Dining investment in financing has changed a lot, there are categories that continue to be hot, and some categories have been hit into the cold palace

Author:Red dining net Time:2022.09.02

Compared with the investment and financing data of 2021 and 2022, it is not difficult to see that the attitude of capital on catering has changed significantly. Under such a change, the investment and financing situation of some popular catering categories has also changed greatly.

This article was originally launched by the Red Meal Network (ID: hongcan18), author: Red Meal Brand Research Institute.

In 2021, my country's catering field ushered in a wave of financing climax. There were more than 340 incident disclosure throughout the year. It was the first year after the number of incidents in 2017 exceeded 300. The financing amount disclosed this year was nearly 50 billion yuan.

In the first half of 2022, as the epidemic exuded frequently in the country, the financing boom in the catering field was slightly cooling, and the total number of incidents was more than 100. Second, the total amount of financing is far below the same period of 2021.

Today, let's review it. Popular catering tracks such as powder noodles, tea, coffee, roasted, hot pot, etc. In the investment and financing changes of investment and financing in the first half of 2022, some of them have increased their degree. Some have begun to show signs of being "into the Cold Palace".

Powder -faced financing boom has cool down, but the overall performance is still hot

In one and a half from 2021 to the first half of 2022, the total number of pink noodle track investment and financing incidents exceeded 30, of which the number of financing events in 2021 was particularly large, reaching 23, about 5 times in 2020 in 2020 Essence The track head brand Wuye noodles, Chen Xianggui, Zhang Lala, Barn Hunan rice noodles, and meet the small noodles have completed two rounds and above financing.

In this year, the types of powder on capital are more diverse. In the brand that has obtained financing, the sub -categories covered by noodle food include noodles, noodles, Chongqing noodles, Lanzhou beef noodles, etc. In addition, there are Henan stew noodles, Shaanxi oil splash noodles, Wuhan hot dry dry Noodles, Beijing fried sauce noodles, Shanxi knife noodles, Sichuan dwelling noodles and other subdivided tracks; rice noodles also include snail powder, hot and sour powder, Hunan rice noodles, Xinjiang rice noodles, Guizhou rice noodles, Guilin rice noodles and other segmented tracks.

It is worth mentioning that this year, the amount of financing of the noodle brand has also reached a record high. A round A financing of 100 million yuan is no longer rare, and the single financing amount of the noodles of the house is as high as 800 million yuan.

Entering 2022, the financing boom of the Pink Noodle Circuit cooled down, but in terms of the entire catering industry, it is still a relatively hot track and financing performance.

From January to June 2022, there were about eight financing incidents in the track. Local characteristics such as Xinjiang rice noodles, Xiao Luo, were very fascinating to focus on beef soup powder. The sweet notes of fertilizer sausage powder were favored by capital. Brother Ma Jiyong and Brother Ma received financing in 2021, and were also favored in 2022.

The development of the Red Meal Brand Research Institute 2021-2022 In the first half of the year, the development of major noodle brands found that under the blessing of capital, the noodle brands that have obtained financing have accelerated the horse race.

For example, Wu Ye's noodles accelerated the store in the epidemic. As of June 2022, more than 1,200 stores have been opened, becoming the first thousand store chain brand in the noodle track; Hefu noodles are also expanding against the trend. There are more than 110 stores throughout the year. As of June 2022, the total number of stores was close to 400; the number of newly opened stores such as Ma Jiyong and Chen Xianggui in 2021 also had more than a hundred stores.

Subdivise the Tea Drinking Taoism is favored, and the financing popularity is expected to be maintained

According to the big data of red meals, from 2021 to the first half of 2022, there were more than 40 investment and financing incidents in the tea category, with a total amount of more than 15 billion yuan. Investors were not short of Temasek, Sequoia Fund, Gaozhu Capital and other well -known investment institutions. Essence Under the blessing of capital, the brand accelerates the horse race, and the size of the store continues to grow.

Specifically, in the first half of 2022, there were 10 investment and financing events disclosed in tea drinks, and more than 30 in 2021, of which 18 were in the first half of them.

