After a lapse of 15 days, Xijie Fried String received another 75 million yuan in financing, and ran away on the eve of the snack track.

Wang Chunling

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

Just now, Xijie Fried String, the head brand of 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 head catering enterprises are suffering from "middle-aged difficulties" ... When the catering enterprises are trapped in a "besieged city" collectively, Sister Xi's series 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 15 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 do you 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 15 days, and Xijie's string bombing staged the myth of "super run" again!

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

in fact, in 15 days, Xijie Fried String has already won two rounds of financing, among which the A round of financing has won the highest single financing of 295 million yuan in the snack industry last year, and 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 1 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, and 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.

(photo taken by Wang Kuankuan and Wei Zhe)

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. He has a very strong understanding of industry and new retail, which is very necessary for Xijie to blow up strings.

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 22 alone, it won seven IPOs, five of which were 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, stores, and Auntie Shanghai has completed the expansion of nearly 7, stores, which has achieved remarkable growth, which is what we need at this stage. "

Why does Jiayu Capital want to bet on Xi Jie to blow up the string when the epidemic is raging and the industry as a whole is in a downturn?

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 "pre-empted" 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 only appeared in the street "dirty stalls" has also embarked on the road of "consumption upgrading".

as of November last year, the number of registered enterprises in the country had reached 8,184, which was 52% higher than that in 219, and nearly 1 times higher than that five years ago.

Some people say that fried skewers are a microcosm of 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, so 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 string originated in Leshan. At first, because the supply chain problem was not solved, it only appeared in the form of micro-barbecue, which became a local cuisine and could not penetrate the whole country.

the appearance of Xijie fried skewers changed the "sauce brushing technology" into "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 of taking out, taking out, eating in the restaurant, retailing and eating 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.

in comparison with mala Tang, the supply chain of mala Tang is only 5-1%, which means that most of them have to be picked by franchisees themselves, which is easy to cause quality control problems, and the complete supply chain is the fundamental solution to this problem.

Secondly, because the supply chain has solved most of the problems, the store has been completely liberated, and the site only needs to be processed according to the process, so the operation is convenient, no chef is needed, and labor is saved.

products:

taste is addictive, which is the infrastructure of ten thousand stores

whether it's Zhengxin chicken chops in 2, stores, delicious chicken chops in 15, stores or Honey Snow Ice City in more than 1, stores, if you study their products, you will find that these ten thousand stores 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 4 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 up products in different cities and business districts

(1) Add staple food to the sinking market, serve large sausages, golden tenderloin and rice cakes, and 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 has forced people to change their way of traveling. Many people choose "exquisite camping" near their homes. Exquisite camping has become a new social currency for young people, which has spawned a new 1 billion-level consumption track. Many people bring their own snacks, self-heating pots, string strings ... and enjoy delicious food with 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.

Communication:

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

In recent days, I believe everyone has been co-signed by Ruixing X Coconut Tree Coconut Juice. According to the announcement of Luckin Coffee, the total sales volume of Coconut Cloud Latte has exceeded 66, cups on the first day of launch, and a realistic version of 1+1> 2 brand effect.

Wang kuankuan said: "Our positioning for Xijie is a new consumer goods company with a relatively trendy trend. If a new consumer goods company wants to break the circle, its essence is the production content.

Here are five aspects to share with you:

1. Spatial design is content

The quickest way for a new brand to enter the public view and get traffic quickly is to locate in the core of the city and grab traffic quickly through spatial design.

Most people remember staying in Xijie because of Xijie's eye-catching large font store design. This year, Xijie's store image will be upgraded from version 1. to version 2. 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 3 square meters will be promoted to make the experience better.

2, the product is the content

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

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 victory 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 production. For example, many sharing 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, stores. "Keep good cash flow, make blood by yourself and fly close to the ground" are three groups of words given by Wang Kuankuan when talking about Xijie's future development.

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