36Kr learned that recently, Shanghai Xiaoya Biotechnology Co., Ltd. (hereinafter referred to as "Xiaoya Biotechnology") announced that it will complete a US$10 million B round of financing in mid-2020, with HSBC Capital Investment and Xilin Investment as the exclusive financial advisor for the transaction. Proceeds from this round of financing will be used for marketing, new plant construction and increased stocking.
Review of Xiaoya Biotech's financing history: in 2015, the company obtained tens of millions of RMB financing, invested by JF World and Guantai Capital; in 2019, the company obtained KIP Capital A+ round of 10 million RMB financing.
Xiaoya Biology is a cosmetics company, founded in Shanghai in 2012, the company around the "basic line + cosmeceutical line + oral line" research and development products, the target population is targeted at female users aged 18 to 35 years old. At present, the basic skin care brand "Natural Name", the functional skin care brand "EVM" and the oral beauty brand "Whiteasy" have been launched.
"Name of Nature" is the first brand launched by Xiaoya Biology, focusing on "plant extract + additive-free", skin care products include lotions, creams and masks, the price range is 49 yuan to 189 yuan, and the product repurchase rate is higher than 30%. Among them, the sales of yeast water in the name of nature are very high, doubling almost every year, and the sales of single products in 2020 exceeded 100 million yuan.
Skincare brand "The Name of Nature"
"EVM" focuses on the different skin problems of different skin types and people, and specializes in a number of functional skin care product lines. There are more than 40 products, including the hyaluronic acid high moisturizing series "AQUA+" for dry skin, the salicylic acid fine pore cleansing series "DELETE+" for acne skin, and the oligopeptide multi-effect facial firming series "CELL+" for all skin that needs anti-aging skin.
Regarding sales channels, Shi Shenhua, founder of Xiaoya Biology, said that in addition to online channels, "EVM" products have also established a new retail store system, and have opened offline physical stores in Shanghai, Luoyang, Changsha and Changzhou. The brand also launched a "personalized skincare customization program" in the physical store, where consumers can complete skin testing in just 10 minutes. The store will customize the skin care plan according to the consumer's skin parameter map, and prepare the skin care solution on the spot.
Functional skincare brand "EVM"
"Whiteasy" oral series includes tablets and soft capsules, Shi Shenhua said that the tablets contain water-soluble and easily absorbable functional ingredients, the product active ingredient content is high, and the human body can quickly absorb; soft capsules will dissolve the fat-soluble functional ingredients in vegetable oil, improve their solubility and oral bioavailability, can ensure the full absorption of active ingredients.
Oral beauty brand "Whiteasy"
Talking about competition, Shi Shenhua said that the competitors of the "name of nature" are mainly moisturizing and whitening skin care products in the same price range, "the name of nature" is to impress consumers with product benefits, to ensure that more than 100 yuan of products can have higher quality; oral health care products are the blue ocean part, China is the world's second largest health food market, but there are not many competitors in the field of domestic oral beauty and health products, and this market still needs to be tapped. In addition, Xiaoya Bio also attaches great importance to product research and development, research and development is completed within the company, in contrast, many skin care brands do not have R & D team, using OEM methods.
The founding team of Xiaoya Biology has rich experience in the cosmetics industry: the founder of the company, Shi Shenhua, is a doctor of pharmacy from the University of Nottingham, the United Kingdom, and also has a double degree in chemistry and economics from Peking University, and was the senior regional manager of The Body Shop of the world-renowned cosmetics under L'Oréal; the co-founder of the company, Zhao Nan, graduated from Peking University, was a senior manager of Baidu, managed a team of more than 120 people, responsible for Baidu's commercial product related business, and is also a serial entrepreneur, who has completed cosmetics reviews, recommended communities, Cosmetics social e-commerce, cosmetics video e-commerce and other products.
According to the data provided by the team, the compound growth rate in 2020 is more than 100%, and the gross profit margin of products will reach about 70%, and in 2020, the product repurchase rate of Taobao and Tmall will reach 30%.
Regarding the company's future development, Shi Shenhua said that Xiaoya Bio will do product updates every year, eliminating 30% at the end, and will also launch sleep-proof and anti-shedding products next year.
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With KIP Capital's A+ round of RMB financing, "Xiaoya Bio" wants to use its R&D capabilities to become a cosmetics group