Zhu Xiaomu wants to win once
Written byStarry Night.
EditLi Jinlin.
Typographyannalee
Zhu Xiaomu started a business again, standing by Luo Yonghao's side for 12 years, Zhu Xiaomu still wants to win once.
Recently, a number of ** reports said that Zhu Xiaomu started a business again and founded a company called "Age-Reducing Coffee". Zhu Xiaomu once said that age-reducing coffee does not compete with coffee brands or health products, but to create a new category.
From the No. 0001 employee of Hammer Technology, to the flow Fulu e-cigarette, the live broadcast room of Make a Friend, and then to the age-reducing coffee, Zhu Xiaomu seems to be gradually stepping out of Luo Yonghao's halo and trying to win on his own.
However, in the domestic coffee market, consumers' awareness and quality requirements for coffee continue to improve, and consumer demand still needs to continue to be explored. Will the "migrant workers" who use coffee as their rations be willing to believe that a cup of coffee can bring anti-aging effects?
Zhu Xiaomu, who really wants to win
Zhu Xiaomu has always had a bigger label in the eyes of the public - "the man next to Luo Yonghao". When he learned that Luo Yonghao was going to found Hammer Technology, Zhu Xiaomu resolutely decided to return to China to join the team and become an employee of Hammer Technology 0001, and since then, the bond between Zhu Xiaomu and Luo Yonghao can no longer be untied.
Zhu Xiaomu was both the earliest and the latest to leave. The position of vice president of product of Hammer Technology has been sitting for seven years, even if the company's executives left one after another, Zhu Xiaomu still waited until Hammer Technology was completely sold before leaving. Loyal to Luo Yonghao, Zhu Xiaomu once said: "Even if he wants to start a business and sell diapers, I will go with him to sell diapers." ”
Indeed, later, the two not only aimed at the e-cigarette outlet at the same time, but also worked together to create a "Make a Friend" live broadcast room and staged a "true legend". However, this time to start a business, Luo Yonghao's role is much less. Zhu Xiaomu chose the age-reducing coffee track this time, and joined hands with partner Yang Xiangji to bring products developed from overseas to China to open up the market.
Netizens' doubts.
Compared with the opening and closing of the previous ventures, Zhu Xiaomu has a new goal this time。In an exclusive interview with "Chinese Entrepreneur", Zhu Xiaomu mentioned, "Wanting to win has always been a big proposition for me, which is particularly important. "The last time Zhu Xiaomu stood on the tuyere to start a business, the project was flow Fulu e-cigarette, but it can be regarded as a well-known brand, but it is a pity that the policy and regulatory storm came suddenly, and this project could only end hastily.
At that time, the capital chain of flow Fulu e-cigarette company was broken, the management did not pay wages for many months, and the original official price of 39 yuan of cigarette cartridges was "cheaply sold" by **commercial as low as 6 yuan**, and it was rumored that these low-priced goods were used by flow Fulu e-cigarette company to offset the payment before circulation.
The age-reducing coffee project is expected to have a different outcomeOn the one hand, after experiencing the entrepreneurial failure of flow Fulu e-cigarettes, Zhu Xiaomu was much more cautious in choosing projects and wanted to make a project that could be done for a long time. On the other hand, Yang Xiangji, the partner selected this time, is the chairman of tap4fun, and the revenue of the game business can sustain the operation of the age-reducing coffee project, so there is no need to rush to prove anything to the capital market for the time being.
It's just that whether the new consumption track is good or not depends on whether the product has hard power.
The effect of exaggeration needs to be studied
After their debut in the Chinese market, Zhu Xiaomu and Yang Xiangji both publicly publicized the team background and product efficacy of Age-Reducing Coffee. However, the expressions of these two founders have made many people feel that they are a little exaggerated.
Regarding the entrepreneurial track, Zhu Xiaomu emphasized that "age reduction" is the brand name, and age reduction coffee is the track, and Zhu Xiaomu believes that they now monopolize the track. Yang Xiangji said: "The company is registered in Oxford, UK, and we have been operating in the UK for two or three years since 2021. The co-founders included Chinese and British. You can understand it as a bit similar to NVIDIA, the founders are Chinese, white, and people from various countries, and the same is true for the management team. ”
Whether it is a "self-created" track or a benchmark against NVIDIA, people can feel Zhu Xiaomu and Yang Xiangji's confidence in the project, but at the same time, it is easy to attract doubts.
At the same time, Zhu Xiaomu said that the research and development process of age-reducing coffee was rigorous, and a series of small-scale tests were done at the beginning. These trials are designed to prove the effectiveness of the product, but also provide strong support for the scientific and effectiveness of the product. But soon some netizens pointed out that the so-called test was actually based on a small sample, that is, a case study of 7 healthy people for 6 months, which was not universal.
Even if various experiments continue in the future, the sample size will be further expandedAt present, such a small number of experimental samples can be matched with a variety of promotional copy, which can easily make consumers have negative emotions about the tone of the entire brand.
