On the new track of freshly stewed bird’s nest, Xiaoxian stew is the forerunner and even the best.
Double 11 in 2019, the fresh stewed bird’s nest brand Xiaoxian stew in the Tmall platform sales exceeded 100 million mark, becoming the first Chinese traditional nourishing brand to enter the Tmall billion club, and at the same time become Tmall, Jingdong’s two major sales of bird’s nest single product sales, the network’s sales reached 130 million, a year-on-year growth of 20% in 2018.
For a long time, traditional Chinese tonics have been absent from the Tmall 100 million club. In December last year, at the Tmall Medical Health Double 11 Awards Conference, the founder of Xiaoxian Stew, Lin Xiaoxian, made a public announcement of “Hongyuan”: “Xiaoxian Stew 2019 The annual sales will be over 100 million, and the first traditional nourishing brand to enter the Tmall double 1.1 billion club!”
In 2018, Xiaoxian stewed the double 11 fresh stewed bird’s nest sales first, sales increased by 400% year-on-year, won the Tmall traditional nourishing dark horse award that year, but at that time Xiaoxian stewed fresh stewed bird’s nest double 11 sales only More than 23 million, more than 100 million a year, means to achieve more than 300% growth.
The vows now come true. This is the result of Xiaoxian stewing for 5 years since the ingenuity of polishing products and improving service. It also reflects that the market for fresh stewed bird’s nest has undergone pre-incubation and is experiencing explosive growth.
Going to Heart + Professional, Harvesting Live Bonus
From November 4th, Lin Xiaoxian communicated face-to-face with fans every night from 8:00-11:30 in Taobao. The number of views per night reached more than 10,000 times. The interactive rhythm is compact and the heat is high. The fairy stew flagship store once rushed to the seventh place in the hot list of Taobao Live 11.11 quality list, surpassing the beauty brands such as Estee Lauder and Snow Show. During the live broadcast, the sales of Xiaoxian stewed bird’s nests were more than one million per night, and the sales of annual cards soared. The live influence of “founders came” was unexpected.
Lin Xiaoxian was broadcast live on the 11th of the day and heard the sales broke through billions of tears
This is not the first time Lin Xiaoxian has participated in the live broadcast as a founder, nor is it the first time that Xiaoxian Stew has tried to reach users by live broadcast.
As early as April of this year, Xiaoxian stew began to cooperate with Wei Ya. Before the first broadcast of Zhang Dayu on the 21st of this year, he also took the initiative to contact Xiaoxian stew. After the two chatted “A whole afternoon”, Zhang Dazhao was impressed by Lin Xiaoxian’s professional attitude of freshly stewed bird’s nest. He decided to invite Lin Xiaoxian to participate in the live broadcast. This combination of Zhang Dazhao’s influence and Lin Xiaoxian’s professional live broadcast, let Xiaoxian The sales volume of the stew for 10 minutes reached 5.6 million.
The cooperation with Zhang Dazhao allowed Xiaoxian stew to enjoy the live bonus, and also gave Lin Xiaoxian revelation. She found that the live broadcast can intuitively convey product information, presenting the texture of fresh stewed bird’s nest and Q-bomb. Without being limited to words and pictures, it tells the nutrition and efficacy of bird’s nest, and conveys the ingenuity of Xiaoxian stew in raw materials and stewing process to the user, and gets real-time feedback from users.
On November 7th, the Xiaoxian stew shop lived on the scene. Lin Xiaoxian once shed tears in the live room and said frankly that “the live broadcast is so good that I have the opportunity to talk about the products to my users.” As the founder, Lin Xiaoxian poured a lot of effort into the freshly stewed bird’s nest products. In an interview, Lin Xiaoxian talked about the products, and the pH value of the water from the Indonesian bird’s nest supplier cleaned the bird’s nest, all the way to Xiaoxian stew box foam The thickness, when it is difficult, can not help but cry. 90% of the users of Xiaoxian stew are women. When such sensibility and professionalism are transmitted to fans through live broadcast without filtering, the distance between the user and Xiaoxian stew is also brought closer.
On the other hand, the repurchase rate of Xiaoxian stewed wild bird’s nest products has been maintained at more than 50%, accounting for about 70% of the customer’s income in the cycle of 20%, and more than 65% of users are at 26 years old. – 35 years old, the acceptance of live broadcast is very high. Xiaoxian Stew has also established its own private domain traffic pool for 5 years. In the current live broadcast, choose to useThe live broadcast method interacts with the fans, not only can better communicate with the users, but also can improve the conversion, which can be described as two things.
It is revealed that Xiaoxian Stew is currently forming a team. After the double eleventh, the live broadcast will become a daily operation, and “At important time, the founders will still broadcast live in person.”
