“It’s more delicious” has become the preferred consideration for the research and development of Haomaduo products.
It was learned that recently, the health food brand “Hao Maiduo” received a new round of financing of 150 million yuan, led by the crowd, and Zero2IPO Fund of Funds followed suit. Old shareholders Xingtuo Capital, Qianhai Fund of Funds, etc. continue to support. This round of funds will be used to strengthen product development and brand building, as well as the transformation of the supply chain. In July of this year, Haomaduo has received tens of millions of strategic financing from Xingtuo Capital and Qianhai Fund of Funds.
After more than a year of research and development, the first product of Homiciduo, Chia Seed Yogurt and Fruit Oatmeal, was officially launched in March 2019. Prior to this, the team had several years of experience in running the supply chain and acting for foreign brands to enter the country. Sales in the first month of product launch exceeded 2 million yuan, and the cumulative sales of all channels exceeded 1 billion yuan in less than two years.
The company’s positioning is a “fashionable health food company”. The Hao Maiduo brand started from fruit cereals and gradually explored new categories of cereal foods. The core users are urban users aged 18-35. The product scene is mainly breakfast. , Meal replacement snacks are supplemented, currently the main fruit cereal category has more than 10 SKUs.
According to China Business News data from commercial data centers, post-85s and post-95s will fight sugar demand Obviously, the post-80s-90s have relatively high demand for cereal-based snacks. Fang Xiang, founder and CEO of Hao Mai Duo, told that domestic health food brands have not yet grown up on a large scale. There are a considerable number of health food brands in Europe and America, but their tastes cannot satisfy Chinese consumers’ demand for “gourmet” , After gaining insight into this demand, “Essentially Better” has become the preferred consideration for the development of Homic’s products.
Image source | Haomaduo official
According to the evolution of the Japanese snack food company Calbee’s cereals, mixed cereals can be roughly divided into two categories, ordinary mixed cereals (Musli Muesli) and fruit cereals (Granola Gulanola). Oatmeal is a fruit oatmeal, using a special process, will be reproduced HeguMaterial processing makes it into cereal clusters, and then mixes with fruits to make cereals with different tastes.
The most important part of Holmado is the supply chain and products, which are also the company’s core barriers. The team has many years of professional background and experience in the supply chain at home and abroad. We directly source high-quality raw materials around the world at a relatively good cost, and recently acquired the South American Jalisco Chia seed production area. In terms of products, it follows the product thinking of Internet companies. Through the principle of minimizing visualized products, each SKU invests about 100,000 to 200,000 yuan. It is quantified from different dimensions such as taste and raw materials, and agile parameters are performed through data analysis Adjustments to achieve iterative upgrades.
In terms of marketing, Haomaduo does not advocate new, fission, etc.Traffic play method, although there are currently relevant information about Xiaotong, Song Weilong and Tan Songyun The three celebrities are blessings as spokespersons, but Homic still believes that products are more important than marketing. Based on the observation of big data and user feedback, more profits will be invested in research and development. Homic adopts an omni-channel model with online presence Tmall, Jingdong, Douyin, Xiaohongshu and many other channels, offline and Walmart, Ole , Yonghui and other supermarkets and chain stores cooperate to adopt multiple consumer touch points instead of relying on a single channel.
Fang Xiang said that it’s a pity that fruit oatmeal, as a new category, cannot be standardized like other categories. The company has formulated a “HON gold standard”, namely Healthy, Good Health, OriginalGood ingredients, Nice and delicious, among which the Healthy and Good health standards follow the “Chinese Residents’ Dietary Guidelines 2016”, which is currently being optimized and hoped to be extended to The entire health food field.
The three founders of the team are alumni of the Chinese University of Hong Kong. The founder and CEO Fang Xiang has a double major in financial engineering and marketing, and has a master of science degree in e-commerce and supply chain. He studied nutrition at the University of California, Berkeley , Successively worked at Citibank, Guotai Junan Securities Company, and later joined Tencent as a social advertising productManager; co-founder Zhao Menglong majored in business administration and economics, and later joined Fubon Bank, responsible for corporate financial business; another co-founder Zhao Senshen also has a master of science in e-commerce and supply chain, and obtained Huazhong Science and Technology as an undergraduate University and Wuhan University dual degree.
Xu Wei, partner of Zhongwei Capital, said: “The demand for new meal replacements of the new generation of young people is growing rapidly, and they need innovative research and development capabilities and brands that match their tonality. Fruit cereals are a great challenge. The favorite category has more nutritious ingredients, healthier non-fried, and more innovative in form. It has the characteristics of high satiety, high fiber, and rich taste, and Hao Mai Duo is the leader in the fruit cereal category .”