in the first half of 2022, the enthusiasm for investment and financing in the food and beverage industry declined, most of the hot money withdrew, and there was less big money.
Text: Lucy
Source: foodaily daily food (id:foodaily)
Looking back on the first half of 2022, the epidemic continued to break out at many points, the performance of brands and capital markets was relatively flat, and the overvalued value has decreased or fallen sharply. As a necessity for consumption, although food and beverage have strong toughness, it still needs time to prove its value, especially for new brands.
According to foodaily’s incomplete daily food statistics, from January to June 2022, there were 181 financing events in the food and beverage industry, with a financing amount of 13.649 billion (excluding 38 financing cases with undisclosed amounts).
In the same period of 2021, when consumption investment and financing were the hottest, 170 food and beverage financing (excluding upstream and downstream supply chains) won 27billion (excluding 30 financing with undisclosed amount).
It is enough to prove that in 2022, although the investment and financing vitality of capital for food and beverage did not decline significantly, most of the hot money withdrew.
The following is the overview of food and beverage investment and financing in the first half of 2022 and the interpretation of the trend of each sub circuit:
Overview of H1 food and beverage investment and financing in 2022
From the perspective of each sub circuit, the number of financing ranked first, which is still the extremely hot offline chain catering in the past two years; Coffee is second to none in terms of financing amount, up to more than 3.6 billion. However, excluding the hundreds of millions of dollars that Dazheng capital and others bought Ruixing’s equity, prefabricated vegetables became the most popular track in the first half of the year with about 2billion, mainly due to the formation of the “hoarding” consumption habit under the repeated epidemic in the first half of the year, especially in Shanghai, where the “static” for about three months has increased the number of home scenes, and the related sectors of prefabricated vegetables have received great attention.
Foodaily daily food mapping, data source: Internet
Another trend change is: in the financing rounds, previously, generally speaking, the number of a rounds was slightly more than that of angel rounds / seed rounds, while the situation was the opposite in the first half of the year. In the early projects, we have seen the “slight difference” of the popular tracks that capital has been paying attention to in the past two years, as well as the stronger trend of the combination of “technology + consumption”, as well as the category demand under life scenes and emotional propositions.
At the same time, mergers and acquisitions have increased, such as Yuanqi’s acquisition of Xingpi tea, Ningji’s acquisition of RUU, and jiumaojiu’s acquisition of two eggs of pancake brand
Data & mapping source foodaily daily food
Moreover, from the perspective of financing amount, investment and financing seem to have returned to the “origin”, with the increase of million level financing and the sharp decline of billion level financing.
Data & mapping source foodaily daily food
Over 100 million projects are mostly concentrated in round a, among which “new protein”, supply chain and new retail channels, both in terms of quantity and amount, belong to the track that current capital pays more attention to.
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Milk tea and coffee are “beyond our means”
Looking at the investment and financing projects in the first half of the year, the investment and financing of coffee and new tea decreased significantly, showing three trends as a whole:
1. Return to early projects: it is obvious that the capital focused on the head and waist brands of these two tracks in the first two years, and the financing of these two tracks basically returned to early investment in 2022. Except for the coffee head brands seesaw coffee, TIMS China, Ruixing, smart coffee machine coffee wing, new tea drinking waist brand book also burned Xiancao, Ningji five brands won hundreds of millions of financing, the financing amount of other brands is small, And almost all of them are angel wheels / seed wheels.
2. Local brands began to receive attention: tea brands with local characteristics such as Xilin girl and Fangha; Doc, xiaoyangqiao, RUU, Wai coffee, bafu coffee sobuff, utility origin fruit coffee and other coffee brands are still developing in Guangzhou, Zhejiang, Changsha and other single provinces and cities.
3. Brands with more subdivisions and more vertical categories have entered the capital vision: for example, in the coffee market, seesaw’s “Fruit Coffee” creativity before, while utility origin Fruit Coffee mainly focuses on the integration and innovation of coffee drinks and fruits; Crooked coffee also uses a variety of fruits for creative blending In the new tea drinking, wuerlang lemon tea, tea Dudu, t comma, jasmine milk white, ten feet · tea bookstore, etc. are all fresh fruit tea or pure tea brands.
