The birthday scene of social death has added another fierce soldier! The cake industry's "Haidilao" B round of financing exceeded 100 million

After Haidilao, there was another creator in the birthday celebration of the large-scale "social death"-the panda didn't leave.

On September 28th, the baking brand Panda Step by Step Cake (hereinafter referred to as "Panda Step by Step") announced the completion of the A round of over 100 million financing, which will be mainly used for developing new cities, recruiting talents and upgrading the system. The investor of this round is XVC, and Zhuo Fan Capital is the exclusive financial advisor of this round of financing.

In 20 17, Panda Buzou Cake was established in Huizhou, providing birthday cake sales, distribution and performance services in the mode of "online ordering+creative delivery". Consumers place orders on online platforms such as WeChat official account, Meituan, and public comment. The company provides "3-hour delivery" service, and overtime is free.

Up to now, Panda Buzou has settled in 24 cities, including Huizhou, Foshan, Guangzhou, Zhuhai, Chengdu, Xiamen, Changsha, Chongqing and Hangzhou, with a total of more than 20 million users and an annual revenue of 800 million yuan.

A sense of ritual in sending cakes.

An experience of changing clothes with friends turned Yang Zhenhua's attention to the women's clothing market. He found that a seamstress who only earned a few dollars to mend a dress was willing to spend 600 yuan on her hair.

Yang Zhenhua has found a breakthrough in the beauty industry. 20 1 1 sold the restaurant and opened the first white snow nail salon in Huizhou. "There are more than 200,000 nail shops in China, but most of them are fragmented and have no leading brands. Even if it takes shape, it does not have strong management and operation capabilities, leaving a huge room for improvement. "

At that time, "experiential consumption" had not become a hot word, and Snow White had already made the customer experience the industry leader, providing free drinks, stockings and band-AIDS. This made Snow White profitable in the first month. At present, Snow White has seven chain stores in Huizhou, with an annual net profit of nearly 10 million, ranking second in South China.

20 14, 12, strike while the iron is hot in Yang Zhenhua. Combining the door-to-door service in catering with Snow White's business philosophy, an online and offline Dingdang convenience store was established, and more than 400 stores were opened in more than 20 cities in one and a half years. "When we were a convenience store, there were many stores and many users, but it was too difficult to make a difference by supplying franchisees. Everyone has done this, and we have no advantage. Yang Zhenhua once said publicly. If the supply chain does not make money, where can it make money? Yang Zhenhua wants to expand his business, starting with flowers, cakes and locks.

Being able to digest the pet customers accumulated for many years, unlocking is obviously not a good business, so Yang Zhenhua decided to start the cake business ahead of schedule.

20 17 12, the panda set sail and did not leave.

Yang Zhenhua said: "Usually, users celebrate birthdays for relatives and friends, and after the cake is delivered to the door, the delivery staff leaves without follow-up service. The industry has not yet met the diversified needs of party scenes after the cake is delivered, and the market opportunity is here. "

Panda does not leave his post to provide follow-up services to consumers. After the cake is delivered, the delivery clerk in panda costume will perform a 2-minute dance, reading aloud, magic show or interactive game on the spot. Activate the cake use scene, and at the same time make the ceremony feel heavier.

Pay attention to the sinking market

In the landing scene, the panda does not choose to sink the market. Yang Zhenhua said that the advertising, labor, logistics and distribution costs in the north, Guangzhou and Shenzhen are high, the second and third tier cities lack real industry leaders, and the transportation is relatively convenient, which provides a more fertile development soil for pandas.

Yang Zhenhua believes that the secondary communication effect in second-and third-tier cities is better. He said that because the social circle of second-and third-tier cities is relatively fixed, taking photos through friends circle for secondary communication has a high reach rate.

Panda doesn't take this opportunity to make innovative home delivery service a social currency that can be shared. According to Yang Zhenhua, through the self-built traffic pool, Panda has accumulated more private users on social platforms such as Xiaohongshu, Weibo and WeChat, and the total number of followers on its official WeChat account has exceeded 20 million.

The development of e-commerce and cold chain logistics in second-and third-tier cities lags behind that in first-tier cities, which affects the consumption of baking goods.

In this regard, Panda does not take the self-built distribution system, covering sales channels such as Meituan and WeChat applet. Generally, production and regional coverage are completed through 1 central factory and 5-8 front warehouses in each city.

According to the consulting data of Ai Media, the market size of China baking industry will exceed 260 billion yuan in 20021year, up by 19.9% year-on-year, and it is expected to reach 306.99 billion yuan in 2023.

Under the broad market prospect, whether the panda can become a "sea fishing" on the baking track is favored by capital and still needs market test.