When the capital is still studying how to save money from the pocket after 00, it has already begun to control the capital after 00.

At the end of July, the financing news of Wufeng Technology, an online celebrity digital marketing company, caught our attention. In this company's newly completed A+ round of financing, Betta only got the status of follow-up, but it was led by an unknown institution: Egg-raising Unlimited Venture Capital. What's even more amazing is that the founder and Dai of the egg collection are two "post-00 s".

The complete structure of this new institution shows that these two teenagers are not playing with tickets. At present, the fund management scale of egg breeding is 1 billion RMB, which will be expanded to about 654.38+billion RMB in the next two years. Their vision is to build a "next generation cultural consumption universe" through investment, and the investment logic is to find projects with different responsibilities according to the map. For example, Wufeng is the entrance of young traffic, and the national project they are doing is the origin of their own IP.

When I met them in Shanghai, they didn't wear suits and ties like investors, but wore T-shirts like young people everywhere on the street, and were not even used to business routines such as shaking hands and greeting. However, it seems that they are not going to imitate their predecessors, but are very concerned about preserving their post-00 characteristics. "Because the egg fundraising invests in young entrepreneurs and projects that meet the lifestyle of young people, the image after 00 is an advantage rather than a disadvantage." They said to 36Kr.

In this project, they will show a kind of "next generation investment" which is different from the traditional one.

They didn't ask Wufeng for help through traditional FA channels. As early as 20 18, when he and Dai met experts with the "Xing Hang" App, they knew the founder Wu Difei. At that time, they met with Lei, former managing partner and deputy chief operating officer of King & Wood Law Firm. Under the introduction of Lei, they consciously met a group of young people who are interested in starting a business, and Wu Difei is one of them. Later, because he was optimistic about this group of young people, Lei Jia joined Yangyan and Wufeng Technology to become partners and CFO respectively.

This logic of "making friends with entrepreneurs first" has been maintained to this day. In addition to similar platform channels, college students' business incubator is also an important channel to contact entrepreneurs. At present, Egg fund has established business alliances with Fudan University and other universities in Shanghai and Zhejiang, and regularly communicates with entrepreneurs in incubators and holds activities.

In the eyes of some investors, a young man who wants to start a business still has a long way to go from a real entrepreneur, but in the eyes of He Dai, starting a business is not "premature" because of his age. "We can see from ourselves that the generation after 00 matures earlier, everything will be ahead of schedule, and so will entrepreneurship." Li Dongze said. "As long as there are entrepreneurial genes, they will try even if they fail. Such people will succeed sooner or later. " And raising eggs is to find opportunities to enter during the growth of entrepreneurs.

Taking this relationship as a starting point, raising eggs and five phoenixes grow together. Before Wu Difei started his business, He Dai kept in touch with Wu Difei. Two years later, both of them agreed with each other's ideas. "We and Alex (Wu Difei) have never regarded Wufeng as MCN with a monthly profit point of 3%. Everyone's common understanding is that Wufeng will be the builder, operator and liquidator of the future world flow asset ecology. "

Although we are already friends, we still made a round of analysis before investing. They told 36Kr that the team is the most important reason for spending 30% of their money: the founders of the post-90s led the post-90s players' team to deeply cultivate the post-90s consumers, who are highly educated, international and have the background of studying abroad.

In He Dai's view, millennials grew up in 20 years when their national strength increased sharply, their material needs were fully met, they saw a lot of the world and their self-confidence was unprecedentedly high. Reflected in consumption, this generation pays more attention to spiritual consumption, does not follow the rational consumption logic of the previous generation, and is only willing to pay for their own products. Therefore, all walks of life have opportunities for new brands to appear, as long as they really understand what young people need.

Therefore, for investors, the urgent task has become to find entrepreneurs and projects that understand young people. This can also explain why "kindergarten learning" has almost become a prominent school in the investment community in recent years. There are always investors who show their sincerity in getting close to young people by "looking at miles and playing blind boxes". However, Egg Chip believes that "understanding young people" may not be what the previous generation learned, but it is an innate ability for young entrepreneurs who grew up in the same environment. Just like every time Li Dongze got a project called "For Young People", he would take the product and ask his friends around him. If he asks around and says he is not interested and won't buy it, then he is basically sure that the project can't be done. This is why they are very sure that they have the opportunity to "post the next WeChat": "Only young people will know what kind of social interaction they need most."

If we say that "every generation has a story of a generation", it is obviously an innate advantage to have a stronger sense of body and affection for new things. Dai told 36Kr that although institutions are generally willing to invest in young people in recent years, many "well-known investors" don't really understand young people's projects, but they will give grand guidance with their own experience, which makes entrepreneurs with the mentality of "meeting their elders" more nervous. In this case, they will be more willing to choose an egg to raise money with them.

Compared with the track division of traditional funds, the two young investors believe more in consumer groups and scenarios. At present, Egg Breeding focuses on the favorite fast-moving consumer goods and entertainment products after 00, and cuts into the hard technology field by supporting entrepreneurs after 00. But the future is more than that. What they want to see is the adaptation of young people in various scenarios, and it is any product that meets the material life and spiritual needs of the post-00 generation. With the growth of young people, the possibility of raising eggs is unlimited.

Any logic is reasonable as long as it can justify itself, but logic without practice is meaningless. They understand that whether this brand-new style of play, an institution initiated and operated after 00, can work needs to be proved to the market with more cases.

As for why you should start with investment, Dai said more out of a sense of responsibility: "Young entrepreneurs need people who really understand and are willing to support them. We are such people. " They said with a kind of frankness exclusive to teenagers: "Our time has come, not to say that we should cater to the tastes of the previous generation, but that they should try their best to adapt to our lives, because youth is full of infinite possibilities and we symbolize the future."