Inventory 2021-2022 prefabricated vegetable investment, the highest single-round financing 1.6 billion

Capital prefers prefabricated dishes, and prefabricated dishes have become new ventilations.

After the epidemic, the hottest track in the catering industry is undoubtedly prefabricated. And a major source of motivation to help the development of prefabricated vegetables on the peak is capital!

Beginning in 2021, the capital party forced by the epidemic pressure is relatively conservative in investing in catering, but it still maintains high enthusiasm for the prefabricated vegetable industry.

Recently, the Red Food Industry Research Institute has taken stock of the investment actions of the capital side in the prefabricated track in the past and a half years, and analyzed the representative brand companies that have obtained financing, and tapped some industry trends hidden behind them.

The highest single -round financing is 1.6 billion yuan! 2021-2022 Prefabricated Cuisine Inventory Inventory

In the context of the emergence of the epidemic, the prefabricated dishes may be a few tracks with a high degree of capital attention.

Since 2020, the prefabricated vegetable field has attracted capital attention, and the number of projects that have completed financing has increased significantly compared with the previous. It is worth mentioning that head institutions such as CICC Capital and Innovation Workshop also began to appear in the list of investors in 2020.

In the past two years, the enthusiasm of capital has continued to increase the enthusiasm of prefabricated vegetable tracks.

△ Figure: Red Meal Industry Research Institute

Big data of red meals shows that from 2021 to 2022, more than 40 financing projects occurred in the prefabricated vegetable field.

In 2021, my country's prefabricated vegetable track financing reached more than ten, and a total of billions of investment and financing received billions of yuan. The first listed company was also born. One stock.

△ Figure: Red Meal Industry Research Institute

From January to May 2022, there were 5 prefabricated vegetable track financing, which received a total of billions of yuan in financing. Among them, Lu Zhengyao's new project tongue technology announced in March this year that it has completed a round B investment of 1.6 billion yuan, which has become the current year. Prefabricated vegetable companies with the largest amount of financing.

Tongue hero vs Zhenwei Xiaomei Garden, what kind of prefabricated vegetable company does capital favor?

Why does capital favor prefabricated dishes? What are the "special" prefabricated vegetable companies that have been repeatedly voted?

Next, the Red Food Industry Research Institute will deeply analyze the two representative companies of the prefabricated vegetable field- "Zhenwei Xiaomei Garden" and "Heroes of the Tongue" to see why capital favors them to glimpse a leopard.

1. Zhenwei Xiaomei Garden: Positioning "Volkswagen Property Pre -production", which is mainly cost -effective

First of all, let's interpret Zhenwei Xiaomei Garden. This company was founded in July 2020 and cut into the prefabricated vegetable track in just two years. Investment, Deju Brothers and other well -known institutions have invested 4 times. The recent two financing has accumulated over 100 million yuan, and it has become the "darling" of the capital industry.

According to the Red Meal Industry Research Institute, Zhenwei Xiaomei Garden was originally based on offline Hema, Ding Dong, Darunfa, Carrefour and other commercial supermarket channels, and the growth was relatively slow. In March 2021, it began to lay out online channels. Through Li Jiaqi and other head anchors to bring goods, combined with various methods such as trembling brands, Douyin Primary Second, etc., the growth rate was fast.

In August 2021, it began to explore by opening offline stores.

From the perspective of the founder of Zhenwei Xiaomei Garden, the customer base of the C-side pre-made dishes may not be single young white-collar workers, but a mother of a 30-45-year-old. Because takeaway mainly solves the problem of "eating", the prefabricated dishes need to be made. The "cooking" problem is solved. Exquisite meals have greater demand for convenient and fast prefabricated dishes.

Therefore, Zhenwei Xiaomei Garden focuses on cost -effectiveness, positioning "Volkswagen Promotion Pre -production", and its home -cooked dishes with price bands below 20 yuan. The goal is to "bring Michelin flavor to the ordinary dining table".

Unlike the old prefabricated vegetable companies such as Weizhi Xiang and Hao, Zhenwei Xiaomei Garden only does offline sales of its products, and pursue its own brand nature than the nature of sales. By creating "explosive" products, it quickly opened the market.

It is understood that after several rounds of expansion, Zhenwei Xiaomei Garden offline stores have basically covered North China, and the average price of store customers is stable at about 50 yuan.

According to the founder Pu Civilization, Zhenwei Xiaomei Garden plans to build several city -level offline distributors in 2022. Among them, the distribution teams in Wuhan, Shenzhen, Jiangsu, Beijing and other regions have been completed.

From the perspective of the Red Meal Industry Research Institute, the strategic direction of cutting into the C -side market and the main cost -effectiveness, and creating a demand product from the perspective of customers is the key to Zhenwei Xiaomei Garden. Essence

It is worth mentioning that most of the founding teams of Zhenwei Xiaomei Garden come from hungry? The heads of all links are guided by results. In 2022, Zhenwei Xiaomei Garden's goal is that all business departments do not allow losses to money. This kind of strong control of cash flow is contrary to the Internet to expand on the Internet. It may also be a major incentive to attract capital attention.

2. Heroes of the tongue: Re -engraving "Ruixing Mode", smashing money marketing rapidly

The tongue hero is the prefabricated brand that has received the highest single -round financing so far. In January 2022, Lu Zhengyao, the founder of Shenzhou Youcou and Ruixing Coffee, launched a new entrepreneurial project- "Heroes of the Tongue".

