Behind the tens of thousands of high-quality reputation, Xiaoxian stew is selling well.
The answer may be unexpected. The energy saved in each glass bottle can light a 100-watt light bulb for 4 hours and power a computer Run for 30 minutes. And every ton of waste glass recycled can save 10 tons of coal and 400 kWh of electricity.
On August 26 this year, Xiaoxiandou, the leading brand of fresh stewed bird’s nest, launched a new season of empty bottle recycling activities, calling on users to recycle the empty bottles of Xiaoxian stew. The “Empty Bottle Recycling Activity” is a recycling public welfare activity initiated by Xiaoxiandou since 2019, once every quarter.
Xiaoxian stew investor Zhang Ziyi’s call on Weibo
The origin of the activity is related to Xiaoxian stew’s service method: according to the law of absorption of nutrients by the human body, the nourishing effect of long-term consumption of bird’s nest is better. Xiaoxian stew innovatively launched Periodic nourishment mode, a large number of users purchase monthly packages, so a large number of empty bottles are also produced. In the beginning, users of Xiaoxian stew used bottles for sugar and salt, and some users used small bottles to grow flowers as decoration, but there were still a large number of empty bottles that did not know what to do. After user feedback, Xiaoxian stew quickly decided to recover the empty bottles from the users and send them back to the glass factory for destruction and remelting.
In this issue of the event, Xiaoxiandou’s two investors Zhang Ziyi and Chen Shu personally participated in the design and remade the recycled empty bottles into glass crafts, which users participating in the event will have the opportunity to get.
Xiaoxian stew investor Chen Shu’s Weibo call
Users who participated in the recycling and sharing this season will witness the rebirth of empty bottles and receive molten glass crafts, which can be used as home decorations and Xiaoxian stew’s feedback to encourage users to protect the environment, and last longer To accompany users. It is understood that so far this season’s activities, Xiaoxiandou has collected more than 350,000 empty bottles and more than 16,000 participating users have helped to recycle about 12 tons of glass resources.
Start with environmental protection, loyal to users
As the main sharing position of “Empty Bottle Recycling Program”, search for “Xiaoxiandou” in Xiaohongshu, there are more than 10,000 notes. If you click When you watch it, you will notice that there are many empty bottle notes and shared stories of Xiaoxian stew users.
The empty bottle recycling activity originally for environmental protection has also attracted a large number of users to actively share. Every time it was collected, users posted empty bottles and shared their changes in eating bird’s nest on social platforms based on Xiaohongshu. Some said their sleep was improved, some said that their hair loss was not as serious as before, and there were a large number of users. During pregnancy, or even the second pregnancy, they share empty bottles, and their babies and pets are also photogenic.
Xiaohongshu user@余小敏 is an old user of Xiaoxiandou. She wrote the story of bird’s nest and her family in Xiaohong: When she was a child, her family bought the bird’s nest for her grandma, but her grandmother was always reluctant to drink it, so she quietly gave it to her Drink, now I have the ability to buy bird’s nest, but grandma has gone to a far place. For her, seeing the bird’s nest reminds her of the grandmother who loves her most.
There are many more stories like this. Obviously, this “empty bottle recycling activity” based on user needs has far exceeded the initial expectations in the repeated sharing. A large number of users spontaneously posted and shared orders, making this empty bottle recycling event a large-scaleThe spread of word of mouth.
On the one hand, the empty bottle recycling activities have strengthened the recognition of the old users with the brand, resulting in spontaneous posting behavior, which has also become a unique way for users to interact with the brand;
For more potential users, a large number of users emptied their bottles, real word of mouth can successfully arouse their interest, and then stimulate potential users to search, understand and purchase. This is also the path of AISAS (attention-interest-search-action purchase-share sharing). The repeated empty bottle recycling activities have just formed a closed loop of AISAS, which continues to spirally radiate more people.
In addition, From the brand level, participating in environmental recycling activities is also a behavior that deepens brand values, reflects brand service and public welfare attitudes, and has a deeper brand value from a longer-term perspective.
Behind the empty bottle style is the ultimate reputation
The empty bottle recycling campaign is undoubtedly a success. But both consumers and people in the industry know that no matter how successful the event is, the quality and reputation of the product itself is inseparable. The event is a string of zeros that infinitely amplify the reputation, and the quality of the product is the most important in front. Of this 1.
In this empty bottle recycling activity, a large number of Xiaohongshu users not only showed the creative shape of empty bottles in their notes, but also shared the Chinese nourishment brought to them Good physical condition. All kinds of questions made them choose the Chinese nourishing way, and the fresh stew technique of Xiaoxian Stew and the convenience of delivery on the next day made many people continue to buy. According to the data provided by Xiaoxiandou, the repurchase rate of fresh stewed bird’s nest products has reached 50%.
