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The epidemic situation is repeated, round after round, constantly shuffling the catering industry. Some people scratch their ears and scratch their cheeks for next month's rent, and some people use capital expansion to enter the road of listing.
Recently, Henan brine brand Jiuduo meat has received hundreds of millions of yuan of A round financing, and Nanjing's "Xijie Fried Skewers" has completed a round of financing of 295 million yuan.
When capital accelerates to the "sinking" of the regional market, what kind of regional catering head brand can seize the capital more?
【Henan brine brand Jiuduo meat has won hundreds of millions of scale A round financing】
On October 29, a heavy piece of good news came from Henan's catering circle: Jiuduo Meat (Henan Jiuyu Whole Food Co., Ltd.) completed hundreds of millions of A round financing, which was exclusively invested by Everbright Holdings Consumer Fund. This round of financing will be used for enterprise digital construction, supply chain system upgrading and sales channel expansion.
Signature sesame oil chicken, signature black duck duck neck, signature beef tendon, characteristic boneless claw... How did Jiuduo Succulent rely on the brine taste of 30 yuan per capita to go to the road of capitalization?
According to the data, Henan Jiuyu Whole Food Co., Ltd. is located in the industrial agglomeration area of Yuanyang County, founded in February 2016, and the registered brand "Jiuduo Succulent". The registered capital of the company is 50 million yuan, covers an area of 120 acres, with a total construction area of 66,000 square meters, with a standard workshop of 50,000 square meters and a scientific research and office building of 15,000 square meters, and the entire factory area is built in accordance with the garden-style factory.
In 1997, Yang Shufeng opened a small shop of less than 50 square meters in Sanmenxia. After 19 years of development, in 2016, Henan Jiuyu Whole Food Co., Ltd. was registered and established in the industrial agglomeration area of Yuanyang County, and has since moved towards the development of industrialization, standardization and branding.
Nowadays, the brand "Nine Succulents" sales network created by Yang Shufeng covers 18 prefecture-level cities and townships in Henan Province, and the market outside Henan Province has radiated to Jiangsu, Hebei, Shanxi, Shaanxi, Hubei and other provinces, with more than 1,000 stores. At the same time, the company is equipped with more than 150 refrigerated insulation vehicles, from the warehouse to the store sales, adopting a strict cold chain control system to ensure the fresh delivery of all products.
What attracts capital? 】
Why can jiuduoduo rely on the brine taste of 30 yuan per capita to move towards the road of capitalization?
Liu Shan, managing director of Everbright Holdings Consumer Fund, publicly stated that Jiuduo Meat has taken root in Henan for many years and has established a strong market competitive advantage in the province, and the company has a complete set of systematic play methods for its target market, and will expand to the whole country in an efficient and orderly manner in the future.
The halogen products track is a large track with a scale of 100 billion and maintains a high industry growth rate, but the current industry pattern is scattered, especially the table halogen track, its large-scale improvement and integration space is more sufficient, and it has the potential to further incubate strong chain brands.
As a professional consumer fund in the industry, Everbright Holdings Consumer Fund has invested in many subdivided track head enterprises around the whole food industry chain, and has also accumulated a large number of industrial chain resources.
【The "Snack and Drink" track bursts out of great potential】
Two days before the brine brand "Jiuduo Meat" received hundreds of millions of yuan in financing, the fried skewer brand "Xijie Fried Skewers" (Nanjing Borderless Catering Management Co., Ltd.) announced that it has recently completed a round of financing of 295 million yuan, which is jointly led by Source Code Capital and Xingnacher Capital, with Mingyue Capital as the exclusive financial advisor, and the funds will be used for supply chain upgrading, team expansion and digital construction.
In September this year, the "Xijie Fried Skewers" settled in Zhengzhou, with a per capita price of 20 yuan, which was popular when it opened, attracting countless Internet celebrities to punch in.
The opening speed of "Xijie Fried Skewers" is amazing, only two years from Nanjing to the whole country, the supply chain covers 29 provincial-level administrative regions, the chain stores exceeded 1400, and the average monthly sales of 60 million strings.
Yin Jian, managing partner of Xingnaher Capital, publicly said that in the more than a year of acquaintance with Wang Kuankuan (founder of "Xijie Fried String"), accompanied Xijie from 200 stores to the scale of more than 1,000 stores, they saw the "snack and drink" track burst out of great potential, and believed that players on this track should invest a lot of resources and energy in product innovation and supply chain, in order to truly establish core barriers, is expected to stand out from the fierce competition.
According to the data released by the enterprise, in the first half of this year, there were 12 financings in the domestic noodle industry, and the disclosed amount exceeded 1 billion yuan. Lanzhou ramen is quite optimistic about capital, and Majiyong Lanzhou ramen, Zhang Lala, Chen Xianggui brands have successively obtained financing.
Looking at the Lanzhou ramen brand and the nine succulent and hi sister fried skewers that have just been financed recently, the fast copying speed, high degree of standardization and all-weather fast food are the common points of such restaurant companies.
【Fragrant in the eyes of capital: the ceiling of the category, the degree of standardization, whether the product is addictive】
Recently, catering investor Daniel Zhang (anonymous) came to Zhengzhou from Shanghai to inspect catering projects, and snack and fast food brands that can represent Henan characteristics are the focus of his inspection.
Why are fast food and snack brands favored by capital?
Daniel Zhang believes that fast food and snack brands can open more space, "Xijie fried skewers", "nine more meat" is a typical small shop model, the expansion rate is very fast, hundreds or even thousands of stores for this type of store is very simple. The big stores are different, the big stores can only open three or two stores in one place, although the single store makes money, but the number of stores can not be done, it is not easy to be favored by capital.
At the same time, for large stores, if the operating state is ideal, they can earn far more money than small stores, and capital means little to them. But for small shops, it is difficult to copy the second and third stores through the money earned by one store, and the speed of replication will be limited, and such small shops will need to develop rapidly with the help of capital. Capital is more suitable for smaller business models.
In the view of Daniel Zhang, the ceiling of the category, the degree of standardization, whether the product is addictive and other characteristics are the direction of capital focus. Snack categories such as milk tea, brine flavor, and fried skewers have a high ceiling, and it is possible to open 10,000 or 20,000 stores in the national market.
Taking the brine store as an example, the product is very easy to standardize, basically the factory is ready to send to the store for sale. Compared to brands that rely on chef skills, brine shops are very reproducible. The so-called factory is good to copy, and the chef is difficult to copy.
From the perspective of consumers, milk tea, brine flavor, and fried skewers are easily addictive, making people want to eat and want to eat, drink and want to drink. This will prompt consumers to buy multiple times, and the category has a natural advantage.
Editor: Liu Mengge Shi Shangjing