36氪 was informed that the modern Chinese tea brand “ONCHA Begins to Drink Tea” (hereinafter referred to as “ONCHA”) recently announced the completion of Pre-A round financing of over 10 million yuan. Joyvio Ventures exclusively invested, and Fengyi Capital served as the long-term exclusive financial advisor. . This round of financing is mainly used for team building, product production, brand marketing and other aspects.
ONCHA products, photo courtesy of respondents
Founded in 2018, ONCHA is a pure tea brand that combines Chinese classical culture with modern aesthetics. It is committed to integrating Chinese tea into daily life scenes and helping consumers achieve “easy drinking of high-quality tea”.
The ONCHA product line is centered on China’s “Oriental Classic Original Leaf Tea”, covering 80% of the original leaf tea category from ration tea to professional tea. In addition, the ONCHA product line also includes the selection of representative “creative tea blends” from all over the world, and the peripheral product line of “Aesthetic Tea Life”.
Founder Li Angyun told 36氪 that the “ON” in “ONCHA” has two meanings: one is “On-Going”, hoping to accompany consumers all the way from the moment they start drinking tea; the other is “Focus On” ”, which represents the original intention of the team to focus on making professional and good tea. The core users are mainly young groups who are more pursuing the professionalism, quality and brand culture of tea.
On the supply chain side, ONCHA has penetrated into the six core tea origin areas in the country, has more than 30 exclusive cooperative tea gardens, and established three supply chain systems of “Manor Screening System”, “Tea Scoring System” and “Flavor System”. To ensure the quality of tea.
ONCHA products, photo courtesy of respondents
According to the characteristics of different types of tea, ONCHA has cooperated with more than 40 master craftsmen to develop and use unique technology to make different types and grades of tea into different packaging forms, taking into account the suitable brewing taste and the convenience of drinking, to satisfy consumers. From introductory experience to advanced tasting needs.
For different tea drinking scenarios, ONCHA has now launched two product forms: tea bags and bulk tea; in terms of product levels, it is divided into three levels: core production areas, master-made, and competition-level collections; and in terms of tea categories, It also covers black tea, green tea, oolong tea, Pu’er tea, etc. It is reported that since the first product was launched in July 2021, ONCHA’s monthly sales have exceeded 5 million yuan.
ONCHA products, photo courtesy of respondents
In Li Angyun’s view, for a long time, due to the inconsistency between the supply chain and consumers’ understanding, the cost of understanding and learning about tea is very high for young consumers. In addition, the industry threshold was set too high in the past, making it difficult for tea. To meet the basic needs of contemporary consumers’ daily beverages, in order to solve these problems, ONCHA is trying to establish some of its own standards, such as flavor system, drinking guidelines, etc., so that consumers can easily understand, drink conveniently, and form emotional resonance, thereby bringing tea and tea closer. The distance of contemporary consumers.
He said that ONCHA pays attention to the needs of the new generation of consumers, and hopes to redefine the Chinese tea culture belonging to the contemporary people and provide consumers with a relaxed and professional tea drinking experience.
Investor Joyvio Ventures believes that the steady growth of new brands in the Chinese tea field has emerged in an endless stream, but there has not been a big head brand that occupies the minds of consumers. ONCHA’s excellent product innovation, deep understanding of culture and international aesthetics make the brand Widely recognized by consumers. The founding team has been deeply involved in the tea industry for many years, and has strong control over the complex and scattered tea supply chain, and is expected to become the representative of the new generation of young people in tea.
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