Innovation is an important engine of brand growth. At present, the mainland is in a special period of transformation from "Made in China" to "Made in China" and from "Chinese products" to "Chinese brands", and innovation is the core of the development of enterprises and industries.
With the revival of the national tide and the continuous strengthening of the public's pursuit of healthy life, Chinese tonic has once again entered the field of vision of consumers. As a long-established Chinese tonic, bird's nest has also undergone renewal and change in the context of the times, and has gradually entered the era of high-quality development. As a leader in the bird's nest industry, Founded in 2014, Xiaoxian Stew has played a set of product innovation, service innovation and scientific research innovation in the past eight years, continuously innovating and breaking through with user demand as the core, gaining the favor of ordinary users and celebrity stars, and leading the sales of fresh stewed bird's nest nationwide for five consecutive years.
At the same time, Xiaoxian Stew has also injected fresh blood into the Chinese tonic industry and raised the ceiling of the bird's nest industry. In the past eight years, Xiaoxian Stew has insisted on transmitting Chinese nourishing culture, and promoted the high-quality development of the Chinese tonic industry represented by bird's nest through scientific research construction and standard construction, helping the modernization breakthrough of the Chinese tonic industry, and continuing to carry forward the traditional tonic culture in the new era.
01 Adhere to high-quality expression with product innovation as the carrier
Founded in 2014, in order to let more users eat a bowl of fresh, nutritious and delicious bird's nest, Xiaoxian Stew at the beginning of its establishment deeply understood the pain points of the industry and created a new category of fresh stewed bird's nest.
At that time, the bird's nest industry only had two categories: dry bird's nest and ready-to-eat bird's nest. Traditional dried bird's nest, users face problems such as difficult to identify raw materials, do not know how to stew, do not know how to eat, and do not have time to adhere.
The ready-to-eat bird's nest, although it has a long shelf life and is easy to circulate and store, cannot meet the needs of consumers for freshness. Xiaoxian stew has created a new way to eat bird's nest, 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.
Specifically, in the selection of raw materials, Xiaoxian Stew selects The traceable bird's nest in Malaysia and Indonesia, and the ingredients are only made of rock sugar, bird's nest and water, without any additives. In terms of production technology, Xiaoxian Stew innovates the fresh stew process, through its own standardized product production plant, simulates the way of hand stewing, first feeding and then capping and stewing, 360 ° rotation 180 times, so that bird's nest and water are fully integrated, and finally achieve the taste Q elastic smooth fresh stewed bird's nest.
Third, Xiaoxian Stew also innovates the cyclical tonic service model to help users form long-term regular tonic habits. In short, Xiaoxian Stew takes product innovation as the carrier to provide users with a complete set of fresh stewed bird's nest tonic solutions, which meets the needs of consumers for Chinese nourishment freshness and convenience.
More importantly, the ensuing fresh stew form has also emerged in the Chinese tonic category, which has revitalized the long-standing but high-level cognitive maintenance method of Chinese tonic.
Recently, in order to meet the diverse tonic needs of users, Xiaoxian Stew further upgraded its products, launched the new products of Garriman's Star, and upgraded the packaging of Bai yudian series products, expressing its adherence to high quality with product innovation.
02 Expand the new scenario of Chinese tonic with service innovation as the driving force
Xiaoxian Stew, which started online, introduced the C2M model in online innovation, driving the innovation of the traditional supply chain model of the nourishing industry, through user orders directly to the factory, the factory then realizes on-demand fresh stew according to the personalized needs of consumers, eliminating the middleman link.
Nowadays, Xiaoxian Stew has laid out offline and carried out channel innovation. In 2021, Xiaoxian Stew's first immersive Chinese tonic experience store opened; In 2022, Xiaoxian Stew opened many stores across the country, and entered the Gaohua District of the mall, successively laying out offline stores in well-known business districts in China, changing the pattern of the layout of tonic stores in the past in the mall.
Through the integration of online and offline, Xiaoxian Stew has formed a model of "online wide customer acquisition + offline in-depth education", and the model effect has initially emerged.
According to industry analysts, whether it is an innovative immersive Chinese tonic experience store model or an innovative layout boutique model, behind it is a new exploration of the offline scene of Chinese tonic brands.
Miao Shu, chairman and CEO of Xiaoxian Stewed Bird's Nest, also said earlier: "For Xiaoxian Stew, offline channels are not only an extension of the shelves, but also the continuous construction of the brand and the continuous construction of consumer trust. ”
Zhu Danpeng, an analyst in the FMCG industry, believes that the mutual integration of online and offline resources and the complementarity of shortcomings are the future development trends of the FMCG industry, and Xiaoxian Stew firmly grasps the development trend of the industry and the core demands of the new generation of consumers.
