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不善言辞的凯
2021-09-15

cya

Ma Huateng and Chen Rui began to compete with Luckin for jobs

继瑞幸之后，互联网大厂都瞄准了“提神”生意。

Ma Huateng and Chen Rui began to compete with Luckin for jobs

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{"i18n":{"language":"en_US"},"data":{"magic":2,"id":882878002,"tweetId":"882878002","gmtCreate":1631679103906,"gmtModify":1676530607166,"author":{"id":3574949151479747,"idStr":"3574949151479747","authorId":3574949151479747,"authorIdStr":"3574949151479747","name":"不善言辞的凯","avatar":"https://static.tigerbbs.com/c033dc70494a2a10365873921595e3cb","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":4,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>cya</body></html>","htmlText":"<html><head></head><body>cya</body></html>","text":"cya","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/882878002","repostId":1172088615,"repostType":2,"repost":{"id":"1172088615","kind":"news","pubTimestamp":1631673959,"share":"https://ttm.financial/m/news/1172088615?lang=en_US&edition=fundamental","pubTime":"2021-09-15 10:45","market":"us","language":"zh","title":"Ma Huateng and Chen Rui began to compete with Luckin for jobs","url":"https://stock-news.laohu8.com/highlight/detail?id=1172088615","media":"AI蓝媒汇","summary":"继瑞幸之后，互联网大厂都瞄准了“提神”生意。","content":"Author/Yang LeiAfter Luckin, big Internet companies are aiming at \"refreshing\" business.On September 2nd, Shanghai Dongmo Industrial Co., Ltd. underwent industrial and commercial changes, and Shanghai, an affiliate company of Station B, was added<a href=\"https://laohu8.com/S/BILI\">Bilibili</a>Technology Co., Ltd. is a shareholder, and the registered capital of the company increased from RMB 7,184,800 to RMB 8,142,800, an increase of 13.33%. Shanghai Dongmo Industrial is the parent company of SEngine Yingji Coffee.Station B also joined the army of big factories investing in coffee.Earlier,<a href=\"https://laohu8.com/S/00700\">Tencent</a>In February and July of this year, they invested<a href=\"https://laohu8.com/S/THI\">Tim Hortons</a>And algebraic coffee two brands. On May 24th, Meituan Longzhu exclusively invested hundreds of millions of dollars in coffee brand Manner. Then, ByteDance also injected capital into Manner in June.Even<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>It also quietly entered the catering track, and its own consumer brand Zhihu Zhiwu created three kinds of hanging ear coffee.Ma Huateng and Chen Rui grabbed business with Ruixing, which is just a corner where the whole Internet industry pays attention to catering. In the post-epidemic era, big Internet companies have started the mode of \"not doing their job properly\", and they have gone to the sea to become cooks.According to the data released by Forward-looking Industry Research Institute, 2018 is an investment window for the catering industry. In the next two years, the investment enthusiasm gradually declined. In the post-epidemic era, capital enthusiasm broke out. As of August 2021, there were 86 investment and financing incidents in China's catering industry, involving an investment and financing amount of 43.91 billion yuan, twice that of 2020.