There are even many wine companies and distributors who think that the sketch category is a "pit". However, there is such a brand, which has sprung up suddenly with short stories, and even has the "ambition" to unify the rivers and lakes: Bingqing Yujie brand, which has achieved sales growth of over 65,438+0,000% for three consecutive years and won two rounds of financing in one year, with seemingly small and ripe plum wine behind it.
In fact, Bingqing is not an isolated case. When Jiang successively obtained three rounds of financing, a new brand was favored by Gaoyao Capital, and it was sought after by venture capitalists and the media before listing, which may have hinted that a new wind has quietly blown up in the capital market.
The success of simplicity is like a miracle in the field of sketch.
Founded in 20 16, this brand of plum wine has achieved an annual sales of more than 70 million yuan in just over three years. According to Yang Yuzhuo, director of foreign wine in JD.COM, in the previous three years, the annual sales of iced products increased by 65,438+0,000%.
Online, the ice clearing has achieved full coverage, especially in JD.COM. The products of Bingqing can be seen in JD.COM Mall and JD.COM New Road. Wang Qiang, co-founder of Bingqing brand, revealed that the repurchase rate of Bingqing products in JD.COM is as high as 30%. The sales ratio of the whole platform accounts for 30%-40% of the sales ratio of iced products.
Offline, ice clearing is mainly based on supermarkets and catering channels, and new retail and traditional retail are caught in the net. CR Vanguard, Boxma Xiansheng, Yonghui Supermarket ... Bingqing has spread to tens of thousands of supermarkets. In addition, Bingqing has fully cooperated with Sinopec system. Whenever there is a Yi Jie convenience store in Sinopec gas station, you can see its products.
The success of Bingqing and the support of capital help each other. It is said that capital has the most sensitive sense of smell, and it is indeed the case.
JD.COM was the first person to fall in love with pure and pure Bole. At the end of 20 17, JD.COM, Tang De Film and Television and Qianshu Capital jointly invested in the liquidation, and the Pre-A round of financing was successfully completed. This round of financing is exactly what JD.COM took the lead in throwing an olive branch-its big data has taken the lead in noticing the sudden emergence of Bingqing, and the purchase rate and repurchase rate have made JD.COM full of confidence in Bingqing.
JD。 The foresight of COM was quickly proved. Only half a year later, four venture capital companies including Suntech Capital, Zhang Qian Capital and Yang Jun Investment made the news. After two rounds of financing, Bingqing * * * got 60 million.
It is understood that LU ZHOU LAO JIAO CO.,LTD Fruit Wine is jointly funded by LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Sichuan Meihe Liquor Industry, with LU ZHOU LAO JIAO CO.,LTD Co., Ltd. holding 465,438+0% and Sichuan Meihe holding 40%, which are jointly operated by both parties. Wang Qiang revealed that this is the first mixed-reform enterprise in LU ZHOU LAO JIAO CO.,LTD and the only winery in LU ZHOU LAO JIAO CO.,LTD whose property right is not in Luzhou.
In fact, the cooperation between LU ZHOU LAO JIAO CO.,LTD and Meihe is not only attracted by the development of pure and clean, but also based on the expectation of fruit wine market and category layout planning. Pomegranate wine of Wuliangye and blueberry wine of Maotai are not only the supplements of liquor giants' categories, but also the signals of future charge.
It is worth noting that at the first International Fruit Wine Development Forum held half a month ago, Zou, the founder of China Fruit Wine Industry Research Center, said that the fruit wine scale could reach 1 trillion output value in the next decade. According to the consumption data of fruit wine industry released by JD.COM, the compound growth rate of fruit wine sales on the platform of JD.COM in recent five years has exceeded 200%, and there are more than 300 online fruit wine brands, among which the proportion of female users is higher than that of other wine users, and the main consumers are 26-35 years old.
Young female users are becoming a more subdivided category among young consumers. White Jade Fenjiu and Rose Fenjiu launched by established liquor enterprises are also increasing more female consumers.
Among the top ten consumption trends recently released by Nielsen, the first trend is the rise of female consumer groups. In addition, the high growth rate of small bottles of liquor, the emphasis on consumption experience and packaging, and the accelerated iteration of new products all mean that young people are becoming a new force that cannot be ignored in the consumer goods market, including the alcohol market.
It's just that capital realized this faster. After Jiang received three rounds of financing in succession, more and more rising stars stepped into the younger rivers and lakes: new brands were favored by capital, and nearly 100 million yuan of financing was obtained in 1 year, which seems to imply that this capital game has just begun.