Honey Snow Ice City shot second, and looked at a post-80s fried chicken girl

Wen 丨 Wang Manhua

Edited by 丨 Cao Weiyu

Source 丨Tou China Network

After half a year, Honey Snow Ice City shot again.

According to Tianyan, on April 24, Henan Chicken Packing Catering Enterprise Management Co., Ltd. underwent industrial and commercial changes, and shareholders added Snow King Investment Co., Ltd., an affiliate of Mixue Bingcheng. At the same time, the registered capital of Henan Chicken Packing Catering Enterprise Management Co., Ltd. increased from 1 million yuan to about 1.4286 million yuan.

Chicken Boxing is a chain restaurant brand that specializes in Korean fried chicken and various Types of Korean food. According to the data of the narrow door dining eye, there are 6 stores of chicken boxed fried chicken, but through the map search, the investment network found that there are only 3 stores in the camp at present, which are located in Zhengzhou and Nanyang in Henan Province.

This is the second publicly available shot by Mi Xue Bingcheng, which invested in a new tea brand, Guangdong Hui Tea, in October last year.

New tea drinking VC itself is not a new thing, xi tea, tea beauty and ancient tea, have previously officially announced the news of foreign investment, but the above brands invested in the enterprises without exception are around the beverage field, to do supply chain and different categories of investment.

Why does Michelle Ice City invest in fried chicken?

Michelle Ice City "crossover" Korean fried chicken

Chicken Box fried chicken was established in 2014 and made its fortune in Henan.

According to public information, founder Li Yao is a post-80s serial entrepreneur who once opened a clothing store, worked as a fashion magazine editor, and later entered the catering circle.

Li Yao's previous experience of studying in South Korea gave Li Yao a certain understanding of Korean food, so she opened a Korean restaurant in 2013, named "Oh Oh Yo", which is the predecessor of chicken boxing. However, because the location of the store was not good, the income could not pay the employees' wages, Li Yao decided to do purchasing with his former Korean friends, and used the income earned to pay the salaries of employees, which lasted for nearly a year.

In 2015, with the popularity of the Korean drama "You from the Stars", it also made the Korean fast food combination of fried chicken beer on fire. In the same year, Li Yao officially divided the brand business scope from Korean food to Korean fried chicken, and changed the brand name to "chicken boxing". In terms of stores, the early days of chicken packing adopted industrial style container elements for store design, and the store type was divided into two modes: large stores that focused on customer experience and visual communication, and small stores that mainly bought and walked.

According to the data of the narrow door dining eye, there are 6 stores of chicken boxed fried chicken, but through the map search, the investment network found that there are only 3 stores in the camp at present, which are located in Zhengzhou and Nanyang in Henan Province.

For this investment, the relevant person in charge of Michelle Ice City said in an interview with local media in Henan: "The focus of Investment in Mixher Ice City is mainly food and beverages, and (investment in chicken boxing) is a normal corporate investment. ”

It is worth noting that in September last year, Michelle Ice City opened the first "Snow King Castle Experience Store" in Zhengzhou, Henan Province, compared with ordinary stores, the products of the experience store have added fried skewers, fried chicken, as well as dessert baking area, cake DIY area and brand surrounding area on the basis of tea.

On the past April 21, the main body of Honey Snow Ice City, Henan Honey Snow Ice City Beverage Co., Ltd., also underwent industrial and commercial changes, and the business scope added "small omnivorous food" and "alcohol business".

It can be seen that Honey Snow Ice City's investment in chicken packing is a test of expanding product categories.

Why does Michelle Ice City choose fried chicken?

The logic behind it is not difficult to understand. First of all, chicken is one of the largest meat consumer goods, with a broad mass base, no obvious regional taste differences, and a vast market. According to the data of Meituan Takeaway, the compound annual growth rate of fried snacks from 2019 to 2021 is 37.7%, and in 2021, fried snacks have become the largest category of snacks with a single volume of more than 650 million orders, of which the sales volume of chicken steak ranks first in fried foods.

Secondly, under the decades of exploration of brands such as McDonald's, KFC, and Zhengxin Chicken Steak, the fried chicken category has long evolved a mature and standardized supply chain system, which is easy to copy and expand fast.

According to data, as of now, in the domestic snack fast food tea beverage category, there have been four brands with the scale of 10,000 stores, in addition to Michelle Ice City, the other three are Zhengxin Chicken Steak with 20,000 stores, and the delicious duck neck and Wallace burger with more than 10,000 stores, two of which are related to fried chicken.

The "Snow King" of the attack started the "investment + supply chain + going to sea" combination fist

This is not the first time that Michelle Ice City has struck.

On September 13, 2021, Michelle Ice City officially established Snow King Investment Co., Ltd. to invest in unlisted enterprises. Then in October, he invested in an angel round, which was a new tea brand from Guangdong, "HuiCha".

According to the data, Huicha was founded in 2015 and is headquartered in Dongguan, Guangdong Province, focusing on bubble tea. Up to now, Huicha brand has opened more than 70 stores, mainly distributed in Dongguan, Guangdong, Haikou, Sanya and other places.

Although it is the same tea brand, the positioning of Huicha and Michelle Ice City is very different.