<img src=\"https://static.tigerbbs.com/f809be12a534acc2324d3b3145f79158\" tg-width=\"550\" tg-height=\"377\" referrerpolicy=\"no-referrer\">Statistics from Forward-looking Industry Research InstituteThis further proves that a new round of catering cycle has been started. In this round, Internet companies have become a part of catering investment and financing that cannot be ignored.Why is it a big Internet company?With the new consumption boom rolling in, offline catering has become the main force of consumption.In the past two years, star companies and cutting-edge brands such as Heytea, Hefu Laomian, Meet Xiaomian, Banu Hot Pot, Momo Dim Sum Bureau, etc. have gathered together to complete financing. Not only star institutions such as Sequoia and Hillhouse are grabbing crazy, but Internet giants such as Tencent, Ali, ByteDance, Meituan and Bilibili are also laying out.At the beginning of July, ByteDance affiliated companies invested in Sanfa Catering, a catering company headquartered in Changsha, Hunan Province. The latter owns the tea brand \"Lemon Season. Hand-made Lemon Tea\". Earlier, it successively invested in coffee brand Manner, light food brand Shark Fite and liquor brand Houxue Liquor Industry.Meituan Longzhu has successively invested in chain brands such as Heytea, Manner, Mixue Bingcheng, Guming and Happiness Western Cake;<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>It doesn't invest in too many catering brands itself, but its associated Yunfeng Fund has successively invested in Jiahe Yipin, Jane Eyre, Weilong and other catering and food brands. In 2020,<a href=\"https://laohu8.com/S/IQ\">iQIYI</a>It also entered the catering industry across the border and registered a catering enterprise named Beijing Gerui Fu Catering Management Co., Ltd.<img src=\"https://static.tigerbbs.com/1cf5ddd37ca69f4226807e72c72ef69c\" tg-width=\"550\" tg-height=\"314\" referrerpolicy=\"no-referrer\">The data comes from Tianyancha, source: YimaAs an investment company, Tencent has a more sensitive sense of smell. Since 2020, it has invested in six catering and food retail brands. Besides Tims Coffee, there are Algebraic Coffee, Heytea, Hefu Lo Noodles, Shengxiangting and Weilong.Many people are curious, why Internet companies began to invest frequently in the catering industry?Actually, this makes sense. First of all, from the perspective of the general trend, the Internet outlet has reached the ceiling, and the industry is seriously involved. Therefore, investing in the real economy can not only enable Internet companies to deeply deploy offline, but also better guarantee their ability to resist risks. As an important part of the real economy and new consumption, catering also conforms to the trend of the times.For example, Tencent's enthusiasm for investing in new tea drinks and Chinese fast food is high, mainly because it takes a fancy to the traffic under the head brand \"10,000 stores mode\". For Tencent's<a href=\"https://laohu8.com/S/300959\">Online and offline</a>The business has played a natural connecting role and also helped Tencent to take root in the local life sector.Secondly, the main reason for Internet investment in catering is to expand young user groups.Judging from the catering categories invested by big factories, new tea drinks, coffee, wine drinks, noodles, snacks, etc. are basically aimed at young people in high-tier cities. This group of people is a deep participant in the Internet and a group of users with the most sustainable spending power. Therefore, the accurate delivery of young people in high-tier cities is the layout made by Internet companies for the future.It is worth mentioning that since the anti-monopoly supervision of the Internet, the disorderly expansion of capital has been restricted. That is to say, major Internet companies are not allowed to abuse their market dominance, administrative rights to exclude or restrict competition, and illegally implement concentration.This means that the era of disorderly expansion