The official announcement of Manji dessert and Xiaoman tea field merged

Some analysts pointed out that Manji dessert has a certain brand scale and consumer base, and Xiaoman tea field is closer to the current young consumer groups. The two sides can leverage each other, and Manji dessert and Xiaoman Tea Field officially merged. The official announcement of the merger of Manji Dessert and Xiaoman Tea Field 1

The dessert giant Manji Dessert announced the merger with Xiaoman Tea Field, and the new group completed a new round of financing, which was jointly led by a well-known catering group and a new consumer unicorn company. Different from the merger of similar consumer brands in the past, the merger of Manji dessert and Xiaoman tea field is a rare "marriage between old and new" in the consumer field; It is also regarded by the outside world as a short-term move between each other.

According to public information, Manji Dessert was founded in Hong Kong in 1995, focusing on the concept of dessert afternoon tea. After the establishment of Manji Shanghai Headquarters in 21, it started the large-scale expansion of Zhang Zhilu in the Mainland. Xiaoman Tea Field, the other side of the transaction, is a new tea brand established in 219. It started with cherries and focused on high-end fresh fruit tea making. Since its establishment, Xiaoman Tea Field has completed four rounds of financing, with a cumulative financing amount of more than 1 million US dollars.

In recent years, under the squeeze of new tea, the old-fashioned desserts with aging brands have had a hard time. Cnbdata's White Paper on New Tea in 22 shows that the market size of new tea in 221 is expected to exceed 11 billion yuan.

at the same time, the tea-drinking of desserts has become a new trend in the development of the industry. Traditional desserts are accelerating tea-drinking, and the boundaries between them are becoming more and more blurred, from cup-packed grass-burning grass and sago dew to fresh fruit nectar and ice cream introduced by major new tea brands. The market competition between the two is becoming more and more exciting.

The short board of "marriage" between new and old consumer goods

"Manji Dessert" is a traditional dessert giant. It was founded in Hong Kong in 1995, focusing on dessert and afternoon tea. In 21, Manji Shanghai headquarters was established, and it began to expand on a large scale in the mainland. At one time, the number of stores was close to 5. According to media reports, in June 221, Andafu Capital successively completed the acquisition of Manji Hong Kong, South China and East China, and integrated its stores in Southeast Asia, Hong Kong and the Mainland, realizing the unification of Manji brand for the first time.

Andafu Capital is a private equity institution with equity investment in the Asia-Pacific region. Founded in 213 by three founders, Brad Landes, Zhu Jianyi and Suresh Prabhala, Andafu Capital has offices in Hongkong, Shanghai, Singapore and Mumbai. Manji Dessert is the first holding acquisition of Andafu Capital in the catering field in China.

xiaoman tea field, the other side of the transaction, focuses on high-priced cup-shaped fresh fruit tea represented by cherries. Its founder Liu Zizheng once invested in Huaping to be responsible for consumption and internet investment in China, and resigned to establish the brand in 219. Previously, Xiaoman tea field was invested by many institutions such as BAI Capital, Xianfeng and Yuanhe Origin, and now there are 15 stores in China.

At the completion of this round of merger, Liu Zizheng, the founder of Xiaoman Tea Field, publicly stated that the merger of Manji Dessert and Xiaoman Tea Field was a "marriage between the old and the new" in the field of consumption. In the past, new and old consumers encountered different problems: traditional consumer brand products, operating system and cost control were excellent, and the chassis was stable, but they lacked insight into the "front end" and brand power.

new consumer brands rush to the front end, but the back end support ability is often insufficient, and "new full record" can make up for both ends. It is reported that the new flagship store will be positioned as a medium-sized and large-sized store of about 2 square meters, and a brand-new dessert concept will be introduced. It will be opened in Beijing and Shanghai in the second half of this year.

Tea-based dessert is a tug-of-war between new and old forces

At the same time, this "marriage" is also regarded by the outside world as a strategy to break the old dessert under the containment of new tea. Double-skin milk, sago dew, mango fishing and so on are the memories of the post-8 s and post-9 s youth, and also mark the past glory of the traditional Hong Kong-style sugar water brand. However, in recent years, the traditional sugar water brand has gradually declined, and it is difficult to create the previous explosions;

At the same time, with the rapid rise of new-style tea, brands such as Xicha and Naixue have successively introduced dessert-style tea, such as yangzhi manna, taro milk and grass jelly, and the market space of old-fashioned sugar water brands has been further squeezed. In addition, today, when new tea marketing is widely planted in Tik Tok, Weibo and Xiaohongshu, and Internet traffic is "penetrating" new consumption, it is naturally difficult for young consumers to see the old-fashioned desserts with offline thinking in the past.

