档案库 · 消费应用 · 财务决策 · 2017–2018
Instacart融资2亿美元，估值42亿美元，保持杂货配送中立以对抗亚马逊
在亚马逊收购全食超市（其最大合作伙伴兼投资者）后，Instacart融资2亿美元，估值42亿美元，押注于在所有主要超市中保持中立比Prime更有优势。
Instacart
做的是什么生意
Instacart delivers groceries from partner supermarkets using its own shoppers and couriers, charging customers a markup and delivery fee, sharing revenue with the chains and selling ads to consumer brands — it owns no stores.
启动资金：$200M round led by Coatue Management with Glade Brook Capital Partners and existing investors; roughly $900M raised in total.
起因
By March 2017 Instacart had raised $400M at a $3.4B valuation, after roughly $260M at $2B, selling a simple model: customers paid a markup plus delivery fee, consumer brands paid to advertise, and grocery partners such as Whole Foods shared revenue. Whole Foods was both an investor and one of Instacart's largest urban partners — until June 2017, when Amazon agreed to buy it.
经过
The Amazon threat became concrete in February 2018 when the retailer began testing two-hour Whole Foods grocery delivery with Prime. Instacart answered with a $200M round at a $4.2B valuation led by Coatue Management and Glade Brook Capital Partners. Its counter-move was already under way: Albertsons signed in November 2017, adding 1,800 stores by mid-2018, and Instacart had deals with every top-six North American grocer except Walmart. The pitch, per TechCrunch, was a platform approach — expanding beyond Amazon's footholds and acting as a neutral third party for grocery chains looking for an edge against Whole Foods.
还没有结局，它还在跑。
背景
Instacart于2018年2月12日宣布以42亿美元估值融资2亿美元，由Coatue Management领投，Glade Brook Capital Partners跟投，使总融资达约9亿美元。此次融资在亚马逊的深度不确定性中进行，亚马逊已于2017年6月同意收购Whole Foods，使Instacart最大的城市合伙伙伴变成最强大的对手。
Instacart的模式使其成为他人店铺下的平台：顾客支付加价和配送费，消费品品牌支付广告费，连锁超市分享收入。这种中立性是对惧于亚马逊的零售商的卖点：在2017年11月签约Albertsons后（到2018年中达1800家门店），Instacart与北美前六大连锁超市（除沃尔玛外）都有合作，并可在亚马逊占据据点的市场之外扩展。
压力迫在眉睫：在Instacart宣布前一周，亚马逊开始测试Prime的全食两小时配送。TechCrunch认为这轮融资是及时发现应对之策的资本，Instacart能通过保持中立和多连锁替代方案来战胜亚马逊——投资者愿意为此定价42亿美元。
这件事要成立，得有什么
- 亚马逊收购Whole Foods使Instacart最大伙伴变成最强对手，迫使中立平台策略浮出水面。
- 平台模式——合作商店、购物员和快递员——让Instacart签下受亚马逊威胁的连锁店，包括Albertsons的1800家门店。
- 美国消费者每年在家食品支出超过7270亿美元，市场足够大，投资者相信可以容纳多个配送赢家。
- 在亚马逊仍在扩张时以42亿美元融资，让Instacart获得资本扩至亚马逊据点之外。
可借鉴之处
当最大客户变成最大竞争对手时，最有力的位置是其他人都需要的中立层：亚马逊的进入推动连锁超市拥抱Instacart，估值达42亿美元。
后续进展
截至2018-02-12，2亿美元融资刚刚公布：Instacart估值42亿美元，总融资约9亿美元，而亚马逊前一周已开始测试Prime全食两小时配送。TechCrunch预计Instacart将扩展至亚马逊据点以外，并作为中立第三方继续增加连锁店，此条目止于公告。
资料来源
- Instacart has raised another $200M at a $4.2B valuation
- Instacart raises $400 million at a $3.4 billion valuation to deliver groceries on demand
- Instacart signs deal with Albertsons
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