蜜雪冰城最大机构投资方高瓴：给钱、给人、给方法、给资源-乐居财经

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href="https://www.lejucaijing.com/news-7302165178065024239.html" class="top top10 clearfix"> <b>10</b> <p>315重磅！书香门地集团携手中国太平保险，打造家居行业服务新典范</p> </a> </div> </div> </div> </div> <div class="content-bar">  <div class="news-detail"> <div class="detail-title"> <h3>蜜雪冰城最大机构投资方高瓴：给钱、给人、给方法、给资源</h3> </div> <div class="detail-sub"> <{$news["createtime"]|date_format:"%Y-%m-%d %H:%M"}>  <span> <a href="https://www.lejucaijing.com/column-828.html" style="color: #4987F1;"> IPO早知道 </a> </span> <span></span> <span>1.6w阅读</span> <span>2025-03-03 12:54</span> </div> <div class="detail-content"> <p class="f_center"><img src="https://ess.leju.com/common/photo/16-1-fkwoCg2DgMYD1HnIWB4iuiG7SIx0tOduQPbwcEZsZeUmrsxJCs27VNSsRebah8rYa7J4CztT6OIQisEu.jpeg" width="900" height="506" onload="this.removeAttribute('width'); this.removeAttribute('height'); this.removeAttribute('onload');"><br></p> <p id="3EMS58HD">高瓴领投了蜜雪冰城IPO前唯一一轮融资，并在基石阶段继续加码。</p> <p id="3EMS58HE">本文为IPO早知道原创</p> <p id="3EMS58HF">作者｜Stone Jin</p> <p id="3EMS58HG">据IPO早知道消息，蜜雪冰城股份有限公司（以下简称“蜜雪冰城”）于2025年3月3日正式以“2097”为股票代码在港交所主板挂牌上市。</p> <p id="3EMS58HH">作为一家市值超千亿港元的消费龙头企业，成立于1997年的蜜雪冰城在IPO前仅开放了一轮外部融资——2020年12月，高瓴、美团龙珠、CPE源峰联合投资蜜雪冰城。其中，高瓴作为领投方投资了9.33亿元，是当时蜜雪冰城最大的外部股东之一。</p> <p id="3EMS58HI">在本次IPO发行中，高瓴再次认购了价值3000万美元的股份，是前述三家机构在基石投资阶段加码最多的一家。至此，高瓴也成为了蜜雪冰城最大的机构投资方。</p> <h5>高瓴“哑铃理论”以创新服务实体的样板</h5> <p id="3EMS58HJ">时间追溯至2019年前后，那个时候消费市场谈论最多的是诸如消费升级、新消费等话题。同一时间，拼多多发展迅猛，给人以“下沉市场广阔”的初印象。</p> <p id="3EMS58HK">而高瓴投资团队此前看过不少互联网项目，投资审美是“互联网的一大价值在于价格平权”，于是决定到下沉市场，通过观察消费现象、消费业态，寻找下一个有规模、有市场、同时又让普通人都能消费得起的品牌。</p> <p id="3EMS58HL">同年，高瓴投资团队扑到三、四城市看机会，以“扫街”的方式搜寻投资标的，最终发现了蜜雪冰城。彼时，蜜雪冰城已凭借加盟模式开设了 4000 多家门店，但由于其聚焦下沉市场，门店装修风格和产品外观并不 “高大上”，因而未受到外界的广泛关注。</p> <p id="3EMS58HM">在早期在与蜜雪冰城接触时，高瓴投资团队敏锐地捕捉到，在现制茶饮领域，蜜雪冰城有着鲜明的价值创造的特质：对消费者、对生态合作伙伴的普惠是蜜雪冰城创造的最核心价值。</p> <p id="3EMS58HN">首先，蜜雪冰城的产品定价策略极具吸引力。“3 块钱一大杯柠檬水，1 块钱一支冰淇淋” 的亲民价格，与普通大众的消费习惯高度契合，让广大消费者能够轻松购买其产品。