With nearly 20 years of deep experience in the snack food industry, he is a pioneer in China’s fresh snack sector. He successfully founded Haoxingfu, a leading discount snack brand, growing it from a single store into a network of over 600 outlets, and securing its place among China’s Top 50 Snack Chain Stores in 2024.
In 2025, guided by the core philosophy of Health, Freshness, and Purity, he launched Pu Mama Fresh Snacks. By redefining the snack industry through short-shelf-life, made-on-site products, carefully selected ingredients, and scenario-based consumer experiences, he has rapidly established the brand as an industry benchmark in the Jiangsu-Zhejiang region, achieving outstanding performance and widespread acclaim.
Committed to a product-driven and user-centric approach, he focuses on supply chain integration and business model innovation. Leading his team, he has built a distinctive product portfolio spanning fresh braised delicacies, artisanal baked goods, handcrafted tea drinks, and freshly roasted nuts. His mission is to bring more people safe, fresh, and heartwarming snacks, and to drive the high-quality development of China’s fresh snack industry.
The snack sections in traditional hypermarkets are losing their appeal. However, once "snacks" are decoupled from hypermarkets and transformed into an independent format, the situation changes completely. Discount snack stores use efficiency to reconstruct price perception, while fresh snack stores use "made-on-site + short shelf life" to rebuild quality and experience. Snacks are evolving from a "supplementary category" into a core track that can be operated and scaled independently. This is precisely why a fresh snack format like Mama Pu is particularly worth studying.
A 280-square-meter store generating 2.5 million in a single month. From its store model to the product experience, Pumama is validating a new possibility: the future of snack stores lies not only in cost-effectiveness but also in a sense of freshness.