Ingredient promotion of age-reducing coffee.
Regarding the efficacy of the product, Zhu Xiaomu's statement is also a little unbelievable. "I would think that our coffee is more likely to make our users 20 years younger. This means that when your family or you are 45 years old, you will look like you are 25 years old, and every one of your cells will be detected at the level of a 25-year-old. That's one of our biggest motivations. Zhu Xiaomu said.
To know,There are many products that make a fuss about the enduring topic of "age reduction", but it is rare to boldly say that you can rely on drinking coffee to achieve 20 years younger.
At present, the zinc scale has been found through the official ** understanding of age-reducing coffee, which claims to contain 17 kinds of ingredients such as pyrroloquinoline quinone disodium salt, taurine, niacinamide, vitamin C, zinc gluconate, turmeric, tea theanine, ginseng, dihydroquercetin, blueberry anthocyanins, etc., but the specific addition ratio is unknown, and the role that can play in "reducing age and anti-aging" is unknown.
In terms of price, 31 pieces of age-reducing coffee*** are 320 yuan, with a total price of 900 yuan or more 5 pieces, 2000 yuan or more 10 pieces, 3000 yuan will give 14 pieces, and 5000 yuan will give 28 pieces. Judging from the current pricing, age-reducing coffee is indeed going its own way, with almost no description of coffee bean flavor, flash dissolution technology, etc., with a large number of ingredients added to set a higher than the coffee powder products in the new consumer market and even offline fast food coffee.Does anyone really expect coffee to be anti-aging?
The feedback from the product when it first came out can often reflect some of the problems that existed in the early stages of the design of the product to a large extent. There is such a poll discussion on Weibo about age-reducing coffee: Do you think the concept of age-reducing coffee appeals to you? Of the 486 people participating, 334 votes were cast for the "Don't attract, don't want to buy" option.
The comments below this Weibo are even more direct, "This name is very bad, it is like a ** artifact anti-cancer miracle drug, and when you hear it, you will collect IQ tax" "What is age-reducing coffee, do you drink a cup of life for a few days", and some people even pointed out that "although the company has registered the 'age-reducing' trademark on the coffee category, the completion of the registration does not mean that the use of 'age-reducing coffee' does not have the risk of violating the advertising law." ”
Source: iiMedia Consulting.
Actually,Whether it is product naming or efficacy promotion, the age-reducing coffee in Zhu Xiaomu's mouth is not quite like the new consumer products that promote style and seize Generation Z today, but more like the middle-aged and elderly health care products that would appear on TV sales many years ago. When Zhu Xiaomu said that half a year after coming into contact with age-reducing coffee, he pulled out a hair that turned from white to black on his head, and the "taste" of TV sales became even more rushed.
Looking at the entire coffee track, the Chinese market does need to be further developed. According to the "Consumer World" report, in 2022, the market size of the global coffee industry will exceed 400 billion US dollars. Among them, the market size of China's coffee industry was about 145.4 billion, a year-on-year increase of 2867%。Although the domestic coffee consumption market is not as mature as the United States, Germany, France and other North American and European regions, it has broad growth space and is in a stage of rapid development, and the size of China's coffee market will reach 180.6 billion yuan in 2025.
In the domestic market, instant coffee has a relatively higher market share due to its advantages of lower quality, portability, and earlier penetration. However, with the advancement of urbanization and consumption upgrading, the proportion of freshly ground coffee has gradually increased. In 2022, the market size of freshly ground coffee will be 12.2 billion yuan, accounting for 8% of the total scale of the coffee industry39%。
In other words,Although in recent years, major chain coffee brands have been "rolling up and dying" in the freshly ground coffee market, but the scale of instant coffee is still not negligible. Therefore, Zhu Xiaomu is very optimistic about the future development of age-reducing coffee. "Human science and technology have been promoting the healthy development of human beings, and the life expectancy of human beings has been accelerating at a very high rate in the past 100 years. It is true that people live longer and younger, which is inseparable from dietary supplements. Zhu Xiaomu mentioned in an interview that he believes that with reference to the development of the medical beauty industry, we can know the future market space of this coffee.
But one thing that should be thought out clearly is, in the future, will the age reduction coffee find out coffee lovers from the audience group of health care products, or find a group of audiences from coffee lovers who are concerned about anti-aging? Although Zhu Xiaomu wants to show that age-reducing coffee is a new track independent of these two tracks, in fact, the overlap between age-reducing coffee and the consumer groups of these two tracks is very high.
In addition, Zhu Xiaomu's statement that he monopolizes the age-reducing coffee track is probably not entirely correct. For a long time, functional coffees such as enzyme coffee, L-carnitine coffee, probiotic coffee, protein coffee, vitamin coffee and other functional coffees have emerged in an endless stream, and the added ingredients also overlap with age-reducing coffee.