Editing Qiao Qian
36 Krypton learned from a number of industry sources, the tea drink chain brand honey snow Ice City is about to complete a new round of financing, the investor for the high altitude capital, the U.S. Mission's Dragonball Capital, the current round of financing, honey snow Ice City after the post-investment valuation of about 20 billion yuan.
36 Krypton asked Honey Snow Ice City for confirmation in this regard, and the other party responded, "Not true. For the time being, we have not received relevant information."
According to sources familiar with the matter, Honey Snow Ice City plans to raise RMB 1 billion to 2 billion in this round. In addition, 36 Krypton learned that the Honey Snow Ice City is also synchronized with the preparations for the listing, there have been brokerage firms into the field, this round of financing or the last round of financing before the IPO of the Honey Snow Ice City.
Honey Snow Ice City is headquartered in Zhengzhou, was founded more than 10 years of history, the product includes milk tea, fruit tea, ice cream and other categories, including a lack of iced lemonade, Ferris wheel ice cream, shaking milkshake, full of cups of passion fruit and other best-selling products. Honey Snow Ice City focuses on the sinking market, the price of the product is mostly below 10 yuan, the target users are college students as the representative of the young consumer groups, stores are mainly opened around the university, pedestrian streets, shopping malls and so on.
It is reported that the honey snow ice city brand by three companies *** with the service, Zhengzhou cross-strait enterprise management limited company to lead the management and operation; Henan big curry food limited company to lead the research and development production; Zhengzhou Baodao trade limited company to provide warehousing and logistics services. The eye of the sky APP shows that the founder Zhang Hongchao, president Zhang Hongfu respectively hold 47.53%, 47.53% shares of Zhengzhou cross-strait enterprise management Co.
According to sources close to Honey Snow Ice City, the revenue of Honey Snow Ice City in 2019 is about 6 billion yuan, and the net profit is about 800 million yuan. As a tea drink chain brand with a scale of 10,000 stores, Honey Snow Ice City's revenue mainly comes from charging material fees, or supply chain fees, to franchisees, and franchise fees do not account for a high proportion of overall revenue. This year, Honey Snow Ice City announced that the national stores exceeded 10,000, becoming the tea drink chain brand with the largest number of stores in China.
Honey Snow how to grow into the milk tea world sink giant?36 Krypton has carried out. To summarize, honey snow ice city in more than ten years ago, successfully seized the "from bottled drinks to ready-made drinks" beverage upgrade demand, the launch of 10 yuan under the ultra-low price of explosive drinks, and with the help of the franchise model rapid replication. Low-priced strategy so that the honey snow franchise widely sunk to the county and townships, in addition to shopping malls around the neighborhood, near the office area and around the school and other tea drink brand's regular site, honey snow site also includes the community, the street and the combination of urban and rural areas.
With the gradual expansion of its scale, Honey Snow has continued to invest in its supply chain, warehousing and logistics, and store management, further strengthening its advantages. Although Honey Snow's single cup pricing is basically below 10 yuan, but relying on the supply chain upstream advantages, and relatively simple product raw materials and ingredients, the cost of a single cup can be maintained at a stable between 2-5 yuan. According to the official website of Honey Snow Ice City, its product gross profit margin is basically about 50%.
The milk tea sector has recently seen a steady stream of capital moves, with recent market news pointing out that Xi Cha and Nai Xue's Tea plan to list in Hong Kong by the end of 2021. Although they are both representative brands in the milk tea sector, the biggest point of difference for Honey Snow Ice City is that it focuses on the sinking market.
In fact, this year, the primary and secondary food and beverage market is very hot, according to the wind platform data, as of September 29, the Shenwan Food and Beverage Index in the past six months rose 46.89%. Beverage industry plate performance is particularly active, valuation is also all the way up. In addition to the honey snow ice city, previously reported in July 36 Krypton, yuan 気 forest latest round of valuation has reached nearly 2 billion U.S. dollars, in addition to packaged water and beverage leading enterprises Nongfushanquan also in September landed on the Hong Kong Stock Exchange, and more than 8.1 billion Hong Kong dollars of fund-raising funds to become Hong Kong stocks, "the king of frozen capital.
Affected by the epidemic, the catering industry investment and financing this year, there is a hot trend, the head of the project have financing. Before the round of financing in the honey snow ice city, also rooted in the sinking beverage market, with more than 3,000 stores scale tea drink brand Guming, in July this year to complete the strategic financing, access to the Sequoia Capital China Fund and the United States under the Dragon Pearl capital support.
Competition in the offline beverage market is getting hotter, and it is gradually jumping out of the single product and channel context to explore multiple categories.
The popular tea drink market penetrated by Honey Ice City, there are CoCo, a little bit of tea drink chain brands with thousands of followers, in addition, the book is also roasted fairy grass, Gu Ming were to snacks, 10 ~ 20 yuan higher price range tea drinks, etc. to differentiate the direction of the exploration.
Xi-tea, Nexue's tea and other new tea brands, but also in the new tea drinks based on baking, coffee, snacks, soft drinks and other multi-category direction extension, Xi-tea also launched this year, "hi small tea" sub-brand; in addition, the traditional FMCG brands have been planning to enter the offline, Wahaha in Changsha this year, September, opened a branded milk tea shop, fragrant Peopeo has also expressed that the brand is a good choice for the future. The Wahaha brand milk tea store opened in Changsha in September this year, and Peopeo has also stated that it is planning to open offline stores to test the water.
In fact, in addition to the main brand, Honey Snow Ice City also launched a sub-brand of freshly ground coffee in 2017, "Lucky Cafe", and this year in Zhengzhou opened a new image of the brand store, selling classic coffee, flavored lattes, flavored tea, ice cream snacks and other coffee and related products, Lucky Cafe American black coffee is priced at 5 yuan, the overall pricing of the products are in the range of 5 yuan to 5 yuan, and the price of the products are priced at 5 yuan. The overall pricing of the products are in the range of 5 yuan to 10 yuan, and the main brand of Honey Snow Ice City belongs to the same price band. However, the current lucky curry sub-brand is still in the early stages of exploration.