Henan catering people who always prefer to "bury their heads in pulling carts" have jumped onto the cusp of new consumption investment without warning.
in the past two years, the reminder of the epidemic impact and the wave of industry financing have enabled the catering Henan army to quickly realize its capital awakening. Well-known catering enterprises in Henan, such as Mi Xue Bing Cheng, Guo Quan Shi Hui, and Banu Maodu Hot Pot, have all reported market stories with the capital side-from the food symbols in the 1. era to the leading brands in the 2. era, the commercial evolution of Henan catering may have just begun.
In recent two years, Henan catering enterprises and capital have ushered in a "honeymoon period". According to public reports, many catering enterprises in Henan have had close contact with capital.
on January 13th, the media revealed that Mi Xue Ice City received a series A investment of 2 billion yuan, which was led by Longzhu Capital, a subsidiary of Meituan. After the financing was completed, the valuation of Mi Xue Ice City exceeded 2 billion yuan. Although Mi Xue Bing Cheng denied this, it also revealed that it did not exclude contact with capital.
on March 17th, Guoquan Food Exchange announced that it had completed the $3 million Series D financing, which was led by CMB International, with a post-investment valuation of over $2 billion.
on June 24th, 36Kr reported that Banu beef omasum hotpot will complete a new round of financing of over 5 million yuan, which was led by CPE Yuanfeng Capital, followed by Nikko Capital and Gaorong Capital.
on June 25th, according to a source, the core team of Gaoling Capital investigated the leading fast food enterprise in Henan Province-Brother and Sister Potato Flour.
in the first half of 221, the catering circle in Henan was filled with the smell of capital. Leading brands in the mainstream category of Henan catering industry have ushered in the olive branch thrown by top VC.
Henan catering people who always prefer to "bury their heads in pulling carts" have jumped onto the cusp of new consumption investment without warning.
after the short-term impact of the COVID-19 epidemic last year, the overall growth rate of the catering industry. In the first half of this year, catering became the most active track for venture capitalists. According to incomplete statistics, in the first half of the year alone, the catering industry in China completed more than 6 investment and financing, with a total financing amount of tens of billions.
as a big province of catering consumption, it is natural that leading catering enterprises are favored by investment giants.
On the other hand, the capital consciousness of Henan catering people is also rapidly awakening. The catering industry is an industry with abundant cash flow. Many operators have previously understood that if they can make money by themselves, they should not take venture capital money.
However, with the acceleration of capitalization of various industries in China, the cognition of head catering brands is also changing quietly. Coupled with the impact of last year's epidemic, many people began to realize that capitalization is a powerful tool for enterprises to improve their competitiveness and safety.
Du Zhongbing, the founder of Banu Maodu Hotpot, once said: Banu does not exclude capital, and capital is an important guarantee for running a good enterprise. When an enterprise grows up, it needs to have the capitalization ability whether it is listed or not. If you don't have the capitalization ability, you can't guarantee the safety of the enterprise.
Yang Mingchao, the founder of Guoquan Food Exchange, also admitted frankly after financing: Although I think it is very hot to take money, I am more practical to take this money. Because with this money, the pot circle has really done several major things and built an unbreakable industry barrier.
"An ambitious brand should not exclude all kinds of commercial tools. If capital is conducive to boosting enterprises to become bigger and stronger, it should connect and communicate with an open mind." Song Baomin, the founder of potato flour, thinks so.
It can be said that it is the reminder of the impact of the epidemic and the wave of financing in the industry, which has enabled the catering Henan Army to quickly realize its capital awakening.
what can you think of when you mention Henan cuisine? Many people will blurt out: Huimian Noodles, Hu spicy soup, Henan cuisine.
This combination can be described as the third in Henan cuisine, and it is the category symbol of Henan catering enterprises in the 1. era, bearing the food memory of a region. However, after years of iteration and evolution of Henan catering enterprises, a group of more universal catering brands began to walk out of Henan and emerge in the national catering market. The typical representatives are these catering enterprises targeted by capital.
It is understood that there are more than 7, shops in the pot circle, which is undoubtedly a unicorn in the "curtilage economic circle".
Barnes & Noble has opened 85 stores nationwide, covering more than 2 cities including Beijing, Shanghai, Xi 'an, Nanjing and Zhengzhou, and set up four central kitchens in North China, Central China, East China and South China.
Brother and sister, both pioneers of potato flour category and current head players of this category, have settled in more than 1 cities with nearly 6 stores after nearly 2 years of silent cart pulling, which is the "invisible champion" of fast food subdivision track.
Mi Xue Bing Cheng is the first brand in China to break through 1, stores. Recently, the theme song of Mi Xue Bing Cheng has gained 1.68 billion plays in Tik Tok.
Zhang Haifeng, managing partner of CDH VGC, said: At the industry point, with the continuous improvement of infrastructure such as supply chain, online payment and informatization, the chain catering industry in China will enter a golden development period of ten years, and this historical opportunity window will make many companies with a market value of hundreds of billions.
The leading brands in Henan catering industry have also followed the trend of the industry and entered the 2. era: the pot circle focuses on new retail, the honey snow ice city leads new tea, Banu advocates new hot pot, and the two brothers and sisters upgrade new snacks.
after docking capital, these enterprises also have their own new plans.
It is understood that Banu will focus on the layout of first-tier and new first-tier cities. In addition to Beijing and Shanghai, Banu's first store in Shenzhen and Wuhan will soon open, and cities such as Xi 'an, Nanjing and Suzhou will also open new stores one after another.
In the view of Song Baomin, the founder of the two brothers and sisters, snacks and fast food are the largest track in the catering industry, and the category has the opportunity to "redo" and the upgrading effect is obvious. What we need to do is to upgrade vertically and expand horizontally. Strive to break through thousands of stores in the next three years.
For Yang Mingchao, the founder of the pot circle, the future path is also very clear: from hot pot ingredients to barbecue, braised and fresh food, the barriers are gradually raised, and the moat of the pot circle is strengthened with diversified layout.
Mixue Ice City has demonstrated its strength with actions: on the basis of the scale advantage of Wandian, it will continue to deepen the youth market through continuous brand promotion.
From the food symbols in the era of 1. to the corporate brands in the era of 2., the evolution of Henan catering may have just begun.