Go to the supermarket to buy food, and then make a delicious and healthy meal

Go to the supermarket to buy food, and then do a meal of their own delicious and healthy meal, for many office workers is a relatively happy thing. But after a tiring day, how many people are willing to do that? The answer is, very little.

With the rise of E-commerce, many technology start-ups are naturally beginning to provide food delivery services. You can not go to the supermarket by yourself, just waiting at home to wait for food delivered to the kitchen. In 2009, the US venture capital agency invested 24 food-related companies, and in 2013 it grew to 57, a figure that may have to be doubled in 2014.

As a novel O2O mode, food materials subscription service is being warmly sought after in the world. For now, the United States has blue apron, plated and chefday, Britain has Gousto and housebites, and Germany has Kommtessen,kochzauber and Unsere Schlemmertüte ... There is a start-up company to some extent attracted the attention of the network--hellofresh.

Choosing the right investment organization for global expansion

In 2011, HelloFresh CEO Dominikrichter and co-founder Thomas Griesel and Jessica Nilsson decided to start a business in Berlin. After thinking twice, they decided to do the food market. "Choose to do food, on the one hand because the market has the opportunity, on the other hand, because we are familiar with food, and are willing to fight in this industry." I am very fond of eating, and very concerned about the nutrition problem-in fact, we are a few cargo. Richter recalls.

At the beginning of their existence, they chose to collaborate with the incubator rocket the Internet. It was the first time that Richter and several other founders had done larger companies, and decided to use the Rocket Internet's human and legal resources to expand markets in many countries, rather than wasting their resources. "We thought it was a rare opportunity and we could immediately penetrate the world's e-commerce market," he said. ”

Rocket Internet is a very interesting business model company, mainly in the United States and other regions of the successful replication of mature business model to the growth market, the local rapid formation of a team, set up a company, with a standardized process to set up a company, carry out business, do day-to-day operations, With the power of capital to expand the company to the first domestic scale.

At present, the HelloFresh market has expanded to six countries, in addition to Germany, the United States, the United Kingdom, the Netherlands, Austria and Australia. HelloFresh's team has expanded to 120 people and has offices in New York, London, Amsterdam and Sydney. In the first quarter of 2014 alone, HelloFresh more than 1 million times a monthly meal. The competitor, Blue Apron, is 600,000 times a month, and the market is limited to "most parts of the United States." ”

Why is HelloFresh worth paying attention to?

Competition is extremely fierce, the whole grocery market size although reached tens of billions of U.S. dollars, but this market has not only a large supermarket industry chain, but also every market segments have a lot of food brands. Fortunately, however, each country's market is fragmented, with strong regional, and food delivery service market potential is huge, even in a country's market you also face a number of companies to compete, but also to achieve good development.

For HelloFresh, the most important thing is to win new customers and market share fast growth in the fresh electricity market. Last June, HelloFresh received a 50 million dollar D-round investment from Insight Ventrue. The latest financing will be used to enrich the service and provide more choice of ingredients to enhance the user experience.

HelloFresh through to provide users with a lot of recipes, so that users can choose their favorite scheme, after confirmed that the company will replace users to the supermarket to buy the corresponding ingredients, and sent to the user's home. According to the instructions given, you can do a meal in half an hour. It is noteworthy that HelloFresh mainly provides a weekly order form, which can largely solve the supply chain and storage problems of fresh electric dealers, greatly reducing the operating costs.

HelloFresh wants users to gradually change their lifestyles. Let those who rely on the take-away, can make their own serious meal, to create a healthy attitude to life. The provision of custom recipes and food distribution services is very common, in the domestic, there are imitators "love to cook." But HelloFresh's marketing philosophy is really worth the domestic start-up companies to learn.

After the HelloFresh has completed its financing, a special offer for free food is on the line. Users can get 50 dollars worth of free food after uploading their food documents for the past year. These documents can come from any fast-food chain, McDonald's, KFC, Starbucks and so on, as long as the amount of documents is clearly visible. This unusual free promotion is known as "you ' re decoupled than takeout".

HelloFresh with a large number of fast-food chain enterprises to establish a cooperative relationship, and the fast-food chain enterprises and consumers to connect together, and through the temptation of free food, so that consumers more consumption, so quickly expand the market in a short time. HelloFresh's free food can be paid for by fast-food chains.

Here think of what, taxi software for red envelopes and advertising marketing. This will undoubtedly provide a new way of thinking about the problem of the education market which has plagued the domestic fresh electricity business for a long while.