4. Since last year, new consumer brands began to invest frequently, either for market share or for industrial expansion, such as sugE investment (held by Nie Yunchen, the founder of Xicha), and then sell sugE fresh tea; Lanzhou beef noodle brand Chen Xianggui invested in Fangha, shuyishaoxiancao invested in Doc, and Ningji invested in RUU
Foodaily daily food mapping, data source: Internet
Aside from investment, looking back on the development of Chaka, from the second half of 2021, everyone has only one feeling about Chaka track: it is “desperate”, but it has to be rolled; In other words, although the two are not in the same stage of development, coffee has not yet been in the white hot stage of new tea, but it is fast, it is one step away.
Starting from new tea, new tea brands, especially top brands, are facing a slowdown in growth. There are no more than several user revenue strategies in the past two years:
a. New products are produced frequently, and a small number of fruits take turns to enter the market or cross-border joint names. Innovation can always poke the preferences of different users, and also meet the new life outlook of young consumers;
b. Store expansion + acceleration of smart new tea, such as pro stores (one of Naixue’s important strategies), digital stores, and most tea brands are joining in a large number;
c. Price reduction, or even secondary price reduction; Sink to the second and third tier cities;
d. All kinds of routine and tentative breakthrough and break through marketing, such as Naixue’s automatic milk tea machine, attack metauniverse, and recently launched the “Naixue paradise” of metauniverse, launching Naixue coins and virtual stocks, and issuing NFT blind boxes; Snow King and blackening of snow city;
e. Cross border (non Marketing) actions, including self-supporting and investment. In addition to the investment mentioned above, in fact, the new tea brand began to invest in the first two years, such as tea loving also invested in vegetable milk and low alcohol wine; In addition to investment, Naixue also launched bistros, DreamWorks, bookstores, etc; Head brands are promoting air and water, that is, drinking tea; Honeydew ice city has beer and fried chicken.
But in this series of actions, it is not difficult to find that the competition for new tea has become white hot. The innovation of products is the re matching of ingredients, and the speed of matching, as well as the innovation of big brands in turn, and other brands copy and paste directly; Two days before the price reduction strategy, it was exposed that it was a routine. The price reduction was followed by a reduction in capacity or ingredients, and a significant disguised price increase; The middle and tail brands are facing the rise of raw materials and raising prices; The sinking market of high-end brands has been occupied by waist and tail brands, and franchise chain brands are stuck in the dispute of too many franchises and high density in the same region.
It’s really “no plan”. We can only start with external factors to reduce the pressure on revenue, such as investment, cross-border and meta universe. Moreover, from the emergence of new tea drinks such as Xi Cha and Naixue, China’s new tea market has experienced at least six or seven years of fighting, and then experienced a wave of new consumption boom, and the pattern of the tea market remains unchanged.
It seems that although it has been rolled into “despair”, it seems that the inner roll has just begun, because there is no victory or defeat, and they are still struggling under their own “difficulties”.
In addition, “trapped in categories, it is difficult to innovate and compete for brands” is the current situation of the original tea. The innovation of Chinese traditional tea is undoubtedly a more difficult way. At present, more brands compete in fruit matching, Chinese tea packaging, flower and fruit tea, etc., but in fact, there are too few brands coming out, and coming out does not mean that the brand size is large. In short, more exploration is still needed.
Foodaily daily food mapping, data source: Internet
Judging from the situation of this year, the “fast opening and hot financing” stage in the past two years has basically become a thing of the past. Among the brands with large financing amount this year, Ruixing is to solve the remaining problems in the capital market. Tims China is listed vigorously, and its valuation is much lower than the previous IPO quotation; In terms of quantity, capital has turned to invest in regional innovative brands of Koka.
The previous boutique chain coffee seems to have maintained a kind of “arrogance”, and now they are also beginning to step down from the altar. For example, manner did not sell takeout before, but now opened a takeout business; In addition, most brands, in addition to the offline “third space”, have broadened the boundaries of coffee consumption in the past and opened the online retail of instant coffee.
The current dilemma of coffee is different from that of new tea, because there are leading players in freshly ground coffee — Starbucks and Ruixing. The number of Starbucks stores is 5000+, Ruixing 6000+, the number of new cutting-edge brands Tim and manner stores is 400+, and the number of M stand stores is 100+, which is quite different.
