Financing new trends boutique coffee brand three and a half completed 100 million yuan financing valuation of 4.5 billion yuan

After the boutique coffee brand Yongpu Coffee announced that it would open its first offline store this year, another boutique Coffee announced that it would open its first offline concept store this year.

According to Tianyan check APP official website information, June 24, boutique coffee brand "three and a half" completed a new round of financing of hundreds of millions of yuan.

According to the exclusive report of "later LatePost", the new round of financing will be led by CITIC Industrial Fund, followed by IDG, GGV and inward funds, with a valuation of 4.5 billion yuan after investment. Mumian Capital continues to serve as the exclusive financial adviser.

As for the use of this round of financing, Wu Jun, founder of boutique coffee brand "three and a half", said: this round of financing is to prepare for entering new channels, including the layout of a number of new product lines, brand and content upgrades and attempts to new channels.

So far, the boutique coffee brand "three and a half" has received a total of five rounds of financing.

According to the analysis of the financing process, "three-and-a-half meals" received three rounds of financing in 2019, while there was only one financing process in 2020, and this financing is also the first financing of "three-and-a-half meals" this year, said Wu Jun, founder of "three and a half meals". Maintain the pace of financing once a year.

In terms of products, during the 618 Shopping Festival this year, data show that the highest daily sales of Tmall are close to 40 million yuan, with a total sales of nearly 100 million yuan during the event. Another data also shows that the sales performance of three and a half meals still ranks first in the Tmall coffee category and adjustment category, with sales exceeding the sum of the second, third and fourth brands.

However, the online Tmall and other e-commerce platforms as the sales channel of the "three and a half" is not satisfied with the current achievements.

In addition to online business, founder Wu Jun said: "three and a half Dinner" will launch its first official offline concept store on Anfu Road in Shanghai in August this year.

According to public data, three and a half meals was established in April 2015, focusing on the facilitation of fine coffee and the upgrading of instant coffee. Between fine coffee and instant coffee, three and a half meals define themselves as "fine instant coffee". The combination of instant coffee and fine coffee, at the same time in the form of freeze-dried powder to restore coffee flavor to obtain a lot of coffee groups, because freeze-dried coffee powder can dissolve in cold water, milk, more convenient And retain more flavor of coffee, "quality + convenience" products quickly won the support of market consumers.

The idea of the "three and a half" plan to open the first official offline concept store in Shanghai is not the founder Wu Jun's whim. It is understood that before the brand "three and a half" was founded, Wu Jun has already opened an offline cafe in Changsha for eight years.

In addition, as early as 2019, three and a half Dun opened the first offline physical store in Changsha Jiefangxi, which is called "demo store". It is simply a sample store, mainly used for offline business attempts.

In November last year, three-and-a-half meals also sold coffee together with the well-known brand Tea face, which upgraded from the original space of the Demo store to the co-branded concept store "three and a half BLEND".

The first physical joint concept store of three and a half and Tea face in Changsha is mainly in the form of sharing the same storefront, half of the area is a minimalist industrial style of three and a half meals, and the other half is a landscape vertical and horizontal map of tea face. Although it is a joint name, the two sides still maintain their own tone, and the limited products of each brand are sold together through gift boxes.

Now the boutique coffee brand "three and a half" is also ready to lay out the offline market, or the "ambitious"three and a half" is to achieve a win-win situation online and offline, but it takes more time to verify whether it can achieve a win-win situation online and offline.

* Image source: Internet

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