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36 Krypton learned that the pre-made vegetable brand “Xunweishi” recently completed an angel round financing of tens of millions of yuan, which was jointly led by Source Code Capital and Tiantu Capital. Founder Wang Biao said that the funds will be used for category expansion and channel promotion, and it is expected to achieve an operating income of 100 million yuan in the next year.
“Xunweishi” currently has many products online, and consumers can eat them after simple reheating. The core selling point is the ease of operation and the degree of taste reduction. The company said that the richness of the content of Xunweishi products is very different from that of fast food products.
(“Xunweishi” pasta series products)
Wang Biao said that pre-made dishes are a technology for keeping food fresh through rapid freezing.Since this technology does not require high temperature and high pressure treatment, and does not need to add preservatives, the food can maintain a good taste after reheating.
With the help of pre-made dishes technology, “Xunweishi” can add a variety of fresh ingredients to the dishes, restore the effect of the promotional pictures to the table, so that the pictures are no longer “for reference only”.
Wang Biao told 36 krypton that the time to enter the pre-made dishes is just right. At present, people’s living habits and consumer psychological prices have undergone great changes, which have been greatly improved compared with the situation in the early years.
When the food delivery industry was just beginning to develop, some food delivery businesses were unable to meet the surge in productivity. They would choose to purchase pre-made vegetables to shorten the cooking time and speed up the completion of food delivery orders.
In 2020, especially during the epidemic, consumer demand for pre-made vegetables has shown an explosive growth trend, and the C-end market for pre-made vegetables has begun to develop.
The characteristics of the consumer-side prefabricated vegetables include: a single purchase is small, the price is higher, the C-end consumer’s reprocessing ability is less than the B-end, and higher requirements are placed on the depth and quality of the product.
On the whole, pre-prepared vegetable products have the basic capabilities of technology and production for the C-end market. As a kind of convenience food, the core value provided by prepared dishes is to improve the efficiency of consumers’ complete meal at home, and at the same time increase the sense of happiness and satisfaction.
The founder believes that there is still a lot of room for growth in the domestic prefabricated vegetable market against the United States and Japan.
The supply chain of prepared vegetable products is very important, and the company is required to build a high-speed, high-quality, low-cost supply chain.According to the founder, the supply chain partner of “Xunweishi” used to be responsible for the entire supply chain of a certain sub-brand of COFCO and helped the company establish a cooperative relationship with TOP3 suppliers in the pre-prepared vegetable industry.
In terms of product design, “Taste Lion” believes that a fundamental principle of food entrepreneurship is to ensure the freshness and deliciousness of food, while taste development must find the answer from the consumer side and cannot rely solely on perceptual judgment.
The company refers to the research methods of traditional consumer goods companies and Internet companies, and combines quantitative research and channel feedback to improve products to make the online products closer to the needs of users.
Regarding competitors in the market, Wang Biao believes that there are three types of core players: traditional catering brands (for example, Xibei launches Jia Guolong Kung Fu cuisine), fresh O2O (category expansion), and start-up companies.
Wang Biao believes that the intensified competition proves that the track can create value. In a high-ceiling consumer track, there will definitely be multiple brands with more than tens of billions of revenue. “Taste-seeking Lion” will maintain an understanding of consumer needs in the future, and will continue to introduce new categories and new flavors through independent research and development to satisfy consumer taste buds.
In terms of consumers, the expected target consumers of “Xunweishi” are white-collar workers aged 25-35, living in first- and second-tier cities, and the ratio of males to females is slightly higher than that of males. Common scenes are food for one person, daily lunch and dinner, parties, etc.
The founding team of “Xunweishi” has many years of experience in supply chain, consumer product companies, and Internet operations. In terms of channels, the company plans to reach the target population through online e-commerce and community retail in the early stage. In the future, it will also consider entering mid-to-high-end supermarkets and convenience stores.