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Monthly venture capital report (2021-01): vertical and segmentation is the eternal proposition of food venture capital | foodplus × feii

This article is a paid article. It is a monthly inventory and analysis insight report on China’s food consumer goods venture capital launched by feii community. After joining feii community, you can get this report for free (i.e. this paid article). You can also watch the live playback of the No.0 feii game insight meeting for free. In addition, you can enjoy many member rights of feii community throughout the year.

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关于FEII月度创业投投资报告

The monthly venture capital report is a monthly inventory of China’s food venture capital events and important developments of start-up companies by feii, and then carries out in-depth analysis and insight around the events. Both entrepreneurs and investors can deeply understand the trends and trends of China’s food and beverage venture capital from this monthly report.

Feii monthly venture capital report is divided into six parts: check, dynamic, signal, insight, fundamental and trading opportunity.

Among them, inventory check is mainly aimed at the domestic food and beverage investment and financing events for inventory, summary and visual analysis.

Dynamic is to track and sort out the development trends of some representative domestic food and consumer goods start-ups.

Signal is based on the investment and financing events and the development of start-up companies to capture the possible market trends and trends.

Insight is a more in-depth thinking and analysis of China’s food consumer goods entrepreneurship and investment.

Fundamental is to do fundamental analysis, thinking and insight in combination with the development trend of domestic start-up companies in the current month.

Trading opportunity, including the capture of trading opportunities of track and specific projects, is a way for foodplus to study and analyze the team’s ability precipitation.

Authors: Hai Feng, Sean, Xu Shuwen

Report contents

The introduction

  • Vertical and subdivision is the eternal proposition of food venture capital

Check

  • Overview of investment and financing of China’s food consumer goods in January 2021 – event list
  • Overview of investment and financing of China’s food consumer goods in January 2021 – Industry Distribution
  • Overview of investment and financing of China’s food consumer goods in January 2021 – round distribution
  • Overview of investment and financing of Chinese food consumer goods in January 2021

Dynamic

Signal

  • Refinancing of Chinese personalized nutrition subscription start ups
  • The possibility of beauty food in Chinese market
  • Food and beverage war investment sprouts in China
  • Nestle R & D accelerator in China
  • Early investment in food and beverage and the initial rise of early investment institution ecology
  • The rise of convenience food business represented by prefabricated vegetables and frozen food
  • Opportunity and competition of pet nutrition

Insight

  • Deep thinking and innovation ability around products are the key points of competition in the next stage of food and beverage industry
  • China’s food start-ups have gone through the era of 100-200 million scale, and the logic of track judgment and the way of venture capital behind it are gradually changing

Fundamental

  • product
  • Supply chain
  • channel
  • marketing management
  • Capital and financing

Trading opportunity

  • Prefabricated vegetables and instant food
  • Functional food
  • Cell culture meat
  • Children’s Food & children’s condiment
  • Individual project objectives

Introduction to the report author

*The following is the main body of the report A631


The introduction

Vertical and subdivision is the eternal proposition of food venture capital

Where are the barriers for food and consumer goods companies? All investors who have just entered this field to invest are thinking about it. Even investors with layout in this field are thinking about it.

 

This question is very similar to another question: where is the competitiveness of food consumer goods companies? The difference between the two lies in the different perspectives. Barriers are more from the perspective of investors, while competitiveness is from the perspective of companies or entrepreneurs.

 

Where does the barrier or competitive power come from? It comes from market leading and even monopoly, at least relative monopoly. Only in this state can we talk about barriers and strong core competitiveness. Otherwise, it is far fetched to talk about anything.

 

The operation of food consumer goods is the integration of an industrial chain, from upstream to downstream, from the external environment to the internal operation of the company. Because it involves the dimension of the industrial chain, the differences between different industrial chains are very large, so it needs to carry out investment, research, and establish the foundation and advantages around the industrial chain. At the same time, the market development and competitive environment are dynamic, and it also needs to continue to balance itself The ability of the same industry chain link.

 

This also means that the development of food consumer goods companies lies in the ability, market position and resource input of vertical and subdivision fields.

 

If you look closely at the major food giants in China and the world, you still can’t do without the feature of vertical and segmentation, but the food giants have multiple vertical and segmentation fields. For example, the grain and oil giant focuses on the grain and oil field in its vertical and subdivided fields. Its products include packaging oil, packaging rice noodles, etc. for example, Coca Cola divides its beverage business into five categories: Coca Cola, flavor bubble drinks, water & sports drinks, coffee and tea, nutritional drinks & fruit juice, milk and plant drinks, and emerging drinks.

 

Diversification is not a bad thing, but it can be fatal for companies that have not established scale advantage in vertical and subdivision fields. Even the three Internet snack giants with very rich product lines: three squirrels, liangpinpuzi and baicaowei also focus on the field of snacks and are cautious in exploring the field of non snacks.

 

How to successfully practice the vertical and subdivision strategy, and establish their own leading edge in this strategy, how to judge whether a company has scale advantage in the vertical and subdivision field, these are the problems that need to be deeply considered from the beginning to the end.

Check

* information sources: FEII daily daily report database, business name card, data of cattle and FoodPlus official account, and the time of public disclosure is the criterion.

  • Overview of investment and financing of China’s food consumer goods in January 2021 – event list

  • Overview of investment and financing of China’s food consumer goods in January 2021 – Industry Distribution

  • Overview of investment and financing of China’s food consumer goods in January 2021 – round distribution

  • Overview of investment and financing of Chinese food consumer goods in January 2021

Dynamic


If you join feii community, you can get this report for free (download PDF report from knowledge planet). Since then, we will publish monthly venture capital report of feii every month, with 12 copies in a year. After joining feii community, you can also refer to annual member activities and other in-depth content rights for free.

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[about feii] feii is the abbreviation of food Entrepreneurship & Investment Insights in English, and its Chinese name is food venture capital insights. Food venture capital insight payment community is a member service launched by foodplus for food entrepreneurs, investors, major food companies and practitioners who pay attention to food innovation. It will provide a series of content, activities, community and other member services around food entrepreneurship, investment and innovation.

At present, feii has opened the internal test. Welcome to join the first group of community members to create the best entrepreneurial and investment community in the field of food and consumer goods in China. The internal test period is 999 yuan / year, and it will return to the normal price of 1299 yuan / year from March 1, 2021. At the same time, when the number of new members increases to more than 500, it will return to the normal price. (currently, 160 + new members have been added)

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