Text | Professional Catering Network Liu Yan
As a leading brand focusing on high-end new frozen foods, in the past, Leyaoju mainly customized high-end rice and flour sweet products for chain restaurant companies, helping chain restaurant companies achieve specialization, standardization and scale. , star-quality products allow Leyaoju to occupy a place in the field of high-end quick-frozen rice noodles.
Now Leyaoju hopes to further leverage its advantages as a supplier of star-rated hotels and take advantage of the trend of pre-made dishes and the rise of new groups and new channels to enter the C-end market and provide thousands of households with healthy, convenient, interesting and nutritious food. Family breakfast.
Recently, Le Yaoju officially completed nearly 100 million yuan in Series B financing. This round was exclusively invested by Liangrun Fund jointly established by COFCO & China Resources Group .
has received nearly 100 million yuan in financing, and the development of Leyaoju has entered a new stage!
In the hundreds of billions of quick-frozen rice and noodles market, Leyaoju relies on its own factories and R&D capabilities to strictly control product quality. It has won the favor of consumers with its extremely high quality advantage and provides chain catering customers with high-standard products. Differentiated products have brought explosive growth and have also won the favor of capital many times.
On June 28, the Xiamen Chenji Le Yaoju Food Co., Ltd. (hereinafter referred to as "Le Yaoju") B-round financing signing conference with the theme of "Star Breakfast·Star Journey" was successfully held, ushering in a new milestone.
Chen Chaoyang, chairman of Leyaoju, and Liu Guoyue, executive director of Liangrun Fund, signed a cooperation agreement and had an in-depth dialogue with the media on this financing and future development. Wang Yongsheng, managing director of China Resources Capital, Xin Weidong, director of Liangrun Fund, Yu Hongli, executive president of Leyaoju, and Gao Xianwei, director of Leyaoju, attended the press conference.
It is reported that the funds obtained from this round will be mainly invested in talent training and reserve, production equipment automation transformation, promotion of corporate digital informatization, brand marketing promotion, product research and development and other expenses to further consolidate Leyaoju’s advantages in the field of high-end quick-frozen rice and flour products. and lay a solid foundation for future growth.
Leyaoju Chairman Chen Chaoyang said:
The high-end quick-frozen rice and flour products industry has entered a period of rapid development. In the future, new groups of people, product iterations and upgrades, and new channel dividends will bring us unlimited opportunities. We are actively polishing our competitiveness from From the construction of users' minds to the creation of a supply chain with good quality, low price and high-quality service as the core, it has risen from simply developing and manufacturing products to providing corresponding solutions for consumers. The company will continue to adhere to its unique star-level genetic advantages and insist on leading the supply chain, high-quality products, and brand differentiation.
(Le Yaoju Chairman Chen Chaoyang)
Xin Weidong, director of Liangrun Fund, said:
The status of the traditional quick-frozen giants in the industry is almost unshakable, and Le Yaoju, as a white horse company that combines the creativity of an emerging company with the stability of a traditional company, has experienced The development and promotion of new products rice burger , quicksand buns , pumpkin egg tarts, tiramisu and many other star single products have made it a company in the industry that has developed rapidly in new channels with the help of product innovation.
We are optimistic about Leyaoju’s strong supply chain foundation, complete product categories, online and offline omni-channel development and R&D ingenuity, as well as Leyaoju’s chairman Chen Chaoyang’s far-reaching career layout and strategic capabilities, and the strong cohesion and sense of belonging of the internal team. We believe that Leyaoju has great potential in the quick-frozen rice and flour products industry.
positions itself as a "star breakfast" and creates a path of differentiation!
Le Yaoju was founded in 2012. At that time, the quick-frozen pastry industry was still an era dominated by Miss Nian and 三全, selling dumplings, glutinous rice balls, and fried dough sticks.
These traditional convenience and quick-frozen food giants have consolidated their competitive advantages in the super large single product base business by expanding SKUs and raising unit prices per customer, and have formed an almost unshakable industry position in terms of scale.
As a rising star, Leyaoju has not followed the old path. Instead, it has reduced costs and carried out large-scale industrial production of quicksand buns, walnut buns, mushroom buns and other snacks found in five-star hotels. It has served more than 1,000 star hotels in ten years. . This year, it is positioned as "star-rated breakfast at home", focusing on the family dining table.
Standing at the forefront of industry iteration, it can be found that Leyaoju has found opportunities in changes from the new needs of the crowd, product iterative upgrades, new channel dividends and other aspects.