It can be seen on the APP of the Tongue Heroes that the most of its products are cooked foods, that is, foods and hot foods are products such as our common thoughts, Zhengda and other brands. That is, cooking food is actually a combined dishes: frozen pickled meat bag+seasoning bag+dishes. These products are purchased and produced by third -party raw materials, and then they are transported from the cold chain of outsourcing to the C -end. The tongue hero does not really control a certain link, but almost relies on cooperation with third parties.

The idea of ​​Lu Zhengyao's development of the heroes of the tongue tongue is exactly the same as that of Ruixing coffee that year. The main use of light assets, flowing, and capitalization is the main reason why it is favored by capital.

The first is to sell money marketing. Beginning in January this year, the advertising offensive of the tongue heroes is fully paved. Actor Liu Yiwei, as the spokesperson, appeared in a variety of advertising scenarios such as high -speed rail, elevator, and information flow with the tip of the tongue. In addition, its advertisements also cover online channels such as Douyin, Today's Headlines, Watermelon Video.

The second is the familiar fission promotion. On the new, the tongue hero extends the method of "inviting friends to get rewards" with Ruixing coffee.

At the same time, quickly expand and open a large -scale store. The tongue heroes have announced the signing of 6,000 franchise intent stores in 3 months with the business model of "only joining and not directly operating". Compared with Ruixing Coffee, which had opened more than 2,000 stores within a year, the expansion progress can be described as too It is better.

△ Figure: Red Meal Industry Research Institute

It is worth mentioning that, according to the statistics of the Red Mealing Industry Research Institute, as of July 22, only 433 national stores nationwide stores will be opened, and the plan to be promised in March will land in 3,000 stores within 5 months. a bit large.

Where will the prefabricated dishes under the blessing of capital will go?

In the future, where will the prefabricated dishes go? For players in the track, what kind of model is the most adaptable? Tongue heroes or Zhenwei Xiaomei Garden?

In this regard, after the Red Food Industry Research Institute resumed the investment and financing situation of the prefabrication track, he also had some thoughts:

1. Taste difficulty still needs to be overcome

At present, the strategic direction of the new brand on the prefabricated vegetable track is mostly C -end. For the C -side pre -made dishes, it is still a gap that the taste is still unable to recover.

Although the low -temperature frozen freshness technology is improving, compared with the prefabricated dishes that have been stored for a long time, there is still a gap in the taste. We have seen that the products launched by prefabricated vegetable companies are basically Sichuan, Chongqing, and Hunan cuisine. Because of the relatively satisfactory reducing degree of prefabricated dishes, it is not satisfactory to other vegetables such as Cantonese cuisine and Huaiyang cuisine. Essence

The taste is difficult to recover, the repurchase rate will be lower, and the brand creates a large potential will not be able to save the repurchase rate. Next, how to overcome the taste of the taste through technical means will be a major issue that players in the track must study well.

2. The pricing should be more reasonable

What should the prices of prefabricated dishes be targeting?

At present, people may still make the dishes in the restaurant. In fact, compared with customers to eat in the restaurant, the price of many prefabricated dishes in the market seems to be much cheaper.

From the perspective of consumers, if it is a fast food, it is naturally that the price is cheaper than the restaurant. The taste of fast food prefabricated dishes is not the first. Customers buy prefabricated dishes home to do it, and enjoy the service and space to the restaurant. This psychological expectation is also different.

Photo source: Photo Network

From this point of view, the price of fast -food prefabricated dishes must be lower than customers to eat a meal of dishes on the spot, so that the market can run through.

If it is a meal, the main consideration of customers may not be the price, but the taste of prefabricated dishes. And this is also the opportunity for those veteran meal brands.

The relevant person in charge of Guangzhou Restaurant once revealed: "At present, the prefabricated products of Guangzhou Restaurant are close to more than a dozen varieties. Cantonese -style pre -made dishes such as salted chicken and soy sauce chicken are the most popular. Other prefabricated dishes such as roast chicken It is better to jump the wall for the Buddha who is suitable for family reunion. "

3. The supply chain is still an important support

At present, whether it is Zhenwei Xiaomei Garden or the heroes of the tongue or a fun shop, they are all brands, but they do not build their own factories and are processed by others. Such prefabricated vegetable players often face a common problem: the upstream supply chain strives for bargaining power.

Bai Wenxi, chief economist of IPG China, believes that there is no basis From product research and development to supply chain to transportation, the prefabricated vegetable industry is a whole industrial chain project.

The prefabricated vegetable industry has a long chain attribute. From raw material procurement/self -produced -slaughter processing -fresh -locking technology -cold chain transportation -sales terminal is intertwined. Whether it is B -end or C -end, the final competition is still the supply chain strength.

Therefore, the prefabricated dishes must solve problems in various links such as raw materials, production, transportation, and sales. Without large -scale, low -cost supply chain support, it is difficult for prefabricated vegetable companies to make profits in future competition.

Conclusion

At present, the prefabricated vegetable track, which has both imagination and controversy, is still in the chaos of the industry in the early days of the industry. It is still difficult to see how it will look at it in the future.

For the darling of capital of Zhenwei Xiaomei Garden and the heroes of the tongue, even with the blessing of capital, in order to quickly establish their own brand characteristics in the minds of consumers in the prefabricated dishesThe challenge is not small.The so -called opportunity and risk coexist, this is the most interesting place for business development, let's wait and see.

(Author: Red Meal Industry Research Institute)

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