36氪 was informed that the milk direct supply smart retail brand “Xin’an Selected” has completed a 20 million yuan Series A financing, with a post-investment valuation of 200 million yuan, and the investor is China Investment Jianke Investment Fund. This round of financing will be mainly used for basic capacity building of warehouse distribution, strengthening of commodity supply chain system, and launching of market growth plans.
Established in January 2022, Xin’an Optimal is an overall solution service provider for direct milk supply in the community. With smart milk retail terminals as the carrier, based on mobile Internet of Things technology, LBS positioning technology and visual recognition algorithm, it provides users with close-range, The self-service consumption scene integrates first-line milk brand resources, allowing consumers to purchase milk conveniently.
Xin’an preferred smart cabinets, photo courtesy of the interviewee
According to the founder Zhang Likun, Xin’an has integrated strategic cooperation channel resources for milk brands such as Guangming and Yili, and has reached in-depth strategic cooperation with newly-started brands such as Adopt a Cow and Bai Fei, creating a new model of milk retailing: The milk from the source pasture (factory) of the leading dairy company is directly supplied to households through the community milk direct supply station, cutting off the intermediate price increase link, and maximizing profits to consumers.
Zhang Likun told 36 Krypton that Xin’an preferred products not only sell for about 20%-30% cheaper than the market retail price, but also allow Xin’an’s preferred partners to have good profits, and are also more convenient and faster than traditional channels.
In recent years, with the improvement of public health awareness, domestic milk consumption is also increasing year by year, but compared with developed countries, there is still a big gap. According to public data, the per capita consumption of dairy products in China in 2020 is 42.1 kilograms, which is only 17% of that of the EU and 18.5% of that of the United States. In terms of milk consumption category, China’s per capita milk consumption in 2020 will be 42.1 kg. The amount is 17.6 kilograms, which is only 12.8% of Australia’s per capita milk consumption.
This also means huge room for growth. “For many consumers, the current price of milk is too expensive, and the purchasing channels are relatively simple and heavy.” Zhang Likun led the team to conduct market research for half a year, and cut in the way of community milk supply stations, in residential quarters, schools, office buildings, etc. Locally put smart milk retail terminal equipment.
According to official data, 40+ partners have been signed, nearly 200 communities have been installed in cabinets, and more than 100,000 people have been radiated. The community has achieved 500,000+ precise users. Currently, a single counter sells more than 20 boxes of milk per day on average. At the same time, the number of community purchases is also increasing. Basically, the unit price per customer is about 50 yuan, and the monthly revenue of a single counter is over 30,000. RMB, the net profit for a single counter is more than RMB 4,000 per month.
“Our industry belongs to a new business format, and there are not many direct competitors. On the one hand, the milk stations launched by traditional dairy companies do not do community, but only front-end depth is not enough, on the other hand, the new community e-commerce in the past two years. Under the price war, many are unsustainable. At this time, we use milk to cut into the track, and at the same time join our advantageous supply chain products that we have cultivated for many years. The moat is relatively deep, and we focus on products such as chicken, duck, fish, and other products in the community and households. We do not do high-loss vegetables, Fruit, the company has the underlying technology of interconnection + Internet of Things, and its core competitiveness is the national exclusive agency qualification contract for many large supply chains.” Zhang Likun said.
The core team of Xin’an has been deeply involved in catering and agriculture for many years, and has accumulated experience in technology, supply chain, and marketing. In the future, Xinan Optimal will recruit 300 district and county partners across the country to cover most of the country’s markets.
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