of the Internet has ended, and big manufacturers need to find more socially meaningful investment targets. Therefore, big manufacturers have set their sights on the real economy.According to some insiders, the competition in the domestic Internet field nowadays is not only carried out at the level of products and business models, but also \"investor competition\". If a start-up gets investment from a platform enterprise, it will have an advantage over other start-ups.Correspondingly, big factories extend their tentacles wide enough, also in order to consolidate their business territory in various circles.Why is Station B also very positive?As far as Station B is concerned, in the past few years, with the continuous expansion of business, the investment territory has also been constantly expanding, and its investment strategy is still close to young users, constantly deepening the moat.According to the investment data of CVSource, up to now, Station B has made 134 investments, with a cumulative investment amount of more than 4 billion yuan, of which 1/3 of the investments will be completed after 2020.From the perspective of the types of investment targets, in the past few years, the investment of Station B has focused on the cultural field as a whole. Before 2020, Bilibili mainly invested in companies in games, animation, film and television, MCN and other cultural fields. Typical cases include Ai Man,<a href=\"https://laohu8.com/S/03700\">Yingke</a>, Palm Reading, Heartbeat Network,<a href=\"https://laohu8.com/S/01003\">Huanxi Media</a>、<a href=\"https://laohu8.com/S/00302\">China Hand Tour</a>Etc.Since 2021, Bilibili has turned its investment focus to the consumer industry. Similar to coffee, burgers, cosmetics, Hanfu and other items that young people like.<img src=\"https://static.tigerbbs.com/debbe17de013f05efd48959fdf303e4c\" tg-width=\"550\" tg-height=\"336\" referrerpolicy=\"no-referrer\">Picture from * Hamburg official microOn the 2021 Q2 earnings conference call, when asked about the future advertising growth point of Bilibili, Li Ni, vice chairman and COO of Bilibili, said, \"Following the pace of user growth, we have also actively expanded new industries, industries with larger budgets, such as automobiles and new domestic products.\"The layout of catering is an important part of Bilibili's investment in new domestic products.It's not blind. The food gene of Station B itself is strong enough. Not only does the food up owner in Taiwan support one side of Station B, but Station B also makes its own food documentaries \"A String of Life\" and \"Life is Boiling\", which have an enthusiastic response. Extending from content to entity also gives B more imagination at the commercial level.In 2021, the popularity of the catering track also prompted Station B to stand together with the top and cutting-edge catering brands. Station B can bring natural online traffic to these brands; The offline layout of these brands also makes up for the shortage of offline traffic in Station B.In fact, the layout of Station B is late.The giant's layout of catering has reached the point where the gun goes off. Take coffee as an example. In terms of brand tonality, product price and geographical layout, they have been in close contact with each other.Manner Coffee invested by Meituan Longzhu and ByteDance started in Shanghai and gradually expanded to Suzhou, Beijing, Chengdu, Shenzhen and other cities. At present, there are about 170 stores nationwide, but Shanghai has always been the base camp, accounting for more than half of the number of stores at present; Tims Coffee, invested by Tencent, also chose Shanghai as a foothold in China, and then extended to East China, South China, Southwest China and other regions, with more than 200 stores nationwide.