红牛中国最大「对手」东鹏饮料冲击 IPO，未来三年要这么干

中国最大的功能饮料生产商之一的东鹏饮料，终于迈出了冲击资本市场的实质性一步。

小食代留意到，昨日，东鹏饮料（集团）股份有限公司（下称东鹏饮料）发布了《首次公开发行股票招股说明书（申报稿）》，拟在上交所上市。

上述招股书预披露文件显示，东鹏饮料本次拟公开发行人民币普通股不超过 4001.00 万股，占发行后总股本的比例不低于 10%，募集资金总额将根据发行定价结果最终确定。

截至上述文件签署日，林木勤为东鹏饮料控股股东和实际控制人。资料显示，他合计共持有公司 203,088,063 股股份，占比 56.41%，

能量饮料年收入
这家总部位于深圳的公司的主营业务为饮料的研发、生产和销售，主要产品包括能量饮料东鹏特饮、由柑柠檬茶、陈皮特饮、包装饮用水等。

根据欧睿国际的数据，目前，东鹏特饮在我国能量饮料市场占有率排名第二。2019 年我国能量饮料市场排名前四大的企业合计实现销售金额 377.81 亿元，市场占有率为 88%。

过去三年间，能量饮料东鹏特饮的营收持续实现增长。

根据文件显示，东鹏饮料旗下产品涵盖能量饮料、非能量饮料以及包装饮用水三大类型，其中能量饮料是该公司的主导产品，2017 年度、2018 年度及 2019 年度分别贡献收入（不计税）27.35 亿元、28.85 亿元、40.03 亿元，占公司总收入的 96.19%、94.99% 和 95.11%。

为满足能量饮料消费者对于不同场景及不同价位的多种需求，该公司目前推出了 250ml 金瓶特饮、500ml 金瓶特饮、250ml 金罐特饮、250ml 金砖特饮 4 种产品规格。数据显示，2017 年上市的 500ml 金瓶销售收入增长较快，2019 年销售收入占比已达到 54.12%。

除能量饮料外，公司不断丰富产品品类，非能量饮料及包装饮用水的销售收入有所增加，报告期合计占比分别为 3.72%、4.49% 及 4.50%，但整体规模相对较小，仍处于市场开拓阶段。

小食代留意到，今年 3 月，东鹏饮料还推出了柠檬茶新品，即以全新包装上市的「由柑柠檬茶王炸」。据悉，此次除了升级包装设计，由柑柠檬茶还在原有三种规格外，新增了 5 元 / 瓶的 555ml 的大瓶装，以迎合即饮、礼品和餐饮等不同消费场景的需求。

今年，很多饮料企业都面临着疫情带来的新挑战。东鹏饮料在昨天发布的招股书预披露文件中提到，随着国内疫情得到有效控制，目前公司已恢复生产经营。

未来三年计划及募资用途
在上述文件中，东鹏饮料还首次披露了未来三年的发展计划，以及此次的募资用途。

该公司表示，此次募资用途的项目包括：生产基地建设、营销网络升级及品牌推广、信息化升级建设、研发中心建设、总部大楼建设。

文件显示，截至目前，该公司已形成广东、安徽、广西等辐射全国主要地区的生产基地，共有 1000 余家经销商，销售网络覆盖全国近 100 万家终端门店。

谈到未来三年的发展策略，东鹏饮料认为需要从以下 6 个方面发力：1）提升产品产能，并形成完善的产能布局；2）聚焦主导产品，同时着力培养具有成长潜力的新品；3）升级营销网络，加强品牌建设；4）深化「新零售」，加强信息化建设，提升管理水平；5）提高研发能力，巩固技术优势；6）人力资源计划。

在产能扩张上，该公司提到，计划进一步扩充华南地区的生产能力，以满足日益增长的产能需求。同时，在「极具发展潜力」的中西部市场，计划建设重庆西彭生产基地，缩短在中西部地区的服务半径，降低运输费用， 完善全国产能布局。

在产品扩张上，东鹏饮料表示，计划集中主要资源聚焦于主导产品东鹏特饮，加强品牌建设， 完善渠道管理，持续开拓空白市场，并加强现有市场渗透，以提升其在能量饮料的市场占有率和品牌影响力。