For example, Xu Liushan, a 6-year-old Hong Kong-style dessert brand, collapsed in the summer of 221 due to its aging brand and poor management. Last June, according to media reports, the time-honored dessert shop "Xu Liushan" was issued a liquidation order because it was unable to repay its debts, and the supervision required it to sell all its assets to pay off its debts and terminate its operation.

it is worth noting that brand aging and limited consumption scenarios are the * * * problems faced by time-honored enterprises. According to public data, the number of Chinese time-honored brands has decreased from more than 1, in the 195s to more than 1, at present, of which only 1% are booming and most of them are in business crisis. It can be seen that the days of established enterprises are not easy.

This time, the marriage between "Manji Dessert" and "Xiaoman Tea Field" is regarded by the outside world as a further inclination to new consumption. In fact, Manji is also a traditional brand that "surfed the Internet" earlier. As early as a few years ago, Manji had taken the lead in laying out the Internet field and opened take-away channels on platforms such as Meituan and Hungry. Subsequently, it jointly launched "HoneymoonExpress" with Box Horse Fresh.

Obviously, the contest between old-fashioned sugar water and new tea, represented by Manji, continues. Cnbdata's White Paper on New Tea in 22 shows that the market size of new tea in 221 is expected to exceed 11 billion yuan. At the same time, the tea-drinking of desserts has become a new trend in the development of the industry. From the cup-packed grass jelly and sago dew to the fresh fruit of poplar nectar and ice cream introduced by major new tea brands, traditional desserts are accelerating the tea-drinking, and the boundary between them is becoming more and more blurred. Manji dessert merged with Xiaoman tea field official announcement 2

Manji dessert won the blessing of online celebrity tea to seek a breakthrough. Recently, a news about the merger of Manji dessert and Xiaoman tea field attracted attention. Subsequently, beijing business today reporter asked the parties for verification and was affirmed. The "marriage" between a 27-year-old traditional dessert brand and a three-year-old online celebrity tea brand is unanimously regarded as a "short board" in the industry, and at the same time, we also see the determination to transform the dessert.

Some analysts pointed out that Manji dessert has a certain brand scale and consumer base, while Xiaoman tea field is closer to the current young consumer groups. Although the two sides can leverage each other, how to integrate development and form a joint force needs to be deeply run-in, and whether the "New Man Ji" can be improved in terms of product innovation and floor efficiency is still the key to going on.

New and old brands are merged

Traditional desserts and new tea drinks are "married". Recently, it was reported that Manji dessert and Xiaoman tea field were merged, and Liu Zizheng, the founder of Xiaoman tea field, will be the president of Manji dessert parent company and co-CEO of Manji dessert.

not only that, but also with the changes of Manji Dessert Company, its management team has added fresh blood. It is understood that Hu Fengchun, former head of the supply chain of Starbucks in China, COO of Pie Coffee, COO of Xiaoman Tea Field and Song Xiaoli, former head of operations of Starbucks in China, will join * * *.

regarding the merger of the two brands, beijing business today reporter contacted Manji Dessert (Shanghai) Co., Ltd., but as of press time, the phone was not connected, and its customer service staff said it was not clear. At the same time, beijing business today reporter also contacted Xiaoman Tea Field affiliated company Beijing Xinhuoxin Tea Network Technology Co., Ltd., and its relevant person in charge confirmed the merger of the two brands.

in the face of the combination of the two brands, it is not difficult to see the determination of Manji Dessert, a 27-year-old traditional brand, to change. According to Liu Zizheng in an interview with the media, after the merger, "Xinmanji" will open a new format store. The new flagship store will be positioned as a medium-sized and large-sized store of about 2 square meters, and will be opened in Beijing and Shanghai in the second half of this year.

At the same time, he also revealed the idea of "snacks", "gifts" and "daily necessities". It is not difficult to see that the upcoming Manchu dessert will have new changes in channels, scenes and products.

According to public information, the first Manji dessert shop was born in Saigon, Hong Kong in 1995, and later opened stores in Shanghai, Beijing, Chongqing and other cities. Xiaoman Tea Field was established in 219, focusing on drinks made of cherries and other fruits.

Take what you want

In fact, Manji dessert has been seeking various changes. In terms of film and television IP interaction, Manji Dessert interacted with The Wandering Earth in 219, and launched joint packages and gift cards; On the cross-border brand, Manji Dessert has jointly launched afternoon tea products with Bellez and Ahuatian. In the store scene, Manji dessert also tried take-away shops, smart restaurants, concept stores and so on.

it is not difficult to see that manji dessert has been seeking more traffic. Nowadays, choosing to "fit in" with a brand of online celebrity tea that has just entered the business seems to value its youthfulness, so as to fill its shortcomings and bring new blood.

On the other hand, in the whole dessert market, the survival of Manji dessert is also a trend. With the diversification of current consumer demand, the past products and models of Manji dessert can no longer fully match the consumer demand, which is one of the important reasons for choosing "merger" now. At the same time, the continuous influx of new network red brands such as Gitzo Milk Dessert Family and Huangshixu Milk Dessert has indeed brought some pressure to traditional brands such as Manji Dessert.

