Coffee brand Yongpu Coffee received another 50 million yuan of financing, Yongpu's first offline store is also coming!

Some coffee brands have got financing again!

There are financing events every three or five, and capital really attaches great importance to the coffee market! )

On June 11, the boutique coffee brand Yongpu Coffee announced the completion of the A + round financing.

The IP image of Yongpu Coffee "Stone correct"

According to Sky Eye check app information, the boutique coffee brand "Yongpu Coffee" has completed more than 50 million yuan of A + round financing, this round of investors are Zhongyuan Capital and Maixing Capital.

It is understood that this round of financing funds will be mainly used for marketing, brand upgrading and supply chain capacity enhancement.

This is also the third round of financing obtained by the boutique coffee brand Yongpu Coffee in a year.

So far, "Yongpu Coffee" has received three rounds of financing, of which, according to 36 krypton, the entire A series financing amount of "Yongpu Coffee" has exceeded 100 million yuan.

The financing process of Yongpu Coffee

On June 12, 2020, Yongpu Coffee completed tens of millions of RMB angel round financing, which is the first round of financing for Yongpu Coffee, led by Xinxian Capital (negotiating family fund), pro-Shopu Venture Capital and wide and narrow Venture Capital.

Half a year later, that is, December 30, 2020, Yongpu Coffee completed tens of millions of A round financing, led by Jinding Capital, followed by Xin Xian Capital (to negotiate family funds), pro-Shimi War Investment, wide and narrow Venture Capital and other veteran shareholders. Shanjing Capital's exclusive financial adviser.

Tiepi, founder of Yongpu Coffee, said at that time: the funds raised in this round will mainly be used for product research and development, team building and brand promotion.

Before the financing was completed, data showed that Yongpu coffee sales had increased fivefold compared with the same period last year, with the largest increase in Yongpu freeze-dried coffee.

Now half a year later, "Yongpu Coffee" has completed another round of 50 million yuan A+ round financing.

Obviously, "Yongpu Coffee" has become a new dark horse on the boutique coffee track.

Anyone who knows anything about the new coffee brand should know the brand "Yongpu Coffee". Founded in 2014, Yongpu Coffee is a relatively active new boutique instant coffee brand in Shanghai in the past year or two. the target users focus on portable high-quality instant coffee products around women between the ages of 22 and 30, and its product line includes hanging ear coffee, cold extract coffee liquid, freeze-dried coffee powder and flash coffee liquid.

Hou Yongpu is the founder of Yongpu Coffee. The Yongpu Coffee brand is also taken from his real name, nicknamed "Uncle Tin". Hou Yongpu graduated from the design major of the China Academy of Fine Arts. The early joint style of the brand was mostly bundled with illustrators, which has a lot to do with the founder's professional background in design.

Founder of Yongpu Coffee

"Yongpu Coffee" early only 300000 of the start-up capital, the early start of the product is mainly hanging-ear coffee, positioning as a convenient coffee for the mass market.

Cold-extracted coffee liquid was launched in early 2018 and launched in Tmall Mall. Yongpu's first portable cold-extracted coffee liquid also caused a sensation in the coffee industry (the characteristic of cold-extracted coffee liquid is that it can add cold water, hot water or other things directly, such as coconut water, etc.), and then began to focus on Tmall. After that, Yongpu officially became popular, and gradually expanded into new categories. Such as freeze-dried coffee powder and flash coffee liquid, etc.

According to statistics, 90% of Yongpu's sales in 2020 came from Tmall channels. In 2020, Yongpu has achieved sales of 21 million yuan, ranking first in the category of Tmall coffee liquid, with a total of 4.35 million cups of coffee and annual sales of more than 100 million yuan. Yongpu coffee is still based on "Tmall" as the core position.

The above data also shows the huge gap between the number of users of "Yongpu Coffee" when it was founded one or two years ago and today. One of the reasons is that "Yongpu Coffee", as a resident guest in the cross-border circle, has quickly won a large wave of loyal fans by virtue of the creative points of "UFO" and the cross-border way of the alliance. Since the establishment of the brand, Yongpu Coffee has made more than 400 brand co-names. It is called "joint demon" by Tmall. The use of online hot IP for product promotion is one of the key factors that Yongpu Coffee can become a dark horse on the coffee track.

In addition, according to the exclusive report of 36 Krypton, Yongpu Coffee recently focused on private domain building, and launched the member community "Yongpu Island" WeChat Mini Programs on May 31st.

In addition, Yongpu also entered the box Ma Xiansheng and other offline boutique supermarket channels, and convenience store channels are also being developed at the same time.

Tiepi, founder of Yongpu Coffee, said: this year, Yongpu Coffee's first offline store will also be officially launched, mainly located in coffee culture-related lifestyle collection stores to experience the format of the industry.

It is not difficult to guess that Yongpu coffee will still be based on e-commerce channels in the future, but it may also plan to lay out offline experience stores and explore new channels to play.

Finally, when more and more new boutique coffee brands pour into the coffee track, traditional coffee brands will face more challenges, especially since 2019, there have been many new boutique coffee brands online and offline, coupled with the exclusive importance of capital. new coffee brands are able to harvest the coffee market quickly.

According to incomplete statistics, there have been 11 financing incidents in the coffee industry since 2019, and the number has increased rapidly to 29 in 2020. Boutique coffee such as "Sumitagawa Coffee", "three and a half Dinner" and "Yongpu Coffee" have all been favored by capital, and so far, there have been more than 10 financing events in 2021.

After a number of new boutique coffee brands have announced financing, it also represents that the race track of emerging coffee brands is becoming more crowded, but for the coffee industry as a whole, both traditional and emerging coffee brands will face greater competition while getting more development opportunities.

* Image source: Internet

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