36Kr learned that the dairy brand "Öarmilk" has completed tens of millions of yuan of angel round financing, and the investor is One San Capital. This round of financing will be mainly used for supply chain construction, product research and development, team building and channel expansion.
Öarmilk products were launched in November 2020 and are mainly fresh dairy products with low temperature and short shelf life. In the process of inspecting domestic dairy products, founder Wang Weijian found that the homogenization of domestic dairy products tracks was serious. After visiting and inspecting dairy factories in Denmark, Germany, Japan, the United Kingdom, Russia and other dairy products, he hopes to learn from and absorb some of the processes used in European factories to produce more kinds and higher quality dairy products.
Öarmilk first laid the foundation for the supply chain. In 2016, Wang Weijian began to prepare for the construction of a fully automated dairy factory, investing a total of 240 million yuan in three years, purchasing imported equipment such as The Vesfalia Whey Separator, and establishing a flexible production line that meets the standards of high-end dairy products in the European and American markets to ensure the quality of new dairy products.
The Visfalia Whey Separator is an important machine for the preparation of Greek yogurt, and in order to be compatible with the new equipment, Oarmilk has re-modified the production line, such as the wide runner transformation of the sterilizer, to reduce the viscosity and state loss of the product.
Öarmilk product diagram
According to public data such as Snowball, domestic raw milk prices have accelerated since 2018, and from 2013 to 2015, they have experienced a cycle of price ups and downs. The cyclical fluctuations in milk prices are related to various factors such as weather, supply, and market sentiment, which force dairy brands to pay more attention to the supply chain and gain the initiative in the upstream and midstream.
Next is the layout of the channel. In May 2021, Öarmilk formed an offline team and started from offline channels in August. At present, Öarmilk's offline channels are mainly based on hema fresh, OLE, BHG and other high-precision super. Öarmilk has also set up a dedicated marketing center in Shanghai to cover Shanghai, Suzhou, Hangzhou and other south China regions.
At this stage, the audience of Öarmilk products is mainly healthy and exquisite women aged 25-35, most of whom have high standards and needs for quality of life. For this part of the people, superb offline shopping channels are more likely to form brand trust.
Öarmilk currently offers three series of products, namely Basic, Healthy and Share. Basic series focuses on natural, using minimalist ingredients and high-quality technology, for the classic basic model of yogurt; Healthy series focuses on natural and healthy, the first domestic double package setting, in the Basic sucrose-free Greek fermentation milk additional collagen peptides • sodium hyaluronate and probiotic prebiotic freeze-dried powder packages, adding more functional scenes to yogurt; Share series is the main natural and sharing, increasing the yogurt capacity of the Basic series to 720g, Packaged in home packs.
Founder Wang Weijian told 36Kr that there will be a new enjoy series of new products on sale at the end of October. Available in strawberry, mango and vanilla flavours, the collection features a high concentration of real fresh fruit, enriched with fresh jams based on Basic's original Greek-style fermented milk for a dessert feel.
Öarmilk plans to complete the offline high-precision and super-scale layout by the end of the year, which will reach the scale of thousands of terminals. A more targeted online operations team will also be assembled by the end of the year.
Edit | Dong Jie