On May 18, Zhang Ziyi released the first vlog recommended Xiaoxian stew after her resumption of work. She has been eating Xiaoxian stewed fresh stewed bird's nest during pregnancy, which has become the secret of her postpartum return to maintain a good look and good condition.
Following Chen Shu, Zhang Ziyi has also changed from a long-term user to an investor in Xiaoxian stew. The investment of two temperament actresses means that Xiaoxian stew has broken the circle in the high-end consumer market and also shows that the bird’s nest 3.0 era has arrived. .
Relevant data shows that from 2018 to 2019, fresh stewed bird's nest has grown by more than 150% on Tmall for two consecutive years, which is more than twice that of instant bird's nest. In November 2019, on the Tmall and Jingdong bird's nest industry commodity trading lists, 6 and 7 of the top ten bird's nest products were fresh stewed bird's nests.
Fresh stewed bird's nest is gradually becoming a new choice for mainstream high-end people. The latest data from Xiaoxian stew shows that Xiaoxian stew achieved a sales growth of 220% in February, and achieved a year-on-year growth of 471% during the 38th festival, and won the first place in the network's nourishing category. Achievement.
Xiaoxian stewed fresh stewed bird's nest product picture
Entering the high-end consumer market, "craftsmanship spirit" was favored by celebrity investors
Actually, Xiaoxian stewed early Many celebrities have fans, Su Mang and Cecilia Cheung are all users of its annual card.
in public. Star investor Chen Shu has repeatedly expressed his love for Xiaoxian Stew: "I have eaten bird’s nest for more than ten years, and now I only eat Xiaoxian stewed bird’s nest. The first time I ate it on the set. I found it not only convenient, but also better When I cook it myself, I have the idea of investing. I have been eating Xiaoxian stew for four years, and my empty bottles can form a wall.”
Investor Chen Shu suns empty bottles.
New investor Zhang Ziyi has been eating Xiaoxian stew during pregnancy and postpartum maintenance. She insists on "professionalism" in her work and life, and the same is true for her investment. "Lin Xiaoxian puts energy and resources on making products I was impressed by her professionalism and authenticity, so I decided to invest in it, and I am willing to recommend this good product to everyone!"
In addition to fashion stars, Xiaoxian stew also relies on its "0 add, The concept of "fresh stewed bird's nest with 15-day shelf life and cold delivery" has successfully entered the high-end consumer market and has been favored by commercial investors.
360 Company founder Zhou Hongyi and Hongtai Fund founder Sheng Xitai are its investors. They value the "craftsman spirit" embodied in the Xiaoxiandun business model.
Wu Xiaobo, a well-known financial writer, after learning in detail about the business model and development of Xiaoxian stew, decided to make Xiaoxian stew a key project for the new craftsman.
“Under the background that consumer thinking determines consumer behavior, the fresh stewed bird’s nest industry will have broader room for development in the future.” China’s food industry analyst Zhu Danpeng pointed out that before the emergence of fresh stewed bird’s nest, dry bird’s nest production The high threshold, the long shelf life of instant bird’s nest and the easy loss of nutrients have always been common pain points in the bird’s nest market.
10 patents and 2 inventions, the whole chain craftsmanship to create high-quality
National first-class health manager, Xiaoxian stew founder Lin Xiaoxian was born in a family of Chinese medicine, proficient in Chinese nourishment and modern medical knowledge She has always hoped to inherit and revive the traditional Chinese nourishing culture by creating fresh stewed bird's nest.
Xiaoxian stewed fresh stewed bird’s nest founder Lin Xiaoxian
For this reason, Lin Xiaoxian traveled to Southeast Asia’s islands rich in bird’s nests, and finally chose the gold on the island of Kalimantan shared by Malaysia and Indonesia. The swiftlet nest is the raw material.
Adhering to the spirit of ingenuity, Xiaoxianduan established a 100,000 GMP air purification production research and development center based on the specifications of pharmaceutical companies, obtained 10 patents and 2 inventions, and became the first Chinese company to have SC production license certification for fresh stewed bird’s nest convenience food The bird's nest factory, Xiaoxiandou has also become the first bird's nest manufacturer in the country to pass the SQF food safety and quality certification.
