Akuan Food was once called "Baijia Food", but because of its similar appearance, it had a dispute with the instant noodle brand Baixiang Food. After reaching an agreement with the other party, it was changed to its current name. Akuan Food said that it still does not rule out disputes with Baixiang Food on related and similar matters in the future, which will adversely affect production and operation.
As a new type of non-fried convenience food manufacturer, Akuan Food's annual income has exceeded 654.38+0 billion yuan, but its net profit declined in the first half of 2026.5438+0. The industry believes that this shows that the marketing cost of Akuan Food is increasing, and the expansion of offline channels also needs layout. In the future, Akuan Food may enter a new adjustment period.
Subsidiaries drag down performance
According to the prospectus, Akuan Food was established on 20 16 12, mainly engaged in research and development, production and sales of new convenience foods. The main product types include instant noodles, instant vermicelli, instant rice flour and self-heating food. This time, Akuan Food plans to land on the main board of Shenzhen Stock Exchange, and plans to raise 665 million yuan for the construction project of Health Food Industrial Park (Phase I) and R&D Center.
For Akuan Food, Baijia promoted the launch of vermicelli products and created an opportunity for development. Then, Akuan Food created explosive products such as red oil skin and sweet water surface with the strategy of big single product. According to the prospectus, the sales revenue of instant noodles and convenient fans accounts for about 85% of its revenue. In addition to its own brand, Akuan Food also provides OEM services for three squirrels, Baicaowei, Li Ziqi and Netease YEATION.
In terms of performance, in the first half of 20 18 -2020 and 2002/kloc-0, the operating income of Akuan Food was 422 million yuan, 63 10/00000 yuan,11respectively.
Talking about the decline of Akuan Food's net profit in the first half of 20021,Shen Meng, executive director of chansons Capital, said that this not only shows that Akuan Food may have stimulated its performance growth before applying for listing, but also may have weak bargaining power in market competition, so it must sacrifice some profits in exchange for revenue growth.
Lu Shengzhen, a marketing expert, said that such a change in revenue may mean that the marketing cost is getting bigger and bigger and the rate of return will be lower and lower for Akuan Food. This also means that the online market on which Akuan Food relies has entered a bottleneck period, while the competition in offline channels requires a high degree of product line richness, and the consumer groups faced by offline consumption scenarios will also change, which will lead to new difficulties for Akuan Food in expanding offline channels, and its profits may be in a stalemate for some time.
It was renamed because of the dispute between "White House" and "White Elephant"
Consumers who have been exposed to Akuan food may have this impression. Previously, its company was abbreviated as "Baijia Food", but 202 1 was changed to "Akuan Food". For the reason for the name change, Akuan Food was also disclosed in the prospectus.
The reason why Akuan Food changed its name mainly stems from its dispute with another convenience food brand, Baixiang Food. Akuan Food said that during the reporting period, Baixiang Food had negotiated with Akuan Food for many times on the use of words and pictures containing the word "Baijia", and thought that Akuan Food's use of words and pictures containing the word "Baijia" was easily confused with the registered trademark of Baixiang Food. In addition, Shirakawa Food, an affiliated company previously acquired by Akuan Food, twice filed a lawsuit against Baixiang Food on the use of the "Baijia" trademark (both reached a settlement agreement under the auspices of the court).
In order to avoid unnecessary disputes, Akuan Food and its actual controller, Chen Chaohui, and Baixiang Food reached an agreement on the use of words and pictures containing the word "Baixiang" on February 22, 2020. According to the agreement, Akuan Food shall not use words and pictures with the word "Baijia" in the product category approved by the trademark "Baijia" which is convenient for fans, instant noodles and Baixiang Food to register in the 30th category of trademark classification, nor shall it be used in the company's product packaging, product introduction, official website, WeChat WeChat official account, official Weibo and other social media, online flagship stores, authorized outlets, offline promotional activities and promotional documents.
At the same time, the agreement stipulates that the company names of Akuan Food Use Company and its holding subsidiaries (including the company's full name and abbreviated as "Baijia Akuan") and the registered trademarks of Baijia Jeffery Ji (including the trademark pattern and the trademark name "Baijia Jeffery Ji") are used within the agreed scope. Akuan Food gave Baixiang Food 900,000 yuan, and both parties confirmed that there was no dispute about it.