<img src=\"https://static.tigerbbs.com/9ec50dc35e38ff3b9ed3a10b7ffe3a79\" tg-width=\"550\" tg-height=\"366\" referrerpolicy=\"no-referrer\">Bili's investment in Yingji Coffee, to some extent, is a follow-up strategy. Eagle Coffee focuses on the mode of \"offline stores + FMCG products\". Most of its stores are located in Shanghai, but in terms of scale, it is far inferior to Manner and Tims. There are only three stores, which take the route of \"small but beautiful\".In other words, on the single product track of coffee alone, Tencent, Meituan, Byte and Bilibili are concentrated in Shanghai.In addition, from a geographical perspective, Station B has innate advantages in catering layout in Shanghai. For example, two newly invested projects, Yingji Coffee and * Burger, are both local catering institutions based in Shanghai.As early as January this year, Station B spent 8.1 billion yuan through its affiliated company to acquire a plot of land in Yangpu District, Shanghai. It is located in the East Bund of Yangpu. It is a scarce plot along the Yangtze River, with a transfer area of nearly 130,000 square meters and a construction area of 360,000 square meters. The nature of the land includes street, commercial, office, lease and cultural and sports land.<img src=\"https://static.tigerbbs.com/c0712291b5137b1c38da71ea72b01822\" tg-width=\"550\" tg-height=\"401\" referrerpolicy=\"no-referrer\">It is reported that Station B bought land in Yangpu District, Shanghai, in order to build a new headquarters similar to Akihabara, a two-dimensional commodity distribution center in Japan. In the planning blueprint of Station B, this is a two-dimensional landmark that combines eating, drinking, playing, online and offline, and these restaurants invested by Station B that meet the aesthetics of young people are related to this layout.At present, these catering companies invested by Station B have great geographical limitations, and their brand positioning is relatively niche and small in scale. Whether they can grow into a national \"10,000-store model\" and become the top players in the future still needs a question mark.","source":"lmh","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Ma Huateng and Chen Rui began to compete with Luckin for jobs</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nMa Huateng and Chen Rui began to compete with Luckin for jobs\n</h2>\n<h4 class=\"meta\">\n\nAI蓝媒汇2021-09-15 10:45\n\n</h4>\n</header>\n<article>\nAuthor/Yang LeiAfter Luckin, big Internet companies are aiming at \"refreshing\" business.On September 2nd, Shanghai Dongmo Industrial Co., Ltd. underwent industrial and commercial changes, and Shanghai, an affiliate company of Station B, was added<a href=\"https://laohu8.com/S/BILI\">Bilibili</a>Technology Co., Ltd. is a shareholder, and the registered capital of the company increased from RMB 7,184,800 to RMB 8,142,800, an increase of 13.33%. Shanghai Dongmo Industrial is the parent company of SEngine Yingji Coffee.Station B also joined the army of big factories investing in coffee.Earlier,<a href=\"https://laohu8.com/S/00700\">Tencent</a>In February and July of this year, they invested<a href=\"https://laohu8.com/S/THI\">Tim Hortons</a>And algebraic coffee two brands. On May 24th, Meituan Longzhu exclusively invested hundreds of millions of dollars in coffee brand Manner. Then, ByteDance also injected capital into Manner in June.Even<a