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      1. 万融配资网

        咖啡可以提神 瑞幸却给自己催眠|瑞幸

        摘要: 原标题:咖啡可以提神 瑞幸却给自己催眠   6月29日,瑞幸咖啡在纳斯达克停牌,并进行退市备案。媒体通过天眼查获得的数据显示,2020年至今,瑞幸咖啡仅新增186家企业,较去年同期增速 ...

        原标题:咖啡可以提神 瑞幸却给自己催眠

          6月29日,瑞幸咖啡在纳斯达克停牌,并进行退市备案。媒体通过天眼查获得的数据显示,2020年至今,瑞幸咖啡仅新增186家企业,较去年同期增速为-80.6%。这也意味着,其扩张的步伐明显放缓。

          瑞幸从起步到上市再到退市,可能创造了企业的一个“奇迹”,必将成为一个典型案例,被广泛引用。只是,这样的典型案例,不是什么光彩的事,而是负面教材。实际上,自瑞幸咖啡提出发展目标和加快扩张步伐的那一刻起,就有很多人为之担心,认为按这样的发展模式和扩张方式,早晚有一天会倒下,成为商业史上的一个悲剧。只是没有想到,这个悲剧会来得如此迅速。

          这个曾扬言要对标星巴克的小蓝杯,之所以得到一部分消费者的喜爱,最主要的原因还是价格便宜。而如此价格,以及疯狂的扩张速度,是需要用烧钱来满足的。一旦资金跟不上,就有可能一步也迈不开。瑞幸为什么要匆忙上市,原因之一,就是资金需求量太大。

          问题的关键在于,快速扩张是要有基础的。基础没有扎牢,单凭概念来扩张,必然要为此付出代价。尤其是业绩,会因为过度扩张而无力支撑,无力满足企业正常运营的需要。做空机构为什么能对瑞幸实施有效狙击,正是因为其发展存在着规律上的漏洞,以及天生的市场缺陷。一旦这些漏洞和缺陷无法通过自身的力量来弥补与修补,就会越来越大、越来越严重、越来越无法自拔。

          瑞幸最终自曝财务数据造假,或许就是因为过度扩张和烧钱留下的漏洞与缺陷已无力修补,不主动曝光,一旦被做空机构和监管机构发现,问题就更加严重。在这样的情况下,瑞幸也就成为了悲剧的创造者,成为自身的掘墓人。

          互联网时代,企业可以通过互联网加快扩张速度,实现规模效益。但前提是,必须充分尊重经济规律和市场规律。瑞幸咖啡没有按照市场规律办事,试图达到业绩,实现赶超目标。显然,有这样的雄心很好,但有这样的行动就危险了。毕竟,小蓝杯还没有为广大消费者所接受,而仅仅是因为价格便宜受到一部分消费者的喜欢。真正的咖啡族,心里装的可能还是“品牌”。

          不踏踏实实把品牌做起来,只想通过烧钱把市场做得很大,这样的设想,显然对企业发展相当不利。从起步到上市再到退市,市场扩张速度大幅放慢,这也是必然的结果。如此一来,瑞幸的前景也令人担忧——不能再从股市上获得资金资源,且因为财务造假和退市给企业形象造成极大影响,投资者还敢不敢参与,也是一个问题。一旦投资者对瑞幸失去信心,等待瑞幸的,可能就是退出市场——破产。

          咖啡能够让人提神,瑞幸却能“催眠”,把自己催得糊里糊涂、险象环生。退市后能否逃过灾难,能否生存,对瑞幸来说,是一次最为严峻的考验,也是一次生死博弈。

          成都商报-红星新闻特约评论员 谭浩俊

        Original title: Favour of OK and life-giving luck gives coffee him however hypnotic

        ? ? On June 29, lucky favour coffee stops a card in Nasidake, undertake city puts on record retreating. Media hunts down gotten data to show through weather eye, 2020 up to now, lucky favour coffee adds 186 companies newly only, relatively the corresponding period was added last year fast for - 80.6% . This also is meant, its outspread pace puts delay apparently.

        ? ? Luck Is hope from start to appear on the market to arrive again retreat city, a when created a company possibly " miracle " , be sure to make a typical case, be cited extensively. Just, such typical case, not be the thing of what glorious, however negative teaching material. Actually, from luck favour coffee puts forward to develop target and those who quicken outspread pace that rises momently, a lot of people worry for it, think to press such development mode and outspread means, morning and evening can topple one day, become a tragedy on commercial history. Just cannot think of, this tragic meeting comes so quickly.

        ? ? The small blue cup that character of this Ceng Yang wants pair of mark star Buck, get one part customer love, the mainest reason is low-cost still. And such value, and mad outspread speed, it is to need to use those who burn money to satisfy. Once capital does not follow to go up, possible one pace also is not stridden. Why should lucky favour appear on the market hastily, one of reasons, it is capital demand too big.

        ? ? The key of the problem depends on, fast dilate should have a base. The foundation does not have pitch, sheet comes by the concept outspread, want to pay price for this necessarily. Especially outstanding achievement, the meeting is faint because of excessive dilate prop up, faint and contented company is normal the need of operation. Do empty orgnaization why to can carry out effective snipe to lucky favour, develop existence to wear because of its just about the flaw on the rule, and inherent market blemish. Once these flaws are mixed,blemish cannot be made up for through the force of oneself with repair, meet bigger and bigger, more and more serious, more and more cannot extricate oneself.

        ? ? Lucky favour makes a holiday finally from data of finance affairs exposing to the sun, because excessive dilate and the hole that burn Qian Liu to fall and blemish already were repaired feebly,be probably, not active exposure, once be done,empty orgnaization discovers with superintendency orgnaization, the problem is more serious. Below such circumstance, lucky favour also became tragic author, become the gravedigger of oneself.

        ? ? Internet times, the enterprise can accelerate outspread rate through Internet, achieve dimensions beneficial result. But premise is, must respect economic rule and market rule adequately. Lucky favour coffee did not handle affairs according to market rule, try to achieve outstanding achievement, implementation overtakes target. Apparent, have such great ambition very good, but it is dangerous to have such operation. After all, small blue cup has not been broad consumer be accepted, because, is merely low-cost get the jubilation of one part consumer. True coffee a group of things with common features, the possibility that holds in the heart or " brand " .

        ? ? Do not be free from anxiety to do the brand, want to make the market very big through burning money only, such tentative idea, comparative to business development apparently adverse. From start to appear on the market to arrive again retreat city, market dilate speed considerably rein in, this also is a corollary. Come so, the foreground that luck Is hope also makes a person anxious -- cannot obtain capital natural resources from the stock market again, and because finance affairs is built,the holiday is mixed retreat city to cause great effect to company image, investor still dare be participated in, also be a problem. Once investor loses confidence to lucky favour, await luck to I hope, the likelihood exits the market namely -- go bankrupt.

        ? ? Coffee can make a person life-giving, luck Is hope however can " hypnotic " , urge oneself get muddle-headed, danger to be born like annulus. After retreating city whether had escaped catastrophic, whether live, to lucky favour, it is most acid test, also be play chess of rich of life and death.

        ? ? Chengdu business signs up for - Tan Haojun of news analyst of engage by special arrangement of red star news

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