Xiaoxian stewed fresh stewed bird’s nest factory
In order to make the source of bird’s nest transparent and visible,Xiaoxian stew does not hesitate to invest 50% higher than the cost of parallel imported bird's nest, and insists on using traceable bird's nest. Users only need to scan the QR code on the bottle cap to find this bottle of freshly stewed bird's nest on the bird's nest traceability management service platform. With information such as the origin, production batch number and other information, Xiaoxiandou has become China's first brand of fresh stewed bird's nest with full traceability.
Established the industry standard for fresh stew and created the bird’s nest 3.0 era
Under the leadership of Xiaoxian stew, the bird’s nest industry has entered the 3.0 era.
Statistics show that for two consecutive years from 2018 to 2019, the transaction volume of fresh stewed bird's nest on the Tmall platform has increased by more than 150%, more than twice that of instant bird's nest. From 2017 to 2019, Xiaoxian Stew has ranked first in the country's sales of fresh stewed bird's nest for three consecutive years, becoming the fastest growing bird's nest brand in China in the past two years.
In response to this, China Food Industry Analyst Zhu Danpeng said in an interview that Xiaoxian Stew created the fresh stewed bird's nest category and promoted the benign, orderly and healthy development of the bird's nest industry. He is a well-deserved industry leader The future of Xiaoxian stew can be expected.
Xiaoxian stew reshapes the industry standard of fresh stewed bird's nest through a series of accurate data, and promotes the standardization and standardization of the industry. Passes 15 strict standards to select Malaysian and Indonesian forest bird's nests during rainy season; 9-layer purified water with purity 5 times higher than the national standard is used to maintain the water content of bird's nests at 20%; the sweetness of each bowl of freshly stewed bird's nests is calculated by fine proportioning Controlled at 5.5-6.0 Baume degrees; developed a patent for 95°C low temperature water mist constant temperature stewing, 360° rotation 180 times, simulating manual stewing.
Xiaoxian stew production process diagram
Not only that, but Xiaoxian stew also led the establishment of the “National Bird’s Nest Scientific Research Fund” jointly with the National Bird’s Nest Committee and the China Inspection and Quarantine Science The Research Institute, Hong Kong University of Science and Technology, and Sun Yat-Sen University established a joint laboratory to conduct bird's nest research, bringing traditional Chinese nourishing methods into the mainstream market.
At present, the C2M model pioneered by Xiaoxiandun has become the benchmark for the fresh stewed bird's nest industry in the 3.0 era. It is an instant consumption chain model that is based on user demand, users place orders online, fresh stew on the day of the factory, and SF cold chain air delivery. . The C2M model fully meets the consumption needs of fresh stewed bird's nest users, and can eat fresher and more nutritious fresh stewed bird's nest no matter when and where.
"Fresh stewed bird's nest is different from traditional canned bird's nest. It uses real-time fresh stewed delivery without any additives. The shelf life is only 15 days, which can retain the nutritional value of bird's nest to the greatest extent." According to Wang Xufeng, freshness, nutrition and safety are the important reasons why fresh stewed bird's nest has gradually entered the mainstream high-end consumer circle. This is also the core competitiveness of Xiaoxiandou.
In addition, Zuo Xiaoxia, director of the Nutrition Department of the Eighth Hospital of the General Hospital of the People’s Liberation Army, also pointed out that bird’s nest has the functions of nourishing yin and lungs, nourishing qi, relieving dry skin, reducing wrinkles and delaying aging. It is easy to eat. Moreover, the bird's nest itself is rich in sialic acid, which can improve human immunity.
Under the guidance of Xiaoxian stewed fresh stewed bird's nest, the bird's nest industry has gone through the second upgrade iteration of dried bird's nest and instant bird's nest, and has entered the era of fresh stewed bird's nest-bird's nest nourishing consumption 3.0.
[Author] Zhao Binghui
[Source] Southern Press Media Group Southern + Client
