Text | Guo Jiajia Editor | Dong Jie
36Kr learned that the functional dairy brand "Niu Mao Hei Hei" has completed a 10 million RMB angel round of financing, which is exclusively invested by Qi Fu Capital. This round of financing will be mainly used for market promotion and talent introduction. In November 2020, Niu Mao Hei Hei completed a strategic financing of millions of yuan, and the investor was Qinghai Jiangheyuan Investment Group.
Founded in June 2020 and opening its Tmall flagship store in mid-September, The core target users are cutting-edge white-collar workers in high-tier cities.
Niu Mao Black has two product lines: collagen product line and probiotic yogurt product line, the product price is 12.8 yuan / bottle, each bottle is 200 grams. The collagen product line NO ONE®️ will be released at the end of 2020, with a focus on supplementing targeted nutrition and supporting skin management.
Cow hair black product diagram
The probiotic yogurt product line BR-97™ was officially launched on August 16, 2021, with 30,000 bottles sold within one week of listing. This is also the team's next focus on the product line, the product added to the animal bifidobacterium lactobacillus subspecies CP-9 and Lactobacillus rhamnosus bv-77 compound probiotics, each bottle of production to add 10 billion active specialty bacteria (Chinese patent invention name: anti-obesity lactic acid bacteria strain and its application in food composition and pharmaceutical composition, patent number: ZL 201510074689.7), known as the "new approach to body management" by the team.
After the last round of financing, Niu Mao Black black focused on the development of sucrose-free formulations. Founder Wang Jinyi believes that most of the sucrose-free yogurt on the market uses sugar substitutes, which may not be very suitable for consumers who are accustomed to the taste of sucrose. During the fermentation of yogurt, most of the lactose becomes lactic acid, which is why the taste in yogurt becomes sour.
In April, the team found a new solution to add lactase to milk, and some of the lactose in the milk is converted into galactose and glucose, resulting in a suitable sweetness, so as to meet consumers' taste needs for sweetness without adding sweeteners such as sucrose and sugar substitutes.
It is reported that milk black will continue to take low-temperature sugar-free yogurt as the entry point, enrich the functional probiotic yogurt product line, and supplement the fresh cheese, low-temperature fresh milk and yak dairy products around the target users to meet more needs.
Wang Jinyi believes that the core advantages of milk black and black lie in the production area and milk source. Qinghai has high altitude, large area of grassland pastoral conditions, transportation is more convenient than Tibet, and Qinghai yogurt fermentation process is more historical heritage, the use of local standardized demonstration dairy farm pasture conditions and processing plants, cattle hair black black integration of local agricultural and animal husbandry industry resources, has formed a certified organic production line.
At present, Niu Mao Black adopts the way of SF cold chain distribution, and with the expansion of volume in the later stage, a number of low-temperature cold warehouses will be built across the country to achieve next-day delivery services in most cities. Online, Niumao Black has been stationed in Tmall, JD.com, Xiaohongshu, Youzan, Douyin and other channels, and offline has reached an agreement with dealers in Shanghai, Beijing, Xi'an and other places, planning to officially launch its convenience store system in October this year.
Wang Jinyi believes that the product polishing at this stage has basically taken shape, and the next stage needs to focus on the marketing level. The team has moved from Shenzhen to Shanghai, hoping to absorb more brand talents. Founder Wang Jinyi is a serial entrepreneur in the TMT industry, who founded the short video APP in 2015 and later founded a big data precision marketing company with the co-founder. Co-founder Lu Yuanzheng has served as vice president of Sohu News and MCN Tianhui Star Entertainment.