It is not only the competition inside the track, but also the players outside the category are also entering the game in succession, such as postal service, PAIKE coffee in family convenience store, McDonald’s maccoffee store 2000+, sleepless sea, new tea store brand, etc; Instant or instant coffee also includes players from other categories, such as Nongfu mountain spring, three squirrels, six walnuts
Nowadays, “Chinese style” coffee is more and more like the next “new tea”, “coffee, finally drinks”, which is also the aspiration of many people in the industry. Ruixing’s new products are frequently innovated and easy to be popular, and have also become the object of imitation; Manner coffee has also recently taken a stake in tea brand grandma’s handicrafts; Product innovation is also the combination of coffee beans, milk caps, fruits, fruit juices, bubble water and other elements
The opportunity for coffee brands is that consumer education in China’s coffee market is still far behind that of new tea. The key is to consider clearly what their weapons are.
“Capital dare not love wine”
In the new consumption wave, the volume of wine drinking has been very loud, but whether it is slightly drunk low alcohol wine or new Baijiu, there are not a few entrants, but few out of the circle. In the first half of 2022, the financing of wine and beverage was relatively poor. Except for undisclosed, only the new sparkling wine brand “greater than or equal to 9” a round of financing billion yuan, and the medium and high-end sauce wine brand “49 square” was merged into the b+ round, without a more eye-catching brand.
Foodaily daily food mapping, data source: Internet
In fact, the new wine drinking track, especially low alcohol wine, is easy to enter the market, but there is more than one mountain in front of the enterprise. The enterprise itself is facing many difficulties, such as overcoming product innovation, marketing innovation, channel expansion, avoiding product homogenization, and expanding brand voice.
At the same time of solving enterprise problems, consumer market education and consumer brand education “who comes first” are also difficult problems. Previously, there was a voice in the market called “capital teaches young people to drink” and “solving the problem of young people getting drunk”. At that time, it seemed that everyone thought that market education was very simple, but the difficulty was brand education, “there were categories but no brands”.
But more than a year later, it will be found that consumers or young people targeted by low alcohol alcohol are not as “slightly drunk” as expected. At present, consumers’ favorite choice for tipsy is actually beer. According to the sales data of Taobao from June 2021 to may 2022, only Rio and Meijian have sales of more than 100 million in fruit wine. From the third place, it has fallen precipitously, only about 30million.
In the beer circuit, the trend of fine brewing is obvious. The focus of capital has shifted from fruit wine to beer, and fine brewing has won six rounds of financing, but the amount is small, and the capital is still more cautious. After all, there are Budweiser and Valspar in the beer market. Whether it is fine brewing or 0 alcohol, the emerging track always needs time to prove.
The innovation of Baijiu is more focused on scene consumption. For example, shiqimen is a landmark and famous liquor brand in Chongqing, focusing on medium and high-end business liquor; Green grape Lanjing Maotai flavor Baijiu focuses on tob end enterprise group purchase service; Forty nine square is an industrial Internet company based on community, social networking and community deep cultivation from the Baijiu industry
In short, from “whether young people drink Baijiu or not”, “young people need to be slightly drunk” to “whether young people drink alcohol or not”, we need to see the confusion of the drinking track, but just like the new consumption wave, most of the foam are under the tuyere. After the wave subsides, investors return rationally, and are also testing the real brand strength, who is swimming naked and who is the winner. From the beginning of the wave to the end, the middle competition is endurance and professionalism.
New protein: investment is “hot” and consumption is “cold”
When chatting with several start-up vegetable meat brands last year, I found that consumer education of vegetable meat is a great challenge, whether it is market education or brand education.
From the perspective of capital market, even though the market performance of vegetable milk is better, capital still prefers vegetable meat. Thanks to the popularity of coffee and new tea, cross-border cooperation has become one of the means to get out of the circle. In addition, vegetable milk is not standard milk, and consumer groups can blend and complement each other.
The overseas marketing logic of plant meat, such as religious belief, vegetarianism and environmental protection, seems to be parallel in China, especially under the TOC model. At present, the plant meat brands that are relatively out of the circle are week zero, but more are 2b2c. However, from the financing data in the first half of 2022, capital is still biased, and the number and amount of plant meat financing are still much higher than that of plant milk.
Foodaily daily food mapping, data source: Internet
Now, the market education of plant meat is still arduous.