Overall, the incident of the track investment and integration of the track has been slightly reduced, and the tea track enrollment is relatively cautious.

However, considering the upgrade of the "current tea shop" from the "school gate" to fresh milk and fresh fruit, the entire tea beverage category has completed the upgrade of the "school gate" to fresh milk and fresh fruit, and with the continuous improvement of national income and the continuous tea brand brand continues Expansion and penetration, categories still have broad development space in the future, and the financing popularity of the tea track in the future is still expected to maintain.

It is worth noting that in the past year and a half, the investment and financing situation of the tea track has also shown a relatively obvious feature, that is, the special tea brands that focus on the traveled track are particularly loved by capital.

For example, the books focusing on specialty products also burned fairy grass. In February 2022, it received a strategic financing of over 600 million yuan. As of June 2022, its stores exceeded 6,400, and the development momentum was rapid. Health tea brands, Hutian Water Shop, Chunfeng, the regional tea brand Tyrannosaurus Tea Ji, Fangha also received financing, and the development momentum is quite fierce.

Lemon tea brands are also very popular with capital. Big data of red meals shows that in one and a half from 2021 to June 2022, the number of investment and financing incidents of lemon tea has reached 6. Since 2021, the lemon tea franchise store has ushered in an outbreak. In just two years, Lemon Tea, a low -key product that was once partial, turned into a "Internet celebrity explosion". Many brands used this wave of dividends to rapidly expand stores, even Being towards the size of Qiandian, it is inseparable from the promotion of capital behind this. For example, Uncle Qiu, who focuses on the direct -operated model, has received two rounds of investment in 2021, with a amount of over 100 million yuan, and has opened more than 100 stores in the year; The signboard has completed tens of millions of yuan in Series A financing and hundreds of millions of A+rounds of financing in half a year. In just more than a year, nearly 400 stores have been opened; the popular lemon tea brand Linlee lemon tea from Guangdong was in 2021 With the exclusive investment of tens of millions of dollars in Sanqi Mutual Entertainment, the shop is faster.

Coffee financing boom has continued to rise, and emerging coffee brands are popular

In recent years, due to the progress of consumer concepts, economic development, and maturity of Internet technology, consumers' acceptance of coffee has continued to increase, domestic coffee demand has continued to rise, and the attention of the coffee market has continued to heat up.

However, since 2018, the total amount of financing in coffee -related fields has risen sharply. In 2018, the average single investment amount reached 140 million yuan, and the average single investment amount in 2019 reached 420 million yuan. After entering 2020, affected by the impact of the new crown pneumonia's epidemic and the "financial fraud" incident of Ruixing Coffee, the investment and financing of the coffee track was cold. However, this situation was reversed in 2021.

In 2021, the number of financing incidents in coffee -related fields reached a new high since 2013, and the total financing amount reached 4.5 billion yuan. Among them, the financing popularity of the coffee track is the highest.

In 2021, the investment incident of the current grinding coffee track reached 17, accounting for nearly 70 % of the total financing incidents in coffee -related fields, and the total financing of financing exceeded 3 billion yuan. For example, Manner Coffee and Eagleji Coffee completed 4 rounds and 3 rounds of financing in half a year. After being invested by Tencent in July 2021, the coffee of algemists once reached 1 billion yuan.

The Red Meal Brand Research Institute believes that the above -mentioned emerging coffee brands can gain financing and develop rapidly, which is related to its innovative store model. Different from Starbucks's "Third Space", most of the emerging coffee brands have promoted small shop models. Brands such as Ruixing Coffee and Manner Coffee are typical representatives. This type of shop model is mainly based on the main take -off, focusing on providing consumers with high -quality coffee products with high quality and low price. On this basis, a large number of stores and expanding scale to increase the sales of products are the main direction of brand profit.

After entering 2022, the financing boom of the coffee track is still continuing. As of June 2022, a total of 6 financing incidents of grinding coffee tracks in 2022 were disclosed that the amount of financing exceeded 1.4 billion yuan. Among them, the amount of financing of TIMS coffee reached 1.229 billion yuan.

