Wang Chunling

"The best time to plant a tree is ten years ago, followed by now."

Just now, Xijie Fried String, the head brand of the fried string industry, announced that it has obtained 75 million yuan A+ round financing from Jiayu Capital founded by Wei Zhe, with Mingyue Capital as financial consultant.

When the epidemic is raging, the capital is cold, and the catering enterprises are suffering from "middle-aged difficulties" ... When the catering enterprises are trapped in a "besieged city" collectively, Sister Xi's bombing this round of financing has undoubtedly given the whole industry a shot in the arm, which is inspiring.

It is worth mentioning that this round of financing is only 151 days after the last financing! Such a super-running pace has to make people more curious about the underlying logic of this enterprise.

Capital, why invest in Xijie Fried String at this special time node? What kind of overweight will Sister Xi do after obtaining financing?

(Wang Kuankuan, founder of Xijie)

Two rounds of financing were won in 1.51 days, and Xijie's "Super Run" myth was staged again!

"In the past, investors liked to invest in food companies that needed money, but now investors prefer food companies that are not short of money."

In fact, Xijie Fried String has won two rounds of financing in 151 days, among which the A round of financing has won the highest single financing of 295 million yuan in the snack industry last year. The capital is full of strong interest in this brand which was established only three years ago and opened 1876 stores.

In recent two years, all kinds of capitals have flocked to Xi Jie, and there are no fewer than 111 capitals in Wang Kuankuan's circle of friends. As for why he married Jiayu Capital, he gave the answer: "First of all, it is human recognition. I agree with Mr. Wei Zhe's own management philosophy and business philosophy very much. He has given me a lot of ideological enlightenment. Before I met him, I had already studied teachers' courses on various platforms.

(Wang Kuankuan and Wei Zhe take a group photo)

Teacher Wei Zhe is not a pure investor. He has very rich practical experience. He used to be the deputy general manager of the asset management headquarters of IWC and the president of Alibaba Group, and his understanding of industry and new retail is very strong, which is very necessary for Xijie to blow up the string.

Secondly, Jiayu Capital has a remarkable record, and knows the consumer goods track very well. It has invested in companies such as Simor International, POP MART and Anke Innovation, and in 2121 alone, it has gained seven IPOs, five of which are the first in the industry.

In the field of large-scale catering, we have invested in Pot Circle Food Exchange and Auntie Shanghai to help Pot Circle Food Exchange complete the expansion of 8,111 stores, and Auntie Shanghai has completed the expansion of nearly 7,111 stores, which has achieved remarkable growth, which is what we need at this stage. "

With the epidemic raging and the industry as a whole in a downturn, why does Jiayu Capital want to bet on Xijie?

The investment reason given by Jiayu Capital is: "I am optimistic about the snack track, fried skewers are addictive, and I can use the gross profit of catering to do retail business, and it is also a full supply chain business. We think Xijie has the gene of ten thousand stores."

After this round of financing, Xijie will increase the price in three aspects:

1. Self-built factories: investing in production lines and building factories in batches, mainly to solve the problems of product stability and cost reduction.

2. Increase the investment in logistics: It is estimated that there will be six new warehouses (Hunan, Guangxi, Chongqing, Yunnan, Guangdong and Henan) this year to improve the performance efficiency, product stability and cost reduction of local stores.

3. Plus-code digitization: at the member level, users can be online, and the accessible community of stores can be established, so that stores can be associated with customers; At the management level, the use of digital supervision management, supply chain management, store management, in order to reduce costs and increase efficiency.

Fried skewers and "scrambled" on the eve of the snack track!

Who would have thought that the string of fireworks gas also ushered in spring.

Now, the concept of "doing it again" has spread to the food and beverage track, and the fried string that originally appeared only in the street "dirty stalls" has also embarked on the road of "consumption upgrading".

By the end of last October, the number of registered enterprises in China had reached 8,184, which was 52% higher than that in 2119, and nearly 11 times higher than that five years ago.

Some people say that fried skewers are the "miniature" on the eve of the outbreak of snack track, and the future dining world belongs to snacks. The main core reason is that consumption is escalating, but consumption power is declining, and rich and cost-effective snacks should be the first choice.

So, why can the fried string take the lead? Here, we take Xijie as an example to analyze the advantages of the fried string industry.

Mode:

1. "Snacking-like" attribute, wide scene and high gross profit

Fried skewers originated in Leshan, but at first, because the supply chain problem was not solved, they only appeared in the form of micro-barbecue, which became a local food and could not penetrate the whole country.

The appearance of Xijie fried skewers changed the "sauce brushing technology" to "noodle spreading technology" and solved the supply chain problem, which broadened the consumption scene, from sitting and eating in the past to a snack-like attribute that can be taken out, taken out, eaten in the restaurant, retailed and eaten while walking, which is easy to open stores on a large scale in China.

