36Kr learned that the fresh snack roasted brand "Panda Momo" has recently completed strategic financing, and the investor is Tomato Capital, and the specific amount has not been disclosed.

36Kr learned that the fresh snack roasted brand "Panda Momo" has recently completed strategic financing, and the investor is Tomato Capital, and the specific amount has not been disclosed.

Panda Momo was established in early 2021. It is a chain snack roast brand that insists on freshly roasted, freshly eaten, freshly sold. Its products cover freshly roasted nuts, melon seeds, chestnuts, candies and jerky. It has now launched yogurt snack cups, handmade spicy strips, white peach bubbles cashew , raw coconut mawaiian nuts, freeze-dried yogurt orange slices, paper slices pork jerky and other creative new products, with a total of more than 100 SKUs on sale.

Panda Momo store, photo provided by the interviewee

According to co-founder Hou Jian, Panda Momo's "fresh snacks" are mainly reflected in six levels:

The first product is fresh and fresh;

The second is short-term insurance, and most snacks have a shelf life between 15 days and 3 months to ensure the best taste appreciation period;

The third is zero addition, and the nuts are on the market after stir-frying, and dried fruits are dried directly with fruits to maintain the original flavor. The traditional snacks are added to enhance flavor, with low sugar, low salt and light burden;

The fourth is the fresh and diverse taste. In the original, five-spice, milky flavor and other flavors, peach oolong, cherry blossom peach, jasmine, mustard , yogurt, etc., new flavors that young people love are matched with flowers, fruits, tea, and dairy products;

The fifth is the sales form, fresh packaging, fresh sales scenes, fresh retail scattered formulas;

The sixth is the new combination, the combination of fresh brewed yogurt and fresh snacks, and the development of popular products such as lime cold brew yogurt, mango meat cold brew yogurt, strawberry meat cold brew yogurt snack cups.

Panda Momo Snacks, photo provided by the respondent

According to data from Sullivan Research Institute and Kaiyuan Securities Research Institute, the size of China's casual snack market in 2015 was 735.5 billion yuan, and it has grown to 1143 billion yuan in 2019, with a 5-year compound growth rate of 11.6%, and is expected to exceed 1500 billion yuan in 2022.

Among them, nut roasted food is the second largest category of snack foods, and compared with other categories, it has maintained rapid growth in recent years. According to Zhejiang Securities statistics, the scale of nut roasted goods in 2020 was 141.5 billion yuan, and the five-year CAGR was 8.2%.

However, overall, the snack roasted goods market in my country is relatively scattered. Although there are many snack roasted goods stores in each city, most of them are husband and wife stores. In Hou Jianshe's words, it is still in the stage of "big water and not big fish". There has not yet appeared a thousand-store brand. Take Xue Ji Bake, a nut roasted goods chain brand that recently announced a financing of 600 million yuan. As for, the number of stores is about 700.

However, based on the characteristics of high standardization, catering attributes, product resistance, high premium for sub-profile, and supply chain controllable, nut roasted goods have the "ten thousand store gene". As consumers' demand for snacks and roasted goods is characterized by younger, healthier and more sharing, Panda Momo takes the "fresh snacks" sub-category as the entry point, hoping to seize the opportunity to build a "Wandian brand".

Panda Momo customer tasting, photo provided by the interviewee

It is reported that the founding team of Panda Momo has accumulated many years of accumulation in snack supply chain, store operation, digitalization, etc. Among them, the founder Xing Zhiyuan has more than ten years of offline store management experience and has managed more than 5,000 stores; co-founder Hou Jianjian has nearly ten years of online platform operation experience, and has co-founded the "Cute Fish Good Vegetable" community pickup kitchen, O2O takeaway brand Yiweiwu Barbecue Rice; Another partner Zhang Xiaoning is from Three Squirrels , and has many years of experience in product development and supply chain management.

In terms of product development, Panda Momo uses data-based dynamic product selection to discover hot-selling products and popular flavors from platforms such as Taobao, Tmall , JD , Tok , and Tok , and continues to iterate new products from the two dimensions of season and region.

Hou Jian told 36Kr that in the store system, Panda Momo has already produced a clear store model: a single store area is 40-60 square meters, a unit price of 50-60 yuan, about 4 employees, a single store investment of 200,000 yuan, a monthly turnover is about 500,000 yuan, a gross profit of 45%-50%, and a net profit of about 20%; the return cycle is 4-8 months. The store expansion has adopted direct sales and joint venture models. It has opened more than a dozen stores in Hunan and Hubei, and has signed more than 70 cooperative stores.