Cast Li Ziqi, From Hi Pot, Micro League: How Can China'S Capital Be Nuggets? China'S New Business Investment

"This is the quiet life we are looking forward to. It seems that the pressure has dissipated after reading." Netizen Priya saw Li Zi Qi's latest video after leaving a message.

Since 2019, Li Ziqi, a girl in Sichuan, has brought the traditional diet culture and pastoral life to the world, and has also made a new brand in many kinds of food products, such as lion powder and lotus root starch.

In the first quarter, when the epidemic was rampant, it was seen in the Airport Station of many cities, such as hay pan and other net red small chafing dish as the new national snacks to sweep the family table and the deep blue AI disinfection robot as a new cleaner.

Behind all of these aforesaid new brands that provide convenience for people in all walks of life, there is the same investment organization, Huayen capital. In these projects, Huaying capital is an early institutional investor, and also a leading organization in the financing round.

"Along the way, there are many cherished memories." In April of this year, Ji Wei, founder and management partner of Huaying capital, interviewed by the economic report reporters in twenty-first Century, dismantled the investment logic of Huaying capital for more than ten years, and shared some contacts with entrepreneurs.

The management scale of Huaying capital is more than 6 billion yuan RMB. Over the past decade, more than 160 start-ups have been invested in the field, including new entertainment and new content, consumption and Internet, technology application and enterprise services.

A summary of Ji Wei's work can reflect the style of Hua Ying: although investment is a "limited game", Huaying has always been playing the game of "infinite game" and persisting in long-term value investment and winning a win-win situation with enterprises.

Ji Wei. Data map

The rise of new consumer brands

In 2019, the top stream net red was not only lipstick Li Jiaqi, but also the old wind blogger Li Ziqi.

Li Ziqi's special commercial position is that she has not taken the endorsement and the realization way of carrying goods. Despite having tens of millions of oil pipe fans and nearly 25 million micro-blog fans, she still chooses to maintain her own brand influence with sustained high quality video content.

Behind the Li Ziqi brand is the new consumer Brand Company, whose core business is to support the red people to create new brands. Ji Wei and Liu Daxiong, founder of micro vision, had a common understanding at the beginning of their cooperation.

"We haven't thought much about the problem of" replica net red ". We have discussed more about how to polish up the content, so that (brand) stories can reach more people. Ji Wei was moved by Li Zi's idyllic life. As an investor, she firmly believed that such a life could touch different generations and consumers of income: "people's yearning for a better life is common. As long as the company is doing well, the base of user groups must be very large."

Combing Huaying capital's past investment cases, we can find that its core investment logic is the iteration of people's needs and upgrading of technology. The team starts from digital content and expands the boundary to many fields, such as consumption, technology application and so on.

At the beginning of its establishment, Huaying capital has set up a number of digital entertainment projects, such as digital marketing, content production and aggregation. In the mobile Internet dividend period since 2012, it has been focusing on the needs of the crowd, distributing the traffic entries in various segments, and starting in To in 2015. On the basis of C's consumption and investment, it extends its tentacles to the general needs of enterprises, such as recruitment, marketing, human resources, taxation, etc., and intellectual property rights protection, intelligent travel and other sub fields. Since 2018, Guan Yong technology, Tian Yun data, public interest technology and shadow creation technology have been more hardcore, so that the market can further see the insight and strength of China capital in the field of science and technology.

According to the division of consumer groups, there can be Z generation with distinctive age and distinctive personality. There are also silver haired people who are concerned about tourism, health and health preservation. According to the city line level, the sinking market crowd who is releasing huge consumption power, the middle class consumer according to income and purchasing power, and the consumption characteristics of different groups also bring about the social topics of single economy, lazy housing culture and so on. And investment themes.

"To see where the traffic is, and to push forward further is to see the underlying needs of users." According to this idea, Huaying capital has rapidly distributed the new consumer brands of local consumers, such as food and beverage, beauty care, lifestyle and other new consumer brands, including panda brewing, Li Ziqi, self hi pot, ITO suitcase, Maia Active, and Little Joe treadmill.

From Pan culture to new technology

Unlike Li Ziqi and new consumer brand attributes from hi pot, the "little raccoon" robot active in ChangZhou Railway Station and Chengdu Ito Yang Hua hall during the Spring Festival is more technological. The anti epidemic expert combines the driverless technology with the traditional washing machine function. Based on the core AI technology such as deep learning and computer vision, self cleaning and antivirus sterilization is carried out in crowded places.

Shenzhen Lan technology is the representative case of Huaying capital in the field of To B. In early 2018, Huaying capital invested in the A billion round financing of Shenzhen Lan technology to accelerate product development and market expansion in the field of retail upgrading, intelligent robots and so on.