href=\"https://laohu8.com/S/ZH\">Zhihu</a>It also quietly entered the catering track, and its own consumer brand Zhihu Zhiwu created three kinds of hanging ear coffee.Ma Huateng and Chen Rui grabbed business with Ruixing, which is just a corner where the whole Internet industry pays attention to catering. In the post-epidemic era, big Internet companies have started the mode of \"not doing their job properly\", and they have gone to the sea to become cooks.According to the data released by Forward-looking Industry Research Institute, 2018 is an investment window for the catering industry. In the next two years, the investment enthusiasm gradually declined. In the post-epidemic era, capital enthusiasm broke out. As of August 2021, there were 86 investment and financing incidents in China's catering industry, involving an investment and financing amount of 43.91 billion yuan, twice that of 2020.<img src=\"https://static.tigerbbs.com/f809be12a534acc2324d3b3145f79158\" tg-width=\"550\" tg-height=\"377\" referrerpolicy=\"no-referrer\">Statistics from Forward-looking Industry Research InstituteThis further proves that a new round of catering cycle has been started. In this round, Internet companies have become a part of catering investment and financing that cannot be ignored.Why is it a big Internet company?With the new consumption boom rolling in, offline catering has become the main force of consumption.In the past two years, star companies and cutting-edge brands such as Heytea, Hefu Laomian, Meet Xiaomian, Banu Hot Pot, Momo Dim Sum Bureau, etc. have gathered together to complete financing. Not only star institutions such as Sequoia and Hillhouse are grabbing crazy, but Internet giants such as Tencent, Ali, ByteDance, Meituan and Bilibili are also laying out.At the beginning of July, ByteDance affiliated companies invested in Sanfa Catering, a catering company headquartered in Changsha, Hunan Province. The latter owns the tea brand \"Lemon Season. Hand-made Lemon Tea\". Earlier, it successively invested in coffee brand Manner, light food brand Shark Fite and liquor brand Houxue Liquor Industry.Meituan Longzhu has successively invested in chain brands such as Heytea, Manner, Mixue Bingcheng, Guming and Happiness Western Cake;<a href=\"https://laohu8.com/S/BABA\">Alibaba</a>It doesn't invest in too many catering brands itself, but its associated Yunfeng Fund has successively invested in Jiahe Yipin, Jane Eyre, Weilong and other catering and food brands. In 2020,<a href=\"https://laohu8.com/S/IQ\">iQIYI</a>It also entered the catering industry across the border and registered a catering enterprise named Beijing Gerui Fu Catering Management Co., Ltd.<img src=\"https://static.tigerbbs.com/1cf5ddd37ca69f4226807e72c72ef69c\" tg-width=\"550\" tg-height=\"314\" referrerpolicy=\"no-referrer\">The data comes from Tianyancha, source: YimaAs an investment company, Tencent has a more sensitive sense of smell. Since 2020, it has invested in six catering and food retail brands. Besides Tims Coffee, there are Algebraic Coffee, Heytea, Hefu Lo Noodles, Shengxiangting and Weilong.Many people are curious, why Internet companies began to invest frequently in the catering industry?Actually, this makes sense. First of all, from the perspective of the general trend, the Internet outlet has reached the ceiling, and the industry is seriously involved. Therefore, investing in the real economy can not only enable Internet companies to deeply deploy offline, but also better guarantee their ability to resist risks. As an important part of the real economy and new consumption, catering