Gao Rong Capital Han Rui: New Crowd Enters A New Stage Of Life, New Demand Brings New Opportunities For Consumption And Investment.

From the new electronic business platform to many, fresh electricity platform Ding Dong buy vegetables, to the consumer brand perfect diary, Yuan forest, Gao Rong capital is capturing a series of star startups in the consumer related field.

These projects reflect the systematic investment logic of Gao Rong capital in the consumption field. Recently, Han Rui, managing director of Gao Rong capital, accepted an exclusive interview with the economic report in twenty-first Century.

New crowd is the first driving force.

Han Rui said that in the field of consumption, Gao Rong capital wanted to continue to search for "New Supply" in the market. These new supplies were driven by "New Demand", while the new demand was determined by "new People". Therefore, the team believes that the new crowd is the first driving force.

In the view of Gao Rong capital, the new group is more than young people, and all the people entering the new stage of life can be called "new crowd", including new mothers, new retirement, new housing and so on. When they enter a new stage of life, changes in consumer decision-making elements create new structural needs.

For example, young people in the first tier cities are more willing to exchange money for convenience, while fresh retail businesses represented by Ding Dong buy vegetables and Pu Pu supermarket, have seized these new demands. The team hopes to find and invest irreversible trends in this context.

Traditionally, the consumer domain will divide the track between brands and channels, goods and services. But Han believes that this classification may fail. In the next 5-10 years, the new consumer giants will be characterized by integration of brands and channels, and integration of goods and services. In the future, "scenes and functions" will replace the "category" as the first label of consumer companies, such as Ding Dong buying dishes to solve the table problem. The perfect diary solves the dresser problem.

When it comes to judging projects, Gao Rong capital favors both internal and external projects. That is to say, external energy can create value for consumers in a long period of time. In the industry, we can make intensive efforts in the industry, and constantly improve our industry standards through our own efforts.

Epidemic factors strengthen Matthew effect

Since 2018, short videos and live goods have been popular. Let the perfect diary stand on the draught. This beauty brand has only been established for three years, but it has become the leader of the national cosmetics category, and has won the investment of Gao Rong capital, high leverage capital and CMC capital.

It is reported that Gao Rong capital in 2018 has been the perfect diary of the parent company Yi Xian Electric providers, and then continue to add. "When we invest, the brand is still on the eve of the outbreak. But at that time, we observed very valuable elements from both quantitative and qualitative dimensions. Han Rui told the twenty-first Century economic report.

In terms of quantity, the team saw that the index of perfect diary was far ahead of the track. In qualitative terms, one was in the early days when the company was in a difficult time, and insisted on making such a slow but correct thing like "pipe Pearson plan". Two, at a very early time, the perfect diary clearly defined not only a Brand Company but an infrastructure company. The perfect diary is just the first car on the highway to repair, very vision. As a result, Gao Rong invested in it early.

Since the beginning of this year, the outbreak of the new crown pneumonia has had a severe impact on all walks of life. Han Rui believes that from a longer time cycle, the epidemic will not lead to a fundamental change in the big consumer industries. It is more like a catalyst to speed up some changes.

Among them, Gao Rong capital observed two trends and changes. First of all, the epidemic has further strengthened the Matthew effect of the leading companies, and the head company that has the core competitive advantage will have greater potential for development.

Second, the two themes of convenience and health will bring a big reshuffle to the food and beverage industry in the future. Around the convenience, 3R foods (Ready to Cook, Ready to Eat, Ready to Heat, namely hot ready to eat food) are rising. Around health, 3 low (low sugar, low salt, low fat) is becoming the mainstream of consumption. (Editor: Lin Kun)