When the instant boutique black coffee is extracted, when SECRE gets hundreds of millions of yuan of financing, how to make a good cup of coffee?

According to Tianyan check platform, boutique coffee brand SECRE completed a new round of financing of nearly 100 million yuan on July 27th, 2021, with investors Bo General Capital and Vancouver Capital. Among them, Van Chuang Capital is under the control of Ant Financial Services Group.

According to the Beijing Business Daily, the current round of funds from Tencent SECRE will mainly be used to accelerate the expansion of offline stores, brand marketing and the continuous research and development of online and offline innovative products. When SECRE opened its first offline store in Shenzhen in 2020, the number of stores is expected to reach 50 this year.

Boutique coffee brand Shijie SECRE was established in Guangdong in 2019, which belongs to Guangzhou Xinmei Technology Co., Ltd. Together with the financing completed on July 27th, time extract SECRE completed a total of five rounds of financing.

When Ruixing and Starbucks competed for the commercial coffee market in 2019, Fan Ruoyu, founder of SECRE, further subdivided the scene and the crowd faced by the brand, targeting the ready-to-drink coffee market. The brand's first product was the "doughnut" hanging ear coffee bag.

On the first day of its establishment, SECRE received 5 million yuan of seed wheel financing from Xia Yiping, co-founder of mobike. Soon after that, it sold cold-extracted coffee liquid on mainstream e-commerce channels, and used "good-looking" and "easy to use" to quickly capture the hearts of young consumers.

In November 2019, SECRE completed the second round of angel round financing of nearly 10 million RMB, with the support of Yuanwang Capital and its old shareholders. In addition to giving consumers a good consumer experience, the brand also attaches importance to client operation, product research and development, and supply chain management. Adopt subscription system + sales to seize the consumer market. Shortly after completing the Angel Round financing, SECRE launched instant coffee powder in bags.

In May 2020, tens of millions of RMB A round financing was completed, Honghui Capital entered, and three rounds of financing were completed within one year of the establishment of the SECRE brand. After joining Tmall, Shi Zi SECRE ranked among the top four in sales in the Tmall Super Brand Day Coffee special event in 2020.

In February 2021, portable boutique coffee brand SECRE completed tens of millions of yuan of A+ round financing, in addition to Honghui Capital and other continued investment, there is also the participation of Wuxi Gold Investment. According to Fan Ruoyu, founder of SECRE on March 3, 2021, the financing of the A+ round is mainly used for offline coffee store development, brand building and coffee product research and development and iteration.

In addition, Fan Ruoyu also said in an interview that since the founding of the Shijie SECRE brand, he believes that coffee can be consumed in multiple scenarios, making different choices in different scenarios, and opening a coffee shop is not a temporary decision. Shi Zi SECRE opened its first offline store in Shenzhen in 2020, hoping to immediately meet the needs of consumers at any time and in any form in the future.

According to 36 Krypton, less than two months after the Spring Festival this year, SECRE opened five new stores, and nearly 20 are under renovation and site selection.

With the rise of the "new coffee trend" in China, a number of boutique coffee brands have also started, such as Manner, Seesaw, Eagle set and so on. Capital has also seen a surge in domestic demand for coffee, the number of coffee consumers is also expanding, and more and more capital is flowing into the coffee market.

However, in this fierce coffee market, Starbucks, Lucky, Seesaw, Manner and other coffee brands all have a certain market foundation. Time extract SECRE and the brand mentioned above are relatively weak in all aspects, so can time extract SECRE really succeed in the circle?

Finally, as an ordinary consumer, what do you think of Shijie SECRE's products?

Photo Source: Internet

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