Yang Guofu has repeatedly touched the red line of food safety. The first share of Mala Tang is actually very "hot"

　　Yang Guofu has been punished by regulatory authorities for many times and repeatedly touched the red line of food safety

　　Yangcheng Evening News reporter Sun Qiman intern Yan Siyun

　　"Spicy Tang No. 1" is coming?

A few days ago, a reporter from the Yangcheng Evening News learned on the official website of the China Securities Regulatory Commission that Shanghai Yang Guofu Enterprise Management (Group) Co., Ltd. has submitted the "Overseas Initial Public Offering of Shares Approval" materials that have been accepted by the China Securities Regulatory Commission.

This means that this Mala Tang brand, which is all over the city streets and alleys but has been repeatedly punished by regulatory authorities, will officially hit the "first share of Mala Tang".

　　The franchise model brings income support

　　In 2003, on Yonghe Street in Harbin, a small shop named "Yang Ji Mala Tang" was quietly born, which is the predecessor of Yang Guofu Mala Tang.

Since then, Yang Ji Mala Tang has officially changed its name to Yang Guofu Mala Tang, and has developed rapidly across the country through franchises.

　　Since 2006, Yang Guofu Mala Tang has been open to the outside world to join, and the franchise model has brought strong motivation and income support for Yang Guofu Mala Tang to expand its territory.

　　Yang Guofu, the founder of Yang Guofu Mala Tang, said in an interview that Yang Guofu will reach a scale of 9,000 to 10,000 stores in 2025.

According to the official website of the brand, as of now, Yang Guofu Mala Tang has more than 6,000 franchise stores in 5 overseas countries and 31 provinces (autonomous regions and municipalities) in China, and 1,184 new stores were opened last year.

　　The franchise store not only helps Yang Guofu to quickly gain popularity, but also an important source of income.

According to public reports, the brand's revenue in 2019 was about 1.3 billion yuan, of which the franchise fee accounted for about 20%, and the remaining revenue came from franchisees selling seasonings, ingredients, kitchen equipment, etc.

Undoubtedly, the franchise fee has become an important part of Yang Guofu's Mala Tang revenue.

　　The reporter checked the 2022 franchise policy released by Yang Guofu's official account for investment promotion and learned that Yang Guofu's franchise fee in different regions is different, ranging from 3,980 yuan to 39,999 yuan, and 27,900 yuan a year in cities such as Beijing, Shanghai and Guangzhou.

　　In the past two years, a large number of Chinese-style chain catering companies "get together" and sprint to go public. The news that Yang Guofu is preparing to go public has added another fire to the IPO boom of catering companies.

If Yang Guofu is successfully listed, it will become the "first stock of Mala Tang".

　　"Yang Guofu has a very good time to go public now." Zhu Danpeng, a Chinese food industry analyst who has been engaged in food industry research for a long time, told the Yangcheng Evening News reporter that in the current market situation, the competition among catering enterprises is constantly intensifying. For Yang Guofu, going public is conducive to improvement. Its comprehensive strength reduces the business risk of the enterprise. After the enterprise continues to widen and deepen the moat, the brand effect and scale effect can be further highlighted under the blessing of capital.

　　But at the same time, Zhu Danpeng also pointed out that for catering companies, capital blessing will certainly help consolidate the corporate moat, but whether it is the integrity of the supply chain, the tonality of the brand, the stability of quality, or the guarantee of food safety, The improvement of the service system and the improvement of customer stickiness are all related to the life, death and development of the enterprise.

　　Touching the red line of food safety many times

　　While Yang Guofu is expanding rapidly with the franchise model, the food safety control brought about by the increase in franchise stores has also become a problem.

In the past five years, many of Yang Guofu's stores have frequently been exposed to food safety issues.

　　In July last year, a video blogger made an unannounced visit to Yang Guofu Mala Tang and found that Yang Guofu Mala Tang had food safety issues such as rat droppings everywhere in the warehouse, continued use of ingredients after being bitten by mice, and pig lungs to clean containers.

Yang Guofu issued a statement of apology, and many stores were ordered to rectify and punished according to law.

The Beijing Consumers Association also published an article naming and criticizing Yang Guofu's Mala Tang.

　　And this is not the first time Yang Guofu has been exposed to food safety issues.

In March 2017, there were also media reports on a takeaway platform that 13 Yang Guofu Mala Tang in Beijing had not obtained a food business license, and 14 stores had problems such as untimely information updates and incomplete publicity. The Beijing Food and Drug Administration intervened. survey.

In 2018, Yang Guofu's Mala Tang Guangzhou store was exposed to employees' feet on the cutting board.

　　On the Sina Black Cat Complaint Platform, a large number of consumers complained that foreign objects such as iron wire, animal offal, insects, and hair were eaten by Yang Guofu Mala Tang, and more consumers applied for compensation for gastroenteritis and throat stab wounds caused by eating Yang Guofu Mala Tang. .

　　On July 26 last year, under the overall guidance of the State Administration for Market Regulation, the market supervision departments of 11 provinces (autonomous regions and municipalities directly under the Central Government) in Guangdong, Shanghai, Hebei, Inner Mongolia, Heilongjiang, Liaoning, Jiangsu, Zhejiang, Anhui, Shandong and Henan conducted a comprehensive investigation. There were 3,323 Yang Guofu Mala Tang stores in the jurisdiction, 841 were ordered to rectify, 5 were warned, and 24 cases were filed for investigation.

　　In this regard, Zhu Danpeng said that Yang Guofu produced products suitable for the consumption of young people in the mass market at a cost-effective cost, and the market space for entry was large enough, and it was clear that he would help himself to achieve rapid expansion in a short period of time by joining.

However, the franchise model can also easily lead to the problem of food safety being difficult to control, which makes it possible for enterprises to explode in the field of food safety at any time. of particular importance”.

　　Zhu Danpeng said that after more than 40 years of reform and opening up, China's food industry has greatly improved its entire industrial structure, but there are still potential safety hazards.

He pointed out that food safety is the foundation of food brand value orientation. Only by ensuring food safety can brands continue to guide consumers to care about product prices, consumption scenarios and other factors.

　　According to Tianyancha, Yang Guofu and Zhu Dongbo each hold a 40% stake in Shanghai Yang Guofu Enterprise Management (Group) Co., Ltd.

In 2021, Yang Guofu Malatang has undergone several changes at the enterprise level, the most important of which is the change from a limited liability company to a joint stock limited company (unlisted, natural person investment or holding).

In January this year, Yang Guofu changed his registered capital from 100 million yuan to 103 million yuan.

There is no doubt that Yang Guofu is actively paving the way for a smooth listing, but whether the road to listing can go smoothly must still undergo many tests such as franchise management and food safety.