It is not difficult for readers to find an advertisement for a health brand recently. In the advertisement, a slender woman drinks a new salad to maintain a healthy body. This is one of the promotion strategies of local start-up Allklear .
Allklear focuses on new salads , which can be brewed with water. One packet contains the same amount of nutrients and fiber as five bowls of salads, promoting a healthy lifestyle. The company recently completed Pre-A round of financing, with an amount of more than 10 million yuan. Investors include Miss Hong Kong 2020 champion Tse Jiayi, making the valuation nearly 100 million yuan. The company plans to add new products and enter different markets, and plans to go public in four years. The Pre-A round of financing completed by Allklear was led by Gobi Venture Capital. Other investors include Xie Jiayi, Dazheng Venture Capital, Vectr Ventures and Novel Tycoon . After financing, the company is valued at nearly 100 million yuan. Allklear mainly sells high-fiber new salad, and currently has two products, including the flagship product high-fiber new salad and high-fiber green "past" meal replacement.
The so-called "new salad" refers to a brand-new way of eating, by brewing the powder with water and drinking it, so that busy urbanites can enjoy it anytime and anywhere, becoming a future healthy food that combines nature and technology.
More than ten years of formula research and development
Allklear uses space food-grade freeze-drying technology and uses an exclusive golden ratio to extract various nutrients from 12 natural materials, including vitamins B , C , E , K , calcium, iron, zinc, magnesium, copper, and amines. 25 kinds of nutrients including amino acids and dietary fiber. Allklear meets many special requirements for space food, including small size, light weight, rich nutrition, and convenient eating. Drinking one pack is equivalent to the nutrition and fiber content of five bowls of salad, helping to relieve dietary imbalances, weight stress, and Gastrointestinal problems. Angus Ou, co-founder and chief marketing officer of Allklear , said: "There is a doctor among the founding team. He started researching convenient and healthy dietary formulas ten years ago, but he only used them for his own use and recommended them to his friends. After trying them, My friend found it quite effective, so he suggested commercializing it, established a company, and gradually implemented the plan.”
Focus on social media promotion
The founding team is a group of young people who love sports, pursue a healthy lifestyle, and care for the environment. Allklear was established in December 2018. They spent millions of dollars to further optimize the formula, including adjusting the taste, designing packaging, etc., and finally Launched on the market in July 2020 . Initially, it was only sold in its own online store. It launched in different multi-packs, with an average price of about 40 yuan per package. It also launched other accessories, including special water bottles. Allklear is mainly promoted through social media. Since its launch, it has cooperated with more than 5,000 KOLs and artists. After using the product, they share it on their social accounts and effectively reach potential users in Greater China, with a total of more than 2 billion times. In terms of online exposure, sales increased by 245% year-on-year in June this year.
Allklear also conducts offline promotions, including TV and MTR station advertisements. In addition, it has also become the designated health supplement drink for the 2021 Miss Hong Kong Pageant. "Marketing promotion is one of Allklear 's important strategies, and this part of the expenditure accounts for more than half of the total cost expenditure." In fact, there are already five green juices and juices that claim to have detoxification effects on the market, bringing competition to Allklear . The brand welcomes competition because it can promote progress. "Juice is generally made from four to five kinds of fruits, with fewer types of fiber. During the squeezing process of fruits, a large amount of fiber is lost, leaving only fructose. Since Allklear is made of 12 kinds of materials, its technology can preserve fiber and the effect is better. good." If they want to absorb enough nutrients and fiber from fresh food, many people eat meat.
However, animal husbandry has high carbon emissions and the shelf life of food is limited. In addition, during the cooking and eating process, food waste often occurs, which also leads to problems such as excessive packaging and disposable tableware, which has a certain impact on the environment. Allklear integrates technology into food to reduce unnecessary resource loss and food waste and practice sustainable development. Allklear just launched Greenshake meal replacement in July , and plans to launch several new products before the end of the year, including new salad recipes such as high protein, high calcium, and ketogenic, to provide customers with more choices. In addition to its own online store, Allklear has successively developed other online and offline distribution points, and has been put on the shelves of Watsons and city'super . Allklear 's main customer group is between the ages of 25 and 50 , with a slightly higher proportion of women accounting for about 60% of the total.
