Soho house再闯IPO，情怀与现实难两全

格隆汇2021-07-12

7月6日，世界顶级的豪华社交俱乐部Soho house以Membership Collective Group（简称MCG）作为公司名称向美国证券交易委员会SEC申请IPO，计划在纳斯达克上市，拟募资4.8亿美元。 MCG是一个由Soho House、Soho Works、The Ned、Scorpios Beach Club、Soho Home以及相关数字平台组成的全球会员平台。Soho ...

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Comments

WH880708
2021-07-12
WH880708
Good article
GoodLuck0102
2021-07-12
GoodLuck0102
好
tanshenyong
2021-07-12
tanshenyong
好??

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house以Membership Collective Group（简称MCG）作为公司名称向美国证券交易委员会SEC申请IPO，计划在纳斯达克上市，拟募资4.8亿美元。\nMCG是一个由Soho House、Soho Works、The Ned、Scorpios Beach Club、Soho Home以及相关数字平台组成的全球会员平台。Soho ...</p>\n\n<a href=\"http://www.gelonghui.com/p/474913\">Source Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":null,"symbol_name":null,"start_time":0,"source_url":"http://www.gelonghui.com/p/474913","article_id":"2150384615","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/f72be24cb687effbc8aadf986dd2b058"],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2150384615","pubTimestamp":1626090243,"columns":[],"sourceInfo":{"source_id":"gelonghui_highlight","name":"格隆汇"},"weMediaInfo":null,"summary":"成立以来尚未实现盈利","collect":0,"end_time":0,"defaultTopTitle":"gelonghui.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{},"translate_title":"Soho house breaks into IPO again, and it is difficult to have both feelings and reality","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/dcbabe0d3b0edf83d77db9ef2d0e1dc5","symbols_score_info":{},"content_text":"7月6日，世界顶级的豪华社交俱乐部Soho house以Membership Collective Group（简称MCG）作为公司名称向美国证券交易委员会SEC申请IPO，计划在纳斯达克上市，拟募资4.8亿美元。\nMCG是一个由Soho House、Soho Works、The Ned、Scorpios Beach Club、Soho Home以及相关数字平台组成的全球会员平台。Soho House由创始人Nick Jones于1995年在英国伦敦创办，截至2021年4月4日，公司在全球的会员超过11.9万。\n图片来源：网络\nMCG的控股股东是Yucaipa，一家由Ron Burkle创始的投资机构。公司上市后，Yucaipa将拥有58%的B股股权。\n值得一提的是，这已经不是MCG首次尝试IPO。早在2018年2月，MCG就曾试图在纽交所上市，公司当时的估值约为20亿美元，与奢侈品帝国LVMH旗鼓相当，还聘请了高盛、摩根大通评估其融资方案，但由于一直未做出最终决定，上市之旅也就不了了之了。\n1\n严格的会员制度\n历经25年，Soho house从一家私人俱乐部发展到现在集酒店、餐厅、酒吧、SPA于一体的顶级连锁俱乐部。在伦敦、纽约、香港、柏林等地相继落脚，目前全球拥有分店30家；且选址都极富特色，从复古的英伦建筑到海边的联排别墅，再从摩登的都市高楼到温馨的农场小屋，是全球设计师挤破头都想参与的俱乐部，也是全球会员资格最难拿的俱乐部。\n\n图片来源：网络\n比起引人瞩目的设计风格，其实“人文”才是Soho house的灵魂所在。这个俱乐部的会员制是出了名的严格，深受各界精英的追捧，然而它主要针对的人群并不是富豪和政客，也是不是金钱和地位，而是电影、艺术、音乐、时尚界这些有意思、有创造力的人才。\n其实对有钱人来说，入会的门槛不算太高，每年只需支付3万多港币便可进入“上流社会”的社交圈，可谓极致性价比。然而，Soho house却不是有钱就能进，它特有的“筛选”机制尤其苛刻。\n首先，你要由两名会员内推，其次还需进行五页纸的笔试审核才能进入面试环节“申请者饭局”，即便通过，倘若发现气质不符，依然会遭到清退。据说连社交名媛金卡戴珊都被屡次拒之门外。\n图片来源：网络\n\n即便如此，每年依然有上万人排队申请加入俱乐部。2016-2020年,每年会员数量增长约16%。截至5月30日，今年已有5.9万人申请入会。\n\n现在的Soho house已逐渐成为名流进出的专属俱乐部，会员包括影星莱纳昂多、模特凯特摩丝、歌手泰勒斯威夫特等等。\n图片来源：网络\n\n2\n积极扩张下难掩亏损\n在强大的明星光环下，如此傲娇的Soho house，实际上自公司成立以来还尚未实现盈利。\n2020财年的营收更是从2019年的6.42亿美元降至3.84亿美元。2021年一季度净亏损9303.7万美元。招股书显示，Soho house一半以上的收入来自会员服务，说明公司能否盈利取决于投入成本和可自由支配的支出。\n\n疫情的突然爆发给Soho house的业绩造成不小的冲击。为了控制成本，公司于2020年裁掉19%的头部员工，但即便如此，也无法挽救2020年净亏损2.35亿美元的局面。\n尽管Soho house亏损严重，但作为全球顶级的会员制俱乐部，还是得持续加大投入才能维持公司一贯的格调，因为客户对Soho house品牌的认可于公司业绩而言起到十分关键的作用。\nSoho house计划将本次上市筹集到的资金用于帮助俱乐部的发展，并目标于2023年将俱乐部数量扩张至46家，然而这一过程中或出现许多因素超出Soho house的控制范围。公司打算在接下来覆盖的城市中以个性化但一致的方式复制过去的模式，可在新城市争夺高质量且合适的地点搭建新场所并非易事，既要熟悉新的法律，又要向新兴市场传达品牌文化吸引目标客户。倘若Soho house无法应对挑战，巨大的投入将给公司业绩带来不利影响。\n3\n结语\nSoho house独特而苛刻的会员制模式属实罕见，自带的明星效益为其带来不少客户。但目前快速的扩张和较大的财务压力也给公司造成较不乐观的局面。俱乐部在如此严格的会员制度下，保持格调和实现盈利将难以两全。","kind":"highlight","is_publish_news":false,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":146496631,"gmtCreate":1626095476723,"gmtModify":1703753227415,"author":{"id":"4089000337431690","authorId":"4089000337431690","name":"WH880708","avatar":"https://static.tigerbbs.com/44fe818741371cd4e7cba59cf925a187","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"4089000337431690","authorIdStr":"4089000337431690"},"htmlText":"Good article&nbsp;","listText":"Good article&nbsp;","text":"Good 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