The new Chinese prefabricated dish brand "Zhenwei Xiaomeiyuan" completed a B+ round of financing of 100 million yuan

Beijing News (reporter Wang Sijiao) On January 19, 2022, the Beijing News reporter learned that the new Chinese prefabricated dish brand "Zhenwei Xiaomeiyuan" has completed a B+ round of financing of 100 million yuan. This round of financing is led by Baidu Venture Capital, followed by Dingxiang Capital and Zero One Venture Capital, and the funds are mainly used for product line expansion, brand upgrading and market promotion.

According to the data, Zhenwei Xiaomeiyuan was founded in 2019, focusing on "community scenes" and taking the cost-effective route. Since 2021, Zhenwei Xiaomeiyuan has upgraded and iterated its original products, subdividing four prefabricated vegetable product lines of home-cooked food series, special pastry series, net red dish series, and family banquet dish series, including Kung Pao chicken, old Shanghai shallot oil cake, crayfish noodles, Eight Treasure Duck, etc. Recently, it has also launched three different combinations of "Happy Reunion", "Family Fun" and "Family Portrait".

Pu Wenming, founder of Zhenwei Xiaomeiyuan, introduced that the brand aims at the community scene, the reason is that as a "life product", a considerable part of the consumer group is a family-type customer group, "plus the Chinese New Year's Eve lunch gift box contains a variety of dishes, there are certain requirements for the storage and cooking of products, and the possibility of community residents to buy will be higher."

In addition, Zhenwei Xiaomeiyuan has recently refined the brand concept of "easy to cook", combined with traditional Chinese art elements and modern elements, as well as the iconic "plum blossom" graphic, and iteratively optimized the packaging design to fit the positioning of "new Chinese pre-made dish brand". Next, Zhenwei Xiaomeiyuan plans to continue to exert efforts in product polishing, accurate channel coverage, content output and other dimensions.

Yue Guang, investment manager of Baidu Venture Capital, said that Baidu Venture Capital is very optimistic about the future development of prepared dishes in China, and as a solution for a new generation of eating at home, pre-made dishes are undergoing a transformation process from B-end to C-end. The accelerated pace of young people's work, the decline in time and energy invested in cooking, and the catalysis of the epidemic have made the prefabricated vegetable industry develop rapidly in China.

Beijing News reporter Wang Sijiao

Edited by Li Yan Proofread by Liu Baoqing