The latest financing trend of Coffee Brand SECRE: tens of millions of yuan of A + round financing has been completed.

In 2020, the new coffee brand "Shijie SECRE", the dark horse, was refinanced.

According to the check of financing information, today, when extraction SECRE completed tens of millions of yuan A + round financing, this is the fourth round of financing since it was established more than a year ago.

On May 12, 2020, coffee brand "time extract SECRE" has completed tens of millions of yuan A round financing, and the investor is Honghui Capital. While this round of financing is led by Wuxi Gold and followed by Honghui Capital, founder Fan Ruoyu said: this round of financing will mainly be used for offline coffee store development, brand building and coffee product research and development and iteration.

Convenient boutique coffee brand "Shijie SECRE" received 5 million yuan in seed round financing from mobike co-founder Xia Yiping on the first day of its establishment, followed by Yuanwang Capital and Honghui Capital in November 2019 and May 2020 respectively.

According to the official website of APP, the affiliated company of time extraction SECRE is Guangzhou Xinmei Technology Co., Ltd., which was established in March 2019 with legal representative Fan Ruoyu and registered capital of about 1.4441 million yuan.

It has been established for just over a year, and now it has obtained four rounds of financing. What is the competitive advantage of Shijiao Coffee in the fierce coffee race?

According to public data, Shijie Coffee, founded in May 2019, is a coffee brand that has taken a fancy to the ready-to-drink coffee market and the first convenient boutique coffee subscription brand in China.

When Extractive Coffee was first established, its first product was a portable hanging earbag coffee called "doughnut". The founder seized on the current consumer demand for coffee convenience and quickly conquered the coffee market with innovative doughnut hanging ear coffee. after that, it also developed cold extract concentrate and freeze-dried instant coffee products for mainstream e-commerce channels.

At present, in terms of products, Shijie SECRE offers three different product forms, including fine freeze-dried instant coffee (mainly used for walking volume), small doughnut strained coffee (explosive) and coffee beans (to meet the deep needs of users), and has covered self-operated Mini Program subscriptions and mainstream e-commerce channels such as Tmall, Taobao and JD.com.

However, although Shijie is optimistic about the ready-to-drink coffee scene, he likes far more than instant coffee substitutes.

Shizui also took a fancy to "private domain traffic".

At the beginning of its establishment, in addition to the core hanging-ear coffee products, it can be said that it started with WeChat Mini Programs, and it is also the first of many coffee brands to make subscriptions, reaching consumers directly through the "subscription + sale" model.

When Extractive Coffee launched the Mini Program channel in July 2019, and then completed the update of the fifth edition outer packaging and the third edition inner packaging of the "doughnut" earbag in a short period of five months, when Extractive SECRE accumulated a lot of users from entering Mini Program, registering, placing an order, promoting activation, Wechat push, recommendation fission, and so on, the repurchase rate of this program is as high as 60%.

At the beginning of 2020, Extractive Coffee officially entered Tmall's e-commerce channel, it should be noted that four months after opening the store, Extractive Coffee had 300000 store fans, becoming Tmall's fastest growing cutting-edge brand. According to 36 krypton reported figures, when Extractive Coffee won Tmall's domestic hanging-ear coffee sales TOP1 in 2020, Tmall's sales volume in 2020 reached nearly 20 times the total brand sales in 2019.

In terms of price, the prices of these two early products are more friendly to the people than other coffee brands. For example, the doughnuts and cold extract are only priced in the range of 410 yuan. In addition, in the past year, "SECRE" also cooperated with Weiya, Li Jiaqi and Luo Yonghao, so that Shijiao Coffee gained a lot of private traffic.

In addition, in addition to online private domain traffic, time extract SECRE also began to lay out more scenarios in the market.

On the one hand, when extract SECRE and box horse Xiansheng, T11, KKV and other high-end supermarket channels for a more extensive retail layout of offline prepackaged convenient coffee, on the other hand, it also opened offline coffee shops.

SECRE opened its first offline coffee shop in Shenzhen in 2020.

There are also many differences between this cafe and other cafes on the market. For example, most of the menus of this cafe are creative drinks, such as using freeze-dried instant coffee solution as the base of espresso. It takes only 45 seconds to complete a cup of latte with hand-drawn flowers.

As for the planning of offline coffee experience stores, Fan Ruoyu, founder of Shijiu Coffee, said: this year, we plan to take South China as the center and gradually enter first-and second-tier cities such as Shenzhen, Guangzhou, Foshan and Wuxi, with at least 30 stores expected to open this year.

In the coffee industry, local coffee brands three and a half, boutique coffee brand Eagle set, and hanging ear coffee head brand "Sumida Kawakawa Coffee" have received financing one after another in the past year. According to statistics, more than 10 coffee brands have received financing in the past year. Next, in the highly competitive coffee market, whether Shijie will develop into an omni-channel, full-category and omni-directional brand in the future, let's wait and see.

* Image source: Internet