also conforms to the trend of the times.For example, Tencent's enthusiasm for investing in new tea drinks and Chinese fast food is high, mainly because it takes a fancy to the traffic under the head brand \"10,000 stores mode\". For Tencent's<a href=\"https://laohu8.com/S/300959\">Online and offline</a>The business has played a natural connecting role and also helped Tencent to take root in the local life sector.Secondly, the main reason for Internet investment in catering is to expand young user groups.Judging from the catering categories invested by big factories, new tea drinks, coffee, wine drinks, noodles, snacks, etc. are basically aimed at young people in high-tier cities. This group of people is a deep participant in the Internet and a group of users with the most sustainable spending power. Therefore, the accurate delivery of young people in high-tier cities is the layout made by Internet companies for the future.It is worth mentioning that since the anti-monopoly supervision of the Internet, the disorderly expansion of capital has been restricted. That is to say, major Internet companies are not allowed to abuse their market dominance, administrative rights to exclude or restrict competition, and illegally implement concentration.This means that the era of disorderly expansion of the Internet has ended, and big manufacturers need to find more socially meaningful investment targets. Therefore, big manufacturers have set their sights on the real economy.According to some insiders, the competition in the domestic Internet field nowadays is not only carried out at the level of products and business models, but also \"investor competition\". If a start-up gets investment from a platform enterprise, it will have an advantage over other start-ups.Correspondingly, big factories extend their tentacles wide enough, also in order to consolidate their business territory in various circles.Why is Station B also very positive?As far as Station B is concerned, in the past few years, with the continuous expansion of business, the investment territory has also been constantly expanding, and its investment strategy is still close to young users, constantly deepening the moat.According to the investment data of CVSource, up to now, Station B has made 134 investments, with a cumulative investment amount of more than 4 billion yuan, of which 1/3 of the investments will be completed after 2020.From the perspective of the types of investment targets, in the past few years, the investment of Station B has focused on the cultural field as a whole. Before 2020, Bilibili mainly invested in companies in games, animation, film and television, MCN and other cultural fields. Typical cases include Ai Man,<a href=\"https://laohu8.com/S/03700\">Yingke</a>, Palm Reading, Heartbeat Network,<a href=\"https://laohu8.com/S/01003\">Huanxi Media</a>、<a href=\"https://laohu8.com/S/00302\">China Hand Tour</a>Etc.Since 2021, Bilibili has turned its investment focus to the consumer industry. Similar to coffee, burgers, cosmetics, Hanfu and other items that young people like.<img src=\"https://static.tigerbbs.com/debbe17de013f05efd48959fdf303e4c\" tg-width=\"550\" tg-height=\"336\" referrerpolicy=\"no-referrer\">Picture from * Hamburg official microOn the 2021 Q2 earnings conference call, when asked about the future advertising growth point of Bilibili, Li Ni, vice chairman and COO of Bilibili, said, \"Following the pace of user growth, we have also actively expanded new industries, industries with larger budgets, such as automobiles and new domestic products.