Xiaoxian Stewed Seedlings: Relying on systematic innovation can make Chinese brands go further

At the 8th Finance China V Forum and 2022 Brand Summit held on May 10, Miao Shu, chairman and CEO of Xiaoxian Stewed Fresh Stewed Bird's Nest, said that Chinese brands want to go further, only by relying on systematic innovation, with clear standards and continuous scientific and technological innovation, to promote the entire industry to maturity, so that the track becomes longer and wider.

Founded in 2014, Xiaoxian Stewed Bird's Nest is an enterprise focusing on the research and development, production and sales of fresh stewed bird's nest products, covering the entire industrial chain of bird's nest.

Xiaoxian Stew has created a new way to eat bird's nest and a new category, that is, fresh stewed bird's nest. The product does not add preservatives, the shelf life is only 15 days, the user places an order after fresh stew, can be purchased annually, monthly, weekly cold and fresh distribution. Miao Shu said that this cycle subscription service has helped bird's nest users solve the pain points of raw materials that cannot be selected, do not know how to stew, do not have time to stew, and do not know how to eat.

Miao Shu introduced that Xiaoxian Stew has been the first brand in the national sales of fresh stewed bird's nest in the past 5 years, and in 2020 and 2021, Double Eleven has achieved the first place in the categories of health, nourishment and bird's nest, and has become a representative of the new generation of Chinese tonics and Chinese brands.

Miao Shu said that around providing users with a bowl of fresh and nutritious fresh stewed bird's nest, Xiaoxian Stew has been innovating for eight years. From the five dimensions of category, supply chain, mode, experience and digitalization, in-depth analysis of user needs, through product innovation, process innovation, service innovation, user communication innovation and other angles, the traditional tonic of bird's nest is built into a complete set of fresh stewed bird's nest tonic solutions, forming a "Xiaoxian stew model" that adheres to the concept of systematic innovation.

Specifically, Miao Shu said that for bird's nest nourishing users, the core value of Xiaoxian Stew is "fresh nutrition", so in the dimensions of category innovation, supply chain innovation, model innovation, experience innovation, etc., all innovative measures point to "fresh nutrition".

It is reported that in order to achieve this core value, Xiaoxian stewed products are fresh short-term without additives, the need for the whole process of cold and fresh distribution, the production mode is the user after the order of the factory fresh stew, package products are set according to the needs of different nourishing people, the production process is low temperature water mist stewing to better retain bird's nest nutrition, Xiaoxian stew all digital construction also firmly guarantees the realization of the above innovative measures.

In Miaoshu's view, only in this way can we truly achieve a hole in the focus on consumer value, and can we truly let more people eat a bowl of fresh and nutritious fresh stewed bird's nest, which in turn brings "fresh power" to consumers.

Miaoshu also introduced that in order to promote the high-quality development of the industry, Xiaoxian Stew actively takes the "Xiaoxian Stew Standard" as the core for the layout of the industrial chain, drives the coordinated development of the upstream and downstream of the entire industrial chain, and strives to achieve "standard leadership, industrial chain leverage", and promote the standardization and standardization of the industry.

It is reported that in 2019, Xiaoxian Stew opened the whole supply chain service provider for the first time, and established a supply chain quality alliance to help the upstream and downstream of the industrial chain to develop collaboratively and highly. In March 2021, led by Xiaoxian Stew, together with a number of authoritative institutions such as the China Institute of Standardization, well-known universities and upstream and downstream head enterprises in the whole industry chain of fresh stewed bird's nest, three series of standards were officially released, and from the three aspects of raw material bird's nest management, production and processing, storage and transportation management, the industry took the lead in strictly regulating the key links in the whole chain of fresh stewed bird's nest from procurement to processing to transportation, filling the gap in the industry's standardized control and management of the production process In August of the same year, Xiaoxian Stew once again joined hands with authoritative institutions to issue the group standard of "Quality Requirements for Fresh Stewed Bird's Nest", which also marked the formation of a set of group standards from product production system to product quality, and further shared the quality management experience of Xiaoxian Stew to the industry.

Miao Shu mentioned that Xiaoxian Stew has also established the "Xiaoxian Stew fresh stewed bird's nest scientific research fund" and the "Xiaoxian stew fresh stewed bird's nest academic expert committee" to help the basic scientific research and research and development practice of the Chinese nourishment industry through the integrated platform of production, education and research.

Miao Shu said that from the beginning of its establishment, Xiaoxian Stew has been adhering to the mission of making tonic simpler and inheriting China's thousand-year-old nourishing culture, and constantly striving to let more people eat a bowl of fresh, nutritious and delicious bird's nest. With such an original intention and mission, in the past eight years, Xiaoxian Stew has also cultivated more enthusiasts and consumers for the Chinese nourishing culture by expanding the path of communication with consumers and deepening the content of communication.

Miao Shu introduced that in 2021, Xiaoxian Stew began to lay out offline, and opened a nearly 1,000-square-meter immersive Chinese nourishment experience store integrating product display and sales, bird's nest culture transmission and social space in Beijing SKP business district, and the first flagship store to create an immersive Chinese nourishment experience store, hoping to establish face-to-face understanding, cognition and communication between the experience store and consumers.

Miao Shu said that by restoring the tropical rainforest, swallow cave, bird's nest, as well as related historical books, discovery filmed bird's nest traceability documentaries, and public videos of the production process of Xiaoxian stew factory, consumers can intuitively understand the history, culture, categories, products and other information of bird's nest, understand how a bowl of fresh stewed bird's nest was born, strengthen consumers' understanding of bird's nest, not only establish consumers' correct cognition of bird's nest, but also build trust in the entire bird's nest industry. For China's nearly thousand years of nourishing culture to win the recognition of more consumers, to cultivate more consumers of "fresh power".

Miaoshu concluded that Chinese brands are ushering in an unprecedented golden age, but Chinese brands want to go further, only by relying on systematic innovation, with clear standards and continuous scientific and technological innovation, to promote the entire industry to maturity, so that the track becomes longer and longer, more and more broad.

"We are also pleased to see that more and more Chinese brands are promoting the development of the industry with innovation and inheriting Chinese culture with innovation." I believe that in the future, more and more Chinese brands will stand on the world stage. Seedling said.

It is reported that the 8th Finance China V Forum and 2022 Brand Summit was held online. The conference was hosted by China News Service's financial media, Zhongxin Jingwei, and co-sponsored by the China Industrial Development Promotion Association. The School of Journalism and Communication of Tsinghua University provides academic support, and the Brand Alliance is a co-organizer. Dozens of academic and business people attended the meeting. (Zhongxin Jingwei APP)

Zhongxin Jingwei copyright, without written authorization, any unit and individual shall not reprint, excerpt or otherwise use.