A股失败后，网红酒店亚朵赴美IPO！

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A股失败后，网红酒店亚朵赴美IPO！

ipo观察2021-06-18

近日，有网红酒店之称亚朵向美国证券交易委员会（SEC）递交了上市招股书，亚朵计划在纳斯达克上市，股票代码拟为“ATAT”。事实上，亚朵曾分别于2019年、2020年发起上市辅导，拟登录A股，但最后均无后续进展，A股上市计划终止以后，亚朵酒店如今正式向美股发起了冲刺。亚朵成立于2013年，招股书中其定位为“中国领先的生活方式品牌”，旗下品牌覆盖从中档到豪华酒店的全业务链条，具体包括：高品质人文酒店...

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Lucy9988
·2021-06-19
放過大A的股民
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- hhyw:
  他们只认钱?
  2021-06-19
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Futre
·2021-06-19
?
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Futre
·2021-06-19
現在什麼公司都能上市，上市門檻低。不看好。
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- Futre:
  赞?
  2021-10-11
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- Futre:
  赞?
  2021-10-09
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- Futre:
  赞?
  2021-09-08
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Bsssg
·2021-06-19
??
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投资J
·2021-06-19
K
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210BEtan
·2021-06-18
OK
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- DYTW:
  [微笑]
  2021-06-19
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年王海军曾到该处旅行感念其宁静祥和的氛围而后恋恋不忘。2013年，王海军开设了第一家酒店，并以亚朵村命名。王海军是酒店行业专家，曾为汉庭酒店（中国第二大及全球第九大的酒店集团华住集团前身）的创始人之一，2012年从华住离职。\n天眼查信息显示，2015年-2017年，亚朵酒店先后进行过三轮融资，投资方包括君联资本、阿里巴巴荣誉合伙人陆兆禧、去哪儿、德晖资本等。\n截至今年6月，亚朵创始人兼董事长王海军持股亚朵大约31.3%，赴美IPO后还将对公司董事会成员选举拥有过半的投票权。携程持股亚朵大约14.8%。除此之外，君联资本持股30.4%，携程通过子公司持股14.8%。\n截至2021年3月31日，亚朵酒店覆盖了中国131个城市，旗下共有608家酒店，客房数量超过7.1万间，其中包括575家管理加盟酒店，约6.63万间客房。此外还有299家筹建酒店，客房数量约为3.28万间。\n\n亚朵被视为酒店业“新经济”的代表，有“新住宿经济第一股”的称号。靠吸引年轻人注意力而出圈，借助红人经济、社交平台有效缩短品牌启动周期，迅速爆量。一些城市的亚朵精品店,甚至被小红书、点评们视为网红景点，亚朵“IP酒店”成了名副其实的网红酒店。\n目前亚朵已经分别和网易云音乐、虎扑、连锁书店Owspace成功打造了三个系列的主题酒店——音乐酒店、篮球酒店和文学酒店，截至 2021 年 3 月 31 日，三大主题酒店分别有440 间、378 间、194间客房。2020年，亚朵主题酒店的客单价达到469.1元，较同区域可比亚朵酒店的平均每日房价(ADR)高出15.4%，并已初步显现可复制性。