At first, Shenzhen Lan technology applied intelligent robot technology to the intelligent retail scene, and served the office meals and the community life scenes through mobile breakfast cars and mobile pickles. In the same period, the research and development of robots for patrol, logistics, cleaning and hotel services began rapidly after the A round of financing.

The head of Huaying capital To B investment board is "data believers" Zhang Gao Nan. His investment mainly focuses on data, especially on the underlying technology. Since accelerating the layout of To B in 2018, Huaying capital has invested more than 30 projects in the To B field, with a total investment of more than 600 million yuan. Among them, 2/3 projects were followed up for financing, and grew into unicorns, including micro Union, BOSS direct employment, and Shenzhen Lan technology.

Investment in capital and technology also includes upgrading and upgrading of vertical industries brought about by technological progress. When the organizational form of traffic changes, the opportunity for upgrading and upgrading of "goods" and "field" will follow.

In April this year, Wen Yi jewellery community business platform every day, Jian Bao completed tens of millions of dollars in B2 round financing, and the leading Party was Yuan Tan capital and Huaying capital. Every day, Kam Po uses the mode of "Tools + content + services" to cut into the field of literary play.

Another case of upgrading traditional consumption through technology is the master of luxury service platform package. From luxury conservation to second hand luxury transaction to luxury supply chain's construction and operation, the package expansion and upgrading of services have been focused on online and digital transformation of luxury goods.

"The environment of the big platform is more perfect and the industry chain is more and more complete, so the opportunity to transform the third party service in the traditional industry will stand out." Speaking of crowd demand changes and investment opportunities in the vertical field brought by the underlying technological change, Jiwei analyzed, for example, that the large-scale e-commerce platform relies on scale and circulation efficiency, and it is difficult to provide personalized services for non-standard products. The playing of vertical platforms is to provide tools and organizational content, and there is a general logic of heavy operation after back.

New exploration of industry + capital cooperation mode

Ji Wei believes that the emergence of all new businesses is inseparable from the reconstruction of the three elements of people's freight yard. Zhang Gao Nan believes that all new businesses are based on data. From the perspective of consumption, the dismantling and technology driven insights together set up the foundation of Huaying capital's investment in China's new commercial layout.

To put it simply, Huaying capital has been searching for excellent start-ups and excellent entrepreneurs based on two radars of crowd and technology. From the point of view of consumption, it is based on the content and flow entry layout consumption, strengthening content and traffic realisation; from the perspective of science and technology, it is based on the demand of "people" and "data", and investment in technology and industrial upgrading projects.

"Information technology from digital content to energy transactions, and then to the energy industry, the establishment of boundaries is not overnight, but it is not static. We are learning and growing together with enterprises." Another characteristic of Huaying capital is to get close to the industry. At the end of 2019, Huaying capital and micro union group jointly established the Nanjing Huaying micro union fund. Combined with the investment expertise of Huaying capital and the industrial resources of the micro alliance, the layout of the enterprise service SaaS and the upstream and downstream industry chain was jointly carried out. Huaying capital is the investor of the micro League A and B round of financing. Before the establishment of the fund, the two sides jointly invested in the takeaway generation service provider "business Syoo" project.

Nanjing Huaying micro union fund is another exploration of Huaying capital's "industry + capital" cooperation mode. As early as 2014, Huaying capital has jointly established funds for new media and information technology with the media leading companies to jointly invest in content, channels and consumption.

Together with entrepreneurs, Huaying capital can perceive the changes in the industry for the first time, thereby discovering potential stocks in the early days of the start-up project. In the light of industry observation, we are willing to wait for the growth of the project, making it an investor who is not eager for quick success and instant benefit in the evaluation of entrepreneurs.

During this year's epidemic, Huaying capital and Dao co capital jointly invested the nearly 100 million A round of financing of the "live American" service provider. It is one of the top MCN institutions of Taobao's live broadcast, jitter and other platforms. The business mode is to build S2B2C people's goods matching platform based on live business providers and new traffic providers.

The investment in the US is the typical embodiment of Hua Ying capital's grasp of the flux changes. User consumption habits change, content form change, and information technology upgrading are three elements of "human", "goods" and "field", which is a major manifestation of the consumption and retail business, including the opportunity of e-commerce service platform rebuilt by electricity supplier transaction volume reconstruction.

"People refer to what the users are and what their insight is; what is the opportunity for goods, including category brand; what kind of media and consumption scenarios are there?" Ji Wei said that when multiple factors change, there is an opportunity to generate large companies, which is the underlying logic that the consumer track is not affected by short-term shocks.

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