中国专业运动营养品牌“迈胜”完成近亿元A轮融资，持续深耕运动营养细分赛道

Core Insights - Misen, a professional sports nutrition brand under Mengniu Group, has completed nearly 100 million RMB in Series A financing, aimed at upgrading its R&D system, expanding its product matrix, and deepening market education to solidify its innovative leadership in China's sports nutrition sector [1][11] Investment and Support - The financing round was led by Xianle Health, a global leader in nutrition and health solutions, with participation from Hillhouse Capital and Mengniu Ventures, combining industry capital and parent company resources to support Misen's growth [3] - Xianle Health, as a leading provider of nutrition solutions, will not only provide financial support but also collaborate on supply chain, evidence-based nutrition research, and product development [3] - Mengniu Group has previously provided core support in R&D platforms, supply chain, and quality control, with Mengniu Ventures' additional investment reinforcing Misen's strategic positioning in the nutrition and food ecosystem [4] Product Development and Market Position - Misen aims to establish a competitive barrier through its core products, focusing on providing scientific and precise nutrition solutions for Chinese athletes, covering various endurance sports [5][11] - The company has developed a comprehensive product line, including professional training lines and daily vitality products, and has introduced several industry-first innovations such as liquid protein and liquid salt tablets [7] Business Model and User Engagement - Misen employs a "people strategy" by efficiently reaching target users through running group operations and event collaborations, enhancing user lifetime value and word-of-mouth marketing [9] - The brand has established deep partnerships with over 2,000 running groups and conducted more than 200 offline educational events, reaching a wide audience through various media channels [9] Future Outlook - Misen plans to continue its focus on the sports nutrition sector, expanding from endurance athletes to a broader health-conscious audience, and extending its offerings from event scenarios to everyday health [11]