"Internet celebrity" yogurt brand does not like marketing, but simply loves the quality of yogurt.

According to media reports, the domestic low-temperature yogurt head brand Jane Eyre yogurt has successfully completed the B round of financing, and the old shareholders Jingwei China, Black Ant Capital, CITIC Agricultural Fund and Maixing Investment continue to increase their prices. The new shareholders are Sequoia China, Yunfeng Fund, Ruipu Investment Fund and Dehong Capital, with a financing amount of 800 million yuan. It can be seen that the capital market is optimistic about the new consumer dairy track at present, and it can also be seen that there is no popularization of low-temperature yogurt products in China at present.

Low-temperature yogurt has become a star product thanks to two factors: first, the improvement of national consumption power and the popularization of healthy living concept; Second, the marketing efforts of dairy enterprises have been increasing.

Yogurt products in China are mainly divided into normal temperature yogurt and low temperature yogurt. The former will be sterilized at high temperature after fermentation, which is convenient for storage. The latter needs the whole cold chain supply, but it retains more probiotics and nutrients and has a better flavor.

Before 20 15, due to the limitation of transportation and storage conditions, most of the yogurt market was room temperature yogurt. The market scale of this sub-product in China was about 200 billion, which can be said to be fierce competition.

At that time, the model of "normal temperature yogurt plus star marketing" was already the prescribed action of dairy giants. However, there are always some "heterogeneous" in the industry who dare to kill a "blood road" in the field of low-temperature yogurt that even head dairy companies dare not try easily. It's Jane Eyre yogurt

In 20 14, Xia Haitong and his team founded Pucheng Dairy, and launched the low-temperature yogurt brand "Jane Eyre Yogurt" in 20 15.

At that time, the first problem faced by enterprises was not to spend money on advertising marketing, but how to make good products with unique competitive advantages. Based on this, Jane Eyre yogurt, which has no intention of marketing, has been investing in equipment and production lines at the production end, and spent more than 1 100 million five years before it started its business.

It is this "craftsman" spirit that Jane Eyre yogurt attracts a large number of like-minded dairy people. Top animal husbandry such as Australia-Asia Ranch and Modern Animal Husbandry have reached in-depth cooperation with Jane Eyre Yogurt.

After the A round of financing in 2020, Jane Eyre yogurt has been used to build the Fengning factory in Hebei Province, which is located in the global golden milk source belt of 4 1 degree north latitude. After completion, it will be the only factory in the world that focuses on the production of low-temperature dairy products without additives. This round of 800 million yuan financing will also be used for pasture construction. At this point, the "ranch+factory" model of Jane Eyre yogurt has begun to take shape.

Wang Ziting, global managing director of Ruipu Investment Fund, said that Jane Eyre Yogurt used all the financing for the construction of high-quality milk sources and top-grade pastures, and directly linked to the world-class cattle raising team recognized by the market, which reflected the team's ultimate insistence on product quality.

Self-built supply chain is a "stupid thing" with high difficulty coefficient, and this kind of "stupid thing" is exactly a very important consideration for our investors when looking for evergreen consumer goods brands, and it is also the core for the company to establish high barriers and realize high value. We very much agree with the original intention of Jane Eyre yogurt-"to make a good cup of milk for your family and children". Every step of Park Sung's development has interpreted and adhered to this initial intention.

According to the data of Pucheng Dairy Supply Chain Center, in 2020, the core index of raw milk used in Jane Eyre yogurt is basically that the protein is not less than 3.2g per 100ml, the number of somatic cells is less than 400,000 /ml, and the number of colonies is less than 65,438+100000 CFU/ml, all of which meet or exceed the EU standards. In the future, the core indicators of raw milk will be constantly refreshed. High-quality raw milk will not only be used to produce low-temperature yogurt, but also be used to produce pasteurized fresh milk.

Jane Eyre's "dead knock" quality of yogurt is the insistence on the initial heart of the enterprise. This persistence has made Jane Eyre yogurt popular among consumers.

According to AC Nielsen data, even in 2020, when the epidemic was raging, the overall low-temperature yogurt market sales decreased by 12.5% year-on-year, while Jane Eyre yogurt still increased instead of falling, rising against the trend, with sales increasing by more than 70%. By June 5438+February, 2020, the compound annual growth rate of Jane Eyre yogurt in recent five years was 109%, and it has become the first-selling low-temperature yogurt brand in the new retail channel represented by OLE, the member store represented by Metro, the online channel represented by Tmall, and the new retail channel represented by Boxma Xiansheng.

Jane Eyre Yogurt continues to make efforts to build a super supply chain, constantly upgrade the milk source, improve the process, and consolidate the quality of raw milk and production quality to the extreme; Only to provide consumers with higher quality and more differentiated low-temperature dairy products, and continue to create value for consumers.