Not only that, the blessing of tea brands and online celebrity restaurants in dessert, afternoon tea and other businesses has intensified the competition on the track. There are also many players who have retired from the competition. Earlier, it was revealed that Xu Liushan, an old dessert shop in Hong Kong, was ordered to liquidate by the Hong Kong High Court because it was unable to repay its debts, requiring it to sell all its assets to pay off its debts and terminate its operation.

Li Xingmin, an expert in marketing and industrial strategy, believes that Manji dessert and Xiaoman tea field have their own strengths, and both believe that brand, multi-product and supply chain are core competitiveness. However, there are slight differences between the two sides. Manji dessert has a better control in the supply chain system and has a brand and consumer base. Xiaoman Tea Field has created explosive products and launched a series of products, which are close to the demands of young consumers. However, how to further improve the efficiency of the supply chain system and reduce costs are the same demands of the two.

learn from each other's strengths to form synergy

Although the merger of the two brands can complement each other to a certain extent, different teams still need to get to know each other through running-in. In addition, from the planning of "New Full Record", the fields and formats involved have also increased, which also means that it will bring new challenges in many aspects such as product innovation and store efficiency. Therefore, how to complement each other's advantages, improve store efficiency and innovation ability will be the next problems to be solved.

Lai Yang, chief expert of the research base of Beijing International Trade Center, believes that nowadays, brands such as drinks, desserts, innovative light foods and fusion cuisines are becoming more abundant, and consumers' choices are more diverse, which also affects Manchu desserts to some extent.

The combination of the two brands will have certain complementary advantages, but Manji dessert has been on the market for many years, while Xiaoman tea field has entered the market late, and there are differences in corporate culture and concepts between them. How to integrate and develop to form a joint force is the key. For Manji dessert, the urgent task is still to build a product system, and gain consumer recognition through product innovation and research and development, thus improving the efficiency.

Li Xingmin pointed out that the rise of new tea brands has brought a certain impact on traditional dessert shops. With the appearance of dessert drinks and ready-to-eat desserts, the two categories learn from each other, which also brings opportunities and challenges to dessert enterprises. For "Xin Man Ji", it is necessary to combine the advantages of Manchu dessert and Xiaoman tea field, make a breakthrough in products and upgrade the brand, so as to attract more different consumer groups and support its subsequent expansion. The official announcement of the merger of Manji Dessert and Xiaoman Tea Field 3

Recently, the traditional dessert giant Manji Dessert and the new tea brand Xiaoman Tea Field have been merged, and Liu Zizheng, the founder of Xiaoman Tea Field, will be the president of Zhigang Group (the parent company of Manji Dessert) and the co-CEO of Manji Dessert.

At the same time of the merger, Zhigang Group also announced the completion of a new round of strategic financing, which was jointly led by a well-known catering group and a new consumer unicorn company. At present, Manji Dessert has nearly 3 fully-operated stores in mainland China, Hong Kong and Singapore. The annual income is nearly 1 billion yuan, and the profit is stable.

with the birth of "New Man Ji", the company's management team has been further strengthened. Hu Fengchun, former head of supply chain of Starbucks in China and COO of Pie Coffee, and Song Xiaoli, former COO of Xiaoman Tea Field and former head of operation of Starbucks in China, will join * * *.

Manji dessert was founded in Hong Kong in 1995, focusing on the concept of dessert afternoon tea. After the establishment of Manji Shanghai Headquarters in 21, it started the large-scale expansion of Zhang Zhilu in the mainland. With the direct operation mode and its own central factory system, relying on the bonus of shopping centers, Manji was all the rage around 21, and the number of stores in mainland China was close to 5, which became a "sweet memory" of a generation.

in June, 221, ADV Capital Partner completed the acquisition of Manji hong kong, south China and east China, and quickly integrated its stores in southeast Asia, hong kong and mainland China and its cross-regional functional management headquarters. In the past 1 years, the business development of Manji dessert in mainland China was once limited by the separation of brand and scale. This acquisition is also the first time in the history of Manji dessert that the global brand and scale have been unified.

as a pan-Asian dollar fund in charge of US$ 1.2 billion, Manji Dessert is also the first holding acquisition of Andafu Capital in the catering field in China.

Xiaoman Tea Field, the other party to the transaction, is a new tea brand established in 219. It started with cherries and focused on high-end fresh fruit tea making. Since its establishment, Xiaoman Tea Field has completed four rounds of financing, with the accumulated financing amount exceeding 1 million US dollars.

However, compared with the head brands such as Xicha and Naixue, Xiaoman Tea Field is small in size and adopts "boutique".

after the overall consumption is cold and the industry has entered a period of calm integration, the pattern of tea drinking has basically taken shape, and the combination of "small full choice" and "full record" will be more conducive to creating a second growth curve with the same * * *.

Liu zizheng said that merger is not the goal, but "the core is the reorganization of key production factors". Different from the merger of similar consumer brands in the past, the merger of Manji dessert and Xiaoman tea field is also the first "marriage between old and new" in the field of consumption.

in the past years, we can clearly see the problems encountered by new and old consumers: