Nowadays, “discovering stores” has become a hot word. In order to meet the needs of young people and new middle-class consumers to “focus on social interaction and follow the trend”, the consumption scene of catering has been continuously expanded, and “new catering” has gradually entered the eyes of investors.
The reporter learned from the Enterprise Check Data Research Institute that the "Report on the Investment and Financing of the Five "New Catering" Tracks in 2021" was released, and alcohol, tea, pasta, coffee, and baking have become the five major outlets.
Yangtze Evening News/Ziniu News reporter Xu Jing
Low-alcohol wine makes capital "on the top", and the trend of national health-preserving tea drinking rises
According to CBNData's "2020 Youth Group Drinks Consumption Insights Report", in the alcohol consumption market in 2020, the post-90s and post-95s are the only people whose consumption proportion has increased, and low-alcohol alcohol has become "the first drink of young people. ".
In terms of regional distribution, the "micro-bad" economy is mainly concentrated in cities such as Shanghai, Beijing, Shenzhen, Guangzhou, and Hangzhou.
In recent years, tea has also been riding the national tide, singing all the way forward.
According to data, milk tea brands such as Michelle Ice City, Naixue’s Tea, Hey Tea, and Aunt Hushang received financing in the first October. Among them, Naxue’s tea was listed in Hong Kong on June 30; Hey Tea completed a $500 million D Round of financing; Michelle Ice City received a strategic investment of 2 billion yuan.
Guofeng’s traditional health-preserving medicated tea drink "Hetian Shuipu" received two rounds of strategic financing; "Chunfeng", which was inspired by the same source of medicine and food, etc., received financing. What these new brands have in common is the main health preservation.
Brands with regional characteristics are highly sought after, and new Chinese-style bakery brands are rising
In recent years, the noodle restaurant industry has shifted to mid- to high-end development, and the noodle business has won the favor of new consumer investors.
Among them, Hefulao noodles has completed nearly 800 million yuan of E round of financing; "Meeting Small Noodles", which focuses on Sichuan and Chongqing flavors and has regional characteristics, has completed a strategic financing of over 100 million yuan.
This year, domestic specialty coffee brands are coming on fiercely.
In July, the specialty coffee brand Seesaw announced the completion of the A+ round of financing over 100 million yuan.
In terms of urban distribution, Shanghai and Beijing are still fertile ground for specialty coffee.
Nowadays, not only milk tea but also new Chinese bakery brands can make consumers queue up.
The capital makes the effort, and the brand holds the head high.
Among them, the "Momo Dim Sum Bureau" opened 20 stores within just one year of its establishment and has completed the B round of financing.
The new bakery brand rides on the national trend and enters the Chinese people's vision.
Comments from insiders——
"Fitness" and "Rationality" are the most important criteria
Industry insiders believe that the "new catering" brand is committed to transforming from a single catering model to a catering + space + retail "three-legged" walking model, and the prosperity of the country's style and tide fits the spiritual pursuit of young people.
But everything is too late. The two words "fit" and "rationality" are the most important criteria.
Although Guochao is the current market trend, it does not mean that everyone who stands in the air can take off.
There are no evergreen trees on any track, new consumption one after another, there will always be a group of younger people, and the consumer market will continue to change with the times.
The "pseudo-national tide" floating on the surface cannot save it from fire and water, and blindly following the trend may not bring rewards.
There is a long way to go from the momentary "net celebrity" to the "eternal foundation".