However, when more synthetic biological enterprises enter the capital market in the first half of 2022, the persistence of the capital market on plant meat may have another explanation: Science and technology will restructure the future food system.
From the financing data, there are three new protein technology paths that capital is most concerned about: plant protein, cell culture and microbial fermentation.
In terms of policy, sustainability opportunities such as green environmental protection, resource conservation and renewable energy are currently valued by the world. At the same time, cell culture meat has also been included in the latest five-year agricultural development plan.
Therefore, the global investment in new protein is increasing wildly, which is only the tip of the iceberg of global sustainable technology investment. According to the report on the status of cell culture meat and seafood industry in 2021 released by Gufu GFIC, the total capital invested in new protein in the world in 2021 reached US $5billion, and the number of transactions reached 258.
Source: Gufu GFIC, report on the current situation of cell culture meat and seafood industry in 2021
At present, with the gradual strengthening of public and private support, the research and development speed of new protein technology has accelerated. In addition to the more common plant protein products in the market, some cell culture meat production has also begun to be put into use.
Of course, although these new technologies are innovating the future food system, there are still many unsolved problems, such as market regulation of cell culture meat and microbial fermentation; Upgrading the production infrastructure of “new protein”; And the more realistic question, who will consume the products produced?
The history of the development of plant meat on a considerable scale, especially in the Chinese market, tells us that consumer market education is not easy, no matter from the track concept, brand concept, channel layout, etc. of plant meat, other “new proteins” can be imagined. In addition, neither is “real meat”, so the taste, taste, vision and other consumer senses need continuous technological improvement.
Prefabricated dishes have reached a “new climax”
Since last year, the financing of fast food has decreased, replaced by the “sense of ceremony” of the table and the large-scale chain store brands. In the first half of the year, the prefabricated vegetable track raised a total of 16 rounds and won 1.929 billion. The undisclosed amount of the b+ round of Zhenwei xiaomeiyuan was close to the total amount of last year.
Foodaily daily food mapping, data source: Internet
In January this year, foodaily released the “top ten commercial hot spots of 2022 daily food”. In the commercial hot spot of “new staple food culture, return to the core of smoke and fire in the market”, it mentioned: “simplicity is no lack of warmth, and prefabricated dishes 2.0 will incubate new family cooking habits. In the future, a simple cooked, smoke and fire home cooked meal will be everywhere”. Out of the lazy house demand, the more ceremonial prefabricated dish 2.0 is detonating a “family kitchen revolution”.
If last year’s pre cooked vegetable race is still warming up, this year can be said to be the official start. But looking at the financing, we can find that in the first half of the whole industry round B and above financing rounds, prefabricated vegetables are far ahead (some of them are the back-end supply chain of prefabricated vegetables, such as xinhesheng (processing plant &c-end prefabricated vegetables), Enxi Village), such as tongue hero, le caiju, Zhenwei xiaomeiyuan, xinliangji (both supply chain service providers and crayfish and other prefabricated vegetable brands).
Moreover, the “sense of ceremony” is gradually strengthened, the financing of fast-food brands is less, and the Chinese prefabricated dishes with more “catering flavor” and even the prefabricated dishes with local characteristics are on the family table. For example, Yinshi stores mainly sell semi-finished products such as fish heads with chopped peppers, pickled fish, seafood, etc., and also have a finished food experience area made of semi-finished products; Wumanxian is a prefabricated dish brand with Chaoshan flavor as its sub category, such as radish, beef offal, spiced large intestine, etc.
Furthermore, even frozen and low-temperature prefabricated dishes for catering also pursue a sense of ceremony or healthy nutrition. Take the three new brands of benweixianwu, meat squad leader and ximaru hekwan as examples. They have entered the sub circuit of roast sausage, lunch meat and frozen meatballs respectively. These three circuits are not new circuits, and there are many professional and non professional players, so the requirements for the new brand will be higher.
This delicious food mainly focuses on pure meat sausage, and the raw materials are high-end ingredients such as high-quality snow mountain Black Pork, California and beef, and the taste is also constantly innovating, such as black truffle and beef; The lunch meat of the meat squad leader chooses not to add starch to make pure pork lunch meat. At the same time, the ingredient list is upgraded, and six additives such as nitrite, phosphate, preservative, pigment, essence and sucrose are not added; Heekwan Xiwan also does not take “full” as the minimum standard, but “eat well”. Take children’s beef balls as an example, it is only made of pure beef lean meat, Tricholoma matsutake powder is used to replace monosodium glutamate, and a variety of vitamins are added.
