Xiaojiwan Secures $5 Million in Seed Round Funding, Aims at New Alcoholic Beverage Market for Young People

36Kr learned that "Xiaojiwan", positioned as a new alcoholic beverage solution provider for young people, completed a seed - round financing of 5 million RMB on November 26, 2025. The investor is Jincang Investment. This round of financing will be mainly used for product and supply - chain construction and the development and deployment of the store POS system, mini - program, and membership management system.

Brand Positioning and Core Advantages: Building a Full - Scenario Alcoholic Beverage Ecosystem for Young People

Qingdao Xiaojiwan Digital Technology Co., Ltd. was established in 2025 and is committed to providing full - scenario alcoholic beverage solutions for young consumers.

The company starts with retail sales of loose alcoholic beverages. Its product portfolio covers seven categories of alcoholic beverages, including craft fresh beer, creative fruit wines, cocktails, and non - alcoholic drinks, supplemented by food for pairing with alcohol and peripheral products. Its core advantage lies in relying on the founder's self - owned craft beer factory supply chain in Qingdao to optimize costs and building a digital middle - platform system from the very beginning to improve operational efficiency.

With the new alcoholic beverage experience featuring low alcohol content, fun, and scenario - based consumption, it aims to capture the nighttime consumption mindset of young people and create a third consumption scenario of "coffee for refreshment, milk tea for satisfaction, and Xiaojiwan for a gentle buzz". New strategies for innovative alcoholic beverages:

Taste Innovation: Innovative flavors such as "tea + alcohol fusion", "fruit + alcohol fusion", "coffee + alcohol fusion", and "milk + alcohol fusion".

Packaging Innovation: Using degradable and trendy cups and supporting DIY sticker customization.

Service Innovation: Providing interactive experiences such as "cocktail mixing teaching" and "alcoholic beverage blind boxes".

Cultural Innovation: The concept of self - indulgent consumption and the idea of healthy drinking.

Market Opportunities and Differentiated Strategies: Solving Traditional Pain Points and Precisely Meeting the Needs of Generation Z

The scale of China's alcoholic beverage retail market exceeds 1.5 trillion RMB. Among them, the compound annual growth rate of the loose alcoholic beverage segment market reaches 25%, and it is expected to exceed 30 billion RMB in 2025. However, the traditional market has pain points such as insufficient standardization, severe product homogenization, and fragmented channel experiences in individual workshops. In the face of the traditional sales model of alcoholic beverages, Xiaojiwan's differentiated strategy lies in its combined innovation of "product + scenario + operation". Its flexible metered sales (starting from 50ml), package combinations for different scenarios such as solo drinking, social gatherings, and parties, and a digital operation system based on LBS data for dynamic product selection and AI - predicted inventory aim to precisely meet Generation Z's consumption needs for personalization, socialization, and instant convenience.

Xiaojiwan has planned two store formats: "Master Stores" and "Community Stores". Through the 1 + N model of "one Master Store radiating more than five Community Stores", it forms an offline layout where the experience center and the terminal fulfillment network cooperate. Master Stores focus on light social interaction and content incubation, while Community Stores focus on efficient take - out and delivery services. The goal is to build a new young - oriented alcoholic beverage retail ecosystem that integrates online and offline operations. The company plans to start the trial operation of its first store in Qingdao on January 1, 2026, and plans to open 50 stores in Shandong Province in 2026 and expand nationwide in 2027.

Core Team and Development Vision: Creating the "Luckin" of the New Alcoholic Beverage Industry

The founder, Wang Chengsen, is a serial entrepreneur with more than 20 years of business combat experience. He said that he will focus on providing consumers with healthy, affordable, and high - quality alcoholic beverage products, convey a positive lifestyle through alcoholic beverage consumption, and at the same time help young people start light - burdened businesses, making Xiaojiwan an enterprise that practices social values. Wang Chengsen's profound industrial background and accurate insight into consumption trends provide strong support for the core aspects of Xiaojiwan, such as supply - chain building and brand operation. The founding team includes former senior executives from chain enterprises such as Ba Wang Cha Ji, Mixue Bingcheng, Luckin Coffee, and Helens, with rich industry operation experience, which helps the brand to layout and develop in the new alcoholic beverage track.

As young consumers pursue "quality - price ratio" and diversified experiences, the alcoholic beverage market is facing an opportunity for structural reconstruction. Xiaojiwan uses "All the young people's drinks are at Xiaojiwan" as its brand slogan. By integrating the operation logic of the tea - beverage industry with the innovation of alcoholic beverage products, it tries to carve out a new young - oriented, digital, and scenario - based path in the traditional market dominated by giants. Its partnership - based expansion model of "full - trusteeship + O2O" and the digital capabilities deeply integrated since its establishment will be the key tests and potential barriers for its subsequent large - scale replication.