The enthusiasm between Wang Xiaofei and his ex-wife Big S has not yet dissipated. The onlookers went to the live broadcast room of Wang Xiaofei's mother Zhang Lan to "eat melons", and accidentally caught fire with Maliuji hot and sour noodles.

  Maliuji Hot and Sour Rice Noodles has been trending on Weibo for several days in a row.

Up to now, Maliuji's Douyin live broadcast room has more than 1.34 million fans and sales of more than 4.7 million orders. Maliuji's official flagship store has also entered the top three of Douyin's "Home Convenience Store Rankings".

  It is reported that the foundry of Maliuji hot and sour noodles is Li Ziqi's foundry Akuan Foods, and this company is currently sprinting for an IPO.

Although the e-company reporter did not discover its OEM relationship with Maliuji in the prospectus of Akuan Foods, the instant noodle business behind it is still worth talking about—the gross profit rate is close to 30%!

 Sales exceeded 5 million in 2 days

  On November 25th, the topic of #麻六记液热粉粉交2天唱交500万元# rushed into the hot search on Weibo.

According to reports, netizens "crazy" shopping while watching Wang Xiaofei and Big S. During the two days from November 21st to 22nd, the sales of Maliuji hot and sour noodles exceeded 5 million yuan, a daily increase of more than 300%.

  Going forward, the topic of #张兰卖Hot and Sour Rice Noodles Sales Over 60 Million Yuan# has been trending on Weibo for two days.

Many netizens left messages "Buy a bill to support Xiaofei earning electricity bills", "Buy a bill to support Xiaofei to grab a mattress".

  From November 5th to November 21st, Zhang Lan broadcasted a total of 40 live broadcasts, with an average of nearly 3 live broadcasts per day.

On November 21, the day when Wang Xiaofei and Big S "teared each other up" the most, Zhang Lan even started 5 live broadcasts.

  The main product of Zhang Lan's live broadcast room is the pre-made dishes from "Ma Liu Ji".

  A 4-pack of Maliuji hot and sour powder is 39.9 yuan, and a 6-pack is 59.9 yuan. At present, the link is sold out.

Its Douyin official flagship store shows that the hot and sour noodles have sold 1.944 million copies. If the lowest price is 39.9 yuan per copy, the total sales have exceeded 77 million yuan.

This is only the sales of a single product of hot and sour powder.

  In the live broadcast room of Maliuji, there are also pre-made dishes such as meat sausages, old altar pickled fish, boiled beef, and Maoxuewang.

Among them, 87,000 copies of boiled beef semi-finished products priced at 89.9 yuan have been sold, with a total sales of nearly 8 million yuan; 266,000 copies of three-packed meat sausages priced at 99.9 yuan have been sold, with sales exceeding 26 million yuan...

  According to a simple estimate of the above sales volume, the sales volume of Maliuji has easily exceeded 100 million yuan.

Among them, most of the sales were contributed by recent days.

  According to the statistics of Mama Cicada, the total number of Zhang Lan's fans has exceeded 5 million, ranking first in the daily list of fans who gain fans and the daily list of people who bring goods.

In the past 30 days, Maliuji has accumulated 60 live broadcasts on Douyin, released 62 new videos, increased fans by more than 380,000, and accumulated sales between 25 million and 50 million yuan, with an average daily sales of more than 500,000 yuan.

  What is the origin of "Six Records of Hemp"?

  What is the origin of the "Maliu Ji" that harvests traffic crazily?

  According to the data from Qichacha, Beijing Maliuji Catering Management Co., Ltd. was established in 2020, and its legal representative is Song Na.

Wang Xiaofei is the director and the founder of Maliuji brand.

  However, judging from the equity penetration results, Wang Xiaofei does not hold shares in Maliuji.

Beijing Shitongda Technology Development Co., Ltd., which holds a 36% stake in Maliuji, although the chairman is Wang Xiaofei, the actual controller is Wang Xi.

  Wang Xi owns 14 companies, including South Beauty Co., Ltd., so it is reported that he is Wang Xiaofei's father and Zhang Lan's ex-husband, but this information has not been confirmed.

  Zhang Lan once revealed on Douyin that many people in Ma Liuji are old employees who have followed Zhang Lan for 20 or 30 years.

According to this calculation, Maliuji is inextricably linked with South Beauty, where Zhang Lan lost her controlling stake.

  Wang Xiaofei, on the other hand, actually controls 16 companies, and its business scope covers food, cultural communication, technology, hotel management, real estate, retail and other fields.

The Business of Instant Noodles

  The popularity of Maliuji hot and sour noodles has brought out the supply factory behind it-Akuan Foods, which is currently sprinting for an IPO.

  It is reported that the supply factory of Maliuji Hot and Sour Rice Noodles is Akuan Foods.

In addition to Maliuji, Akuan Foods has also provided OEM services for many Internet celebrity brands such as Liziqi and Baicaowei.

  However, in the prospectus of Akuan Foods, it is impressively written that "the company provides OEM and OEM services for three squirrels, Baicaowei, Liziqi, Korean MDS and other brand manufacturers", but it does not show that it has any relationship with Maliuji Relationship.

  So far, the reporter has no way of verifying whether Akuan Foods is an OEM factory of Maliuji Hot and Sour Rice Noodles.

However, whether the news is true or not, the instant noodle industry chain behind it is worth talking about.

  According to the prospectus of Akuan Foods, the company was established in 2016. The legal representative is Chen Zhaohui. Its main business is the research and development, production and sales of new convenience foods. The main product types include instant noodles, instant vermicelli, instant rice noodles, self-heating food etc.

In addition to OEM services, Akuan Food also has its own brand.

  How profitable is convenience food?

In 2021, Akuan Foods will achieve an operating income of 1.2 billion yuan, a net profit of more than 55 million yuan, and a gross profit margin of 27%.

This is not as good as the previous two years. In 2019 and 2020, its gross profit margins were 36% and 29% respectively.

  What is this concept?

Master Kong and Uni-President China, whose main business is also instant noodles, both had a gross profit margin of over 30% last year.

Although the gross profit margin of Akuan Foods is lower than that of these two Big Macs, it is still more profitable than Keming Foods, which specializes in traditional pasta.

  Among the major product lines of Akuan Foods, instant rice noodles are the most profitable. Last year, the gross profit rate exceeded 32%.

  From the perspective of sales model, the offline distribution model is more profitable than the online model, and the profit of customized sales is half less than that of direct supply.