Internet catering brand "ZiHaiguo" completed a C round of more than US$50 million
Recently, Internet catering brand "ZiHaiguo" announced that it had completed a C round of more than US$50 million with a valuation of US$500 million, followed by CICC Leading Investment and old shareholder Jingwei China.
In less than a year, Zihaiguo has received three rounds of financing. At the end of last year, Zihaiguo received a Series A investment from Huaying Capital, and the financing scale was not disclosed; in the first half of this year, he received more than 100 million yuan in Series B financing from Jingwei China Investment.
It is understood that Zihai Pot was put into production at the end of 2017 and officially launched on the market in 2018. The first category of self-heating hot pot series exceeded 100 million in less than one year after it was launched. At present, the self-heating pot has covered a variety of categories such as hot pot, clay pot rice, bento, powder, and noodles. There are more than 100 SKUs, providing self-heating, brewing, ready-to-eat and other methods. Recently, it has also launched a new product "picture" featuring cold water boiled noodles. This year, ZiHaiguo began to build an automation technology factory to further increase production capacity.
is different from traditional fast food brands. Zihaiguo is positioned in Internet catering. Through Internet marketing such as film and television implantation, social interaction, Internet celebrity live broadcast, KOL grass planting and other Internet marketing, traditional hot pot, local dishes and other Chinese flavors are built into Internet fast-moving consumer goods, focusing on fitness, overtime, business trips, e-sports and other scenarios to meet consumers' fast-paced needs.
Editor-in-chief commented: Internet catering such as Zihaiguo is subverting the traditional convenient and fast food industry. Whether it is brand positioning, product innovation and marketing channels, self-heating pots are very different from traditional instant foods such as instant noodles. In terms of brand positioning, it is suitable for young consumers born in the 1995. The ingredients, taste, packaging, and eating methods are also very different from those of traditional instant noodles and other fast foods. It focuses on healthy ingredients and authentic Chinese flavors to form differences; in terms of marketing, Zihaiguo also actively adapts to short videos and social networks to cater to the market needs of young people...
