TipsYou, founded in 2020, is a brand of healthy snacks in China.
For a China person, the concept of health preservation may be like this: cold hands and feet should replenish qi and blood; Often eat cold drinks, the moisture in the body may be heavy, and it is necessary to eliminate dampness and strengthen the spleen; I have eaten a lot of takeout recently, and I need to do some detoxification and laxative work. ......
This idea of keeping in good health is obviously more friendly to China people. However, at present, the health care products on the market are mainly composed of compounds, including soft candy, which tastes better and is more convenient to eat. However, products prepared and supplemented with Chinese herbal medicines are rare.
In the eyes of China people, health care is an aftercare activity. To some extent, western compounds alone can't achieve it. Taking the east as an example, it can only be regarded as the need for iron supplementation in the west.
Under the traditional culture of China, the method of traditional Chinese medicine may be more suitable than compound health care products for the physique of China people. Therefore, China advocated the homology of medicine and food, inherited some classic formulas of traditional Chinese medicine, and made some innovations on this basis, including the innovation of carriers and the innovation of eating methods.
After the epidemic, the homologous market of medicine and food showed an obvious growth trend.
The research on "homology of medicine and food" in China (the first series of 20 19) shows that the output value of "homology of medicine and food" products has reached more than 300 billion yuan since 20 13, and it is increasing at the rate of 14% every year. In the future, according to the conservative compound growth rate of 10%, the output value of "medicine and food homologous" products will reach more than 500 billion yuan in 2025. If the compound growth rate of 14% is maintained, the market scale of medicine and food homology will exceed that of Chinese patent medicine, reaching one trillion yuan.
In addition, in June last year, 5438+065438+ 10/5, National Health Commission issued the "Regulations on the Catalogue Management of Substances Traditionally Belonging to Food and Chinese Herbal Medicines" (Guo Wei Shi Fa [2021] No.36), which clearly defined the scope of edible and medicinal substances.
This means that raw materials previously classified as OTC can also be used for "homology of medicine and food".
Unlike most health care products containing western compounds on the market, TipsYou hopes to be a nourishing brand containing Chinese herbal medicine, and use the unique advantages of China, a big country with raw materials, to launch its own brand of Chinese herbal medicine nourishing in China.
At present, TipsYou mainly has two series of products, namely, elaborate design series and tip series. Among them, Yan Tao Youfang and Good Night Tips have long occupied the top three in Tmall's fudge list.
Among them, good night tips: this product has added Chinese herbal medicines such as GABA, Ziziphus jujuba seed, bee flower and passion fruit. , can make people more calm and soothing. Although γ -aminobutyric acid is added, the amount is still controlled at the food level, which will not make people dependent like functional health care products, and meet the needs of people working under high pressure, that is, it has a regulating effect, is convenient to eat and has a good taste. Good night tip at present: This fudge is available at TipsYou Tmall's official flagship store.
Tip: Good night, tip.
In the middle of last year, TipsYou Tmall flagship store launched five tip products and completed angel round financing. In June of the same year, 5438+065438+ 10, three series products of "You Fang Xiao Sugar" were launched. Only ten days after its launch, two products in this series were selected into the TOP 10 list of Tmall Soft Candy, and at the same time, they were selected into the TOP list of China's most valuable new brand food. At present, the product repurchase rate is 12%.
Now the Z generation has carried the banner of health care, and there are many kinds of "fancy health care", such as food supplement, health care products, fitness exercises and aromatic massage. With the help of the time window of spontaneous health care for the whole people, TipsYou uses technology to narrow the distance between young people and Chinese herbal medicine, so that Chinese herbal medicine tonic no longer stays in the impression of multi-step and time-consuming.
Technically, the health of the East has always depended on the power of the plants themselves. How to turn them from plants into delicious and valuable food in packaging bags has become a major difficulty.
At present, there are two main extraction techniques, one is full spectrum extraction, and the other is effective extraction of components.
Full-spectrum extraction technology refers to the chromatogram or spectrogram that can indicate the chemical characteristics of some Chinese herbal medicines or Chinese herbal medicine preparations after proper treatment and certain analytical means.
Take ginseng as an example. Ginseng is composed of more than 20 substances. Unlike western compounds, it is clear which component has a certain effect. Ginseng does have the function of nourishing qi and blood, but it is difficult to know which one or several of the more than 20 substances of ginseng have the function of nourishing qi and blood.
Therefore, TipsYou chose the full-spectrum extraction technology in this case, that is, all the effective components were reduced at 1: 1, and there were more than 20 substances in ginseng, so TipsYou extracted all these 20 substances and put them into the product.
For example, TipsYou's "Yan Tao Oil Prescription", a kind of soft candy which mainly nourishes qi and blood, restores the prescription of Bazhen Decoction, an experienced prescription of Ruizhutang, also known as Sijunzi Decoction, which is used to nourish qi and blood, and is suitable for people with cold hands and feet who need to recuperate. TipsYou's Yan Tao Youfang uses eight herbs in Bazhen Decoction: angelica, ginseng, yam, mulberry, turmeric, Polygonatum sibiricum, poria cocos and licorice, but not some ingredients in these eight herbs.
To reach this level, the extraction technology needs to reach the molecular level. TipsYou R&D laboratory cooperated with Zhongke Molecular Research Institute in technology, which ensured the reduction degree of raw materials, opened up the supply chain of Chinese herbal medicine, food and functional supplements, and established high R&D barriers.
If you want to combine candy with Chinese herbal medicine completely, you can't do without the standardization of raw materials, formula and production technology.
At present, TipsYou has got through all three links. In the raw materials section, TipsYou has appointed long-term cooperative raw material suppliers. Due to the objective factors of raw materials, the next technological development of raw materials is an inevitable trend, that is, extraction technology, which has been solved by TipsYou Laboratory through exclusive cooperation. The laboratory has reserved 15+ medicine and food homologous formula, which can be put on the market at any time.
In terms of taste, TipsYou will invite consumers to participate in the creation of * * *. Sample 10- 15 flavors for each product to be launched, and invite 3000 little red book bloggers to vote on which flavor is the best. The first three voters will enter the venue quantitatively. At present, the three flavors that have been mass-produced are honey brown sugar flavor, mung bean smoothie flavor and orange oolong flavor.
TipsYou Taobao official flagship shop
Zhou Zhenyang, founder and CEO of TipsYou, graduated from the University of California, San Diego. He is the former deputy investment director of the listed company Jin Baobao (0 1239HK). ), focusing on investing in "new economy" projects. He once founded the Pu 'er tea brand "Prince Heshan", focused on creating "Mansong Pu 'er tribute tea", and successfully turned it into an explosive product in the circle of Pu 'er tea collectors, with annual sales exceeding 20 million yuan and rich brand marketing experience.
He Junzhi, co-founder and CMO, graduated from the University of California, Irvine. He is a veteran of brand omni-channel establishment and brand communication, and has many years of experience in brand management and operation. Good at large-scale promotion and landing of brands. Before joining TipsYou, he used to expand online channels for a brand from 0 to 1, landed in hundreds of stores across the country and managed a team of thousands of people.
At present, the health care market in China has exceeded one trillion yuan, and the market of homology of medicine and food has been gradually liberalized. More and more Chinese herbal medicines can begin to enter the food market and the mass market. In addition, the proportion of people who take this product after 90 years has increased by 40%, and the internationalization trend has become more and more industries under the epidemic. TipsYou was born under this window. With the continuous development of technology and taste, its development can be expected.
This article is from Entrepreneurship.