另一方面，蜜雪冰城的加盟模式，一是加盟费低廉，仅需几万元，且门店面积要求小，这大大降低了加盟商的初始资金门槛，让更多人有机会加入；二是门店的 SOP简单且标准，SKU数量少，使得产品制作流程简便快捷，加盟商能够迅速上手，轻松运营；三是蜜雪冰城通过自建工厂，连奶粉、糖等基础原料，都由工厂经理亲自到拍卖市场竞拍采购，在确保原料质量的同时，彻底杜绝了中间商赚取差价的环节，将极致的低价让利给加盟商和顾客，实现了品牌与加盟商、顾客之间的互利共赢。</p> <p id="3EMS58HO">可以说，蜜雪冰城“高性价比产品+规模化连锁经营”的模式、自建生产基地和物流体系、数字化手段提升供应链和门店运营效率等，是高瓴投资“哑铃理论”以创新服务实体的样板，这也就不难解释高瓴为何领投了蜜雪冰城IPO前唯一一轮融资并持续给予支持。</p> <h5>以自己的专业力量多维度赋能蜜雪冰城</h5> <p id="3EMS58HP">当然，蜜雪冰城选择和高瓴合作，一定程度上还是因为双方价值观高度契合——一方面，高瓴投资团队对行业和公司的深入研究，让蜜雪冰城感慨“遇到了知音”，双方想做的，都是普世化的、每个人都能消费得起的品牌。另一方面，高瓴过往的投资经历和实战经验也是蜜雪冰城所看重的。在蜜雪冰城看来，高瓴并非单纯的财务投资人，而是“真正下场干过实业的” 专业团队。</p> <p id="3EMS58HQ">譬如，数字化是蜜雪冰城当时的迫切需求，高瓴曾成功投资百丽并助力其实现了数字化的转型升级。因此，蜜雪冰城更是主动邀请高瓴创始合伙人李良（曾操盘百丽项目，对数字化有着丰富的经验）加入公司董事会，以借助高瓴的专业力量推动自身的数字化进程。</p> <p id="3EMS58HR">而为了给蜜雪冰城提出有针对性的建议，高瓴DVC团队实地走访多家蜜雪冰城门店，详细观察门店选址、客流量、客单价、外卖到店等情况，提供了详尽、多方位的咨询服务，包括到店O2O、私域社群如何做，背后的IT、系统、日常运营如何打通等。同时，高瓴DVC团队针对蜜雪冰城的数据和IT现状进行详细梳理，向蜜雪冰城分享案例（高瓴如何帮百丽、滔博、名创优品、良品铺子等企业搭建会员体系），帮助蜜雪冰城熟悉具体的会员体系和数字化流程、方法论。</p> <p id="3EMS58HS">除了在数字化方面给予投后支持外，高瓴还为蜜雪冰城输送了其所需要的人才——蜜雪冰城现任CFO张渊就曾任职于高瓴，从事消费投资。在高瓴任职期间，张渊深度参与了对蜜雪冰城的早期尽调与投资决策。</p> <p id="3EMS58HT">高瓴创始合伙人李良表示：“凭借对下沉市场的精准洞察、对产品性价比的极致追求、对供应链的深度把控，蜜雪冰城已成长为茶饮行业的领军企业，为消费者提供了高性价比的茶饮选择；同时公司通过创新的加盟模式、严格的质量管理、数字化转型等方式，实现了稳健发展。高瓴与蜜雪冰城有着高度契合的价值观，因此十分荣幸能够在蜜雪冰城的发展历程中相伴左右、一路同行。祝贺蜜雪冰城成功上市！期待蜜雪冰城在未来持续创新，为消费者带来更多优质产品，为茶饮行业的变革与发展持续创造价值。”<br></p><p>本文来源：IPO早知道</p> </div> <div class="detail-media"> <p>来源：IPO早知道</p> </div> <div class="detail-line"></div> <div class="detail-tip-text"> <p>重要提示：本文仅代表作者个人观点，并不代表乐居财经立场。本文著作权，归乐居财经所有。未经允许，任何单位或个人不得在任何公开传播平台上使用本文内容；经允许进行转载或引用时，请注明来源。联系请发邮件至ljcj@leju.com，或点击【<a target="_blank" href="https://work.weixin.qq.com/kfid/kfc72fb606bc0ffff47" style="color:#4987f2;">联系客服</a>】 </p> </div>   <div class="detail-talk-component"> <div class="detail-about-title"> <h4>网友评论</h4> </div> <div class="detail-about-content"> <div id="comment"></div> </div> </div>   <div class="detail-about-feeds"> <div class="detail-about-title"> <h4>相关推荐</h4> </div> <div class="detail-about-content"> <div class="news-feeds">  <div class="news-feeds">  <div class="news no_img 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