\"The layout of catering is an important part of Bilibili's investment in new domestic products.It's not blind. The food gene of Station B itself is strong enough. Not only does the food up owner in Taiwan support one side of Station B, but Station B also makes its own food documentaries \"A String of Life\" and \"Life is Boiling\", which have an enthusiastic response. Extending from content to entity also gives B more imagination at the commercial level.In 2021, the popularity of the catering track also prompted Station B to stand together with the top and cutting-edge catering brands. Station B can bring natural online traffic to these brands; The offline layout of these brands also makes up for the shortage of offline traffic in Station B.In fact, the layout of Station B is late.The giant's layout of catering has reached the point where the gun goes off. Take coffee as an example. In terms of brand tonality, product price and geographical layout, they have been in close contact with each other.Manner Coffee invested by Meituan Longzhu and ByteDance started in Shanghai and gradually expanded to Suzhou, Beijing, Chengdu, Shenzhen and other cities. At present, there are about 170 stores nationwide, but Shanghai has always been the base camp, accounting for more than half of the number of stores at present; Tims Coffee, invested by Tencent, also chose Shanghai as a foothold in China, and then extended to East China, South China, Southwest China and other regions, with more than 200 stores nationwide.<img src=\"https://static.tigerbbs.com/9ec50dc35e38ff3b9ed3a10b7ffe3a79\" tg-width=\"550\" tg-height=\"366\" referrerpolicy=\"no-referrer\">Bili's investment in Yingji Coffee, to some extent, is a follow-up strategy. Eagle Coffee focuses on the mode of \"offline stores + FMCG products\". Most of its stores are located in Shanghai, but in terms of scale, it is far inferior to Manner and Tims. There are only three stores, which take the route of \"small but beautiful\".In other words, on the single product track of coffee alone, Tencent, Meituan, Byte and Bilibili are concentrated in Shanghai.In addition, from a geographical perspective, Station B has innate advantages in catering layout in Shanghai. For example, two newly invested projects, Yingji Coffee and * Burger, are both local catering institutions based in Shanghai.As early as January this year, Station B spent 8.1 billion yuan through its affiliated company to acquire a plot of land in Yangpu District, Shanghai. It is located in the East Bund of Yangpu. It is a scarce plot along the Yangtze River, with a transfer area of nearly 130,000 square meters and a construction area of 360,000 square meters. The nature of the land includes street, commercial, office, lease and cultural and sports land.<img src=\"https://static.tigerbbs.com/c0712291b5137b1c38da71ea72b01822\" tg-width=\"550\" tg-height=\"401\" referrerpolicy=\"no-referrer\">It is reported that Station B bought land in Yangpu District, Shanghai, in order to build a new headquarters similar to Akihabara, a two-dimensional commodity distribution center in Japan. In the planning blueprint of Station B, this is a two-dimensional landmark that combines eating, drinking, playing, online and offline, and these restaurants invested by Station B that meet the aesthetics of young people are related to this layout.At present, these catering companies invested by Station B have great geographical limitations, and their brand positioning is relatively niche and small in scale. Whether they can grow into a national \"10,000-store model\" and become the top players in the future still needs a question mark.