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The annual revenue exceeds Starbucks, becoming the boss of the Chinese coffee market, and Rui Xing did it.
Ruixing Coffee announced the fourth quarter of 2023 and the annual financial report. The total annual sales of the whole year reached 24.86 billion yuan , which is equivalent to about 34.5US dollars, exceeding the same year of Singapores $ 3.16 billion.
The financial report shows that the total net income in 2023 was 24.903 billion yuan, an increase of 87.3%year -on -year. Among them, the annual revenue of self -operated stores was 17.88 billion yuan, and the revenue of joint venture stores was 6.23 billion yuan.The overall income scale reached a record high, with operating profit of 3.026 billion yuan, which also increased by 161.7%year -on -year, achieving double growth.If you look back at Ruixings income performance in recent years, it is not difficult to find that performance has doubled, and Ruixing has done it almost every year. .(As shown below)
If analyzed from the perspective of traditional 4P theory:
First, in terms of products and marketing, Ruixing is one of the representative brands that consistently "explosive products".Its product and brand attraction.The financial report shows that Ruixing Coffee has launched 102 new products throughout the year, with more than 2 billion products, and the number of current drinks exceeds 1.9 billion cups. As of the end of 2023, Ruixing Coffee has 8 SKU sales exceeding 100 million.
Second, the channel expansion, In the second quarter of last year, Ruixing Coffee entered the "Wandian era", and then he sang all the way forward:
P ID = "2GMA47GQ"> 2023 Ningxin new stores 8,034, the number of stores increased by 97.8%year -on -year from the end of 2022.As of the end of 2023, the number of domestic stores in Ruixing Coffee reached 16218 , including 10,598 self -operated stores and 5,620 joint venture stores.Ruixing Coffee also successfully deployed overseas markets in 2023. During the reporting period, the total number of Singapore stores reached 30.
按照这样的增长势头，2024年瑞幸咖啡预计门店数将突破2万家，瑞幸内部人士告诉见实，今年，瑞Fortunately, it will pay more attention to the number of stores in high -level cities and accelerate the sinking market expansion.
Third, price strategy. The low -cost strategy is still Ruixings essential factors that have attracted a large number of customers, but its recent strategy adjustment shows that the company may be seeking to change its market positioning and optimize the revenue structure through price increase.
After the Spring Festival, the "9.9 yuan per cup" preferential activity of Ruixing Coffee has changed, causing widespread discussion and criticism.The original event provided a 9.9 yuan discount, but now it is limited to 8 designated drinks, and other popular drinks exceed 20 yuan.Consumers are misleading, thinking that the discount is shrinking and dissatisfied with the brand.
On February 18, "Ruixing 9.9 yuan a cup of activity shrinks" into Weibo hot talk.Some consumers turn to competitors Kudy Coffee.Rui Xing interpreted as normal operation adjustment. Although it has promised the activity for two years, this change has been regarded by "consumers" as dishonesty.
Due to the changes in season, the whole store celebration and industry competition, Ruixings profit growth has slowed down this year, but this has not exceeded the companys expectations.This may be due to the short -term growth brought by Ruixings long -term price competition, and slight price and marketing adjustment, perhaps to reduce the continuous subsidy burden.
However, this is only a small adjustment, and the customer is still buy in the whole.
The financial report shows that in 2023, Ruixings new trading customers exceeded 95 million, a record high.Among them, the number of new transaction customers in Ruixing in the fourth quarter exceeded 26 million, and the average monthly trading customer exceeded 62 million.Ruixing Coffees performance is still strong in terms of user growth. The cumulative number of trading customers has reached 230 million, which once again proves that Ruixing Coffees effective and tough business model.
In 2023, the Chinese coffee market is fiercely competitive. Analysts and industry insiders predict that with the popularity of coffee consumption and the market sink, the Chinese coffee market will face re -reshuffle. The coffee industry will face the coffee industry.Competition will be more intense.
In the face of inevitable price wars, Ruixing Coffee still plans to maintain the existing pricing strategy.
Chairman and CEO Guo Jinyi, chairman and CEO of Ruixing Coffee, said: "2023 is a milestone year for the company.Unique business models, endless product innovation and scale advantages, revenue reached a new high; the overall profit level is healthy and controllable, which is in line with the companys expectations and strategic development directions.
In the future,We will adhere to the current development strategies and pricing strategies , while giving back to customers to continuously expand market share, continue to bring consumers with high quality, high convenience, and cost -effective high -quality coffee, promote the continuous Chinese coffee market to continueDevelop forward. "
What do you think of Ruixings financial report?Welcome to the comment area to talk about your observations.
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