Ramen said that you can't sell anymore

Zhang Chen remembered that for the first time, he bought the ramen and said it was Double 11 in 2018. He forgot where he was planted, and bought 6 boxes with an early -tasting attitude.

The original price of 16 yuan, the full reduction is calculated, a box of less than 10 yuan. "I felt quite cost -effective at the time, and the taste was good, especially the pork belly chicken and Dongyin." She not only repurchased many times, but also gave Amway to her friends.

Four or five years ago, the market seemed to be happy, and "consumption upgrade" was frequently mentioned. As a typical new consumer brand, the ramen said to step on various air outlets and quickly complete the breakthrough from 0 to 1.

However, after two or three years of high -speed growth, "the trouble of growth" began to appear.

The online sales of ramen are declining, and the layout is not smooth. Due to the lack of hematopoietic ability, the capital is required for continuous blood transfusion, but what matters worse is that since the second half of last year, the new consumer track has been cold as a whole, and the ramen said even the news of seeking acquisitions.

An investor who has been paying attention to the consumer for a long time bluntly stated that the advantages and disadvantages of the team that the team says that the team is obvious: the advantage is that the ability from 0 to 1 is very strong, and the user pain points are found. Yes, the team's ability from 1 to 10 is relatively weak.

Each step is stepping on the mid -air outlet

Like many new consumer brands, ramen is good at telling stories.

In the story of ramen, post -90s girl Yao Qidi graduated from the University of Manchester in 2015 and started to start a business after returning to China. The first time I made a fast -eating chicken soup, it failed due to lack of experience and owed hundreds of thousands of foreign debt.

Then the second project began, that is, ramen. In January 2017, the product was officially launched.

The positioning of the ramen is high -end fast -food noodles. The noodles are semi -dried fresh noodles. You must not only bubble at boiling water. It takes a few minutes; the soup base is rich, the ingredients are rich, and the target is Japanese ramen. Of course, the pricing is not cheap. In the range from 12.9 yuan to 19.9 yuan, it is at least doubled than the Tangda people under the unity.

Although the price is not low, it has sacrificed a certain degree of convenience, but the ramen said that it can be regarded as a new category of fast -food noodles, occupying the blank market of the track, coupled with the market dividend of consumption upgrades, the growth rate is amazing.

"Content marketing in 2017, social e -commerce in 2018, live broadcast in 2019, we step on the air outlet every step." This is the success of the ramen saying to the outside world. Consumer brands -production to foundries, the brand is mainly responsible for marketing, planting grass, kOL endorsement, live broadcast of goods through social platforms, etc., do the Internet light asset entrepreneurship.

For fast food, it may be added with a "wind outlet" -the new crown epidemic in 2020. CBNDATA "2021 Easy Inspection Report" pointed out that from 2020 to 2021, it is convenient for fast -food online growth rates to increase by more than 70 % in the past year, and the emerging brand share has expanded rapidly.

Public data shows that in 2018, ramen said that annual sales exceeded 80 million yuan; in 2019, this number reached 250 million yuan. There are market rumors that in early 2020, the annual sales of ramen's sales were 600 million yuan, but later, due to strong demand, it raised to 1 billion yuan, and finally achieved an annual sales of 900 million yuan.

The rapid growth of ramen is inseparable from capital support behind it. According to data from Rui Beasts, a subsidiary of entrepreneurial states, ramen said that a total of 6 rounds of financing has been completed so far.

Not long after the product was launched in 2017, the company got millions of angel round financing founded by the challenger venture capital founded by the founder of the Vitality Forest. The challenger venture capital also increased twice. In 2018, ramen said that within a year, it has received three rounds of financing, including Demiger Fund, Xiangfeng Investment, Zhang Quanling's Zi Niu Fund and other well -known institutions entered the bureau, and it has become a "darling of capital."

No repurchase online, I can't sell offline

At the beginning, the ramen said that it has stepped on multiple air outlets, but the ventilation changes like a tide. Since the second half of 2021, the wind seems to have disappeared.

The most intuitive performance is sales. According to the data of the e -commerce data service platform "Magic Mirror Market Information", the first round of pre -sale rankings in Tmall's "Easy Fast/Speed ​​Products" in Tmall in 2020 said, the pre -sale sales reached 790 There are more than 10,000; and by 2021, the pre -sale amount is cut year -on -year, with only more than 3 million.

During the 618 period of 2021, ramen said that the overall sales of Tmall were about 34.02 million; by 618 this year, the data dropped sharply to 13.54 million.

