Milk tea and baked cakes are the best partners of wanghong restaurant, but they are facing both price increases at this time.
After the price rise of the first milk tea stock Xiangpiaopiao Food Co.Ltd(603711) (603711), the net red milk tea chain Yan Yuese also announced that the price of milk tea products would be raised due to the rising cost.
When consumers are worried about milk tea in the cup, the price of baking cakes, a good partner of drinks, also rises simultaneously. The Ligao Foods Co.Ltd(300973) (300973), which is mainly engaged in baked food raw materials and frozen baked foods, also disclosed on January 5 that the ex factory prices of some main frozen baked foods and baked raw materials were adjusted by 3% - 8%. The price of cream, an essential material for baking, is also rising. The "first share of cream" Shanghai Hi-Road Food Technology Co.Ltd(300915) disclosed last night that it plans to increase the product price by 5% to 8%.
The agency believes that food price rise Policies occur frequently, and it is suggested to treat the transmission of price rise to profits rationally. The leading position of the enterprise is relatively solid, and the market share is relatively stable after the price rise; The cost pressure is expected to ease, and the price increase is expected to significantly increase the profit. Although A-Shares were significantly adjusted on January 5, both Xiangpiaopiao Food Co.Ltd(603711) and Shanghai Hi-Road Food Technology Co.Ltd(300915) of the official price increase rose against the market, and the price increase market is still worthy of attention.
milk tea price adjustment
Following the announcement of Xiangpiaopiao Food Co.Ltd(603711) 's first price adjustment on some products last night, the new tea brand tea yam Yue also appeared in its official WeChat official account in January 5th. Most of the products will be 1 yuan in January 7th.
"The price increase this time is mainly focused on milk tea products, most of which are generally adjusted by 1 yuan. Among them, the price of Zhixiao increases by 2 yuan, while the price of leisurely, floating for half a day, Zheng and paper kite will not increase this time." Tea Yan Yue said.
The direct reason for the rise in the price of tea is the rise in prices. "When encountering various rising prices, we are always unwilling and do not want to solve it with the cost of raw materials, such as milk and tea with low price and quality."
"After drinking Youlan of 16 yuan and Shengsheng of 15 yuan for more than five years, we need 17 yuan and 16 yuan after January 7." Chayan Yuese said that it has been five and a half years since the last price increase. The reason why there was no price increase in the previous five years is not because of feelings, but because of two advantages: one is the brand bonus, and the other is the procurement bonus brought by the expansion of scale. With the spontaneous support of customers and friends brought by the bonus of the brand itself, we can save a lot of marketing costs, so that we can sell in volume with a small profit and quick turnover.
"After the scale of chayan became larger, the cost advantage brought by a large number of centralized procurement was put on the use of better tea and other raw materials. We hope that the works will give you a better consumption experience through quality upgrading."
The core reason for the price rise of milk tea is the rising cost, including main raw materials, labor, transportation, energy, etc.
Xiangpiaopiao Food Co.Ltd(603711) on the evening of January 4, it was announced that the prices of the company's solid brewing milk tea (including classic series and good material series) products were adjusted, and the price increases of main products ranged from 2% to 8%. The new prices will be implemented according to the price adjustment notice of each product from February 1, 2022.
Xiangpiaopiao Food Co.Ltd(603711) said that the price adjustment of some products may have a certain impact on the market share of the company's products. Coupled with the rising cost factors, the price adjustment of the products does not necessarily increase the company's profits, and the impact of the price adjustment on the company's future performance is uncertain. Under the influence of the food industry and performance, the share price of Xiangpiaopiao Food Co.Ltd(603711) performed poorly last year, falling 19.27% for the whole year. However, stimulated by the price rise, the stock price of Xiangpiaopiao Food Co.Ltd(603711) rose against the market trend on January 5, closing up 0.48%, with the latest market value of 6.995 billion yuan.
