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 - Mengniu Group's sports nutrition brand "MaiSheng" has completed nearly 100 million RMB in Series A financing, aimed at upgrading R&D systems, expanding product matrices, and deepening market education to solidify its innovative leadership in China's sports nutrition sector [1][2] 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, highlighting the combined strength of industry capital and parent company resources [1][2] - Xianle Health's investment reflects its commitment to building a nutrition health ecosystem, providing not only financial support but also collaboration in supply chain, evidence-based nutrition R&D, and product development [1][2] - Mengniu Group has previously provided core support to MaiSheng, including R&D platforms, supply chain support, and quality control systems, with Mengniu Ventures' additional investment reinforcing its strategic focus on the nutrition and food ecosystem [2] Product Development and Market Strategy - MaiSheng operates the industry's first integrated sports function laboratory, combining professional nutrition research, performance assessment, and product development, resulting in a highly differentiated product competitive edge [3] - The brand has launched a complete product line, including professional training lines and innovative products like China's first liquid protein and the world's first liquid salt tablets, backed by multiple leading patents in the field [3] - MaiSheng focuses on a "population strategy," effectively reaching target users through running group operations and event collaborations, enhancing user lifetime value and word-of-mouth marketing [3] Future Plans - The recent financing will support MaiSheng's strategic development, expanding from aerobic endurance athletes to a broader sports health demographic and extending from event scenarios to daily health contexts [4] - The company aims to enhance the health levels of Chinese sports enthusiasts and contribute to the establishment of industry standards and sustainable development in the sports nutrition sector [4]