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    Home > Biochemistry News > Biotechnology News > Copy "Vitality Forest", the capital empire behind Tang Binsen

    Copy "Vitality Forest", the capital empire behind Tang Binsen

    • Last Update: 2021-04-16
    • Source: Internet
    • Author: User
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    Yuanqi Forest, Vigor 28, Ramen Talk, Panda Brewing, Wang Xiaolu.
    .
    .

    Behind these well-known Internet celebrity brands, there is a common investor: Challenger Capital.



    Since the beginning of this year, Challenger Capital has repeatedly made moves, and has added vegetable oil producer Jin Hao tea oil and boutique chain coffee brand M Stand to the investment map.



    The latest news, on February 26, Chaowan Company "Zifeiyu" completed 12 million yuan in A+ round of financing, and the investors also include Challenger Capital.



    Behind the intensive investment layout, the mystery of challenger capital has also been unveiled.


    The company was established in 2014 with Tang Binsen as the founding partner and Chen Hongyu and Zhou Hua as the partners.




    Many people are familiar with Tang Binsen-he is also the founder of the Internet beverage brand Yuanqi Forest.


    The growth of Yuanqi Forest can be described as rapid.
    Less than five years after its establishment, the entire network sales once defeated the international beverage giant Coca-Cola.
    In July 2020, Yuanqi Forest completed a new round of financing with a valuation of over US$2 billion, or approximately RMB 14 billion.




    Tang Binsen is both an entrepreneur and an investor.


    He tried to use Challenger Capital as a starting point to continuously replicate the "Vitality Forest".
    At the same time, Tang Binsen's own ambition and his "challenger" posture gradually became clear.




    Men of science and engineering in 1982, invested in more than 100 start-up companies

    Men of science and engineering in 1982, invested in more than 100 start-up companies



    Tang Binsen, born in 1982, has a "legendary" resume.



    Tang Binsen is from Hefei, Anhui Province.


    He graduated from Beijing University of Aeronautics and Astronautics in 2001, majoring in computer science.
    At the age of 22, he led a team to participate in an international programming competition and won a gold medal.
    After receiving a bonus of 250,000 yuan, he started his own business.




    In 2008, Binsen Tang founded Zhixingxingtong, cut into the game field, and made the "Happy Farm" that has taken the world by storm.


    After that, Zhixingtong made another hot game, "The Clash of Kings".




    In 2014, Zhixingxingtong was acquired by Chinese Media for 2.


    66 billion yuan, and Tang Binsen cashed out hundreds of millions of yuan from it.
    Holding a huge sum of money in his hands, he immediately founded Challenger Capital, and two years later, he founded Yuanqi Forest.


    Kaifu Li even praised Tang Binsen like this: "He is the most potential entrepreneur I have ever seen, and he may become the next Ma Huateng.
    "



    Tang Binsen is indeed a bit like Ma Huateng in the matter of extensive investment.



    Challenger Capital has invested in more than 100 start-up companies and has accumulated assets under management of 5 billion yuan.


    According to the official website, its investment landscape includes Tiger Securities, Hometown Interaction, Vitality Forest, Huo 28, Ramen Talk, BIGOFFS, Shizuren, Today Convenience Store, Panda Brewing, Guanyun Baijiu, Wang Hawthorn, Hummingbird Travel, KisKis, Xiaoxiong Drive, Dai Kesi et al.




    Focus on the field of consumption, copy the "Vitality Forest"

    Focus on the field of consumption, copy the "Vitality Forest"



    In general, Challenger Capital’s investment targets are concentrated in the two areas of consumption and TMT, and the focus on the consumption area has continued to deepen, including beverages, coffee, liquor, convenience foods, light meals and other aspects.



    Since the beginning of this year, the challenger capital shots are quite intensive.



    According to Enterprise Check, it has invested in 4 brands this year, of which 3 are consumer brands, including boutique chain coffee brand M Stand, high-end edible vegetable oil producer Jinhao tea oil, and children’s original IP and peripheral product development operator Zifei Yu, another is Pet'em, an Internet pet service platform.

    In terms of investment characteristics, Tang Binsen usually "intervened" earlier.


    Among the nearly 40 investment projects disclosed by Qichacha, most of the challenger capital began to participate in the angel round, and "angel round + A round + Pre-A round" investment accounted for more than 60%.




    Not only the participation time is early, but Challenger Capital also has a deeper investment link in the brand.
    It has continued to invest in multiple brands, even mergers and acquisitions, many of which are strategic investments.



    In the history of Guanyun Baijiu's investment, Tang Binsen's investment is all.



    Guanyun Baijiu was founded in 2014 by Chen Zhenyu, the “second generation of liquor” born in the 1990s.
    He comes from Shuanggou, an ancient town of traditional wine making.
    He hopes to combine his own winery and his Internet background to make a cost-effective liquor for young people.
    .
    Its positioning is "made for those who love and fear wine", and it is said that "drunk slowly, wake up quickly, and drink well.
    "



    In November 2015, Tang Binsen personally invested 5 million yuan and became an angel investor in Guanyun Beer.
    It is said that this investment was finalized very quickly.
    When Chen Zhenyu opened the first page of the ppt to introduce the market size, Tang Binsen interrupted him: "Skip this, I have studied it.
    " Chen Zhenyu turned two pages back, and Tang Binsen Decide to invest.



