The Development History of Sumida Coffee head Brand Sumida Kawakawa completed 300 million financing

Today, according to the information on the official website of APP, the head brand of domestic hanging-ear coffee "Sumitagawa Coffee" has once again received capital support.

On March 31st, Sumida Kawakawa Coffee completed nearly 300 million RMB B round financing, which was jointly led by QiMing Venture Partners and Yijing Capital, followed by no two capital and multi-dimensional capital. Round A leading investor Prosperity Investment continued to invest in this round.

According to reports, for the introduction of a new round of funds, Sumida will continue to optimize the product end and expand the channel end. At the same time, it will also continue to strengthen brand marketing to enhance users' awareness of the Sumida brand.

This round of financing is only seven months after the last Sumitagawa financing. On August 12, 2020, Sumida Coffee received exclusive investment of tens of millions of yuan in round A financing. After obtaining financing, Sumida Coffee continued to promote the market share of hanging-ear coffee products.

TASOGARE COFFEE Coffee was founded in 2015, the brand started in the Osaka region of Japan's Sumida Chao Brand Cafe, the establishment of such a brand has a lot to do with founder Lin Hao's experience in Japan.

▲ Sumida Chuan Japan Cafe TASOGARE COFFEE STAND

Lin Hao, the founder of Sumitagawa, who worked and lived in Japan for many years, founded Sumitagawa Coffee in 2015 with another Japanese partner because the coffee-drinking atmosphere in Japan prompted him to bring it into the country.

▲ Sumitagawa's branded coffee shop in Japan

Sumida Coffee is a brand run by an international team, and most of its coffee products are produced in Japan. Sumida defines his brand as "made in China, made in Japan". At present, 100% of Sumitagawa's hanging-ear coffee and capsule espresso products are imported from Japan.

With more and more entrants to the coffee field, there are more and more coffee lovers and innovative coffee products, among which "convenient and fresh" has become the first choice for workers. Whether it is the Starbucks coffee chain or Mengniu, Yili and other dairy enterprises, they all hope to get a third of the acre, and so is Sumitagawa.

Since its establishment, Sumida Coffee has mainly focused on high-quality and convenient quick-consumption coffee products such as hanging-ear coffee, capsule espresso and bag coffee. Sumida has previously said: in the consumer demand for coffee, they divided it into two types, namely "convenient, functional products" and "enjoyable products".

"convenient and functional products" are mainly processed coffee products, such as coffee liquid and freeze-dried coffee. "enjoyment products" refer to freshly ground products, and hanging-ear coffee is one of them.

As the representative brand of the new generation of retail coffee, Sumida takes the "cost-effective route", focusing on the "coffee rations economy" in the price range of 2 yuan to 5 yuan.

Sumida defined hanging-ear coffee as the core product of his own brand. The term "hanging-ear coffee" was coined by the Sumida team. It was originally called "drip-filtered bagged coffee". After it was introduced into China, Sumida redefined it as hanging-ear coffee. Later Sumida is also known as "hanging-ear coffee definition".

▲ Sumitagawa hanging ear Coffee

On the other hand, coffee liquid and freeze-dried coffee are added to the scene of different categories in the brand.

Relevant data show that since the introduction of hanging-ear coffee in 2009, 1 million cups of coffee have been sold in China by 2014. in addition, Sumida Kawakawa coffee ranked first in the annual sales of both ear and coffee liquid on the Tmall platform in 2019, and by the end of 2020, Sumida's global cumulative sales reached 300 million cups.

In 2020, Sumida also launched a product that caught consumers' eyes-fresh extract capsule coffee liquid. It is understood that this product is the only capsule coffee liquid in China that uses nitrogen filling and fresh-keeping technology, and the residual oxygen content can be as low as 0.6%. Can better lock the flavor of coffee, so as to improve the taste of consumers, become a recognized quality coffee in the industry, so after the debut in Viya studio 3 million cups sold out in an hour.

In terms of coffee price, Sumida Kawakawa coffee products are evaluated as "cost-effective products" by consumers, such as Sumitagawa classic hanging ear coffee, check out its Tmall store, a box of 24 pieces of hanging ear coffee sells for only 75 yuan in Tmall, the average price of a piece is about 3.1yuan.

In addition to the price advantage of coffee, in the eyes of Sumida Coffee, "fresh" is also very important. Sumida started the category of "fresh coffee" with innovative technology and craftsman standards, and pioneered the application of nitrogen filling process to capsule coffee liquor. make the residual oxygen content of fresh coffee less than 1%, effectively prevent coffee oxidation and flavor loss, so as to create more fresh hanging ears, coffee liquid and other coffee products, Sumida said. It will be invested to build the largest ear / bag coffee production plant in China by the end of 2021, with a maximum annual output of 1 billion cups.

For consumers, this kind of coffee is really attractive.

▲ Sumitagawa hanging ear Coffee

In addition, at the beginning of the article, we mentioned that "TASOGARE COFFEE Coffee Brand originated from Sumitagawa Chaopai Cafe in Osaka, Japan". In fact, "Chaoka culture" is also a synonym for Sumitagawa. Sumitagawa set up a Japanese cafe to promote coffee culture in a younger fashion. TASOGARE COFFEE STAND, a coffee shop in Japan, combines the spirit of craftsmen and Chaoka. And won the love of many young people.

"Chaoka" Sumida also actively engaged in cross-border joint cooperation. In 2018, Sumida Coffee partnered with Hangzhou Grand Theater to create a New year's concert; and the Himalayas jointly named "drink Coffee, tell stories"; Sumida even chose to co-sign with the social APPSoul App, which is very popular with young people.

In March this year, Sumitagawa Coffee official announced to become the "official designated Coffee for the 2022 Asian Games in Hangzhou", which is also the first cutting-edge domestic coffee brand to appear in a major international event. Sumida will work with Alibaba, 361°, Mona Lisa and China Mobile to help create a more popular "Chaopai Asian Games" and spread coffee culture through the IP of the Asian Games.

Now that Sumida Coffee has risen rapidly, this time a new round of funding has been introduced, which will also provide more possibilities for Sumida's future.

* Photo Source: Sumitagawa Network