China Food

7 points sweet get 150 million financing! What are the opportunities for new tea?

tea shops began to become more and more standardized enterprises, tea owners began to transform towards entrepreneurs. The process of corporatization makes the value of the new tea industry visible to the whole business world.
Another brand of tea drinks is favored by the first-line capital.

Recently, the new tea brand 7 Fen Tian, completed 150 million financing.

Enterprise inspection shows that Lei Jun is behind the capital of Fangshun, the leading investor in this round. He has invested in star enterprises such as today’s headlines, Weilai automobile and iqiyi.

Why is the new tea brand 7 Fen sweet, which is made up of Yangzhi Ganlu, the capital?

7 Fen Tian gets 150 million yuan of financing, which is expected to break through 1000 stores by the end of the year


Recently, 7 Fen Tian, a new tea brand famous for its cup sweets, has completed a round of 150 million yuan of financing. This round of investors are led by Shun Wei capital, followed by inward funds, and Mu Mian capital is the financial consultant.

7 points sweet store

7 Fen sweet originated in Suzhou, formerly known as Xie Ji desserts. It was founded in Shanghai People’s Square in 2006, and began to make cup filled Yang Zhi Gan Lu in 2007.


In 2015, the brand changed its name to 7 Fen Tian, mainly focusing on the price band of 20-25 yuan. After the brand upgrading in 2018, it entered the fast track of development and quickly emerged in the East China market, leading the trend of Yangzhi manna in the whole beverage industry.


At present, 7 Fen sweet has opened more than 800 stores in the East China market, and is expected to break through 1000 by the end of the year.


From the enterprise inspection, we can see that Lei Jun, the founder of Xiaomi, is the legal representative and executive director of Shunwei capital, the investor of 7 Fen Tian.


Lei Jun is the legal representative and executive director of Shunwei capital

According to public information, Shunwei capital has been a global first-line fund for nearly 10 years. It has invested in more than 300 enterprises, including many star enterprises such as today’s headlines, Weilai automobile, boss direct employment, iqiyi, etc.


This investment in new tea is one of the few tea industry investments in Shunwei.


After financing, we will spend 50 million to develop a direct store


According to public information, after financing, 7 Fen sweet will mainly focus on the development of Direct stores, supply chain, digitalization and organizational strength

First, 50 million yuan is used to develop direct stores

Among the franchised brands, the proportion of Direct stores with 7 points of sweet is relatively high. Especially in the core market of Shanghai, 7 Fen sweet stores in the popular business circle are basically directly operated.

According to insiders, after financing, one of the key points of the 7fen sweet team is to develop direct stores, and the cost will reach 50 million yuan.


Shanghai’s popular business district 7 points sweet stores, are basically direct marketing

For 7 Fen sweet, the direct store can not only better present the brand texture, but also use the direct store to verify the single store model in the blank area first, and then open the franchise, which is also a more responsible attitude towards the franchisees.


Secondly, the density of Direct stores is high, which can “cover” the nearby franchise stores. Whether it is product training or operation process demonstration, franchisees can directly send employees to the direct stores to learn.


Second, deep plough the supply chain


Supply chain is a hot topic in the whole industry. After financing, 7 Fen sweet will go deep into the source, from the flow of products, from the supply chain to efficiency, through the supply chain to strengthen brand barriers.


Third, digital construction


Digitization is a hot topic this year, with the investment of more than 10 million yuan in building an information system in miyue ice city; coco can collect nearly 60 million member information in two years through layout informatization;


After financing, it should be the next step of 7-fen-tian’s plan to establish a team, find partners, build an enterprise platform, and provide basis for brand decision-making with digitalization.


Fourth, enhance organizational strength


This summer, I went to Suzhou once. At that time, I was in the headquarters of the Suzhou center of 7 Fen Tian. I learned that since 2020, the number of employees in the headquarters of 7 Fen Tian Suzhou center has doubled. After financing, the building of organizational strength is also the top priority.


What kind of tea brand will be favored by first-line capital?


When capital enters the new tea market, it is not only the brand that is optimistic about, but also the potential brought by the young consumer groups in the tea market and the plasticity of Chinese tea.


Combined with the round of financing of 7 Fen sweet, I want to discuss a question: what kind of brand will be favored by capital?


1. “Top brand” of subdivided categories


Mango drinks and Yangzhi manna are the labels of “7 Fen sweet”. In this sub category, 7 Fen sweet is the head brand.


