What Bliss Mall does

Bliss Mall (幸福西饼, "XFXB") is a Chinese O2O cake brand founded in 2008 in Shenzhen by Yuan Huohong, operating a "fresh-made-on-order, satellite-factory + cold-chain last-mile delivery" model. Its core offering is celebration cakes — birthday, longevity, children's IP, ice-cream and afternoon-tea formats — sold direct-to-consumer primarily through WeChat and other online channels, with a self-bake (home baking) bread line added in 2022. The company runs 200+ new-retail stores across 300+ Chinese cities and a Macau franchise, supported by an IT Technical Center and a "New Retail + New Manufacturing" operating model introduced in 2019.

The technology stack centers on a WeChat-based ordering front end, a network of city-level satellite factories that produce finished cakes only after an order is placed, and a temperature-controlled last-mile delivery system intended to keep the product from oven to door within hours. There is no public API, SDK or MCP surface; competitive differentiation relies on the decentralized production footprint, cold-chain logistics and brand equity rather than on proprietary software products.

Commercially, Bliss Mall generates revenue from individual B2C cake purchases (average ticket RMB 128-218), enterprise/gifting catering (Ping An Group is a named reference client), and franchise fees and supply sales to regional franchisees covering Guangdong, Chongqing, Chengdu, Changsha, Wuhan, Kunming and Macau. Brand is reinforced by a Louis Koo endorsement signed March 2020, ISO 9001 certification obtained November 2019, and an explicit "Happiness Commitment" SLA promising refund on non-delivery and replacement on damage. Cumulative disclosed funding is approximately RMB 900M across a 2017 Series A (led by Meituan Longzhu), a RMB 400M 2018 Series B (led by Huaxing New Economy Fund — at the time the largest single round in China's new-retail bakery sector) and a ~$15.68M 2021 Series C led by ABC Capital.

Name

Bliss Mall

Legal name

深圳市幸福商城科技股份有限公司

Website

https://xfxb.net

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bliss Mall (幸福西饼) is a Shenzhen-based Chinese O2O cake brand that sells fresh-made-on-order celebration cakes through a WeChat-led front end and a satellite-factory cold-chain delivery network across 300+ cities.

Ownership category

akta.pro rank

Product category

Online Bakery / O2O Cake Delivery

NAICS

Retail Bakeries (311811), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Bakery Products (2050), Ice Cream & Frozen Desserts (2024), Retail-Eating Places (5812)

akta.pro primary industry

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)

akta.pro secondary industries

DTC Bakery & Desserts Delivery (AFAIANAF), Bakery & Desserts Distribution (CRAOABAE)

Keywords

• Online cake delivery
• Fresh baked goods
• O2O bakery
• Cold chain delivery
• Birthday cake retail

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct online cake & afternoon-tea sales: Core revenue from D2C sales of fresh-made cakes (birthday, goddess/god, kids, senior, party, ice-cream, fruit) and afternoon-tea/dessert platters via WeChat, official website, JD.com, etc. Per-unit pricing (¥3–¥999+), order-driven production, 2–5 hour free delivery.
2. B2B conference and corporate gifting services: Premium meeting/conference dessert stations (会议茶歇甜品台 standard & upgraded tiers), large multi-tier cakes, and corporate gift packages served to enterprises such as Ping An Group.
3. City partner / new-retail franchise fees and supply: Recruitment of city-level partners (城市合伙人) and new-retail store franchisees across Guangdong, Chongqing, Chengdu, Changsha, Wuhan, Kunming, generating franchise/supply revenue and partner committee governance fees.
4. Marketplace ancillary items (fruits and baking ingredients): Sale of fresh fruits (mango, kiwi) and baking ingredients (French bread flour, salted egg yolk sand, cake pre-mix) sourced from third-party suppliers via the storefront.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels11 records

Core offering

Bliss Mall is an online-to-offline (O2O) cake brand that sells freshly-made-to-order birthday cakes, afternoon tea/dessert platters, multi-layer celebration cakes, ice-cream cakes and children's licensed-IP cakes, plus a 2022-launched self-bake bread line. Production runs through a decentralized "satellite factory" (卫星工厂) network of city-level class-100,000 cleanroom kitchens, and orders are delivered to customers' doors via an in-house cold-chain fleet within 2-5 hours across 300+ Chinese cities.

