operates, has become increasingly competitive, with traditional breweries and new market entrants diluting its customer base [7] - Helen's price advantage is being eroded by competition from convenience store cocktails and craft beer bars, leading to a loss of its unique selling proposition [7] - The company's market capitalization has plummeted over 90% from its peak, reflecting investor concerns about its future viability [1][8] Group 4: Investor Sentiment - Helen's stock price has seen a drastic decline from its initial listing value of 31.88 yuan to just 1.50 yuan, indicating a loss of investor confidence [8] - The removal of Helen's from the Hong Kong Stock Connect list in March 2024 further underscores the waning trust in its business model [10]