Starting in February 2021, ramen said that sales on the Taotai platform began to decline. Prior to June this year, its monthly sales in the Amoy Department remained above 10 million yuan. The latest data show that in July and August 2022, the monthly sales of ramen said have dropped to 67 million yuan.

According to the new wrist, ramen said that from March last year to June this year, the number of fans of Tmall's flagship store dropped from 5.24 million to 5.1 million, currently 56 million. Sales can be brushed, evaluation can also be brushed, but it is difficult to brush in at only. The continuous decline in the number of fans also reflects from the side that it is difficult for ramen to continue to tell the story of repurchase and continuous growth.

With the heat of online competition, the ramen said to expand offline channels after the epidemic. New retail, traditional business super, and convenience stores can see the figure of ramen. Offline channels, in addition to the refrigerated box products that have a shelf life of 2 months, have also launched a 7 -month -old shelf -in -temperature bags. However, now the ramen is not optimistic about the offline situation.

According to the interface report, a chain supermarket director located in the popular business district in Taiyuan City and many young customer groups said that ramen said that it entered its store in December last year, but it has been discounted to the tolerance products in May this year. The figures provided by the supervisor, ramen said that in the 4 flavors of its stores, only 80 bags were sold in half a year.

In early 2021, when the ramen said that the most proud of the spring breeze, two new brands "Spring Breeze Restaurant" and "Extreme Cooking" were also launched. The former does quick -frozen foods such as Xiaolongbao, burning, etc., and the pricing is not low. 6 boxes of 6 boxes per box for each box are 159 yuan.

According to previous official introductions, Chunfeng Restaurant has official stores on Tmall, Jingdong and Youzan platforms. However, at the current official store of Spring Breeze Restaurant in Tmall and JD.com, Zanzan stores associated with the public account have also been discontinued. The product is also sold on the e -commerce platform, scattered in various food stores, that is, dealers.

From the new consumption forces to "yesterday yellow flowers", consumers are not waiting.

Speaking of the reasons why no longer buy ramen, Zhang Chen listed several: First, the price is getting more and more expensive, even if it is a big promotion such as Double 11 and 618, there are not many discounts; second, her favorite pork belly chicken The taste is discontinued, the newly launched products are very ordinary, and there is no interest in trying; in the end, as a staple food, only one type can be eaten at a time. There are many other types that can be selected.

No new financing in the past two years

After the C round of financing was completed in January 2021, the ramen said that he has not received new financing again.

In June of this year, an article from Xin wrist pointed out that ramen said that it is selling companies to sell companies at a discount at a discount, but because of its cash flow break risk, potential buyers are not interested in interest.

Subsequently, the ramen said that the company had never sought mergers and acquisitions, and its operating situation was good, cash flow was stable, and business was developing steadily and profitable.

The investors described earlier said that judging a project is not good, the first is the product, and the second is the audience. For ramen, the product is not bad, and the audience of the noodles is very wide. Why not?

"The advantages and disadvantages of ramen said are obvious. The advantage is that the ability from 0 to 1 is very strong, and the user pain points are found. The product itself and marketing are well done. But the team's ability from 1 to 10 is relatively weak."

The investor revealed that for the future development, the ramen said that the internal opinion of the team may not be uniform. Some people want to continue the previous traffic play, and some people want to adopt brand strategy. In his opinion, when the team is doing a certain amount and wants to continue to do a large scale, some problems have been made in the management system and talent training. As a result, it has been compared with the new and brand planning of the brand and the future planning of the brand. Twisted.

"However, for consumer products that have already achieved a certain scale, it is not easy to really die. Even if the brand fails to do it, it is okay to continue selling products. You can find more fast -moving consumer goods dealers. It is okay to make money to make money, just do it as a business. "

Another investor believes that ramen is not an example. The deeper reason is that the entire large consumer track has been a market hotspot in the past two years, and the valuations are all above the historical center. At present, there is a periodic recovery trend.

In the past few years, the entire consumption -related infrastructure has been developing rapidly in both e -commerce and social media. This is also the process of preliminary consumer penetration and education for many new consumer brands. In this change process, many new opportunities can be found. Essence

But today, the infrastructure in the consumer field has been very complete, and consumers have become more mature. Then, when investors are looking at the opportunity of the consumer track, on the one hand, they will seize the underlying trend of consumers, and on the other hand, they also need to have a deeper understanding of the segment industry.

"Many investors say that they do n’t look at consumption. More specifically, for traffic thinking or marketing drive, and a single consumer brand, it may be more dangerous in the current environment."

(Consumers in the text are a pseudonym)

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