Core Viewpoint - The recent actions taken by Jiumaojiu, including rebranding its flagship restaurant and acquiring a North American hot pot brand, are seen as a proactive response to operational pressures and declining performance [1][2]. Group 1: Company Actions - Jiumaojiu has rebranded its flagship restaurant, Tai Er, to "New Tai Er · Fresh Ingredients Sichuan Cuisine," marking its first name change in over a decade [1]. - The company announced the acquisition of a 49% stake in North American hot pot brand Big Way Hot Pot for a total of $28 million, following an initial 10% stake purchase in July 2025 [3]. - Big Way Hot Pot operates 21 restaurants in North America and has shown significant growth, with a projected pre-tax profit of approximately $1.39 million in 2024, a fourfold increase from the previous year [3]. Group 2: Market Challenges - Jiumaojiu's restaurant count decreased by 78 in the first half of 2025, with revenue and profit both declining by over 10% [1][7]. - The Tai Er brand has faced challenges, including controversies over pre-packaged food and a decline in customer turnover rates, dropping from 4.9 in 2018 to 2.2 in the first half of 2025 [7]. - The overall dining industry in China is experiencing increased competition and declining consumer spending, with major players like Haidilao and Xiaobawang also reporting revenue declines [7]. Group 3: Strategic Insights - The acquisition of Big Way Hot Pot represents a strategic shift, allowing Jiumaojiu to leverage an established brand in North America rather than relying solely on direct store openings [8]. - The rebranding of Tai Er to focus on fresh ingredients aligns with current consumer preferences against pre-packaged food, although it risks losing the brand's original identity [8]. - Analysts emphasize that the priority for Jiumaojiu is to reverse the downward trend in performance, suggesting that survival is more critical than maintaining a unique brand style at this time [2][8].

Core Viewpoint - The domestic restaurant market is becoming increasingly competitive, prompting Jiumaojiu to focus on overseas expansion by investing in the North American market through a stake acquisition in Big Way Group Inc. [1] Investment Details - Jiumaojiu plans to invest a total of $43 million (approximately 303 million yuan) to increase its stake in Big Way Group Inc., which operates a self-service hot pot brand in North America [1][2] - The investment will be executed in two parts: $15 million for purchasing shares from existing shareholders and $28 million for subscribing to new shares, with all payments made in cash sourced from internal resources and bank loans [2] - Jiumaojiu will hold approximately 49.0% of Class A shares in the target company, corresponding to 10.8% voting rights and 49.0% participation rights, while the target company will not be consolidated into Jiumaojiu's financial statements [2] Strategic Intent - The acquisition is part of a long-term strategy to achieve "resource integration and synergistic efficiency," targeting the North American market as a key area for the globalization of Chinese cuisine [5] - Jiumaojiu aims to leverage the local management team's understanding of market preferences to overcome challenges related to taste adaptation and consumer habits [5] Financial Performance - The target company has shown rapid growth in profitability, with projected pre-tax profits of $259,600 and $1.39 million for 2023 and 2024, respectively, representing over a fourfold increase [6] - In contrast, Jiumaojiu's profitability is declining, with a projected net profit of 55.81 million yuan for 2024, down approximately 88% year-on-year [6][8] Market Challenges - The domestic restaurant market is experiencing significant pressure, with Jiumaojiu's major brands facing declines in customer traffic and same-store sales, leading to an overall revenue drop of over 10% [8] - The company acknowledges the challenges of establishing a presence in the North American market, particularly in appealing to non-Chinese consumers, which presents a high barrier to entry [8]

Group 1 - The company Jiumaojiu (09922.HK) plans to acquire a 49% stake in Big Way Group Inc, which operates 21 hot pot restaurants in the US and Canada, for a total consideration of $43 million, funded through internal resources or bank loans [1][3][7] - Following the acquisition, Jiumaojiu's voting rights in Big Way Group Inc will increase to approximately 10.8% [3][9] - The transaction is expected to be completed by the end of March next year, with provisions for either party to terminate the deal if not finalized by that date [3][9] Group 2 - As of the end of October, Big Way Group Inc has a net asset value of approximately $5.54 million, with the total equity valued at around $77 million [3][9] - For the fiscal year ending last year, Big Way Group Inc reported a net profit of $983,900, representing a year-on-year increase of 368% [3][9]