In addition, Xiaoxian Stew has also entered the offline catering scene, constantly broadening the scene of user communication and cultural transmission. Previously, Xiaoxian Stew specially hired Dong Keping, a famous food critic and food consultant of "China on the Tip of the Tongue", as the "Chief Tasting Consultant of Xiaoxian Stew", and the two sides worked together to create the "Xiaoxian Stew Fresh Stewed Bird's Nest Tasting Meeting" and officially entered the offline catering scene. In April 2022, Xiaoxian Stew entered the internationally renowned hotel Beijing Waldorf Astoria to jointly upgrade the theme afternoon tea and expand the new scene of Chinese nourishing experience through afternoon tea.
According to industry analysts, this series of measures are All of Xiaoxian Stew's innovative and consumer communication methods, so that bird's nest can enter more scenes, leading the new trend of Chinese nourishment, and making the millennium nourishing culture known and familiar to more users.
03 Lay the foundation for high-quality development with scientific research and innovation as the support
Scientific research and innovation is an important driving force for the high-quality development of the brand and the industry, Xiaoxian Stew continues to deepen the scientific research and construction, and promotes the innovative development of the Chinese nourishing industry by continuously accelerating the pace of scientific and technological innovation of enterprises.
On the one hand, Xiaoxian Stew focuses on basic scientific research and works with universities to set up scientific research laboratories. Specifically, Xiaoxian Stew has successively established laboratories with China Agricultural University, Lanzhou University and Jiangnan University to form a research and development system of "integrated development of production, education and research" based on independent research and development and relying on universities.
On the other hand, Xiaoxian Stew focuses on the large-scale research and development of processes, recipes and equipment. It has developed a 360° rotation 180 times water mist stewing process and patented stewing equipment, which greatly restores the taste and nutrition of high-quality fresh stewed bird's nest stewed over low heat. Up to now, Xiaoxian Stew has obtained 36 authorized patents.
Nowadays, the scientific research achievements of Xiaoxian Stew have begun to appear, and the good news is frequent: on July 20, 2022, the Enterprise Science and Technology Association of Beijing Xiaoxian Stew Biotechnology Co., Ltd. was officially established. As the first new consumer brand enterprise science and technology association established in Chaoyang District, Beijing, the establishment of Xiaoxian Stew Science and Technology Association will effectively promote the scientific research and innovation practice and scientific research capacity building of enterprises. At the same time, Xiaoxian Stew successfully introduced the "stable isotope technology" in the bird's nest industry, and studied the similarities and differences of sialic acid carbon stable isotopes from different sources by establishing a sialic acid isotope detection method in bird's nest products, so as to identify natural sialic acid and fermented sialic acid. Recently, Xiaoxian Stew also published "Research Progress on the Potential Regulatory Effect of Bird's Nest on Women of Different Cycles" in the national core journal "Food and Fermentation Industry".
Scientific research and innovation is an important part of supporting the innovation and development of enterprises. All along, Xiaoxian Stew has been concentrating on scientific research in the field of bird's nest, and has raised scientific research to the level of enterprise strategy, forming a two-wheel drive scientific research strategy of "basic scientific research + large research and development", promoting the modernization breakthrough of Chinese nourishment, and setting a benchmark for scientific research and innovation in traditional industries.
Epilogue:
In the process of brand Changhong development, single-point innovation is relatively easy, but single-point innovation cannot form a self-consistent system, and systematic innovation is needed to move towards Changhong. Miao Shu, chairman and CEO of Xiaoxian Stewed Bird's Nest, once said: "Brand power needs to be driven by innovation, and Chinese brands want to go further, only rely on systematic innovation." ”
From the brand development path of Xiaoxian Stew's systematic innovation, we can glimpse the future development of the Chinese tonic industry. Nourished by China's millennium tonic culture, more and more Chinese tonics have shined new brilliance and gained the favor of the public with high-quality products and services. At the same time, the development of the Chinese tonic industry is also moving towards standardization, and scientific research and innovation have laid a solid foundation for the modernization breakthrough of Chinese tonic, and continue to empower the Chinese tonic industry to change.
Today, when the Chinese tonic industry has entered a stage of high-quality development, Xiaoxian Stew, with the mission of "making tonics simpler and inheriting China's millennium tonic culture", has always made breakthroughs and innovations, injecting "fresh power" into the Chinese tonic industry. In the future, Xiaoxian Stew will continue to promote the high-quality development of the Chinese tonic industry with innovation, and innovate to inherit Chinese culture and carry forward the Chinese tonic culture.
Source: China Business Daily
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