according to media reports, the domestic low-temperature yogurt head brand Jane Eyre yogurt has successfully completed the B round of financing, and the old shareholders Jingwei China, Black Ant Capital, CITIC Agricultural Fund and Maixing Investment continue to increase their prices, while the new shareholders are Sequoia China, Yunfeng Fund, Purui Investment Fund and Dehong Capital, with the financing amount of RMB 8 million. It can be seen that the capital market is optimistic about the new consumer dairy track at present, and it can also be seen that there is no popularity of low-temperature yogurt products in China at present.

Low-temperature yogurt has become a star product thanks to two major factors: first, the improvement of national consumption power and the popularization of the concept of healthy living; Second, the marketing efforts of dairy enterprises are constantly increasing.

China's yogurt products are mainly divided into two types: normal-temperature yogurt and low-temperature yogurt. The former will be sterilized at high temperature after fermentation to facilitate storage, while the latter needs cold chain supply throughout the process, but it retains more probiotics and nutrients and has better flavor.

Before 215, due to the restriction of transportation and storage conditions, most of the yogurt market was room-temperature yogurt. The market size of this sub-product in China was about 2 billion, which can be said to be fierce competition.

At that time, the mode of "normal temperature yogurt plus star marketing" has been the prescribed action of dairy giants. However, there are always some "different types" in the industry who dare to fight a "blood road" in the field of low-temperature yogurt that even the head dairy companies dare not try easily. It is Jane Eyre yogurt.

In 214, Xia Hai Tong and his team founded Pucheng Dairy with the initial intention of "making a cup of safe milk for their family and children". In 215, they launched the low-temperature yogurt brand "Jane Eyre Yogurt".

at that time, the first problem faced by enterprises was not spending money on advertising and marketing, but how to make good products with unique competitive advantages. Based on this, Jane Eyre yogurt, which has no intention of marketing, has been investing in equipment and production lines at the production end, and it cost more than 1 million yuan in the first five years of its business.

It is this spirit of "craftsman" that Jane Eyre yogurt attracts a large number of like-minded dairy people. Top animal husbandry such as Australia-Asia Ranch and Modern Animal Husbandry have reached in-depth cooperation with Jane Eyre Yogurt.

After the A round of financing in 22, Jane Eyre Yogurt has been used to build a factory in Fengning, Hebei Province, which is located in the global golden milk source belt at 41 degrees north latitude. After completion, it will be the only factory in the world that focuses on the production of low-temperature dairy products without additives. This round of 8 million yuan financing will also be used for pasture construction. At this point, the model of "pasture+factory" of Jane Eyre yogurt has begun to take shape.

Wang Ziting, global managing director of Purui Investment Fund, said that Jane Eyre Yogurt used all the financing for the construction of high-quality milk sources and top-grade pastures, and directly anchored the internationally recognized first-class cattle raising team in the market, all of which reflected the team's ultimate insistence on product quality.

self-built supply chain is a "stupid" thing with extremely high difficulty coefficient, and this kind of "stupidity" is exactly a very important consideration for our investors when looking for evergreen consumer goods brands, and it is also the core for the company to build high barriers and realize high value. We very much recognize the original intention of Jane Eyre yogurt-"to make a cup of good milk for your family and children". Every step of Park Cheng's development has interpreted and adhered to this initial intention.

According to the data of Pucheng Dairy Supply Chain Center, the core indicators of raw milk used in Jane Eyre yogurt in 22 are basically no less than 3.2g protein per 1ml, less than 4, somatic cells /ml and less than 1, CFU/ml colonies, all of which meet or exceed the EU standards. In the future, the core indicators of raw milk will be constantly refreshed. High-quality raw milk will be used not only to produce low-temperature yogurt, but also to produce pasteurized fresh milk.

Jane Eyre's "cramming" quality of yogurt is the insistence on the initial intention of the enterprise. This persistence has made Jane Eyre yogurt popular with consumers.

according to AC Nielsen data, even in 22, when the epidemic was raging, the overall low-temperature yogurt market sales fell by 12.5% year-on-year, Jane Eyre yogurt still increased instead of falling, rising against the trend, and the sales increased by over 7%. By December, 22, the compound annual growth rate of Jane Eyre yogurt in the past five years was 19%, and it has become the first-selling low-temperature yogurt brand in boutique supermarkets represented by OLE, member stores represented by Metro, online channels represented by Tmall and new retail channels represented by Boxma Xiansheng.

Jane Eyre Yogurt continues to make efforts to build a super supply chain, constantly upgrade the milk source and improve the technology, so as to consolidate the quality of raw milk and production to the extreme; Only to provide consumers with higher quality and more differentiated low-temperature dairy products, and continue to create value for consumers.