\n<div class=\"bt-text\">\n\n\n source：<a href=\"https://mp.weixin.qq.com/s/9BtpbfZ7lwk8Z1_CsF7FFQ\">AI蓝媒汇</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/e0af23f1b50ca4c8211a3f4ddd2d363c","relate_stocks":{"BILI":"哔哩哔哩","00700":"腾讯控股","09626":"哔哩哔哩-W","LKNCY":"瑞幸咖啡"},"source_url":"https://mp.weixin.qq.com/s/9BtpbfZ7lwk8Z1_CsF7FFQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1172088615","content_text":"作者／杨蕾\n继瑞幸之后，互联网大厂都瞄准了“提神”生意。\n9月2日，上海东磨实业有限公司发生工商变更，新增B站关联公司上海哔哩哔哩科技有限公司为股东，同时公司注册资本由718.48万元人民币增加至814.28万元人民币，增幅为13.33%，上海东磨实业正是SEngine鹰集咖啡的母公司。\nB站也加入了大厂投资咖啡的大军。\n早前，腾讯分别在今年2月、7月，先后投资了Tim Hortons和代数学家咖啡两个品牌。5月24日，美团龙珠独家投资咖啡品牌Manner数亿美元。紧接着，字节跳动也在6月注资了Manner。\n就连知乎也悄悄杀入餐饮赛道，旗下自有消费品牌知乎知物打造了3款挂耳咖啡。\n马化腾陈睿们跟瑞幸抢生意，这只是整个互联网行业关注餐饮的一隅之地。后疫情时代下，互联网大厂都开启了“不务正业”模式，纷纷下海做起了厨子。\n根据前瞻产业研究院发布的数据，2018年是餐饮行业的一个投资窗口，之后两年投资热度逐渐下降，后疫情时代下，资本热情爆发，截止2021年8月，中国餐饮行业投融资事件86起，涉及到的投融资金额439.1亿元，是2020年全年的2倍。\n统计来源于前瞻产业研究院\n这也进一步证明了，新一轮的餐饮周期已经启动，这一轮里，互联网大厂成为餐饮投融资不可忽视的一部分。\n为什么是互联网大厂？\n随着新消费热潮滚滚而来，线下餐饮成为了消费主力军。\n近两年来，喜茶、和府捞面、遇见小面、巴奴火锅、墨茉点心局等明星公司和新锐品牌扎堆完成融资，疯抢的不仅有红杉、高瓴等明星机构，腾讯、阿里、字节跳动、美团、B站等互联网巨头也在布局。\n7月初，字节跳动关联公司入股了一家总部位于湖南长沙的餐饮公司“三发餐饮”，后者拥有茶饮品牌“柠季.手打柠檬茶”，更早之前，陆续投资了咖啡品牌Manner、轻食品牌鲨鱼菲特和酒饮品牌厚雪酒业。\n美团龙珠先后投资喜茶、Manner、蜜雪冰城、古茗、幸福西饼等连锁品牌；阿里巴巴本身没有投资太多餐饮品牌，但其关联的云锋基金先后投资嘉和一品、简爱、卫龙等餐饮和食品品牌。2020年，爱奇艺也跨界进入餐饮行业，注册成立了一家名为北京格芮馥餐饮管理有限公司的餐饮企业。\n数据来源于天眼查，图源：逸马\n腾讯作为一家投资公司，嗅觉更为灵敏，从2020年起就已经投资了6个餐饮和食品零售品牌，除了Tims咖啡之外，还有代数学家咖啡、喜茶、和府捞面、盛香亭和卫龙。\n很多人都在好奇，为什么互联网大厂开始频频投资餐饮行业？\n其实这也在情理之中。首先，从大趋势上看，互联网风口已经触到天花板，行业内卷严重，因此，投资实体经济不仅能够使互联网大厂深入布局线下，在抗风险能力上也得到了更好的保障。餐饮作为实体经济、新消费的重要一环，此时入局也顺应时代潮流。\n比如腾讯在新式茶饮和中式快餐上投资热情高涨，主要是看中了头部品牌“万店模式”下的流量，对于腾讯的线上线下业务起到了天然的贯通作用，也有助于腾讯在本地生活板块扎根。\n其次，互联网投资餐饮最主要的原因就是扩展年轻用户群体。\n从大厂投资的餐饮品类来看，新式茶饮、咖啡、酒饮、小面、零食等，基本面向的都是高线城市的年轻人，这一类人群，是互联网的深度参与者，也是最具备持续消费能力的一批用户。因此，对于高线城市年轻人的精准投放，是互联网大厂面向未来作出的布局。\n值得一提的是，互联网反垄断监管以来，限制了资本无序的扩张，也就是说，互联网大厂不得滥用市场支配地位，不得滥用行政权利排除、限制竞争，不得违法实施集中等。\n这意味着，以前互联网无序扩张的时代已经结束了，大厂们需要找到更有社会意义的投资标的。因此，大厂们将目光放在了实体经济上。\n有业内人士称，如今国内互联网领域的竞争除了在产品、商业模式等层面展开，亦存在“投资者竞争”，如果一家初创企业获得平台企业投资，就会相比其他初创公司更具优势。\n相应的，大厂将触角伸的足够广，也是为了在‍各个圈层巩固自己的商业版图。\nB站为什么也很积极？\n对于B站而言，过去几年随着业务的不断扩张，投资版图也在不断的扩大，其投资策略还是紧紧贴近年轻用户，不断加深护城河。\n根据CVSource投中数据，截至目前B站累计投资134笔，累计投资金额超过40亿元，其中1/3的投资都是在2020年之后完成。\n从投资标的类型来看，过去几年B站投资整体聚焦在文化领域。2020年之前B站投资的主要都是游戏、动画、影视、MCN等文化领域的公司，典型的案子包括艾漫、映客、掌阅、心动网络、欢喜传媒、中手游等。\n进入到2021年以来，B站将投资眼光转向消费行业。类似咖啡、汉堡、化妆品、汉服等年轻人喜欢的项目。\n图片来源于粉红汉堡官微\n在2021年Q2财报电话会议上，被问及B站未来广告增长点时，B站副董事长兼COO李旎就表示，“跟随用户增长节奏，我们还积极拓展了新的行业，更大预算的行业，例如汽车和新国货。”\n对餐饮的布局，是B站投资新国货的重要组成部分。\n这并不盲目。B站平台美食基因本身就足够强大，不仅台内美食up主撑起了B站的一边天，B站还自制了美食纪录片《人生一串》和《生活如沸》，反响热烈。从内容向实体延伸，也给了B站在商业层面更大的想象空间。\n2021年，餐饮赛道的火热，也促使B站和头部的、新锐的餐饮品牌站在一起。B站能为这些品牌带来天然的线上流量；而这些品牌的线下布局也弥补了B站线下流量短缺的短板。\n实际上，B站的布局算是晚的。\n巨头布局餐饮，已经到了擦枪走火的地步。就拿咖啡来说，从品牌调性、产品价格、地域布局来说，彼此间已经短兵相接。\n美团龙珠和字节跳动投资的Manner咖啡从上海起步，逐步向苏州、北京、成都、深圳等城市拓展，目前全国门店约为170家，但上海一直是大本营，目前门店数量占比超过一半；腾讯投资的Tims咖啡也把入华落脚点选在了上海，随后向华东、华南、西南等区域延展，全国门店超200家。\n\nB站投资鹰集咖啡，在某种程度上来说，是走的跟随战略。鹰集咖啡主打“线下门店+快消产品”模式，其门店多数位于上海市，但从规模来讲，远不如Manner和Tims，仅有3家门店，走的是“小而美”的路线。\n也就是说，单就在咖啡这一个单品赛道上，腾讯、美团、字节、B站四家大厂集中在上海开打。\n除此之外，从地域来说，B站在上海布局餐饮有先天的优势。比如最近新投的两个项目鹰集咖啡和粉红汉堡，均为立足上海本土的餐饮机构。\n早在今年1月，B站就通过其关联公司豪掷81亿元拍得了上海杨浦区的一块地，位处杨浦东外滩，为稀缺的沿江地块，出让面积近13万平方米，建筑面积36万平方米。土地性质包括街巷、商业、办公、租赁和文体用地。\n\n据悉，B站在上海杨浦区买地，是为了打造一个类似于日本二次元商品集散地秋叶原的新总部。在B站的规划蓝图里，这是一个集吃喝玩乐、线上线下结合的二次元地标，而B站投资的这些符合年轻人审美的餐饮店，就是与这一布局有关。\n目前，B站投出的这几家餐饮公司地域局限性很大，品牌定位比较小众，规模较小，未来能否成长为全国性的“万店模式”，跻身头部玩家，还需要打一个问号。","news_type":1,"symbols_score_info":{"09626":0.9,"00700":0.9,"LKNCY":0.9,"BILI":0.9}},"isVote":1,"tweetType":1,"viewCount":2052,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":3,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}