Chinese coffee brand C debut.
Exclusively learned that the boutique coffee brand three and a half consecutively completed A and A + two rounds of financing totaling tens of millions of dollars, the two rounds of financing are led by Tiantu Capital, the old shareholder Fengrui Capital and investment. In November last year, three and a half times won the 10,000-level Pre-A round of financing led by Fengrui Capital. After this financing, the company will further expand the product system around the needs of different scenarios to create a coffee consumption lifestyle.
We have reported this new domestic brand many times, this company was founded in 2015. The products include instant fine coffee, hanging ear coffee, and coffee peripherals (appliance, cups). After the instant coffee is on the line, the product quickly becomes a product because of its innovative packaging (coffee cup-like cans), good flavor and aroma, and excellent solubility (which can be easily dissolved in hot water or milk). Explosion.
Last year, the double eleven, three and a half won the first place in the category of domestic coffee brands, and the double twelve became the second place in the whole coffee category (the first is Nestle). In the past 2019, double eleven, three and a half turnover was ten times that of last year’s double eleven. The sales on that day exceeded last year’s full year, surpassing Nestle in one fell swoop and becoming the first brand of coffee category. It also became the first domestic brand to top the list of coffee. According to the data provided by the company, sales have broken through 10 million since June this year.
Focus on brand stickiness and magnify word of mouth
In just over a year, three and a half cut into the “excellent instant” scene, and soon established a differentiated brand image. In terms of price, the price of three and a half items is about 8 yuan, far lower than that of chain cafes such as Starbucks; this year, three and a half times also launched a small cup (2 grams capacity), the unit price is 4-5 yuan / cup, hope Can meet the user’s daily high-frequency consumer demand.
From the product point of view, based on the three-and-a-half-year taste of No. 1-6 this year, the No. 0 (Master Cooperative) was launched. Recently, the brand has also launched a new tea latte, extracting Tea Espresso with an espresso machine, adding milk, making tea latte or tea buccino, and many fine coffees.