Mango drinks, Yang Zhi manna are 7 points sweet label

For the capital side, investment is often to invest in the track, investment in sub categories. Compared with the scale and development speed, it is more important for the brand to stand on a subdivision track.


2. Mature single store profit model


A few days ago, a friend who opened a shop in Shanghai told me that he had heard about it privately. In a shop in Pudong, only 40 square meters of space, the monthly turnover reached 930000, and the average efficiency of many single stores reached more than 20000.


The Consultant Office, which has been engaged in commercial real estate consulting for many years, asked about the tea data of several shopping malls: the average monthly turnover of 7 Fen Tian’s stores in Shanghai has been leading in the same category.

At present, 80% of the stores of 7 Fen Tian are located inside the shopping center, and the average monthly turnover of a single store is about 250000 yuan.

For franchised brands, only after the headquarters has polished and matured the product structure and single store profit model can they be rapidly copied through joining.


3. Layout occupies “brand highland”


As can be seen from the public comments, the number of 7 Fen Sweet’s stores in Shanghai has exceeded 200, and there are more than 2 stores in most of the core business areas.


The number of 7 Fen Tian’s stores in Shanghai has exceeded 200

Shanghai is the experimental field of catering mode. Many innovative models were born and developed in Shanghai, and the successful models were exported to the whole country.


From a commercial point of view, it is very difficult to “encircle the city from the countryside”, but it is relatively easy to radiate downward from brand highlands like Shanghai and Guangshen. Moreover, the urban agglomeration around Shanghai and Suzhou has developed economy and mature consumption market.


After winning the Shanghai market, it has occupied the commercial commanding height in the East China market, and can penetrate into the second and third tier markets with higher brand potential.


4. 500-1000 stores with mature mode and wide space


Capital’s favorite story is the space and speed of growth.


The number of stores in 500-1000 stores is a stage with a large space for growth. At this stage, the business model and single store profit model have basically matured, and the accumulation of quantitative changes in the early stage has been completed. At the moment of qualitative change, it is a stage in which large-scale growth will soon enter.

At this stage, the brand, growth space and speed will be full of imagination.


Why does capital start to favor franchise brands?


Recently, many investors are looking for a good franchise brand.

In the past few years, investors who prefer direct brands in particular, how can they start to favor franchised brands this year?


1. Join the brand to start to pay attention to the construction of brand power


In the past, brand making seems to be the “patent” of Xicha, Naixue and other direct brands. In the impression of industry people, franchise brands are all immersed in opening stores and making money in a dull voice.


However, in the past two years, whether it is outdoor advertising, elevator advertising, cinema patch, subway charter, joint brand advertising has begun to appear frequently.

7 points sweet x Mars base 1 co branding

In the fields of space, materials, vision, official account and so on, franchised brands are catching up.


When the category is not mature, everyone only sells goods. When the category is mature, the winner is the brand.


The brand power formed by the joint efforts of various parties makes the franchise brand more and more valuable.


2. It’s easier to build up the scale by joining

The new tea market, more than 1000 stores, are also franchise brands.


Moreover, under the catalysis of this year’s epidemic situation, directly operated brands generally encounter the problem of capital turnover, which also makes the industry and capital sides see the advantages of the franchise mode.


3. Transparent payment, making data real and visible


Ruixing was favored by the capital market earlier because of transparent payment: all orders must be completed through Ruixing coffee app, so that data can be traced, user information can be traced, and process can be traced.


Without a data-based way of thinking, all business activities are blind and elephant like.


The rise of takeout and small programs, the penetration of big data concepts, the popularity of data tools in the tea industry, and the awakening of more and more brands’ awareness of fiscal and tax standardization make capital betting more reasonable.




In fact, whether it is the construction of brand power, or the standardization and transparency of internal management and finance, all point to a phenomenon

The process of corporatization of new tea is speeding up. Both direct brands and franchised brands have begun to strive for human efficiency and even efficiency, lean management, scale and brand strength.

Especially after the epidemic, more and more brands are speeding up the process of corporatization, strengthening brand power externally, improving organizational power and basic skills internally, and building the moat of enterprises.


Tea shops began to become more and more standardized enterprises, tea owners began to transform towards entrepreneurs. The process of corporatization makes the value of the new tea industry visible to the whole business world.

Author: monarch; source: Kamen club, reprinted with authorization. Join the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). high quality original selection column one week hot news | innovation interview – lingting | new Xu brand | trend insight | packaging outpost food people are “watching”

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