Entrepreneurship learned that FurFurLand (hereinafter referred to as "Mao Planet") has completed a ten million yuan angel round of financing in November 2020, led by Zhuopu Investment, and Shanghai Baozun Pet Co-investment.
It is understood that this round of financing will be mainly used for team expansion, new product development and production, brand promotion, more interesting IP and pet culture content production.
Mao Planet is a young pet food DTC brand, established in San Francisco, USA in 2018, and officially returned to China in early 2019. The company mainly uses high-quality and healthy pet food, trendy pet culture, young and design brand image, original and interesting IP content, and DTC community-based operation model to create a trendy pet brand that young people love and trust. The core team of
has an overseas study background. CEO Yin is a serial entrepreneur. He graduated from the Department of Computer Science at Wisconsin State University in the United States. He won the first place in the health software competition organized by the US Department of Health and then joined the founding team of Trip.com. , As the head of the mobile software team, the company was acquired by Ctrip at the end of 2017.
COO Annie served as a senior VIP financial consultant for China Merchants Bank, and later became the general manager of the Greater China business of Rockway Winery and 13th Street Winery in Canada. He has extensive experience in operation management and domestic and foreign marketing and sales. Kay, the design director of
, is a well-known creative person in the advertising circle. He has previously provided creative, design, and advertising related services for trendy fast-selling brands such as Nike, Adidas, and Vans.
CEO Yin told Entrepreneurship that, according to data from the pet industry white paper, China's pet industry has grown from 80 billion yuan in 2015 to 200 billion yuan in 2019, and the overall development is rapid. In 2019, the annual sales of pet food exceeded 130 billion yuan, accounting for 61.4%, and the market potential is huge.
However, from the comparison of the human food-grade fresh food market, the development of the domestic market is slightly lagging behind that of overseas European and American markets. The annual growth rate of
in the United States is 20.83%, and 80~90% of pet owners will choose pet food. In China, there are more than 20 million new pet owners every year. At present, only 14% of Chinese pet owners use pet food. China's pet market is rapidly expanding and lacks top brands.
"Mao Planet has seized this opportunity to target domestic post-90s pet owners who are willing to try new things, pay attention to brand value and quality life, and create 100% fresh food, no additives, and balanced nutrition. Food." Yin said.
is different from other pet food brands. Mao Planet has obvious advantages in terms of brand price-performance ratio, supply chain, and marketing strategy.
In terms of brand price/performance ratio, Mao Planet's product form pursues clearly visible ingredients and healthy and nutritious ingredients. Taking traditional entry-level imported food products as an example, compared with imported wet food or canned food, Maoxingbao products can be 30%-40% cheaper, while compared to traditional dry foods of the same level, monthly expenses are only 10%-20% more expensive.
In terms of the supply chain, Mao Planet focuses on pet fresh food with clear ingredients, pure meat freeze-dried, and interesting snacks. Currently, the company has launched the Planet Feast·Full-price Pet Grain-Free Fresh Food Series, Planet Food·Cats and Dogs General Purpose Three series of products: freeze-dried meat series, planetary snacks·dog jerky series. Each product line of
conducts in-depth cooperation with international-level professional factories with independent R&D centers to ensure product quality first and emphasize digital management. At present, Mao Planet has three product lines with a total of 27 SKUs. On average, new products are released once a quarter, and each time 2 to 3 series are launched, the comprehensive repurchase rate exceeds 40%.
At this stage, around Taobao, Tmall, JD, Weidian, Douyin and other e-commerce channels, Mao Planet products have been officially launched for sale in August 2019, and have maintained a monthly growth rate of about 50%. Monthly sales are compared Increased 15 times in the same period last year. In 2020, Mao Planet’s sales will reach nearly 10 million yuan, and it is expected to maintain a growth of 8-10 times in 2021.
, the lead investor of this round, Shanghai Zhuopu Investment was established in 2011, and its main investment directions include corporate services, logistics and new consumption. The pet track is the direction that Zhuopu began to deploy five years ago. Recently, he also invested in the pet health care brand LANBOTO.Pet-related star projects such as Longbot, B-end service provider in the pet supplies field, Niaoyuhuaxiang, etc.
Shanghai Baozun Pet Products Co., Ltd. is a professional pet products development and sales company with a history of 25 years. There are many factories all over the country, with an annual export volume of more than 50 million US dollars. At present, they have reached long-term and stable cooperation with global large-scale pet professional retail sales channels such as Petco, PetSmart, Walmart, Kmart Australia, Fressnapf, and deployed in many countries around the world. Own overseas team.
It is reported that at the beginning of 2020, Mao Planet also received a seed round of investment from UpHonest Capital, an early-stage angel investment institution in Silicon Valley.
The above-mentioned employers will play an important role in the next development plan and landing process of Mao Planet. At the 2020 Demo China Innovation China Autumn Summit in October this year, Planet Mao also won the runner-up in the HP New Business Special.
In the future, with the continuous expansion of product lines and the accumulation of brand power, Mao Planet will also develop pet toys and supplies around pet food, aiming to become a full-category brand of pet life.