Oc&c data show that the star products in the current prefabricated dishes have obvious characteristics: most of them are heavy flavor, which should be very tasty; Mainly meat dishes and hard dishes; In addition, more attention is paid to non routine and complementary prefabricated dishes. At present, more and more enterprises have entered the more subdivided and non routine prefabricated vegetable track, such as Guolian aquatic’s roast fish, Lihe flavor cheese beef roll, New Zealand roast lamb leg, etc.
This trend just proves that the development of the prefabricated vegetable industry chain is not limited to the people who can’t cook and are busy with work, but hopes to combine simplicity and convenience, restaurant delicacy and a sense of life ceremony, and put it on the table of consumers. Although there are still deficiencies in prefabricated dishes, the future is bright.
Chain restaurants are “getting cheaper”
The upsurge of offline chain has also faded. Last year, offline catering not only had a large number of financing, but also the valuation and financing amount were not low. Of the 88 catering financing in 2021, 32 received financing of hundreds of millions of yuan, and even experienced a frenzy of single store valuation of more than 100million.
In the first half of this year, there were 33 rounds of offline chain catering financing, but the total amount was only 1.281 billion, with only seven projects exceeding 100 million yuan, and about 100 million yuan. It is difficult to hide the overall decline in catering investment and financing.
Foodaily daily food mapping, data source: Internet
Foodaily once mentioned that there are many pain points worth pondering in the offline catering track where capital rushes down, such as overvaluation, store expansion, food safety, standardization, branding and so on. In the first half of this year, the epidemic was repeated, and offline catering was the first to bear the brunt, especially brands located in major cities such as Beijing, Shanghai, Guangzhou and Shenzhen, which were seriously affected by the epidemic.
From the perspective of financing, the potential of snack brands has declined, and new Chinese fast food has attracted attention. On the one hand, there are noodle and flour brands with regional characteristics, such as Lanzhou beef noodle brands Ma Jiyong, Ma Xiangyuan, Gan Shiji Chengdu Feichang powder, Sichuan spicy hot brand spicy dish, guochaojiang cultural food and beverage chain brand Jiang Xiaoluo, etc.
On the other hand, there are fast-food brands that are deeply classified, such as auspicious wonton, Baiyu pickled cabbage fish, several soups that mainly focus on casserole porridge, Custer hamburger, which is famous for its special hamburger items, and Jinjin curry, a new fast-food brand.
Among them, Laoxiang chicken launched the A-share listing plan, pointing to “the first share of Chinese fast food”; The old uncle was revealed that he was in the process of listing counseling. In addition, he Fu Lao Mian and Ruanji, which have been repeatedly rumored to be listed, have made new Chinese fast food stand out.
Generally speaking, the cooling of capital is a normal phenomenon. Offline catering finally invested in the “chain standardization” brand. However, the newly emerging brand in the past two years is obviously not strong enough to seize the air and capital. However, when money flows into the pocket, it is not used to polish the single store model and strengthen internal skills. Instead, it seizes the time to open a store and watch “prosperity” in a short time, but the problems exposed in the later period are more terrible.
Whether online brands rely on money to hit traffic or offline stores rely on money to open stores, these are unsustainable, and core barriers should be established, such as taking products as the king, improving user repurchase, and building standard store models.
There are opportunities for new consumption and offline catering, but we must first survive and then survive. The air outlet is gone, and then it’s time to fight for strength.
“Healthy eating and drinking” has become a common practice
Health is undoubtedly the hottest topic in the past two years. Consumers want to maintain physical and mental health, want healthier and balanced eating habits, a healthier lifestyle, and pay more attention to mental health. In short, health has become a long-term trend.
In the first half of the year, light food and fat reduction remained a major topic in this field. In the context of Liu Jianhong’s aerobics and home scene, there were not many topics of light food instead of meals driven by fitness. From the perspective of investment and financing, the data is not bright, but according to the 2021 China light food salad industry investment decision analysis report released by relevant research institutions of China food big data, light food is one of the few catering categories that can maintain the growth of the number of stores during the epidemic.
