Daily Heiqiao has successively obtained more than 100 million yuan of A+ and B rounds of financing, and is the first consumer product brand invested by iQiyi

36 Krypton learned that the new consumer brand "Daily Heiqiao" has recently received more than 100 million yuan in A+ and B rounds of financing.
The A+ round was led by Source Code Capital, the old shareholder Tsingshan Capital followed the investment, and iQiyi participated in the investment; The investment was led by Wuyuan Capital, the old shareholder Source Code Capital, and Yuanxing Capital followed the investment.
According to reports, this round of financing will be mainly used for team building, product development, brand investment and other aspects.

Daily Heiqiao is a cutting-edge chocolate brand.
The parent company is LANDBASE.
The product features include sustainable development, Swiss origin, low sugar, zero added, and health.

It is worth noting that Daily Heiqiao is also the first consumer product brand invested by iQiyi.
Before this round of investment, the two parties had already carried out a series of cooperation in branding.
Daily Heiqiao sponsored iQIYI's popular variety show "China New Rap 2020", "Trend Partner 2", "Non-Daily Party" and so on.

Daily HeiQiao Products

Image source: Daily Black Qiao

Lincy, the founder of Daily Heiqiao, told 36Kr that the brand has determined the positioning of omni-channel development at the beginning of its establishment.
The ability of offline channels is also one of the key points for brands to gain the attention of investors such as iQiyi.

Shelves are the "competitive place" for FMCG and the "advertising space" for building brand awareness.
As a zero-food category, chocolate brands need to spread their products to the channels closest to consumers to attract consumers to make impulse purchases.
Therefore, the channel strategy of Daily Heiqiao is to "convenience stores as the core".
Only one year after the product went online, the brand has entered approximately 100,000 offline retail terminals, covering FamilyMart, Lawson, 7-11, Bianlifeng and other stores.

Lincy added that, compared to online brands that only sell on e-commerce channels, offline channels have helped Daily Heiqiao better accept traffic conversions from large platforms.
In addition, when naming the brand, the team directly linked the brand name to the "Black Qiao" category, and strengthened the presentation of the four words "Daily Black Qiao" in terms of outer packaging and offline materials, using limited shelf space to maximize Brand labels are passed on to consumers.

In the field of domestic chocolate fast-moving consumer goods, international fast-moving giants such as Mars, Mondelez, Ferrero, and Nestlé occupy most of the market share, and the market lacks highly-recognized domestic chocolate brands.
In recent years, under the trend of healthy diet, the product structure of the chocolate candy market, like the beverage market, is undergoing tremendous changes.
Daily Heiqiao is to cut in from such category opportunities and gain a place in the fiercely competitive market.

Cocoa itself is a healthy food, has antioxidant function, helps cardiovascular health, and can also replenish energy.
"Health" has become the core of the daily HeiQiao product strategy.
Avoiding the milk chocolate category with the highest concentration in the market, the daily dark chocolate is aimed at the high-growth dark chocolate in the early stage, and the small square box of black chocolate is launched, priced at 19.
8 yuan/box (7 pieces).

Daily HeiQiao Products

Image source: Daily Black Qiao

After subdivided categories occupy the minds of consumers, Daily Black Qiao took advantage of the trend to enter the more popular milk chocolate market, launching "dark milk chocolate" products, and continuing the "healthy" selling point.
According to Ethan, another founder of Daily Heiqiao, the cocoa content of this product is higher than the current products of the same type of channel, but the sweetness is only 60%-70% of the same type of milk chocolate, and the unit price is controlled within 10 yuan.
Daily Heiqiao is currently the only chocolate brand on the shelves of convenience stores that focuses on healthy concepts such as high dietary fiber.

In Ethan's view, the ceiling of chocolate products is not the category, but the consumer demand behind the category.
In the next step, the Daily Black Clever Plan explores the incremental market based on different life scenarios, and strengthens the functionality of chocolate in addition to the attributes of snacks.
The team will conduct consumer education around cardiovascular health care, learning and energy supplementation in the workplace, and develop vertical channels.
It has established a 10-person R&D team in the Swiss factory to strengthen the research and development of functional products and change consumers’ perception of chocolate.
Traditional cognition.

In April last year, Daily Heiqiao entered Lao Luo's live broadcast debut, becoming the youngest brand in the live broadcast.
At the brand marketing level, the brand has also carried out a series of joint cooperation, such as cocoa powder yogurt series jointly launched with Yili Zhixuan.

In 2020, Hei Sun Hei Qiao has also become the designated souvenir of "ELLE", "Mr.
Fashion", "Jia Ren", Chinese Film Festival, Fashion Week and other fashion events.
This year, Daily Heiqiao and Lane Crawford's three stores jointly launched products and became the designated chocolate brand of Harrods The Residence, a luxury department store in London, Shanghai.

Investment logic:

Yuan Ye, a partner of Wuyuan Capital, said: "Following Daily Heiqiao is to hear that many friends around me mentioned that this is the best chocolate they have eaten.
We believe that consumers' word-of-mouth recognition is a solid foundation for the growth of consumer brands.
Later, the exchanges with the Ethan and Lincy team made us more determined that this is a product-driven consumer brand company.
We agree with the company’s vision and make investment decisions at the first meeting.
It is a great honor for the team to trust and choose us.
We believe in the future daily Heiqiao will continue to bring more innovative and delicious products to consumers and grow into an important brand in the lifestyle of a generation.
"

NCG：“，，，、“”，。，Day One、，，。

THE9IP，Dark Milk50，，。。IP。”

，：“。，，，，——‘’，、，。，，。，，——‘design in China，made in Switzerland’，，。 EthanLincy、。。”

：，！