\n同时，亚朵也更擅长数字化运营和私域流量，截至2021年3月末，亚朵注册会员累超2500万，2015年至2020年的复合年增长率为79.6%，其中30岁以下注册会员的复合年增长率为113.2%。2020年，亚朵44.7% 的晚房出售给了亚朵会员，会员复购率(即同一年中第二次预定房间)达到48.7。同时，基于会员制度、自有App和小程序，亚朵2020年通过OTA平台的客房预订占比仅为19.9%，渠道依赖相对较低。截至 2021 年 3 月 31 日，亚朵手机应用累计下载量约930万，亚朵微信/微信小程序累计用户约200万。\n1、酒店+零售\n招股书显示，2019年亚朵实现净收入15.67亿元，亚朵2020年的净收入与2019年基本持平，同样达到了15.67亿元。而2019年和2020年归属于本公司的净利润也分别达到了6496万元和4205.1万元。\n亚朵的收入主要来自加盟酒店、自营酒店以及零售业务三大部分。\n亚朵的亚朵大部分酒店加盟模式为主，占比超过90%，加盟模式为管理加盟（Manachised Hotel），由酒店集团派驻管理人员，盈利来自加盟费，加盟店收入主要靠一次性加盟费用及持续加盟费（一般按照营收的百分比提取），成本主要有人工及后台支持成本（营销费用、行政费用的分摊以及管理人工费用），是一种轻资产运营方式。\n2019年、2020年加盟酒店业务贡献收入分别为8.4亿元、9.26亿元，占总收入比例为56%、58%，入住率分别为72.3%、66.9%，RevPAR分别为313元、268元。\n\n自营业务方面，亚朵酒店的经营物业主要来自于租赁，亚朵酒店承担租金以及运营费用，承担了绝大部分的经营性风险。自营的盈利模式为经营酒店，主要的营收为房费、会务费以及其他服务性收入。主要的成本为装修、租金、人工及耗材。2019年、2020年加盟酒店业务贡献收入分别为6.1亿元、4.96亿元，占总收入比例为39%、31.6%，自营酒店业务的入住率分别为83.0%、68.6%， RevPAR分别为463元、339元。\n零售业务方面，招股书显示，据 Frost & Sullivan 称，亚朵是中国第一家开发基于场景的零售业务的连锁酒店，与制造商密切合作以提供高品质的产品，将产品渗透到酒店的各个空间，使每间客房都变身一个购物目的地，盘活酒店的空间。\n随着酒店多元业态融合发展，住宿已不再是单一功能，而向多功能发展，把酒店公共空间变成购物和体验的场景，已经逐步成为现实，零售业酒店屡见不鲜。\n截至2021年3月末，亚朵共拥有1136个SKU，其中75.2%为自有品牌产品，大致可分为“亚朵星球”(αTOUR PLANET)、“萨和”(SAVHE)和Z2GO&CO三大产品线，涵盖睡眠相关产品、个人护理以及旅行必需品等品类。\n2019年和2020年零售业务产生的GMV分别为人民币8,280万元和1.072亿元，同比增长29.5%，截至3月31日止三个月达到人民币3,260万元。\n招股书披露，亚朵加盟商的投资回收期一般在酒店开业后的3-5年，是中国中高端连锁酒店中最快的速度之一。且加盟商亦对亚朵较为认可，疫情期间也表现出较高粘性，2020年亚朵旗下31.8%的加盟商选择再次加盟。由此而言，亚朵未来扩张的基础条件较为良好。\n2、疫情下的酒店业\n2020年疫情给酒店行业带来的巨大考验，为了进行疫情管控和旅行禁令，许多城市进行严格封锁，酒店行业承受了客流大幅减少带来的巨大压力。具体体而言，亚朵约 177.7 万间客房无法使用，占 2020 年全年可用客房总数的 8.6%。\n2020年在疫情的影响下，入住率降到67.1%（不含被征用酒店，下同），RevPAR为275.1元，同比下降了16.5%，2020年净利润3782万元，同比下降了37.8%。其中，第一季度入住率跌到只有37.2%，RevPAR只有145.4元，净亏损7608万元。不过随着国内经济迅速恢复，2020年第二季度亚朵酒店入住率已经恢复到67.1%，RevPAR只有241.3元，第三季度达到77.9% ，RevPAR只有332.6元，基本恢复到正常水平。\n到2021年第一季度，亚朵酒店业绩实现了较显著的回升，入住率已恢复到60%，同比增长了近23个百分点，RevPAR则恢复到238.1元，同比增长超过六成。今年4-5月份持续增长，入住率保持在80%左右的水平。\n在后疫情时代，酒店行业的复苏是必然的，然而机遇与挑战并存，外部的竞争不可小觑， 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