“Qiming Supply Chain” completed the Pre-A round of financing of tens of millions of yuan, and Panda Capital invested exclusively

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36氪 was informed that Shanghai Qiming Supply Chain recently completed the Pre-A round of financing of tens of millions of yuan, and this round was exclusively invested by Panda Capital. Future funds will be mainly used for system development, channel expansion and infrastructure investment.

Founded in 2016, Qiming Supply Chain is positioned as a national supply chain circulation service provider, mainly serving consumer goods tracks, including condiments, beverages, cleaning and beauty care, and snack foods.

At present, Qiming’s supply chain business mainly includes three parts: logistics services (warehousing, transportation, services, etc.), distribution system construction (for the lack of sales channels for brand owners and agents, Qiming supply chain can provide channel construction services), digitalization Systems (trading, management, finance, etc.). Among them, the construction of logistics and distribution system is the core charging business of Qiming, and the system is more of a service carrier. Through these three services, brands and agents are connected, covering the entire circulation of commodities.

The reason why they chose to cut into the consumer goods supply chain track is related to the founding team’s understanding of the industry. The management team of Qiming Supply Chain is composed of senior logistics, channel, finance and supply chain operators. Through years of industry practice, they have accumulated rich experience in commodity delivery, distribution channel operation, IT system and finance.

In the accumulation of years of practice, Qi Ming found that the industry background is no longer the same as 20 years ago. After five years of exploration, I visited 100+ agents and brands, and found some pain points in the industry.

The domestic consumer goods market is entering a new stage of development, with the diversification of sales channels, the constant changes in traffic portals, and the obvious trend of decentralization. This brings greater challenges to the basic asset investment of brands, distributors, and retailers in the development of product matrix, the establishment of distribution system, and the improvement of contract performance and delivery. detailed analysis:

For brand owners, the consumer goods market has developed rapidly in recent years, new consumer brands have emerged one after another, and the homogenization competition is obvious, which has caused a certain impact on established brands, which forces brand owners to develop more diverse channels. In order to get closer to consumers, to speed up the iterative update of products; for agents, it is also because of the impact of new brands, the days when one brand can make a steady profit in the past are no longer, they also need to expand more sources of goods, However, when there are many types of goods, inventory and transportation become a huge problem.

Both ends of the industry have their own needs, and this is where the opportunity for service providers lies. But how to seize the opportunity is another matter. From 2015 to 2016, founded by Qi Ming, it was the time when the B2B track was hot, but not many B2B service providers that emerged at that time survived. Qi Ming also found a way to survive in the ups and downs – not to touch the main business, only to do the service parts that are difficult and unwilling to do at both ends, such as warehouse construction, storage system construction, logistics and transportation.

Warehousing is a very critical and difficult part. Many agents are reluctant to put products in other people’s warehouses. This is also a problem that Qi Ming needs to overcome.

Another difficulty is that B2B manufacturers generally start based on a certain industry foundation, so the process from 0 to 1 is relatively simple, but from 0 to 1, when spreading out various regions, various difficulties will arise.

At present, Qiming’s backbone network covers 50 large and medium-sized cities across the country, mainly in Huadong, North China and Northeast China, and its business extends to more than 1,000 counties and villages. In the future, Qi Ming will replicate his own style of play in these three regions, expand regions such as South China, Southwest China, and Northwest China, and gradually expand the coverage of the national supply chain. In terms of brand owners, Qiming supply chain has established cooperative relations with hundreds of brand owners including Mengniu, Nestle, Totole, China Resources C’estbon, etc.

Liang Weihong, founding partner of Panda Capital, said: The domestic consumer goods industry has shown extremely high efficiency in product iterative research and development, with the emergence of new brands and the diversification of sales scenarios, all of which have an increasing demand for supply chain circulation services. The brand side hopes to connect more channels, cover a wider area, and hope to fulfill the contract more efficiently, while traditional dealers and retail service providers are also facing transformation or upgrading, and also need the support of the supply chain. Operation, delivery efficiency improvement, etc.

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