Reporter | Wu Rong
Editor | Ya Hanxiang
Recently, the new retail brand "Niu Daji" in the beef community completed a RMB 100 million A+ round of financing. This round of financing was led by Shenxiong Capital, and Xianfeng Changqing followed as investors. , Chunjian Capital serves as the exclusive financial advisor, and the financing is mainly used for the brand’s subsequent supply chain construction and digital construction. According to Tianyancha APP, Niu Daji received Pre-A round and A round investment in 2020 and 2021 respectively.
Niu Daji was established in 2019. The brand belongs to Shenzhen Jiyatou E-Commerce Co., Ltd., which is headquartered in Shenzhen. As a community beef store brand, Niu Daji is special in that it opens stores around communities where residential buildings are concentrated, selling fresh beef, fresh beef prepared dishes, fresh beef snacks and cooked food, etc., and claims to use products from pastures to The model of direct connection to the community ensures that freshly slaughtered beef will arrive at the store within 2 hours in the early morning of the same day.
At present, more than 100 stores opened by Niu Daji are all self-operated, concentrated in Shenzhen (the stores in Guangzhou are still under preparation), and it is planned that the number of stores will reach 1,000 by 2023.
From the perspective of store formats, Niu Daji currently has two versions of stores, 1.0 and 2.0. The former mainly sells fresh beef and is divided according to beef parts, including sirloin, beef tenderloin, Diaolong, Sanhua tendon, and pork belly. Tendon, shank meat, snowflake meat, breast oil, etc.; the latter adds beef-related cooked meals and tea drinks on the basis of fresh beef. Wu Haijin, the founder of
Niu Daji, observed that for many young consumers, the process from purchasing to cooking beef will consume more time and energy. For the sake of convenience, they launched beef-related cooked food, among which braised Beef , curry beef pineapple buns, freshly grilled dried beef , and Cantonese-style beef offal cups are the star products of the store. Currently, there are more than 30 2.0 stores, and according to the plan, the remaining 1.0 stores will also be upgraded.
In addition to picking up items at the store, Niu Daji also developed a small program to provide delivery services.
According to National Bureau of Statistics data, from the 1980s to 2020, China's beef production soared from 269,000 tons, and by 2021, annual output had reached 6.98 million tons.
However, behind the soaring demand, the upstream and downstream of the beef industry are still relatively fragmented. The upstream is mostly dominated by small and medium-sized ranches, and the intermediates are circulated through traders and cattle dealers. The retail sales are still basically concentrated in supermarkets, wet markets and other primitive markets. channel. This is also the main reason why Niu Daji entered the beef industry to start a business. Wu Haijin believes that the beef industry is large enough, but there are no giants at the top and bottom, which means that there are also greater opportunities for Internetization.
Chaoshan people love to eat beef, and Shenzhen, where many Chaoshan people gather, not only gave birth to a number of beef hotpot such as Baheli Haiji, but also became the first choice for starting a beef store like Niu Daji. Public information shows that Shenzhen’s permanent population has exceeded 13 million. By 2014, Shenzhen’s Chaoshan population reached 3 million, accounting for one-eighth of the entire population that year.
In addition, Wu Haijin explained the reason why he chose to open a store in a community, saying that the community is the closest to consumers, and only by reaching consumers can they drive them to buy; secondly, the community has low rental costs and many locations. Compared with opening stores in shopping malls, the number of stores is limited. There are more than 100,000 commercial housing communities in southern China, and the ceiling for opening a store in the community is relatively high. The
model is gradually being verified by the market. According to the data disclosed by Niu Daji, at present, in the first, second and third tier cities in southern China, every commercial housing community with more than 2,000 households can open a Niu Daji with an area of about 70 square meters to 80 square meters. From the perspective of store revenue, the per square meter of is about 7,000-8,000 yuan/month, the average product gross profit margin is 50%, and the annual revenue of 2.0 stores is 4 million to 7 million yuan.
However, Niu Daji is not without his worries. The competition between
is a topic that cannot be avoided. Niu Daji, which opens near the community, may not be able to escape competition with existing local wet markets, community fresh food stores such as Qian Aunt and other businesses.In the community, in addition to white-collar workers, most of the consumer groups are housewives, uncles and aunts, etc. In comparison, they are more price sensitive and have lower unit prices. After shopping around, they may not necessarily be successful. consumption in the long run.
Taking the Guangzhou Tiyudong Road wet market as an example, Jiemian News noticed that there is no shortage of stalls specializing in selling fresh beef, beef brisket, beef balls and other beef peripheral products, with prices ranging from 50 yuan to 85 yuan per catty. . In contrast, Niudaji's beef products have a higher unit price, ranging from 55 yuan to 118 yuan per catty. After
accelerates store opening, Niu Daji also needs to face new challenges brought by the supply chain.
It may be easy to expand the store in South China, but rapid expansion to multiple places means higher requirements for the density of the supply chain. Beef needs to be transported by air and refrigerated in transit, making it difficult to ensure "direct connection from the ranch to the community and on-site delivery." The core selling point of "It takes 2 hours to arrive at the store", even if it is shipped, it will be difficult to meet the delicious taste requirements, making it difficult for consumers to continue to repurchase, and at the same time, it also means that the cost will increase. In addition, fresh food stores that are highly dependent on a single ingredient may not only encounter supply chain problems, but also easily suffer from the disadvantage of a single profit point.