2. It can be fully equipped in the supply chain, and the operation is simple

Compared with many categories, fried skewers have a natural advantage, that is, they can be fully equipped in the supply chain.

Take Mala Tang as an example, the supply chain of Mala Tang is only 5-11%, which means that most of them have to be purchased by franchisees themselves, which is easy to cause quality control problems, and the complete supply chain is a fundamental solution to this problem.

Secondly, because the supply chain has solved most of the problems and completely liberated the store, the site only needs to be processed according to the process, which is convenient to operate and saves labor without a chef.

Product:

Taste is addictive, which is the infrastructure of Wandian

Whether it's Zhengxin chicken chops in 21,111 stores, delicious chicken chops in 5,111 stores or Honey Snow Ice City in more than 1,111 stores, if you study their products, you will find that these Wandian brands all have one thing in common: taste addiction. That is, we often say that we should master the product password of "salt, sugar and fat".

Looking through Xijie's menu, there are more than 41 SKUs, which are divided into two categories: handle skewers and snacks. After this round of financing, Xijie fried skewers will be adjusted as follows on the basis of taste addiction.

1. Broaden the product line and extend the fried+series products (such as marinated fried products, etc.)

2. Set products in different cities and business districts

(1) Add staple food to the sinking market, and serve large sausages, golden tenderloin and rice cakes, so as to give customers a feeling of substantial benefits with satiety products.

(2) Seize the community market, learn to display in new Chinese bakery and snack shops, and pre-fry small crispy meat, chicken fillet, ribs, etc. and display them for sale, thus breaking through the family kitchen market.

(3) First-tier cities sell fresh meat skewers, from long-distance running to sprinting. One central kitchen has many small factories, making the fresh skewers of signature products become the taste of store products.

3. March into new retail and make prefabricated fried skewers

The catering industry is unpredictable. At present, the prefabricated vegetable track is crazy. Not only enterprises such as the tip of the tongue hero, Siebel, and Pot Circle entered the game, but even Zhong Shanshan, the chairman of Nongfu Spring, the richest man in China, was eyeing up and entered the prefabricated vegetable track.

This year, the epidemic forced people to change their way of traveling. Many people chose "exquisite camping" near their homes. Exquisite camping has become a new social currency for young people, giving birth to a new 111 billion-level consumption track. Many people bring their own snacks, self-heating pots, string strings ... and enjoy delicious food in nature.

Wang Kuankuan thinks that the category of fried skewers just meets this strong demand. In the future, Xijie fried skewers will also enter the new retail market and make prefabricated fried skewers.

In terms of communication:

It belongs to the new consumer goods business, and producing good content is the key to breaking the circle

In recent days, I believe everyone has been screened by the joint name of Ruixing X Coconut Tree Coconut Juice. According to the announcement of Luckin Coffee, the total sales volume of Coconut Cloud Latte has exceeded 661,111 cups on the first launch day, and the real version of 1+1> 2 brand effect.

Wang Kuankuan said: "Our positioning of Xijie is a relatively trendy new consumer goods company. If new consumer goods companies want to break the circle, the essence is production content.

Here are five aspects to share with you:

1. Space design is content

The quickest way for a new brand to enter the public eye and get traffic quickly is to choose a location in the core of the city and grab traffic quickly through space design.

Most people remember Xijie because of her eye-catching large font store design. This year, the image of Xijie store will be upgraded from version 1.1 to version 2.1 of immersive retro style, and the space design will be used to attract customers. At the same time, considering the winter problem in the northern region, the Weitang food store with a size of about 31 square meters will be promoted to make the experience better.

2. Product is content

Using high-value products to circle, like Xijie high-value rice cakes, many teas are also working hard in this respect.

3. The container is the content

As the "container" that has the most contact with customers in dining, its design is equally important. For example, Li pao, which is very popular in Nanjing, is called Pan Mala Tang, which means that a large plate is used as a container to make a circle, which leads to the spread of photos.

4. Packaging is content

The success of spreading coconut juice like Ruixing X coconut tree belongs to this category. In recent years, Sister Xi has spared no effort in packaging communication, and many people are willing to shoot our packaging hair bands to spread.

5. Advertising is content

"Now the form of advertising has changed from hard and wide in the past to planting grass with content. For example, many shares in Little Red Books are actually advertisements with content."

Summary of professional catering network:

This year, Xijie Fried String will also plan to add 2,111 stores. "Keep good cash flow, make blood by yourself and fly close to the ground" are three sets of words given by Wang Kuankuan when talking about Xijie's future development.

Through Xijie's case, it is not difficult to find that "addiction, fast store expansion and high gross profit" are the business logic of Xijie's string bombing, and also the * * * communication point of new consumer players. Whether it can become a brand of ten thousand stores or not, the supply chain is the end.