Foodaily daily food mapping, data source: Internet
According to AI media consulting data, the market size of the domestic light food substitute industry in 2021 increased by 95.6% year-on-year compared with 2020, belonging to a high-speed growth track.
However, at present, the penetration rate of light food in China is still low, only 40%, which is still far from 90% in developed countries. In addition, under the new consumption last year, a number of new light food substitute brands came into the market, such as dongeat, shark fit, etc. Although there are many brands, it is still a problem to break through.
On the one hand, how to make the product delicious while ensuring healthy fat reduction is an important issue for brands to consider on the way of product iteration and innovation;
On the other hand, many problems such as the industrialization, standardization, quality control and upgrading, and cost control of light food market also need to be solved, which requires the coordinated promotion of the whole market, industry and government.
Last year, “healthy food snacks and healthy snacks” was a general trend, which is still the case this year, but the financing is mainly reflected in the beverage category, mostly functional beverages, such as hydrogen Xiaoqi, Xiuyuan YangZheng, source Research Institute, and Youyin nod.
Foodaily daily food mapping, data source: Internet
Minter has pointed out that the trends of indulgence, health and sustainability will continue to integrate with each other. While functional drinks just meet this demand of consumers, so does the hot bubble water in recent years. On the one hand, they meet the health needs of consumers with Zero sugar and zero fat, and on the other hand, they meet the “cool point” of consumers drinking soda.
Both yingminte and Kaidu have pointed out that consumers are increasingly fond of functional drinks that are not so sweet and contain ingredients. They also pointed out that functional drinks that “truly grasp the changes in the market and dare to make high-quality innovations to meet the needs of consumers” are becoming a new development hotspot.
However, in terms of the current market situation, functional drinks still need to break the circle. Aliens have taken the first step, but they are still in the exploration stage.
Mature track “another way”
China’s dairy market, especially milk and yogurt, as well as the mother and baby market, is a relatively mature red sea market, dominated by giants for a long time. For a long time, few new brands have emerged. How to break the barriers of mature tracks and how to find another way to overcome the tight encirclement have become a major problem.
In recent years, there are two major brands in the dairy industry, one is to adopt a cow; The second is Jane Eyre. In the first half of the year, Jane Eyre got round C financing and round B financing last year, with an undisclosed amount. Jane Eyre’s main low-temperature yogurt brand without additives has always occupied the top position of high-end low-temperature yogurt brands. According to data, as of December 2021, the compound annual growth rate of Jane Eyre’s yogurt revenue has exceeded 100%.
Foodaily daily food mapping, data source: Internet
Huang’s laisier and Ö armilk Wudao, which are financed this time, are dairy sub categories. The former is a water milk processor, which is speculated to be an expansion investment in JUNLEBAO’s product line; The latter focuses on the Greek yogurt category. Moreover, the cheese category where Youxian workshop is located is still in a relatively preliminary stage in the Chinese market. Both new brands and major brands are almost on the same starting line – consumer market education.
In the first half of the year, the financing of mothers and infants was children’s food. Dr. cheese also chose cheese, China’s blue ocean market; Fresh only products aims at the pain points of the new generation of parents, such as “can’t do it, have no time to do it, and don’t have professional nutritional recipes and collocations”, and chooses to integrate the advantageous resources such as raw materials of deep-sea fish and shrimp origin, fresh supply chain and cold chain transportation, and launch “fresh and fast” children’s fresh food; Yiya mainly provides three meals a day solutions for children aged 3-12.
Foodaily daily food mapping, data source: Internet
In the past two years, the amount of investment and financing of children’s food is not low, such as baby greedy, little yellow elephant, duo Maomao, Akita Manman, etc. liangpin store and three squirrels have also launched children’s snack brands, and Mengniu controls miaokerando The trend of enterprises competing for the beach and consumers’ scientific feeding is strengthening, which are all promoting the outbreak of this category.
But in recent years, the degree of homogenization competition is also very high. Looking for differential printing, brand positioning, product innovation, supply chain and other aspects should be considered comprehensively.
Upstream and downstream supply chains: “ultimate beneficiaries”
In the first half of the year, the upstream and downstream supply chains were still the ultimate beneficiaries of consumer brands, especially the back-end factories. Catering services, supply chain / factory financing 19 rounds, with a total amount of 1.269 billion, of which supply chain / factory financing is basically in the middle and late stages, with three rounds of projects exceeding 100 million.