    Two years later, Tang Binsen's Challenger Capital made a round A investment in Guanyun Baijiu.
    On January 27 this year, Yuanqi Forest made a strategic investment of hundreds of millions of yuan.
    After the investment, Yuanqi Forest held 15% of the shares.



    In Guanyun Baijiu’s flagship store on Tmall, the monthly sales volume of a two-bottled Luzhou-flavor liquor is more than 1,000 pieces, and the price of a single bottle is less than 200 yuan.



    According to a late report, Guanyun Baijiu only serves as an online channel, and its online sales currently rank first among new-found baijiu brands, even surpassing the top baijiu brand Jiang Xiaobai.



    Among the investment projects of Challenger Capital, Yuanqi Forest is the biggest bright spot.



    This brand, which was invested and traded by Tang Binsen himself, was valued at RMB 14 billion in just four years.
    On Tmall Double 11 last year, Yuanqi Forest sold more than 20 million bottles of beverages, ranking first in the Tmall water category, surpassing the international giant Coca-Cola, which has dominated the list for many years.



    Challenger Capital's consumption tentacles are extending longer and longer, and the territory is getting bigger and bigger.
    Now it seems that Tang Binsen has obtained the explosive methodology from the Yuanqi Forest and continues to apply it to other consumer circuits, becoming a "explosive manufacturing machine".



    From the recent investment, we can find that Tang Binsen has not only invested through Challenger Capital, but has also begun to invest directly through Yuanqi Forest.
    The newest investor in Guanyun Baijiu is Yuanqi Forest, as is the specialty coffee brand Never Coffee.

    In February of this year, Yuanqi Forest invested in Never Coffee.
    At almost the same time, its affiliated company Aiwo Kafei (Beijing) Technology Co.
    , Ltd.
    also undergoes industrial and commercial changes, and Yuanqi Forest (Beijing) Food Technology Group Co.
    , Ltd.
    became the largest shareholder, holding 51% of the shares.
    Correspondingly, Challenger Technology, Beijing Hongtai Qihang Venture Capital Center (Limited Partnership) and natural person Lela withdrew from the investment of Icarfei.



    In the history of Never Coffee's investment, Challenger Capital and Zhixingtong have made strategic investment and Pre-A investment respectively, and the actual controller behind it is Tang Binsen.



    Never Coffee was founded in 2015, and its main selling point is low-sugar and sugar-free ready-to-drink coffee-it sounds like the "coffee version" of Genki Forest.
    In its Tmall flagship store, the price of 250ml/6 boxes of ready-to-drink coffee is only 29.
    9 yuan, which is less than 5 yuan per box.
    The monthly sales of this coffee on Tmall currently exceed 5,000 orders.



    The golden age of consumer product entrepreneurship, confronting giants

    The golden age of consumer product entrepreneurship, confronting giants



    The consumer brands that Tang Binsen founded or invested in are very young and aggressive, which also represents Tang Binsen's investment philosophy.



    Challenger Capital stated: "We are not an investment institution chasing the wind.
    We have our own mission.
    " The homepage of its official website reads: "China is promising, challenges giants, invests in good products, and believes in young people.
    "



    From Tang Binsen’s self-report, one can feel the style of this investment institution:



    "If you are disgusted with all the weird O2O concepts of those money-burning business models, you just want to steadily make a good thing and good service, please come to a challenger.
    "



    "We firmly believe that among the top ten companies in every industry in the world, there should be three Chinese companies.
    If you are ready to challenge these people who have not yet set foot in industries that are not yet confident, please come to challengers for sponsorship.
    "



    So ambitious, Tang Binsen is also qualified.
    A few smooth and legendary entrepreneurial journeys made it financially free, and easily turned from an entrepreneur to an investor; and personally produced the explosive drink Vitality Forest, which also convinced him that the giants can be defeated and China is full of opportunities.



    Tang Binsen shared an interesting point of view, "Don't study on the subway in New York" to prove the importance of election to the industry.
    His team used to do psychological testing projects for 3 years.
    Although it achieved the top of the industry, it still didn't make much money.
    Later, when they tried to make games, they didn't expect to produce such a hit as "Happy Farm".



    "From then on, I know that a good industry is different from a bad industry.
    In a good industry, you have been ranked 100th, 10th, and 20th, all of which are better than being the first in a bad industry.
    There is a big difference.
    "Tang Binsen found that great companies were born in great industries known to mankind, Apple, Google, Tencent, Ali, Budweiser, Coca-Cola, Nestlé.
    .
    .



    This made him firm one thing: think about the times when starting a business.



    He judged that the next five to ten years will be the prime time for new consumer brands.
    "China's future will not lack platforms, highways, high-speed rails, and high-rise buildings.
    What it lacks is companies that firmly utilize the world's best infrastructure and information highways to build products.
    "



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