text/Yangcheng Evening News All Media Reporter Cheng Xinghuan
picture/Photo provided by the interviewee
Xiaoxian Stew Fresh Stew Bird's Nest After years of development, it has grown from a dark horse in the industry to a leading brand of fresh stewed bird's Nest . It has been leading the sales of fresh stewed bird's Nest for five consecutive years. Since its establishment, Xiaoxiandun has always adhered to the mission of "making nourishment simpler and inheriting China's thousand-year nourishing culture". Focusing on allowing more people to eat a bowl of fresh, nutritious and delicious fresh stewed bird's nest, taking systematic innovation as a starting point, constantly promote quality and service upgrades, modernize traditional Chinese nourishment, and lead the bird's nest industry to continuously break through and develop.
Following the launch of the first flagship store and immersive Chinese tonic experience store last year, Xiaoxiandun has further deepened its offline layout and entered the top-ranked high-end shopping mall in the country. In addition to entering the boutique store of Beijing SKP, the world's top-ranked sales mall, Xiaoxiandun boutique store has also entered the Seg International Shopping Center, the first-ranked sales mall in Xi'an, and will soon enter the Wuhan International Plaza Shopping Center, the first-ranked sales mall in Wuhan. A new chapter in the development of Xiaoxiandun brand has begun.
steps are constantly fresh and not only this
Based on the summary of the development pain points of the traditional Chinese tonic industry and the user insights of modern tonic consumers, Xiaoxiandun innovates the new category of fresh stewed bird's nest, and focuses on users to innovate the model around users, introducing the C2M model, and innovates the cycle tonic service model. After the user places an order, the factory stews it freshly, and SF is delivered weekly cold and fresh.
One of the most core advantages of freshly stewed bird's nest is "fresh". Xiaoxiandun focuses on freshness and comprehensively builds a fresh system of fresh stewed bird's nests from the aspects of raw materials, technology, distribution, etc., and takes the lead in defining the standards for fresh stewed bird's nests, and continues to lead the value of fresh stewed bird's nests. At the same time, Xiaoxiandun has embarked on a development path of systematic innovation based on category innovation, model innovation, service scenario innovation, supply chain innovation and scientific research innovation " five-in-one ". Based on these five dimensions, through "single-point breakthrough" and "unified coordination", combined with digital advantages, it provides users with a complete set of nourishing solutions for fresh stewed bird's nests, meeting consumers' demand for Chinese-style nourishing and convenient, and opening a new era of fresh stewed bird's nests. Behind the products and services of
, strong support from the supply chain and scientific research is needed. Since its establishment, Xiaoxiandun has continued to deepen its supply chain and scientific research. At present, it has basically achieved the upstream and downstream layout of the industrial chain with the "Xiaoxiandun Standard" as the core, and has promoted the standardization process of the entire supply chain, thereby continuously building consumers' confidence in freshly stewed bird's nest. Along this idea, in 2021, Xiaoxiandun will share its own achievements in the industry, and has successively joined hands with authoritative institutions such as the China Industry-Academic-Research Cooperation Promotion Association, China Standardization Research Institute, , China Food Industry Association and the leading upstream and downstream enterprises to be the first in the industry to release the "High Production Standards for Fresh Stewed Bird's Nest" standard and the "Quality Requirements for Fresh Stewed Bird's Nest" standard in the industry. The two standards form a closed loop of standards to further leverage the industry's standardization construction and high-quality development. In terms of scientific research, Xiaoxiandun continuously promotes the scientific research construction of bird's nest with the dual-wheel drive of "basic scientific research + large-scale research and development", gathers scientific research strength, and helps the high-quality development of the Chinese nourishing industry. In the future, Xiaoxiandun will further focus on the upstream and downstream of the entire industrial chain of fresh stewed bird's nest, conduct systematic research and comprehensive upgrades, and consolidate the three-step strategy of "basic research + clinical practice + product application".
Layout of high-end shopping malls nationwide
In 2021, Xiaoxiandun began to make offline layouts, creating an immersive Chinese-style nourishing experience store that integrates product display and sales, bird's nest culture transmission, and social space. It is Xiaoxiandun's key strategic layout around user value transmission and category education. The first flagship store is located in the Beijing SKP business district, adjacent to international high-end brands, aiming to promote Chinese nourishment into the mainstream lifestyle circle.
In 2022, Xiaoxiandun announced that it will further enter the shopping malls that rank among the top shopping malls in the country, and in September, it will enter the Saig International Shopping Center, the first-ranked shopping mall in Xi'an.At the same time, Xiaoxiandun has recently opened stores in Financial Street , known as the "China Wall Street", and Gaohua District, Longhu Changying Tianjie. It is adjacent to DIOR, GUCCI, CHANEL and other international first-line beauty brands to create a new Chinese-style nourishing experience. Multiple stores have opened to deepen the links with offline consumers in Beijing, triggering Beijing City . In the future, Xiaoxiandun will also enter domestic high-end shopping malls including Wuhan International Plaza Shopping Center. This nationwide layout of high-end shopping malls is a further expansion of offline channels and deepening links with consumers.
Xiaoxiandun Fresh Stew Bird's Nest Chairman and CEO Miao Shu said: "Consumers' consumption of bird's nest is highly in line with the underlying needs of purchasing beauty products, both of which hope to have a better state and life. Nowadays, cosmetics mostly occupy the core position of the first floor of the mall. Why can't Chinese tonic stores? As consumers pay more and more attention to health and the traditional culture of Chinese tonic is trusted and loved by more and more consumers, Chinese tonic has hope to become the protagonist of the mall." Miao Shu believes that Chinese tonic is still in the early stage of industry development, but Xiaoxiandun needs to assume the responsibility of an industry leader. "We must work hard and drive to let Chinese tonic return to its due value. One day in the future, we will move Chinese tonic stores from the supermarket entrance and underground to the center of the mall."
After years of development, through continuous innovation and breakthroughs, Xiaoxiandun has achieved the development of the brand from 0 to 1, and has also witnessed the modern development of the traditional nourishing industry represented by bird's nest. As a representative of new consumer brands, Xiaoxiandun innovates categories, innovates industries, and leads the modern development of Chinese nourishing, "makes nourishing simpler and inherits China's thousand-year nourishing culture", and truly practices the responsibility of putting consumer-centered and creating a better life for the people. We look forward to the next step of the development of the Xiaoxiandun brand and further promote the development of the Chinese tonic industry and the inheritance of culture.
Source | Yangcheng Evening News·Yangchengpai
Editor | Wang Haiyan
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