Foodaily daily food mapping, data source: Internet
For example, shuyishaoxiancao invested in Fangde food, a producer of vegetable fat powder and vegetable milk powder; Cezanne dairy is a dairy supplier of many coffee and new tea drinks, with hundreds of millions of yuan of financing completed in round C; Suken Agricultural Development Co., Ltd. acquired the beer raw material supplier “Nongken malt” for 500million yuan; Leyin innovation is a coffee supply chain factory, serving a number of boutique instant coffee brands; As well as dingweitai, xinliangji, Jupai supply chain, xinhesheng, Enxi village, frozen goods wharf and other enterprises, they are the supply chain service providers of catering + prefabricated vegetables, which are the hottest track at present.
Last year, erythritol as the main representative of sugar substitute raw materials was a hot spot in the consumer market, so Shandong Sanyuan Biotechnology Co., Ltd. and Ningxia Yipin Biotechnology Co., Ltd. were listed in February 2022, of which Sanyuan biotechnology is the core supplier of Yuanqi forest.
Some time ago, field Innovation Co., Ltd., which has become a supplier of many new tea brands such as coco, chabaidao and Naixue, officially submitted the review draft to the North stock exchange, and plans to be listed on the North stock exchange. Last year, it also received nearly 100 million yuan of private placement of Naixue’s tea, aunt Shanghai and other new tea drinks brands, as well as several investment institutions.
Recently, Zhejiang Dexin Food Technology Co., Ltd. is also disclosing its prospectus, which plans to be listed on the main board of Shenzhen Stock Exchange. The company provides fruit flavored syrup, biscuit crumbs, cold sky crystal balls, jelly and other beverage ingredients for downstream coffee, ready-made tea, catering and other enterprises. Ruixing, Naixue, shuyishaoxiancao
, 7 Fen sweet and so on are its customers
New brands or fierce track competition make the price of the supply chain soar, which means that for brands, the supply chain is also particularly important. Only when raw materials and supply chain are in their own hands, can brands have a greater say.
New retail: innovation returns to essence
The new retail channel is also a key project of investment and financing in 2021 and the first half of 2022. In the first half of the year, 17 rounds of new retail financing won nearly 1billion, including 4 rounds of billions of financing.
Foodaily daily food mapping, data source: Internet
In terms of channels with high relevance to food and beverage, convenience stores, fresh food stores, discount stores and other channels are all in the limelight. At the same time, observing these innovative channels, we can easily find that channel innovation finally returns to its essence, and service and cost performance are two professional competitive advantages.
In terms of convenience stores and fresh food stores, the distribution of these two stores mainly focuses on community traffic, or business communities, or living communities, and the first thing to solve is the convenience of users. In addition, community fresh food stores are also the starting point of a new round of channels, such as niudaji, mingkanghui, fresh food shopkeepers, purple orchid fresh food, etc. as consumers’ demand for high-quality, multi category fresh food products is increasing, higher requirements are put forward for C-end market distributors, and what community fresh food stores solve is the problem of efficiency.
Discount stores have also been the financing hot spot in the past two years. An investor said before, “discount supermarkets are a huge market, and high cost performance is one of the long-term bottom drivers of retail development.” In the past six months, this type of business has also been booming in the Chinese market. For example, the new hard discount chain brand “otel” has completed a round of financing of nearly 100 million yuan.
Nowadays, new consumer brands have begun to shift from online to offline, and they have also begun to actively layout offline retail channels. When more and more new consumer brands land offline, these innovative channels will become a good undertaking channel.
Note:
1. The financing time is calculated based on the time of media disclosure, and this statistical time is the first half of 2022;
2. The data source is the Internet, and the daily food sorting and mapping of foodaily. The source of pictures and data quotations should be indicated.
3. For the financing of the amount disclosed to the market, the actual figures are used in the calculation. For undisclosed amount financing, part of the financing amount data is estimated value, and the calculation method is as follows: fuzzy amount processing: hundreds of thousands =500000; Millions =3million; Tens of millions =30million; 100 million yuan and above =100 million; Ten million level =10million; Millions =1million, etc.
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