Xiangpiaopiao Food Co.Ltd(603711) in the first three quarters of last year, the company achieved a revenue of 1.974 billion yuan, a year-on-year increase of 4.29%; The net profit was 39.3955 million yuan, a year-on-year decrease of 11.45%. Compared with the tea Yan Yuese operated by physical stores, Xiangpiaopiao Food Co.Ltd(603711) is priced quite cheap. At Xiangpiaopiao Food Co.Ltd(603711) tmall's official flagship store, at present, 12 cups of Xiangpiaopiao Food Co.Ltd(603711) good material series are shared. The price is 65.59 yuan, and the discounted price is 58.59 yuan, with an average of about 5 yuan per cup; The price of 15 cup gift box of classic series is 52.79 yuan, and the discount price is 46.79 yuan, with an average of about 3 yuan per cup.
price increase of baked goods
Both the brewing milk tea faucet and the new tea chain have raised prices, and the baking cakes, a good partner of the milk tea shop, are also facing the pressure of rising prices.
On January 5, Ligao Foods Co.Ltd(300973) announced that based on the continuous rise in the cost of main raw materials, packaging materials, auxiliary materials and energy, as well as the rise in the cost caused by the company's optimization and upgrading of products, in order to better provide consumers with high-quality products and services and promote the sustainable development of the market, the company decided after research and careful consideration, The ex factory prices of some main frozen baked foods and baked raw materials are adjusted by 3% - 8%. The adjusted prices will be implemented according to the price adjustment notice of each product from January 4, 2022.
Ligao Foods Co.Ltd(300973) said that the price adjustment may have a certain impact on market sales, and the impact on the company's future performance is uncertain.
The freeze baking industry where Ligao Foods Co.Ltd(300973) is located developed slowly in China due to factors such as demand, technology and cold chain. At present, the penetration rate is only about 10%, which is far lower than that in the United States, Japan and other countries; In recent years, with the continuous rise in the rent and labor cost of baking stores, the emergence of emerging channel demand such as tea and beverage and the improvement of cold chain equipment, China's frozen baking industry has entered a rapid development stage. It is expected that the market scale will increase from 7.3 billion yuan in 2020 to 31.1 billion yuan in 2025.
Although the industry has broad prospects, it still faces business risks under the pressure of rising prices of raw materials. In last year's semi annual report, Ligao Foods Co.Ltd(300973) pointed out that the company is a production-oriented enterprise, and the direct material cost accounts for a relatively high proportion. The main raw materials are bulk Shenzhen Agricultural Products Group Co.Ltd(000061) raw materials such as oil, sugar and flour. Its price fluctuation will affect the gross profit margin and operating profit of the company's products. During the reporting period, the price of raw materials fluctuated sharply. If the price of raw materials fluctuated greatly in the future, and the company failed to take effective countermeasures, it will have a great impact on the future performance of the company.
The price of milk tea and cream condensed milk, the upstream material of baked food, also increased. On January 4, "the first share of cream" Shanghai Hi-Road Food Technology Co.Ltd(300915) announced that the ex factory prices of some products were adjusted by 5% - 8%. Not long ago, Panda Dairy Corporation(300898) also announced that the ex factory price of the company's main condensed milk related products would be adjusted by 3% - 10%.
Stimulated by the price rise, on January 5, Shanghai Hi-Road Food Technology Co.Ltd(300915) share price rose against the market trend, closing up 5.82%, with the latest market value of 5.464 billion yuan.
The wave of price rise in China's food industry began to sweep from the beginning of the fourth quarter. The big and small leaders of Foshan Haitian Flavouring And Food Company Ltd(603288) , Jiangsu Hengshun Vinegar-Industry Co.Ltd(600305) , Qianhe Condiment And Food Co.Ltd(603027) , Fu Jian Anjoy Foods Co.Ltd(603345) , Angel Yeast Co.Ltd(600298) and other subdivided industries have joined the ranks of price increase. Dongxing Securities Corporation Limited(601198) pointed out that affected by the rise of upstream raw materials, some mainstream food enterprises have recently adjusted the price of commodities. In 2022, the rise of upstream raw material prices will further transmit to the downstream. More enterprises have the expectation of price rise, and enterprises with the ability to transmit prices to the downstream will benefit more.
(E company)