Product overview

Bliss Mall operates a single integrated O2O (online-to-offline) cake brand with a platform-plus-modules architecture centered on two core product lines: the legacy 生日蛋糕 + 下午茶 (birthday cake + afternoon tea) line and the newer 自烤面包 (self-bake bread) line launched in 2022. Around these two cores, the company layers themed sub-categories (女神蛋糕 goddess cakes, 男神蛋糕 male-god cakes, 儿童蛋糕 children's IP cakes, 冰淇淋蛋糕 ice-cream cakes, 祝寿蛋糕 longevity cakes, 聚会庆典多层蛋糕 multi-layer celebration cakes, 小蛋糕款 small cakes), accessory and supply SKUs (蛋糕配件 cake accessories, 鲜果 fresh fruits, 烘焙原料 baking ingredients), and value-add modules such as the 幸福承诺 Happiness Promise delivery guarantee, satellite-factory-made-to-order production, and a 300+ city cold-chain delivery network. Online ordering is delivered via a web 微店 on xfxb.net/blissmall.net and the WeChat xfxbsz official account, with offline fulfillment through 200+ new-retail stores and the Happiness Technology Building HQ development.

Differentiator

Problem solved

Functional benefit

Products and services

• Birthday Cakes (生日蛋糕) Flagship made-to-order cake category sold to individual consumers and families for birthdays and personal celebrations; includes single-tier 1-2 lb cakes up to 15-lb three-tier longevity cakes, with themed sub-lines (kids, couples, goddess, male-god, longevity, senior).
• Afternoon Tea / Dessert Platters (下午茶) Cake-and-pastry sets designed for personal gifting and corporate meetings/tea breaks, including Huajing, Mango Qingyun Muguang, circular 8-inch durian/mango millecrepes, English Afternoon Tea, Yangzhi Ganlu, Durian Coconut Pudding, and corporate meeting tea-break dessert stations (会议茶歇甜品台 ¥899+ standard tier; high-end tier for 30 persons).
• Self-Bake Bread Series (自烤面包) Air-fryer home-bake bread SKUs designed to be ready in 5 minutes; positioned as the company's second core engine alongside birthday cake and afternoon tea, creating a dual-core growth model for individual consumers.
• Children's IP Cakes (儿童蛋糕) Officially licensed character cakes featuring cartoon IPs (Doraemon, Nezha, GG Bond, Boonie Bears, PAW Patrol and others), marketed under multi-IP licensing partnerships to families with young children for kids' birthday parties.
• Multi-Layer Celebration Cakes (聚会庆典多层蛋糕) Large-format celebration cakes for parties and corporate events, including 6-lb Durian-Mango Combo and Quartet tiers, the 15-lb three-tier 寿比南山 longevity cake (30-40 people), 步步高升 15-lb cake, and dedicated meeting tea-break dessert stations in standard and high-end configurations (¥899+).
• Ice Cream Cakes (冰淇淋蛋糕) Frozen ice-cream layer cakes (e.g., 仲夏蜜语冰淇淋蛋糕 (2026), 青提雾语冰淇淋蛋糕, 莓巧双奏冰淇淋蛋糕, 夏日芒甜冰淇淋蛋糕, 粉莓甜梦冰淇淋蛋糕) in 6+4-inch to 8-inch formats, sold for personal celebrations and birthdays through the same O2O delivery channel.

