36Kr's exclusive | unmanned retail brand "Fenge Foot Food" completed a round of financing of 300 million yuan, accelerating large-scale development

36Kr exclusively learned that unmanned retail operator "Fenge Foot Food" (Fengyi Technology Co., Ltd.) has completed a Series A financing of 300 million yuan. The round was led by SoftBank Ventures Asia, followed by CICC Capital's CICC Cultural Consumer Industry Equity Investment Fund and Shenzhen Innovation Investment Group. After this round of financing, SF's related parties Mingde Holdings and SoftBank Asia are listed as the largest shareholders. It is reported that the financing funds will be mainly used for accelerated growth in scale, operational efficiency and service quality improvement.

Incubated by SF in 2017, Fenge Foot Food focuses on the office field, using AI smart cabinets as the carrier to provide rich breakfast, afternoon tea, snacks, beverages and other commodity sales services for urban white-collar workers. At present, the consumption scene has gradually expanded from the closed office scene to the semi-open scenes such as logistics parks, co-working spaces, factories, government agencies, schools, and hospitals.

Courtesy of respondents

According to reports, Fenge Foot Food is firmly optimistic about the commercial value of near-field unmanned retail, and the unmanned retail area based on AI smart cabinets is small, the scene adaptation is flexible, the user's high-quality consumption potential is high, and the market space is huge. In the process of entrepreneurship, FengeZu Food adheres to the advantages of SF's high-quality service genes and logistics supply chain, and continues to invest in scene demand satisfaction, supply chain optimization, and product research and development iteration, and explores the user demand satisfaction and experience improvement brought about by extreme operational efficiency.

Investor views

Ding Haipeng, Asia partner at SoftBank, said: "The offline unmanned retail scene has great commercial value and is an irreplaceable offline channel for brands to reach consumers. We are optimistic about the excellent operational and business expansion capabilities of the Fenge Foot Food team, and constantly enrich the unmanned retail reach scenarios to provide consumers with a more convenient and ultimate consumer experience. ”

THE CICC Cultural Consumption Fund team under CICC Capital said: "China's unmanned retail market is developing at a high speed, and smart containers have the advantages of adapting to a variety of scenarios, small site selection and large market space, and are replacing some vending machines and unmanned shelves. Through its unique BD and operation mode, FengeZu Food has successfully opened up the economic model of sinking points, which has greatly enriched the space for point expansion. We believe that under the leadership of a management team with first-class strategic thinking, top-notch algorithm technology and efficient execution capabilities, the company will become a leading enterprise in the track and bring a better unmanned retail experience to consumers." ”

Zhang Zhikai, head of the investment department of Shenzhen Venture Capital Industry Fund, said: "From the perspective of consumption habits, consumers have gradually developed the habit of paying for convenience, and the consumption scenario of unmanned retail has gradually penetrated from open and semi-open scenes to high-threshold office scenes, and the requirements for the ability boundaries of entrepreneurial teams are getting higher and higher." Different from the traditional Internet entrepreneurial team, FengeZue food is incubated by the logistics giant - SF, and poured resources into key support, established a market-oriented, replicable, algorithm-driven operating mechanism, has become the largest and fastest growing company in the unmanned retail field of office scenarios, we continue to be optimistic about Fengezu food. ”