The national enterprise credit information publicity system shows that recently, Shanghai Xichuang YUCHA Catering Management Co., Ltd., an affiliated company of Xicha, was fined 450000 yuan by Shanghai Baoshan district market supervision and administration on suspicion of "using advertising to make false publicity on goods or services, deceive and mislead consumers".
According to the main illegal facts, some advertising contents released by the company through its subordinate stores since May 14, 2021, such as "Myrica rubra varieties are upgraded to Dongkui Myrica rubra in the current season, larger and more explosive juice", "selected Yunnan Shiping and Zhejiang Xianju Dongkui Myrica rubra, with large core and small core, tight clusters and full pulp, and rich flavor", are inconsistent with the actual situation.
In September 2021, due to the misoperation of Xi tea clerk, he took the "sample" beverage displayed to the consumer, resulting in the consumer's emergency admission to the hospital for gastric lavage. Subsequently, Xi tea officials issued an apology statement saying that Xi tea stores across the country had taken the same display props off the shelves. In addition to liking tea, other new tea brands have also been exposed to health problems and excessive publicity. As they are brands loved by consumers, they have attracted much attention.
foreign investment in new tea accelerated
Although there are various voices of doubt, it does not affect the progress of new tea and the pace of renewal and iteration. All kinds of capital are also pouring into the track. The valuation of Xi tea has exceeded 60 billion. Behind it are all the top VC's outside China: Hillhouse, Tencent investment, Sequoia Capital, black ant, Temasek, l catterton and early capital, etc.
Since the second half of this year, Xi tea has also increased the pace of its own investment and made many moves. Since July this year, Xi tea has invested in six brands, including coffee seesaw, peach tea and peach, pre mixed wine brand Wat, fruit juice brand yecuishan, etc. Xi tea is constantly exploring its own boundaries.
In July, Xicha's first foreign investment targeted seesaw, a boutique coffee brand. In its announcement of a + round of 100 million yuan financing, Xicha led the investment and Hony Baifu followed the investment. The funds raised this time will be used for the expansion of stores, supply chain and digital construction in the country. The industry believes that the investment of hi tea is to "break the circle", and the new tea drinking track has been seriously homogenized.
On September 27, Xi tea extended the olive branch to the oat milk brand "wild yeplant" for the second time, and newly invested in Anhui green tomato Biotechnology Co., Ltd., holding 15%. Oatmeal Milk Coffee is a hot item in coffee shops in recent two years. With the surging momentum of oat milk in the third coffee wave, it took only one year for wild plants to grow into the second largest oat milk supplier to B in China. Hi tea's investment aims at the combined value of coffee and oat milk.
Subsequently, both investments took place in October. Xi tea left hand to the wine, the right hand took the tea together. At the end of October, the new Guochao pre mixed wine brand wat cocktail announced the completion of round a financing, which was jointly invested by Bai capital and tomato capital.
The investment in Heqi Taotao, a tea brand focusing on peach flavor tea, still copied the idea of "doing it again". The intention to like tea is also obvious when investing in the harmony peach, which is also fruit tea. The customer unit price of Heqi Taotao is at the same level as that of Xixiao tea, the sub brand of Xicha. However, Heqi Taotao has completed regional replication and moved to the whole country. Xixiao tea is still dormant in the Pearl River Delta.
On November 11, Shenzhen Haolin catering Co., Ltd., an affiliate of yecuishan, added Xicha (Shenzhen) Enterprise Management Co., Ltd. as a shareholder. At the same time, Nie Yunchen, founder of Xi tea, was added as chairman. After the completion of the delivery, Xi tea will hold 60% of the shares and become the largest shareholder of yecui mountain, which is also the first holding investment of Xi tea.
Some investors admitted that different from traditional capital, in the process of VC of these tea brands, their choice of enterprises should not only consider the investment income, but also whether the enterprise can feed their main brand, such as helping supply chain management or promoting brand marketing.
(Securities Times · venture capital exchange)