Quantifiable outcome

• 100M+ people served annually across 300+ cities
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Wang Sen Bread Research Institute (王森面包研修社)coreStrategic or Co-development Partner · 1 May 2020Strategic cooperation signed May 2020 to advance 'new baking' (新烘焙). Wang Sen championship team members appointed as brand technical advisors, with joint work to empower Bliss Mall city partners.
• Gu Tianle (古天乐) — Hong Kong actorflagshipGTM or Marketing Partner · 1 March 2020Signed March 2020 as Bliss Mall's brand image spokesperson, replacing/joining the celebrity roster. Launched co-branded 'Mr. Happiness' (幸福先生) custom cake series. Campaign coincided with brand's 10+ year push into broader consumer segments.
• Shenzhouying (神州鹰)coreStrategic or Co-development Partner · 1 July 2018Signed July 2018 at the 10th Anniversary & B-Round financing press conference as a strategic partner to support the next stage of growth.
• Liu Haoran (刘昊然) — Chinese actorflagshipGTM or Marketing Partner · 1 May 2018Signed May 2018 as a 90s-born celebrity ambassador to engage younger consumers and build an all-star endorsement roster.
• Wu Jing & Xie Nan (吴京 & 谢楠) — actor coupleflagshipGTM or Marketing Partner · 1 May 2018Signed May 2018 as the brand's first couple co-endorsers, aimed at family / kids' cake consumption scenarios and a warm 'happy family' brand image.
• He Jiong (何炅) — Chinese TV hostflagshipGTM or Marketing Partner · 9 August 2017Signed August 9, 2017 at the Shenzhen Futian Shangri-La brand strategy launch as Bliss Mall's first image spokesperson. Co-launched the '99 幸福狂欢节' initiative where He Jiong helps fulfill one lucky member's wish annually. Endorsement campaign rolled out nationwide in September 2017.
• Focus Media (分众传媒)coreGTM or Marketing Partner · 9 August 2017Strategic cooperation signed August 9, 2017 at the Shenzhen Futian Shangri-La launch. Provides elevator / office-building ad placement for Bliss Mall to amplify brand reach across Chinese cities.
• China International Children's Film Festival (中国国际儿童电影节)coreGTM or Marketing Partner · 1 January 2017Sponsorship/partnership signed 2017 — Bliss Mall became the festival's official designated cake brand, leveraging the partnership to reach family and children's segments.
• China Resources Vanguard / V>ango (华润V>ngo & 华润万家)minorChannel Partner/ Reseller/ Distributor · 1 July 2012Began selling inside CR Vanguard convenience stores, supermarkets and hypermarkets in July 2012 as a packaged-bakery distribution channel.
• Meituan (美团) / Meituan-DianpingcoreChannel Partner/ Reseller/ DistributorMeituan (including its Dragon Capital) is both a takeout/delivery platform partner and an investor (see Financial Partner entry below). Order execution and delivery for Bliss Mall is supported via Meituan/Waimai alongside the company's own logistics.
• Cartoon IP licensors — Boonie Bears (熊出没/熊熊乐园), PAW Patrol (汪汪队立大功), Dora the Explorer (爱冒险的朵拉), SpongeBob (海绵宝宝), Octonauts (海底小纵队), Super Wings (超级飞侠), GG Bond (猪猪侠), Doraemon (哆啦A梦), Nezha (哪吒)coreOEM/ Whitelabel/ Licensing PartnerMulti-IP licensing partnerships (announced from 2017 onward) for licensed children's cake SKUs; Boonie Bears and PAW Patrol cakes went live in late 2017, with the others following. Drives the 儿童蛋糕 (kids' cake) category.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• 85°C (85度C): Taiwan-origin bakery-cafe chain with extensive presence across mainland China; sells cakes, breads and beverages through physical stores and is broadening online ordering, competing with Bliss Mall in the bakery category though not specifically as an O2O-only player.
• Christine (克莉丝汀): Established Hong Kong-origin bakery chain with broad mainland China storefront presence in cakes and pastries; competes in the same Chinese bakery category though with a more traditional retail model than Bliss Mall's O2O-led approach.
• BreadTalk (面包新语): Singapore-headquartered bakery chain with significant mainland China presence offering breads, cakes and pastries; a comparable global-origin bakery operator with online expansion, though its primary footprint remains storefront-based.
• Paris Baguette (巴黎贝甜): Korean-origin bakery-cafe chain operated by SPC Group with hundreds of stores in China; offers comparable cake, bread and occasion bakery products through physical locations and online channels.

Direct peers

• Holiland (好利来): China's largest specialty bakery chain with a broad cake and pastry range across hundreds of stores; has expanded into online ordering and same-city delivery, making it the closest traditional-to-O2O peer competing head-to-head with Bliss Mall in the fresh-baked cake category.
• Wedome (味多美): Major Beijing-headquartered bakery chain with hundreds of storefronts and growing online ordering / delivery capabilities; a comparable Chinese bakery operator with overlapping product range, footprint and O2O ambitions.
• Mcake (米卡米卡): Online-first cake brand in China offering fresh-made-to-order birthday and occasion cakes with same-city delivery; competes directly with Bliss Mall on occasion-driven cake e-commerce and premium positioning.
• 21Cake: Pioneer of online fresh-made-to-order cake delivery in China with same-city cold-chain delivery and a curated SKU range; directly overlaps with Bliss Mall's core D2C cake O2O model and targets the same urban birthday/occasion buyer.

Others

• Ele.me (饿了么): Major China food delivery platform (Alibaba-affiliated) serving as a distribution channel for fresh-baked goods and a competitor for third-party cake/bakery delivery; relevant ecosystem comparable as an alternative delivery surface and competitive pressure point.
• Meituan Waimai (美团外卖): China's dominant on-demand food delivery platform and Bliss Mall's A-round lead investor (via Longzhu Capital); acts both as an order/delivery channel and an investor, shaping the competitive landscape in which Bliss Mall's own cold-chain delivery competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bliss Mall