36Kr learned that the Hanfang health snack brand "TipsYou" has completed a tens of millions of angel rounds of financing, the investors have not disclosed, this round of financing will be used for technology research and development, industrial chain integration, market expansion and team building.
Founded in 2020, TipsYou is a Chinese health snack brand built around herbal remedies, and founder Zhou Zhenyang once founded the Pu'er tea brand "Prince and Mountain". He told 36Kr that "Prince and Mountain" brought fire to Mansong Pu'er Gong tea, making him feel the rise of national self-confidence and cultural self-confidence, but the taste and contents of the original leaves of Pu'er tea could not serve the public in the form of standard products with the help of scientific and technological means. TipsYou's idea of using technology to turn Kampo herbal remedies into standardized snacks comes from this.
At the same time, the fast-growing food and health market has brought opportunities for Chinese nourishment. TipsYou found in the survey that 80% of Gen Z consumers chose the former in Kampo herbs and Western supplements, and consumers preferred to believe in Kampo herbs that have been proven to be safe over time. However, the Kampo herbs that appear in the form of health care products are more for the middle-aged and elderly groups, in order to meet the growing health demands of the young people, TipsYou wants to make a Kampo health snack brand with fashionable and young attributes.
TipsYou has a square series
On the carrier, TipsYou prefers sandwich fudge as a bearer, avoiding the stereotypical definition of herbal medicines by young people, and also eliminating the complex process of boiling Chinese medicine prescriptions, and has more advantages in taste and portability. TipsYou's current online "Tips" series of products, including Hi Eat Sugar, Good Night Sugar, Water Spirit Sugar, Bright Eye Sugar, etc., meet the needs of anti-sugar, tranquilizer, moisturizing, eye protection and other needs, priced at 59-89 yuan. After the launch of Tmall in May this year, the monthly sales exceeded 1 million+, ranking first in the gummy category of the Tmall platform. In addition, TipsYou is also about to launch the "Youfang" series, which launches "Peach Face", "Smooth" and "Vitality" square candy for the three needs of qi and blood deficiency, laxative detoxification, and healthy spleen and dampness.
In terms of research and development and technology, TipsYou R&D Laboratory selects and cooperates with Zhongke Molecular Research Institute and other institutions, and adopts its original "constant low temperature physical cell wall breaking technology" to extract the whole map of Chinese herbal herbal elements, and restores all the active ingredients in Chinese herbal medicines 1:1 to ensure that the Chinese herbal ingredients in the product can achieve molecular consistency and effectiveness. On this basis, TipsYou follows the pharmacological principle of "medicinal and food homology" of the Kampo side, optimizes and innovates the formula of the product, attaches equal importance to dietary supplementation and health conditioning in the new formula, and uses the Chinese classic recipe "old formula and new use".
TipsYou Labs
Taking "Tao Yan" square small sugar as an example, the formula is based on the classic Chinese medicine recipe "Eight Zhen Tang" in the "Ruizhutang Experience Fang" of the Yuan Dynasty, and a new herbal compound formula of "Tao Yan" square small sugar is developed after the experiment of medicinal efficacy principle, including angelica, ginseng, yam, mulberry, turmeric, yellow essence, poria, licorice eight flavor spleen, qi replenishment, blood nourishment Herbs.
Zhou Zhenyang said that after TipsYou entered the second phase of research and development, the product formula design will expand from mass nutritional supplements to precision nutritional supplements. Based on the accurate database of consumer conditioning efficacy feedback, TipsYou will combine AI algorithms to achieve individual formula customization, provide customized health products according to individual differences, and achieve true "symptomatic" health care.
As a brand for young people, TipsYou emphasizes the need to tap consumer health pain points from life segmentation scenarios and let consumers participate in product co-creation, such as product packaging and taste is the result of 3,000 post-95 kols voting and testing.
TipsYou
Founder Zhou Zhenyang said that in the existing Hanfang health products, the supply chain and extraction technology of Chinese herbal medicines are the core capabilities of product differentiation, and TipsYou's advantage comes from opening up the supply chain of Traditional Chinese medicine herbs, food, functional supplements, and the world's leading full-map extraction technology, which has established a high barrier to research and development. In the future, TipsYou's product form will be expanded to more ready-to-eat carriers such as beverages, oral liquids, biscuits, jelly, etc., and the efficacy will also be extended to the fields of tranquility, nourishment, refreshing and immune balance, and the coverage will be extended to all Chinese health groups. It is expected that by 2022, the company's revenue will exceed 100 million yuan.
In terms of teams, the teams have well-known consumer brands, marketing and industrial technology expertise and backgrounds. Co-founder He Junzhi has successfully built the second largest "Kehan Education" brand in Shenzhen, with annual online sales of more than 200 million yuan and total sales of more than 500 million yuan in 2020.