Dezhou Braised Chicken IPO: Create a mid-to-high-end leading brand of cooked poultry products in China

Our reporter Wang Jinchen

Dezhou Braised Chicken, known as "China's No.

In recent years, "time-honored brands" have polished their golden signs through capital operation

In fact, Dezhou Braised Chicken, which is still on the way to listing, has been in contact with multiple capitals since its establishment.

On July 5, Dezhou Braised Chicken (full name "Shandong Dezhou Braised Chicken Co.

Dezhou Braised Chicken stated that the company's main competitors are Huangshanghuang (full name "Jiangxi Huangshanghuang Group Food Co.

Judging from the time of establishment, the three companies are all "juniors" in front of Dezhou Braised Chicken

Competitors Huangshanghuang was established in 1999, Juewei Foods was established in 2008, and Zhou Heiya was established in 2015 (the brand was founded in 2002).

Huangshanghuang, Zhou Heiya, and Juewei Foods landed in the capital market around 2015, respectively.

At present, Dezhou Braised Chicken is subject to single constraints in terms of categories, channels and target customers

In addition, the market radiation scope of Dezhou Braised Chicken is also relatively narrow

　　Relatively speaking, the market territory of competitors is all over the country, and the number of stores of Zhou Hei Ya, Huangshanghuang and Juewei Food has reached 1,755, 4,281 and 13,714 respectively

　　Dezhou Braised Chicken said that all the funds raised from the IPO will be used for the construction of production, processing and distribution centers and brand promotion, which are mainly reflected in the expansion of sales radius, the increase in product types, and the development of market channels, so as to further establish market competitive advantages, and then Realize the national industrial layout plan and build a mid-to-high-end leading brand of cooked poultry products in China

　　Before the proposed IPO of Dezhou Braised Chicken, it has received capital increase from various institutions, including China Life Investment, Tiantu Investment, Mochishan Venture Capital, Lumin Investment, and Linghang Investment

　　In December 2012, Tiantu Investment exclusively invested nearly 100 million yuan in Dezhou Braised Chicken, ranking the second largest shareholder

　　Cui Guihai, chairman of Dezhou Braised Chicken, once said that in the next ten years, Dezhou Braised Chicken will be made into a “ten billion market value company with an annual sales of 5 billion and a profit of 800 million

　　Responsible editor: Zhao Yu Review: Peng Zonglu