First of all, from the product point of view, the products of Michelle Ice City are mainly fruit tea and ice cream, and Hui Tea is mainly bubble tea; secondly, in product pricing, Michelle Ice City takes a low-price strategy, the unit price of the product is within 10 yuan, and the pricing of Hui Tea is in the price range of 10 yuan-15 yuan.

In fact, Michelle Ice City has also launched a mid-to-high-end sub-brand M+ and a coffee sub-brand lucky coffee, but at present, the performance is average, and the progress is not smooth.

In this case, choose to invest in the mid-range market "Huicha", or a new path that Michelle Ice City strives to achieve positioning and category expansion.

The investment styles of these two times also have similar "painting styles".

Unlike Xicha,which prefers to invest in star brands, the targets selected by Michelle Ice City are mainly concentrated in second-tier cities and below, with general popularity, not large scale, and never raised funds externally. Moreover, The shot of Michelle Ice City is very strong, and the shareholding ratio of the two shots is not low, Huicha holds 19% of the shares, and the chicken box holds 30% of the shares. Both shots are closely related to the proprietary business.

Shi Peng, general manager of Michelle Ice City, also publicly emphasized: "Michelle Ice City has been going very steadily, setting up a technology company, or doing some other layouts, all around the development of Honey Snow itself, and will not involve business that is not related to Honey Snow." ”

In addition to investment, Snow King has also been frequent in other aspects in the past two years.

In January last year, Michelle Ice City announced the establishment of Hainan Fresh Yida Supply Chain Co., Ltd. in Hainan, in July, the establishment of Dajia International Enterprise Management Co., Ltd. in Hainan, and in August, the establishment of Chongqing Xuewang Agricultural Co., Ltd. The three companies point to supply chain, corporate management and raw material production.

At the same time, going to sea has also become the main focus of the brand in the past two years. Since opening its first overseas store in Vietnam in 2018, Michelle Ice City has now entered seven countries, including Vietnam, Indonesia, Singapore, the Philippines, South Korea, Australia and Malaysia. Especially in Vietnam, the number of Michelle stores has exceeded 200. In June 2021, Mi Xue Bingcheng set up Xuewang International Trade Co., Ltd. in Chengdu, and shortly after, founder Zhang Hongchao also shouted out the slogan of "two dollars, let the people of the world eat and drink well".

At present, the "Snow King" is trying to play a set of attack "combination punches" through investment, upgrading the supply chain and going to the sea.

New tea drinks are piled up to do VC, hi tea radical, Nai Xue "late but arrived"

Cross-border VC, not only Honey Snow Ice City.

New tea investment has become a boom, from the initial tea, tea color, and then to ancient tea, Nai xue, book and burned immortal grass, new tea brands have taken up the investment gun, strengthen the "moat" at the same time are also seeking new breakthroughs.

Xicha belongs to the representatives of the earlier shot and more aggressive playing style. Since July 2021, after exclusively investing in the hundreds of millions of yuan financing of the chain coffee brand Seesaw A+ round, Heytea has invested in 5 companies, covering coffee, tea, pre-mixed wine, juice, oat milk and other categories.

In September last year, Heytea invested in the oat milk brand "Wild Plant YePlant"; in October, Heytea invested in the tea brand "Heyi Peach Peach", which focuses on peach-flavored tea, and in the same month, Heytea, together with BAI Capital and Tomato Capital, jointly led the A round of financing for the new National Wave pre-mixed liquor brand "WAT Cocktail"; in November 2021, Heytea invested in the juice drink brand "Wild Cuishan", which mainly focuses on "molecular juice", holding 60% of the shares, which is also its first holding investment; not long ago, Xicha has also invested in a lemon tea brand called "Wang Lemon".

At about the same time as Xicha, the investment was announced. In July last year, Lu Liang, the founder of Chayan Yueshi, announced that he had participated in the angel round of financing for Changsha's local tea brand "Guo Ya Ya", and other investors included Tiantu Investment and Qianyue Capital. However, this is also the only shot by Cha Yan Yue so far.

Another new tea brand, Gu Ming, also started a VC, and in December last year, Gu Ming, together with Meituan Dragon Ball, DCP and KKR, jointly invested in the B round of financing for dairy rookies "Adopt a Cow".

Although the project preferences are different, the investment in several new tea drinks has a clear industrial investment color. Without exception, it points to the two major directions of supply chain and beverage brands.

The logic behind it is not difficult to understand, supply chain management has become one of the core elements of the second half of the competition for new tea drinks, and the continuous expansion of categories and coverage of different price markets is essentially to stabilize the moat and seek the second growth curve of the business.

Recently, a number of new tea brands have revealed their intention to invest.

On March 28, Naixue Tea established Shenzhen Meimei Own Power Investment Co., Ltd., with a registered capital of 10 million yuan and a business scope of venture capital.

In April, another new tea brand "Shuyi Burning Immortal Grass" also established Hainan Shuhan Investment Co., Ltd. in Hainan, with a registered capital of 30 million yuan, and its business scope includes engaging in investment activities and venture capital with its own funds.

Tea has become a fully competitive stock market, and investment is becoming a new weapon for new tea brands.