"We plan to open a brand store in Hong Kong in March next year. The concept is based on the salad bar, allowing customers to taste multiple products at once, increase interaction, and build the brand image." Allklear entered the mainland and Taiwan markets this year. Selling through online channels, the next step is to enter the English market.
Target annual sales of 1 billion yuan
"Many overseas companies have been approaching us and want to become Allklear 's agents, but we hope to develop the market on our own , which makes our development more flexible." Monthly sales reach several million yuan, and average monthly sales are expected to exceed 10 million yuan in 2022 . As a result of the financing, Allklear will accelerate the promotion of its brand to the international stage in the next year, with a target annual sales of 1 billion yuan, and plans to be listed in Hong Kong within four years.
Currently, Allklear's China, Hong Kong and Taiwan team has about 50 people, and plans to hire 10 to 15 more employees before the end of the year, including product development and marketing personnel, to keep up with the pace of development. If there is a need for funds, Agnus said he would not rule out another round of financing and hopes to find strategic partners to jointly develop overseas markets.
Infected by grandparents Xie Jiayi’s investment value-added
Miss Hong Kong 2020 champion Tse Jiayi has recently begun to participate in dramas, including "Love · Homecoming Happy Express", etc. The audience has the opportunity to see her performance on TV.
Assist in brand promotion
In addition to being an artist, Xie Jiayi has recently acquired another identity, that is, the investor and chief brand officer of Allklea . Her main job at Allklear is to assist in publicity, such as promoting products to KOLs and artists, and distributing samples to them for trial. She hopes that after they try it, they will share it on social media if they feel the effect is good.
Xie Jiayi has been busy with filming work recently. She returns to the company about one or two days a week to come up with new ideas with her colleagues and help with publicity and promotion. "A few months ago, I got a sample of the product to try out, and I felt it had a good effect after drinking it. Later I found that many KOLs and artists were sharing related products on social media, which attracted my attention." Among the investors of Allklear , someone knows Xie Jiayi, then introduced her to meet with the brand management personnel, so that she had a deeper understanding of the brand and found that the brand concept was good. Drinking the new salad can reduce excessive packaging and disposable tableware, and the materials are derived from nature and do not contain medicinal ingredients. It advocates environmental protection, veganism and carbon reduction, which is consistent with the life philosophy pursued by Xie Jiayi, so the cooperation was quickly concluded.
Exercise regularly to stay in shape
"As a user, I often provide advice to the brand, such as adding protein and other ingredients. The two parties often interacted with each other, which ultimately made me interested in investing in this company."
Xie Jiayi's grandmother often reminds her not to store money in banks because the interest rate on deposits is too low, and she must invest to increase the value. Her grandfather originally ran a porridge shop in Hong Kong, and her family also has a business background, so she also has some ideas about business. "Before returning to Hong Kong, I worked as a nurse in the UK. My job at that time could help many people. Artists can also help others through their influence. Investing in business and promoting health and environmental protection concepts can also help others." Because she has to be on camera, Tse Jiayi must always be in top shape. She says she has a "fat bottom" and can easily gain weight when eating. However, she also likes sweets, and Hong Kong is full of delicacies. In addition, the prices are cheap, which often makes her unable to Hold your tongue. Xie Jiayi eats pizza, ice cream and hot pot with her friends from time to time. These foods make her gain weight, so she has to exercise regularly to stay in shape. At the same time, she reminds herself to eat more fruits and vegetables. Allklear fresh salad allows her to maintain her body in a convenient way. healthy.
Economic weekly report: https://www.edigest.hk/%E8%81%B7%E5%A0%B4/allklear-%E5%85%A8%E6%B8%85-%E8%AC%9D%E5 %98%89%E6%80%A1-%E6%8A%95%E8%B3%87%E4%B8%8A%E5%B8%82-323205/