未来，公司将加大由柑柠檬茶等新品的投入，并持续关注市场动向，以消费者需求为导向，推出具有成长潜力的新品。东鹏饮料补充道。
Dongpeng beverage, one of China’s largest manufacturers of functional drinks, has finally taken a substantial step to impact the capital market.
Xiaoshidai noted that yesterday, Dongpeng beverage (Group) Co., Ltd. (hereinafter referred to as Dongpeng beverage) issued the prospectus for initial public offering (application draft) to be listed on the Shanghai Stock Exchange.
According to the pre disclosure documents of the above prospectus, Dongpeng beverage intends to issue no more than 40.01 million RMB ordinary shares in the public offering this time, accounting for no less than 10% of the total share capital after the offering, and the total amount of raised funds will be finally determined according to the offering pricing results.
As of the signing date of the above documents, LinQin is the controlling shareholder and actual controller of Dongpeng beverage. According to the data, he holds 203088063 shares, accounting for 56.41%,
Annual income of energy drinks
The main business of the company, which is headquartered in Shenzhen, is the R & D, production and sales of beverages. Its main products include energy drinks Dongpeng special drink, orange lemon tea, orange peel special drink, packaged drinking water, etc.
According to Euromonitor International, at present, Dongpeng teyin ranks second in the market share of energy drinks in China. In 2019, the top four enterprises in China’s energy drink market achieved a total sales volume of 37.781 billion yuan, with a market share of 88%.
In the past three years, the revenue of energy drinks Dongpeng teyin has continued to grow.
According to the documents, Dongpeng beverage’s products cover three types of energy drinks, non energy drinks and packaged drinking water, among which energy drinks are the company’s leading products, contributing revenue (excluding tax) of 2.735 billion yuan, 2.885 billion yuan and 4.003 billion yuan in 2017, 2018 and 2019 respectively, accounting for 96.19%, 94.99% and 95.11% of the company’s total revenue.
In order to meet the needs of energy drink consumers for different scenarios and different prices, the company has launched four product specifications: 250ml gold bottle special drink, 500ml gold bottle special drink, 250ml gold pot special drink and 250ml gold brick special drink. According to the data, the sales revenue of 500ml gold bottles listed in 2017 increased rapidly, and the proportion of sales revenue in 2019 has reached 54.12%.
In addition to energy drinks, the company continues to enrich its product categories, and the sales revenue of non energy drinks and packaged drinking water has increased, accounting for 3.72%, 4.49% and 4.50% respectively in the report period, but the overall scale is relatively small and still in the stage of market development.
Xiaoshidai noticed that in March this year, Dongpeng beverage also launched a new lemon tea product, namely “fried by orange lemon tea king”, which was launched in a new package. It is reported that in addition to upgrading the packaging design, the original three specifications of orange lemon tea were added, with a 5 yuan / bottle of 555ml large bottle, to meet the needs of different consumption scenarios such as ready to drink, gift and catering.
This year, many beverage enterprises are facing new challenges brought by the epidemic. Dongpeng beverage said in the pre disclosure document of the prospectus released yesterday that with the effective control of the domestic epidemic, the company has resumed production and operation.
Plans and fundraising purposes for the next three years
In the above documents, Dongpeng beverage also disclosed for the first time the development plan for the next three years and the purpose of the fund-raising.
According to the company, the fund-raising projects include: production base construction, marketing network upgrading and brand promotion, informatization upgrading construction, R & D center construction and headquarters building construction.
According to the document, up to now, the company has formed production bases in Guangdong, Anhui, Guangxi and other major regions of the country, with more than 1000 distributors and sales network covering nearly 1 million terminal stores nationwide.
When it comes to the development strategy in the next three years, Dongpeng beverage believes that the following 6 Efforts in the following aspects: 1) improve product capacity and form a complete production capacity layout; 2) focus on leading products and cultivate new products with growth potential; 3) upgrade marketing network and strengthen brand building; 4) deepen “new retail”, strengthen information construction and improve management level; 5) improve research and development capacity and consolidate technical advantages; 6) human resources plan.
In terms of capacity expansion, the company mentioned that it plans to further expand the production capacity of South China to meet the growing capacity demand. At the same time, in the Midwest market with “great development potential”, it is planned to build Chongqing Xipeng production base, shorten the service radius in the Midwest, reduce transportation costs, and improve the national capacity layout.
In terms of product expansion, Dongpeng beverage said that it plans to focus its main resources on the leading product Dongpeng special beverage, strengthen brand building, improve channel management, continue to open up the blank market, and strengthen the existing market penetration to improve its market share and brand influence in energy drinks.
In the future, the company will increase investment in new products such as orange lemon tea, and continue to pay attention to market trends, and launch new products with growth potential guided by consumer demand. Dongpeng drinks added.