Ruixing coffee 2022, extricating itself from difficulties and ushering in a smooth path

since 2017 year 10 Since its establishment in , This Chinese coffee chain brand, which claims to cultivate Chinese people's coffee drinking habits, has never lacked outside attention , The new product launch of Ruixing coffee 、 The store expanded to NASDAQ later , Every move has deeply attracted the attention of the public and investors .

However, in 2020 The fraud case broke out in , But for this young company in a period of rapid growth, it has deeply stepped on the brake , But after what happened , Ruixing coffee didn't choose to lie flat and make fun of it , Instead, it actively takes countermeasures , Under the leadership of the new management team .

today , Let's review the whole story of the fraud of Ruixing coffee , And how to look forward to the future of this young company .

One 、 Regrettable My lucky coffee Financial fraud

2020 year 4 month 2 Japan , Ruixing coffee issued an announcement admitting to the outside world that the former chief operating officer Liu Jian and other financial fraud , Virtual increase 22 The fact that the sales volume is billion yuan . As the saying goes 「 A stone makes a thousand waves 」, For capital markets , Ruixing coffee's statement has the same strength , For a while, Ruixing coffee was once again pushed to the forefront of public opinion as usual , But this time it was a negative public opinion .

Then in a very short time , Investor claims 、 Litigation and SEC（ Securities and Exchange Commission ） Investigations have also poured in , Let the share price of Ruixing coffee plummet 50%, The market value has evaporated beyond 50 Billion dollars , Forced to delist from the Nasdaq market .

But after all 「 There will be a way to get there 」, The counterfeiting incident of Ruixing coffee also ushered in a first-line turnaround eight months later —— Ruixing coffee and SEC Reached 1.8 Billion dollar settlement agreement , Although this has always been in the capital market , It can be regarded as a sky high price settlement agreement , But the settlement agreement reached between them means that Ruixing coffee can escape the fate of bankruptcy liquidation .

and SEC The reason why they reached a settlement agreement with Ruixing coffee , In essence, it is because SEC To punish Ruixing for counterfeiting , This serves as a warning to other stock market participants , So they chose to let Ruixing coffee pay the sky high settlement fee , We have achieved our goal , To continue to sue is just to extend the compensation for Ruixing coffee .

Two 、 Rui Xing coffee And SEC Behind the settlement

For Ruixing coffee , Another reason big investors are willing to pay sky high settlement fees is , They are very optimistic about the model of Ruixing coffee , And its opportunities in the future . So in order to survive, Ruixing coffee naturally agreed SEC The agreement , Reach an agreement with .

In recent days , Ruixing coffee also announced that the federal court for the Southern District of New York, the United States, was responsible for hearing the case , The final decision agreed with Ruixing coffee to SEC Pay 1.8 News of the settlement fee of US $billion , This marks the difference between Ruixing coffee and SEC This is the end of the dispute , It is also a new starting point for Ruixing coffee .

Of course , The reason why Ruixing coffee can realize the counter attack of fate , This must be inseparable from the efforts of the new management with guojinyi as the core . Take up Ruixing coffee in Guojin CEO After one , Through unremitting efforts, he has reshaped the integrity management for Ruixing coffee 、 Orderly development of enterprise values , Pragmatic 、 Managing enterprises with innovative ideas , Continue to launch good products loved by consumers .

Because of this , Ruixing coffee has also been able to survive the difficult situation of the capital market , We have produced a lot of convincing performance sheets , It proves that it still has a very broad prospect , Let investors gradually restore their trust that was hurt by the fraud of Ruixing coffee , I began to believe that Ruixing coffee would be led by a new management team with guojinyi as the core , Be responsible to consumers 、 High quality enterprises in the charge of investors .

3、 ... and 、2022, Rui Xing coffee Get out of trouble , Go straight

With the business operation of Ruixing coffee returning to normal , Naturally, it has re entered the market, which is favored by all capitals 、 In the new tea market with great imagination .

Recent years , The domestic new tea market is developing very rapidly , Both the return on investment and the size of potential consumers are very high , Therefore, Ruixing coffee returns to the new tea market this time , rely on 「 coffee + tea 」 Our exclusive product layout , It can not only enrich the product categories 、 The role of expanding the scale of brand consumers , It also adds more imagination to the future of the brand .

Not only in the , After experiencing all kinds of ups and downs, Ruixing coffee's business situation has also rebounded significantly , Good performance makes many investors optimistic about it .

According to Ruixing coffee 2021 Third quarter financial results , Ruixing coffee achieved a total of in the third quarter 23.5 Billion yuan of net revenue , Achieved year-on-year results 105.6% The growth of , At the same time, in the case of lawsuits , It still narrows the net loss year-on-year 98.65%, Only for 2350 Ten thousand yuan . Besides , It is called a chain coffee brand 「 Infrastructure 」 Terminal stores , The number of Ruixing coffee stores has also reached 5671 home , The sales volume of self operated stores realized year-on-year growth 78.5% The growth of , Improved operating margins 25% above , So in fact , The revenue capacity and growth momentum of Ruixing coffee have returned to the strongest period .

So today's Ruixing coffee has not only completely got rid of the impact of financial fraud , And also won a turnaround for himself with great speed , And because it has returned to the new tea market which is now in full swing , We can already be sure that Ruixing coffee, which has gone through rough times, will usher in a smooth road that has not been seen for a long time .

in general , Although Ruixing coffee made mistakes in finance at that time , But as the saying goes 「 There is no fault in a man who is not a saint 」, In fact, for enterprises , The same is true , Ruixing also paid a price for this , Not only paid SEC Sky high settlement fee , The management also changed their blood .

With more practical spirit 、 Guojinyi, who is down-to-earth, serves as CEO after , Ruixing coffee has also successfully turned the tide , Counter attack achieved , Some of Nezha's 「 My life depend on myself not the fate 」 My spirit , It is precisely because of this spirit , Many investors have also reversed their views on Ruixing coffee , Back up the platform .

So we have reason to believe that , Ruixing coffee out of the dilemma , The management led by guojinyi is pragmatic 、 Under the guidance of innovative thinking , It originally has advanced strategic play , The future is bound to embark on a smooth path of new consumption , Start a new chapter .