After a lapse of 150 days, Jesse got another 75 million yuan in financing and ran away on the eve of the snack track.

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

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

The epidemic is raging, the capital is in the cold winter, and the head catering enterprises encounter a "middle-aged dilemma" ... When the catering enterprises collectively fall into a "besieged city", Jesse's bombing of this round of financing undoubtedly gave the whole industry a shot in the arm and was inspiring.

It is worth mentioning that this round of financing is only 150 days from the last financing! This super-running rhythm has to make people more curious about the underlying logic of this enterprise.

Capital, why invest in Jesse bombing at this special time node? What kind of overweight will Sister Xi make after she gets financing?

(Jesse founder Wang Kuankuan)

/kloc-get two rounds of financing in 0/50 days, and the myth of "super run" is staged again!

"In the past, investors liked to invest in food companies that needed money. Now investors prefer food companies that are not bad money."

In fact, in 150 days, Jessie fried string has received two rounds of financing, of which the A round of financing has received the highest single financing of 295 million yuan in the snack industry last year. Capital is very interested in this brand, which was established only three years ago and opened 1876 stores.

In the last two years, various capitals have flocked to Xi Street, and there are more than 100 capitals in Wang Kuankuan's circle of friends. As for why he married Jiayu Capital, the answer he gave was: "First of all, people's recognition. I agree with Mr. Wei Zhe's own management philosophy and business philosophy. He gave me a lot of ideological enlightenment. Before I met him, I had studied teachers' courses on various platforms.

(Photo 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 IWAC and the president of Alibaba Group. His understanding of industry and new retail is very strong, which is very necessary for Sister Xi.

Secondly, Jiayu Capital has a remarkable record and knows the trajectory of consumer goods very well. It has invested in Cui Yimu International, POP MART, Anke Innovation and other companies. In 2020 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 Shanghai Auntie, helping Pot Circle Food Exchange to complete the expansion of 8,000 stores, and Shanghai Auntie has completed the expansion of nearly 7,000 stores, which has achieved remarkable growth, which is exactly what we need at this stage. "

Why did Jiayu Capital bet on Jesse when the epidemic was raging and the industry as a whole was in a downturn?

The investment reason given by Jiayu Capital is: "I am optimistic about the snack track, and the fried string is addictive. I can use the gross profit of catering to do retail business, which is also a full supply chain business. We think Jesse has the genes of 10 thousand stores. "

After this round of financing, Sister Xi will raise the price in three aspects:

1. Self-built factory: invest in production line and build factories in batches, mainly to solve the problems of product stability and cost reduction.

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

3. Plus code digitization: at the member level, realize users' online, establish accessible communities of stores, and connect stores with customers; At the management level, digital supervision management, supply chain management and store management are used to reduce costs and improve efficiency.

Fried skewers, the "rush" on the eve of the snack track!

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

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

By the end of last year, 1 1, the number of registered enterprises in China had reached 8 184, which was 52% higher than that of 20 19 and nearly 10 times higher than that of five years ago.

Some people say that kebabs are "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. Rich and cost-effective snacks should be the first choice.

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

Mode:

1, "Snacks" attribute, wide scene and high gross profit.

Grilled skewers originated in Leshan. At first, because the problem of supply chain and scattered noodles was not solved, it could only appear in the form of micro-barbecue, which became a local cuisine and could not penetrate the whole country.

The appearance of Jesse's fried skewers has turned "sauce brushing technology" into "noodle spreading technology", which has solved the supply chain problem and broadened the consumption scene. From sitting and eating in the past, it has become a snack-like attribute that can be taken out, taken out, eaten in restaurants, retailed and eaten while walking, which is convenient for opening stores on a large scale in China.

2, can do the whole supply chain, simple operation.

Compared with many categories, fried skewers have a natural advantage, that is, they can do business in the whole supply chain.

Compared with Mala Tang, the supply chain of Mala Tang is only 5~ 10%, which means that most of them have to be selected by franchisees themselves, which is prone to quality control problems, and a complete supply chain is the 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, does not need a chef and saves labor.

About the product:

Taste is addictive, and it is the infrastructure of Wandian.

Whether it's Zheng Xin Chicken Chop with 20,000 stores, delicious food with 1.5 million stores, or Honey Snow Ice City with more than 1.0 million stores, if you study their products, you will find that these brands all have one thing in common: taste. That is to say, we often say that we should master the product password of "salt, sugar and fat".

Looking through Jesse's menu, there are more than 40 SKUs, which are divided into two categories: bracelets and snacks. After this round of financing, Jessie kebabs will be adjusted as follows on the basis of taste addiction.

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

2. Set products by city and business circle.

(1) Add staple food, big sausage, golden tenderloin and rice cake to the sinking market, and give customers an affordable feeling with satiety products.

(2) Seize the community market, learn to display in the new Chinese bakery and snack bar, and display and sell the pre-fried crispy meat, chicken fillet and ribs, thus breaking through the family kitchen market.

(3) First-tier cities sell fresh meat skewers, from long-distance running to sprinting. There are many small factories in a central kitchen, which makes the fresh strings of signature products become the taste of store products.

3. March into new retail and make prefabricated fried skewers.

The catering industry is unpredictable, and the prefabricated dishes are crazy at present. 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 the way they travel. Many people choose "exquisite camping" near their homes. Exquisite camping has become a new social currency for young people, which has spawned a new track that consumes hundreds of billions. Many people bring their own snacks, self-heating pots and kebabs ... to enjoy the delicious nature.

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

In 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 jointly screened by Ruixing X Coconut Tree Coconut Juice. According to Luckin Coffee's announcement, the first day's total sales volume of Coconut Cloud Latte has exceeded 660,000 cups, and the actual version1+1> 2 brand effect.

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

Here are five aspects to share with you:

1, space design is the content.

The fastest way for a new brand to enter the public's field of vision and get traffic quickly is to locate in the core of the city and grab traffic quickly through space design.

Most people remember living in Jesse because of Jesse's eye-catching big font store design. This year, Jessie's store image will be upgraded from 1.0 version to 2.0 version of immersive retro style, attracting customers with space design, and considering the winter problem in the northern region, it will mainly promote the micro-hall food store of about 30 square meters to make the experience better.

2. The product is the content

Circle with high-value products, such as Jesse's 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 form a circle, which leads to the spread of photos.

4. Packaging is the content.

Like the victory of the spread of coconut juice in Ruixing X coconut tree, it belongs to this category. In recent years, Sister Xi has spared no effort in packaging communication, and many people are willing to take pictures of our packaging hair bands to spread them.

5. Advertising is content.

"The current advertising form has changed from hard and wide in the past to planting grass with content production. For example, many shares in Xiaohongshu are actually advertisements with content. "

Summary of professional catering network:

This year, Jessie Fried String will also plan to add 2,000 stores, "keeping good cash flow, self-hematopoiesis and flying close to the ground", which are three sets of words given by Wang Kuankuan when talking about Jessie's future development.

Through Jesse's case, it is not difficult to find that "addiction, quick opening and high gross profit" are the business logic of Jesse's skewering and the common ground of new consumers. Whether it can become a brand of ten thousand stores or not, the supply chain is the end.