"Capitalization" is a major development feature of the domestic coffee market in recent years. With the continuous expansion of coffee consumption demand and the continuous optimization of the ecological structure of the coffee industry, the future coffee track is still expected to attract more capital to enter the game.

The new Chinese baking financing has become rational from fiery to rationality

Big data of red meals shows that from the beginning of 2019 to the first half of 2022, a total of 24 financing incidents were produced in domestic baking tracks (excluding pure online retail brands). Looking at the statistics from 2019 to 2021, the number of domestic baking brands (excluding pure online retail) financing increased year by year, from 5 in 2019 to 12 in 2021. Among the 24 financing incidents, the new Chinese baking brand occupies nearly 10.

At this stage, the new Chinese baking brand is relatively popular with capital, which has promoted the investment and financing boom of the entire baking track. Well -known capital such as Sequoia Fund and IDG Capital have entered the bureau, and multiple bread baking brands have financing more than 100 million yuan.

The Mo Mo Dim Sum Bureau, which was only established for two years, has received 5 rounds of financing, with a single store valuation of 100 million yuan; Tiger Toutian Standard Chartered Cakes have completed the angel round and nearly $ 50 million in Series A financing; Put the first round of financing over 100 million yuan in financing; Dad's sugar handmade toast received over 100 million yuan in financing ... At the same time, many new Chinese baking brands such as Wu crispy court crisp cake and Zhan Ji were also focused on the investment institutions.

The Red Meal Brand Research Institute believes that during this period, the new Chinese baking was favored by capital. It was mainly due to two innovations: one was product innovation of "Main West Point", and the other was to innovate as "national tide".

However, since 2022, with the large number of entrants, problems such as weak innovation and homogeneity of new Chinese baking products have also emerged.

For example, with the popularity of the Tiger Tau Standard Chartered Cake and Mo Mo Small, the new Chinese baking brands similar to the market are endless, and everyone's products and store scenes are similar. For example, popular products such as meat pine Becky, hemp potato, puffs, and Portuguese egg tarts have become standard products for many follow -up baking brands or stores (even baking e -commerce brands). Loyalty to baking brands.

Affected by this, the financing incidents of baking categories in 2022 have also decreased. From 12 in 2021 to two in the first half of 2022, capital's investment and financing attitude towards new Chinese baking brands has become rational. The momentum of hot pot financing is not diminished, and the capitalization process accelerates

Compared with other categories, hot pot has been favored by capital because it does not rely on chefs and easy standardization.

In 2021, Bagu Mao belly hotpot, Brother Zhou, Chongqing hot pot, and thanked the pot for 100 million yuan in financing; in the first half of 2022, sister Chongqing hot pot, panda hot pot, Wei Laoxiang hot pot, Xiaoxia brother pot, beef cool Wait for the brand to win the favor of capital.

The financing momentum of the entire hot pot track is not diminished. In general, capital prefers to establish differentiated hot pot brands in subdivided tracks. For example: Bagu's productism, Brother Zhou's big knife waist tablets, the multi -element fusion of the pot, the Hong Kong style of the furnace of the furnace.

Among the brands that have received financing this year, the multi -format fusion model of "涮+roasting+drinking", thank you pot, one -person and one -pot mode, one person and one -person pot ... It is also once again proved that the hot pot brand that can form a differentiated hotpot brand is easier to establish a differentiated hotpot brand. Competitive advantage. In the future, in terms of "product", "scene" and "mode", there are many points that hotpot brands can dig deep.

In addition, it is worth noting that the capitalization process of hot pot categories in 2022 is also accelerating. In January this year, Qixintian International Holdings Co., Ltd. was listed on the main board of the Hong Kong Stock Exchange. According to the information of Fhstrishalvin, according to the income of the self -operated restaurant in 2020, Qixintian is the third largest hot pot chain restaurant in China; Application, re -apply for listing.

At present, the Hong Kong stock market has only Haidilao and Laibu. In the future, if the king or seven -day Xin is successfully listed, it may bring some new changes to the hot pot market.

Conclusion

Since 2021, the epidemic is repeated, catering operations are generally under pressure, and capital's attitude towards the catering industry has gradually rational. It is foreseeable that in the future, the consideration of capital will become more and more stringent and high.