Shanghai Securities News China Securities Net (Reporter Tan Mi) On September 10, Helens International Holdings Co., Ltd. (namely Helens Bistro) was listed on the Hong Kong Stock Exchange. On the same day, the company’s stock price rose by 23.67% to 24.45 Hong Kong dollars, and the company’s total market value exceeded 30 billion Hong Kong dollars.
How can a bistro become a big business with a valuation of tens of billions?
“Times, customers and small partners.” In Wuhan, Hubei, the headquarters of Helens, the company held a grand listing ceremony, and these three words have been scrolling on the electronic screen at the door. Hundreds of small partners (company employees) and fans participated in the listing ceremony. Two small partners and two fans played the gong together, and a group of executives stood and applauded.
“This is a new starting point. We have more opportunities to let more people live well.” Yang Zhigang, senior vice president of Helens, said in his speech. Yang Zhigang said that the purpose of Helen Division’s entrepreneurship is to make more people live well.
Helens is positioned as an “offline social platform for young people”. Cheap is the most distinctive feature. All bottled beer products are sold at less than RMB 10 per bottle. For example, the price of 275ml Helens craftsmanship is 7.8 yuan/bottle, and the price of 275ml Budweiser beer is 9.8 yuan/bottle. This price is not only much lower than bars, but even slightly lower than convenience stores.
In addition, there is no minimum consumption in Helens’s tavern. Guests can even bring their own food and beverages. Employees are not allowed to promote sales, let alone various routines.
“In the words of our old Xu, if others can enter your door, they just look down on you.” An executive of Helen Division introduced to reporters. Old Xu is the founder of the company, Xu Bingzhong, a veteran who came out of the mountains of Enshi, Hubei, determined to let the Chinese drink cheap beer.
The distinctive features made Helens quickly attracted a large number of young customers, and many shops were full of waiting customers. According to the prospectus, from 2018 to 2020, the revenue of Helen Division will be 115 million yuan, 565 million yuan, and 818 million yuan, with a compound annual growth rate of 166.9%.
The company has also accelerated its pace of expansion. As of 2018, 2019, December 31, 2020, and March 31, 2021, the total number of Helens pubs were 162, 252, 351, and 374, respectively. As of September 10 this year, the number of company stores has been Reaching 568, the company plans to reach 2,200 stores by 2023.
Such rapid expansion has also caused doubts from the outside world. Where can I find so many store managers and staff? How to achieve effective management?
“We are different from traditional chain stores. We have a large platform and a small front-end. The company has only two departments. One is the operation center, which is the frontline store, and the other is the support center, which serves the operation center.” Zhang Bo, vice president of Helen Division, introduced. One of the company’s core advantages is to use advanced technology to transform the industry and form standards so that it can be copied quickly.
“Honest, diligent, and love to learn”, Helen Division’s employment philosophy also shows the difference of this company. “Our requirements for small partners are simple, sincere, and treat every customer kindly. We do not allow products to be promoted, and the wages of small partners are not tied to sales performance.” Zhang Bo introduced that the company’s recruitment is mainly introduced by small partners. Friends and family, every small partner can recommend.
“A lot of people care about how many stores we want to open, and I don’t know. In 2015, Old Xu asked how many stores my dream is to open, and I boldly said that there were more than 300 stores. At that time, we only had 30 stores. , Now there are more than 300 stores.” Zhang Bo said that Starbucks currently has more than 5,000 stores in China, and Helens must give it a try. “Who hasn’t dreamed yet?”Return to Sohu to see more
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