618 Xiaoxian stew surpasses Western health care, the first nourishing category, the first bird’s nest category
Why did they choose Xiaoxian Stew?
Fresh, convenient, nutritious and deliciousis mentioned by a large number of users in their notes Key words.
This has to talk about the changes in the stewing process of bird’s nest. Bird’s nest is a precious food that has been eaten in China since the Ming Dynasty. Because bird’s nest is rich in carbohydrates, organic acids, free amino acids and bird’s nest acid, it has the functions of nourishing yin, moisturizing dryness and nourishing qi. As a high-end tonic for medicine and food, it has a long history of consumption.
But the traditional way of eating bird’s nest has many pain points for users. For traditional dried bird’s nest, users who want to eat a bowl of finished bird’s nest will face various problems. They will neither choose bird’s nest nor stew, and stew it by themselves is quite time consuming, and it is easy to stew badly. At the same time, because the authenticity of the ingredients is difficult to distinguish, a large number of fake bird’s nest products have appeared on the market.
Later, instant bird’s nest appeared, which can be understood as canned bird’s nest food, which can be eaten immediately after opening the lid. Compared with dry bird’s nest, instant bird’s nest has made considerable progress, which solves the problem of user selection and stewing. But the shelf life of canned bird’s nest is usually more than 1 year. Some products contain additives and other ingredients, which is still not the perfect choice.
In contrast, Xiaoxian stew created the era of fresh stewed bird’s nest, using fresh stewing technology, ordering fresh stew, the product does not contain any additives, Only bird’s nest, rock sugar and water have a shelf life of only 15 days. They are delivered cold and fresh every week to ensure the fresh taste while effectively retaining the nutrients of bird’s nest. It not only solves the problem of ingredients and overcomes the high production threshold of dried bird’s nest, but also solves the problem of long shelf life and possible additives of instant bird’s nest, making it fresher and more nutritious.
Users who have experienced stewing bird’s nest by themselves and buying ready-to-eat bird’s nest can immediately appreciate the difference between products and services, and a good reputation spread naturally. A large number of celebrities and movie stars have gradually become users of Xiaoxiandou, even “tap water”.
The good reputation also comes from founder Lin Xiaoxian’s ingenuity in products. She grew up in a family of Chinese medicine. Under the influence of her ears, Lin Xiaoxian graduated from the First Military Medical University and became a first-class health manager. During her 8 years of studying and working, she was deeply influenced by Guangdong’s traditional food tonic culture and traveled to major tonic specialty stores in Hong Kong and Guangdong. After focusing on the bird’s nest category and starting her business, she carefully studied the bird’s nest market and discovered the consumption pain points of the two types of bird’s nest products on the market, and Xiao Xian stew was born.
Lin Xiaoxian, founder of Xiaoxian stew
In order to find high-quality bird’s nest raw materials, the founder Lin Xiaoxian visited various islands in Malaysia, inspected more than 50 bird’s nest houses and bird’s nest processing factories, and finally chose Malaysia and Indonesia. Traceable bird’s nest, bird’s nest is thicker and cleaner in quality. After determining the place of production, Xiaoxian stew refined the raw material standards to 15 items, with clear requirements for color, length, and water content.
In terms of raw materials, Xiaoxiandou insists on using traceable bird’s nests. Such insistence directly increases costs and severely reduces profits. But for a category like bird’s nest, safety and quality are consumer decisionsMoms are starting to consume bird’s nest tonic products more and more.
Whether it is tonic during pregnancy, tonic after childbirth, or to regulate sub-health problems such as sleep and skin, Chinese tonic has become an important option. Among the various Chinese nourishing products, Xiaoxian stew, which is famous for its fresh stewed bird’s nest, has also grown with the industry, becoming a leading player in the category and capturing these new generations of consumer-powerful users.
The leading players in the innovative category, while being the forerunner, will also become the educator of the category at the same time. In the bird’s nest category, Xiaoxian stew has already gained a considerable market share by virtue of its fresh stewed bird’s nest category innovation. According to Euromonitor International data, Xiaoxian stew has ranked first in the country’s sales of fresh stewed bird’s nest for three consecutive years from 2017 to 2019. In the process of continuously cultivating the market and educating the market, the company has also assumed more social responsibilities: the empty bottle recycling program will accompany batches of users to grow, and while they enjoy the new Chinese nourishment, they will also remember this. The temperature brand will work with everyone to take root in the concept of environmental protection and public welfare.