After the signing of the agreement, if Akuan Food and its holding company violate the agreement, Akuan Food promises to pay a one-time penalty of RMB 6,543,800+0.5 million to Baixiang Food. However, Akuan Food still suggests that although an agreement has been reached with Baixiang Food, it does not rule out that there will be disputes with Baixiang Food on related and similar matters in the future, which will adversely affect production and operation.
A large number of capital-intensive stocks
While dealing with the dispute between "White House" and "White Elephant", Akuan Food is also intensively introducing capital to quickly realize multiple rounds of financing. Its intention to go public quickly has something to do with capital-intensive shareholding.
On February 9, 2020/kloc-0, Akuan Food announced that it had reached a round of financing with a total amount of 1. 1 100 million yuan. The investment was led by Tongchuang Ye Wei Group, followed by Qianhai Equity Investment Fund and Changzhou Fu Bin Modern Service Industry Fund. At that time, Chen Chaohui, the founder of Akuan Food, said that the company planned to complete the IPO within three years.
On June 1 1 day, 2020, Akuan Food announced that it had received nearly 200 million yuan in Series B financing from five institutions, including Gaoyou Venture Capital, Maotai Jianxin Fund, Yi San Capital, Tongchuang Ye Wei and Fu Bin Fund.
According to the prospectus, in September of 20021year, after the latest equity change, Chen Chaohui was the largest shareholder of Akuan Food, holding 52.0573%. Gao Yiheng and Nanhai Growth each hold about 6%. The capital of all parties has formed a long list of shareholders.
Regarding the development opportunities of the capital market, Lu Shengzhen said that for Akuan Food, listing will give it the opportunity to develop new products. With sufficient funds, it can increase the research and development of products other than dough, and gradually eliminate the dilemma of single products and declining consumer loyalty. However, if the raised funds are only used for simple scale expansion, it lacks positive significance from the perspective of sustainable development.
New convenience food still needs efforts.
The convenience food, which was once silent because of the rise of the take-away industry, has revived with the east wind of "home economy" and "one person eating". Tianyue Tea App shows that as of the first half of 2002/kloc-0, there were more than 52,000 convenience food-related enterprises in the country whose names or business scope included "convenience food" and whose status was in business, in existence, in the process of moving in and out. More than 70% of the registered capital is below 6,543,800 yuan. From the perspective of industry distribution, nearly 73% is concentrated in wholesale and retail, followed by manufacturing, accounting for over 17%.
Consumers' perception of convenience food is also changing. Convenient food used to be regarded as a light meal only in scenes such as taking a train, but in the past two years, it has become a social conversation material for young consumers to some extent. Instant noodles have been invented in many ways, and new convenience food brands, such as Akuan Food and Lamian Noodles, have also become props for consumers to take photos and punch in.
The rapid development of new convenience foods is inseparable from marketing. These brands are well versed in the thinking of young consumers and have eaten up the bonus of new marketing, but whether they can maintain their advantages in the continuous influx of players still needs to be questioned. At present, the online market of convenient fast food has gradually entered the stage of stock game, and the marginal effect of traffic advertising has gradually weakened, making it more difficult to obtain traffic. Online brands have begun to shift their positions to offline.
In addition, in the convenience food industry, Master Kong and Uni-President are two insurmountable mountains. Compared with the performance of Akuan Food, in the first half of 200212002, the income of instant noodle business of Master Kong Holdings was 65.438+02.722 billion yuan, and that of unified China was 4.398 billion yuan. According to public information, Jinmailang Investment Co., Ltd., the controlling shareholder of Jinmailang Food Co., Ltd. to be listed, will earn 21849 million yuan in 2020.
Lu Shengzhen said that the objective laws of the market require new convenience food brands to pay attention to product research and development and innovation, and the life cycle of innovative products is short. Usually it takes two or three years to replace and upgrade new products to avoid consumers' aesthetic fatigue. This has extremely high requirements for the enterprise's product research and development ability, product packaging level and sensitivity to the trend. It is this innovative process that has created the prosperity of the new convenience food market.
Shen Meng also said that the most important thing for consumer goods enterprises that are not protected by technical research and innovation barriers is to strengthen their sensitivity to market consumption needs and preferences, and the judgment of market competition is consumers' choice.
Editor Li Yan proofreads Lin Zhao.