1. Comply with new consumption trends and target the "breakfast" scene
Research data shows that the scale of China's quick-frozen food industry has grown from 82.8 billion yuan in 2013 to 134.2 billion yuan in 2018, with an average annual compound growth rate of 10.14%. In the past two years, the growth rate of the quick-frozen food industry has continued to accelerate.
From the B-side, the trend of catering retail has increased the demand for catering standardization. The growth in takeout scale requires an increase in meal delivery speed. Quick-frozen foods with more standardized industrial manufacturing and product stability have entered a long-term growth channel. Leyaoju has been deeply involved in the B-side for many years, and continues to provide good products for star hotels, chain restaurants, country kitchen banquets, convenience stores and other channels, and its supply quality is well-known.
From the C-side, with the rise of young consumers who pursue quality, pay attention to health, emphasize aesthetics, and value recognition, operators can give new value to products through innovation. In addition, the COVID-19 epidemic in recent years has had a huge impact on residents' lifestyles, and new concepts such as advocating healthy living, restructuring social styles, and returning consumption to families have also brought opportunities to a certain extent. Leyaoju's sub-brand Qingyao keeps up with the market trend and focuses on the frozen dessert industry. It has developed pumpkin egg tarts, tiramisu, etc. which are loved and popular among consumers.
Leyaoju follows the trend and targets C-end users. The product has captured a wave of young people and sophisticated family consumers living in a fast-paced life due to its nutrition, health, light cooking, and ready-to-eat meals in 10 minutes. Especially for the middle-class mother group in first- and second-tier cities, the core goal is to solve the pain points of nutritional imbalance and tedious and time-consuming cooking in the breakfast scene. Through simple cooking, they can make a star-rated breakfast at home.
2, 14 product R&D lines, 200 SKUs, empowering catering stores
After nearly ten years of hard work, Leyaoju has developed a product structure with many categories, deeply involved in the catering industry, and provided solutions for catering merchants.
includes 14 categories of product R&D lines, including microwave rice, rice balls, buns, fried pies, tarts, mousse cakes, custard , and Daifuku mochi. There are many star items such as rice burgers, quicksand buns, pumpkin egg tarts, and tiramisu.
Among them, star products such as quick-fried quicksand buns, square barbecued pork buns , walnut buns, and microwave fried rice have become designated products for thousands of five-star hotels across the country.
(Le Yaoju Sakura Shrimp Bibimbap)
On the product , Le Yaoju continues to increase R&D expenditures and conduct research on new products, formulas, and processes. Different from the quick-frozen products of other companies, Le Yaoju focuses on the matching of product structure and uses core formulas and food production technologies to make the products more attractive in terms of flavor and taste.
has now obtained 1 invention patent, 12 utility model patents and 6 appearance patents. Quicksand buns, milk steamed buns , pumpkin egg tarts, yogurt cat claws, etc. have won many awards at home and abroad.
3, online and offline global layout, realizing the integration of production, supply and marketing
On the supply chain side, Leyaoju has also carried out long-term and in-depth strategic cooperation with many first-class suppliers to establish a comprehensive and dynamic supplier relationship management to achieve The integration of production, supply and marketing enables products to quickly respond to market demand.
In the past two years, returning to offline and basic market has been a very popular word in the FMCG industry this year. Leyaoju actively implements online and offline two-way layout, and actively explores the layout of emerging channels under the original distribution advantage model, using online The data feeds back offline, and the two lines are integrated, completely creating a new incremental model of its own. In terms of building channel power, brand power, and product power, the trend is great.
Le Yaoju’s unique quick-frozen rice series product Rice Burger has been selling well year after year since its launch in 2017. It has ranked first in the rice burger sub-category on Tmall and JD platforms, and has maintained rapid growth.
At present, Leyaoju’s marketing network has been deployed in the national market, including catering, circulation, supermarkets, community platforms, e-commerce and new retail, etc.
Summary:
With the acceleration of the catering chain process, the deepening of the lazy effect, and the prevalence of stay-at-home culture, quick-frozen food has become a rigid need for the catering industry and cooking novices, and is favored and sought after by the capital, industry and consumers. , has become the next trend!
Leyaoju has empowered many chain restaurant companies with its strong product strength, innovation, R&D and supply capabilities. Today, it covers both B-side and C-side, has raised nearly 100 million yuan, and has become a leader in the quick-frozen food market.
In the broad market prospects and with the help of capital, Leyaoju will continue to break through the boundaries of thinking in the high-end quick-frozen rice and flour products market in the future, develop more new products, and meet the breakfast needs of more consumers!
