Xue Ji received 600 million yuan in Series A financing, which was questioned low at cost performance. Netizens said that it was "stir -fired assassin"

On September 15th, Xue Ji ’s cooking announced the completion of the A round of financing, with a financing amount of 600 million yuan. The investors were Dragon Ball and Qisheng Capital.

↑ Screenshot check from Tianyan

The history of Xue Ji's cooking dates back to 1992. The founder of Uncle Xue (Xue Xingzhu) started from the fried seeds near the Heroes Mountain in Jinan, Shandong. Since then, it has launched 0531 seeds and locking chestnuts at minus 38 degrees, which has continued to develop in Shandong Province.

It is its first net red explosion -milk jujube to let many netizens know. In November 2020, Xue Ji launched milk dates. The product was spread on the Internet, and it also brought the offline store of Xue Ji. Data show that the amount of communication of Xue Ji let Xue Ji in Xiaohongshu and Douyin exceed 700 million times. According to the Jinan Times, some netizens drove dozens of or hundreds of kilometers to buy Xue Ji stores. Each store lined up. When the hottest time, the milk dates were "restricted".

After trying the sweetness of the Internet celebrity items, Xue Ji began to re -engraved this successful experience. In the summer of 2021, the launch of iced mung bean cakes and the launch of yogurt citrus slices in early 2022, all of which have become the merchant signature products and netizens recommended products on the public. According to media reports, the yogurt citrus tablets are frequently out of stock after launch.

In 2021 after the milk jujube burst into fire, Xue Ji stated quickly. In early 2021, there were more than 100 stores in Xue Ji. After a year and a half, as of the end of August this year, Xue Ji opened more than 600 stores. It is understood that by the end of 2022, Xue Ji's doping plan will expand the store network to more than 1,000. In the next 5 years, Xue Ji plans to open 4,000 nuts in the country in the country.

Behind the rapid expansion and product explosion, Xue Ji ’s brand upgrade is the brand.

In 2018, Wang Zhizhao joined Xue Ji's cooking as the leading person in charge and began to upgrade the brand. Wang Zhizhao once said: "With the upgrading of consumers' needs, the category of high -frequency consumption of Chinese people, such as nuts, has opened up the rising channel in quality. The previous product and store experience can not keep up with the needs of consumers."

Xue Ji replaced the decoration design of the store, while changing the site selection strategy -from the community to the core shopping mall. Both changes have promoted the youth of Xue Ji's cooking brand. According to the article published by Qisheng Capital, in the past, Xue Ji's consumers were older, and many of them were sent to school for children to go to Xue Ji to buy something. Now Xue Ji has more and more young consumers. Xue Ji's royalties also told the Red Star Capital Bureau on September 18 that there are many consumers from Xue Ji's cooking from young people to the elderly.

It is understood that Xue Ji is expected to use this round of financing funds for store expansion, factory construction, and digital investment.

↑ Figure according to Xue Ji ’s cooking WeChat public account

The problem faced by "Daoxian Assassin"

The cost -effectiveness of the question is low, and the market competition is fierce

However, sorting out the development of Xue Ji's doping, Xue Ji has promoted "cost -effectiveness" for a while, but now it has been criticized because the price is too high.

The Red Star Capital Bureau learned that once, the founder Xue Xingzhu sold fried seeds "more than others, but still sold two pieces of market price, not allowing consumers to bear cost". " At present, on social media platforms such as Xiaohongshu and Weibo, Xue Ji ’s cooking has been evaluated by netizens too expensive. It is a“ Xue Ji Jewelry Store ”and a“ doping assassin ”.

According to the Volkswagen Network · Economic Herald, the price of milk jujube sold by Xue Ji's cooking store is 59.8 yuan/catties, milk vanilla strawberry price is 68 yuan/catties, and the pine nuts are 86 yuan/jin. According to poster news reports, the price of yogurt citrus tablets It is 118 yuan/jin.

At present, many recommendations for cheap alternatives have appeared on the Internet.

Searching "Xue Ji Stir -Stir -Fired" on social media platforms such as Xiaohongshu and video numbers. The top three contents of the popularity are basically introducing Xue Ji's cheaper replacement products and suppliers. "Xue Ji replaced suppliers!" Xiahongshu! Hurry up! 》 It was praised by 213,000. Among them, Xue Ji's "jujube has Xingxin" cheaper alternative to a brand milk jujube for 250g to sell 16.9 yuan, while Xue Ji's "jujube has apricot heart" 160g Sell ​​19.9 yuan. It is worth noting that the brand's milk jujube sells 5000+ a month in its official flagship store, and "jujube has Xingxin" 6000+ in the official flagship store. ↑ On September 18, the Red Star Capital Bureau screenshot from Xiaohongshu

Xue Ji has a high pricing pricing because raw materials are better and more expensive than other brands, or because brand positioning is boutique cooking? The Red Star Capital Bureau called Xue Ji's cooking, which said that the price was high because the price of raw materials was more expensive, and there was no brand positioning consideration.

While the cost -effectiveness of its own cost performance, the competition in the Nuts Stir -’s market has not weakened. In the past, there were old -fashioned nuts brands such as Guzi seeds, good product shops, three squirrels, and Volon. Later, there were emerging vertical nuts such as Qi Wang Peanut and Happy Peanut. Recently, the fresh snack -loater brand Panda Momo also reported the news of completing strategic financing.

Xue Ji wants to break through again without the gradual increase of the dointed brand. From 1 to 100, the difficulty may not be lower than from 0 to 1.

Red Star News reporter Yu Yao Zhang Luxi

Edit Yu Dongmei Wang He

- END -