The brand name of Xiaoxian stew has a clear personal mark of the founder. For a long time, Lin Xiaoxian’s “national level health manager” and “born in a family of Chinese medicine, graduated from the First Military Medical University” also have a professional background. In the process of borrowing live broadcasts for Xiaoxian stewed bird’s nest, Lin Xiaoxian’s affinity and professional image became more real, and the fans’ trust in her continued to increase. Lin Xiaoxian’s personal IP was gradually built.
Stars, cross-border, grass, let the bird’s nest nourish the tide”
The traditional Chinese tonics have been insulated from the Tmall Double Eleven Club, and the limited user base is one of the important reasons. Traditional Chinese tonics often require a series of cumbersome stewing processes that are unacceptable to fast-paced contemporary young people. At the same time, traditional nourishing methods also make young people feel “old” and not interested. As a typical traditional tonic, bird’s nest, how to escape this concept, is accepted by young people? Let young people recognize the value of fresh stewed bird’s nest, and use bird’s nest as their daily tonic. In addition to doing a good job of products and services, they can talk to young people and reach the brand’s reach and communication in a way that young people like to see. Xiaoxian stewed the “hands” ability.
After the number of actors changed from hardcore fans to investors, with the help of Chen’s circle of friends, many stars have become users of Xiaoxian stew, such as Cecilia Cheung, Zhang Yuqi, Jing Tian, etc., not only have they eat Xiaoxian stew for a long time. The products are also shared in the small red book, vibrato, ins and other social platforms to share the Xiaoxian stew, but also led many small red books KOL to become the fans of Xiaoxian stew.
The appearance of the star and KOL not only allows young and beautiful women to plant grass, but also puts the brand image of Xiaoxian stew, which is light, fashionable and stylish, into the hearts of users.
In order to allow the small category of bird’s nest to reach a wider public group, in addition to focusing on the mainstream media, the small fairy stew also through the cross-border marketing, let the bird’s nest nourish the “tidal”, Become a fashion and fashion.
In 2019, Xiaoxian stewed with the Tmall National Trends Cross-border Red Mansion Dream, a classic culture IPThrough the online and offline linkages, a theme event of “Red House New Immortal Beauty” was created. Let young consumers feel the traditional nourishing culture of bird’s nest and understand the convenience, freshness and nutrition of fresh stewed bird’s nest.
In this activity, Xiaoxian Stew accurately grasps the balance between fashion and tradition, and blends the two in a novel and interesting way of communication, conveying a kind of “traditional but not old, fashion but not kitsch “The breath, not only has shaped the brand style, but also entered the world of young people, and set off a national tide to maintain heat among young people.
The data shows that Xiaoxian stewed Xiaoxian stew & Red Mansion Dream cross-border, sold 42,000 bottles in the first hour of the Tmall flagship store, which is 12.3 times higher than the average daily sales.
After the perfect crossover Red Mansion Dream IP, Xiaoxian stew attracted the attention of high-end ice cream brand Zhong Xuegao. Following the joint launch of the Forbidden City beast-themed ice cream with the Forbidden City and the launch of the “Spreaded Ice Cream” in conjunction with the Luzhou Laojiao cross-border, the “bird’s nest ice cream” is also a natural chapter. During Lin Xiaoxian’s live broadcast, whenever a fan likes to reach 30,000 times, a lottery will be launched. The prize is Zhong Xuegao’s bird’s nest ice cream. This is another successful cross-border, Zhong Xuegao and Xiaoxian stew, both temperament and strong combination, can be described as a win-win situation.
Through a series of well-organized and step-by-step brand communication activities, Xiaoxian Stew has become the “Tide Brand” bird’s nest in the minds of young people, which is accepted and loved by more people. Bird’s nest, a traditional tonic with a long history, began to walk down the altar and into the lives of young people.
Positive targeting, product-oriented
The success of Xiaoxian stew is not smooth. In fact, before the Xiaoxian stew, there are ready-to-eat bird’s nest products on the market, but the instant bird’s nest is a high-temperature stewing process at 121 °C. The shelf life is between one and a half to two years. The production process follows the canned standard, and the taste is inferior to fresh. Stewed bird’s nest, mostly used for gift gifts rather than consumer self-use, “there are additives, nutrient loss” concerns, and home stewed bird’s nest is a time-consuming, high-threshold thing, not the majority of young People’s considerations.
In order to solve this market pain point, Xiaoxian Stew is selected as the raw material and self-built factory in Indonesian forest rainy season. After repeated tests, it has determined the ratio of stewing temperature of 38 °C for 38 minutes to ensure no loss of nutrition. The original patented technology of 360° rotation 180 times of simulated manual stewing makes the taste better. The industry’s first application of the day fresh stew, cold fresh deliveryThe C2M mode is really 0 plus, and the quality is 15 days. At the same time, in order to help users better adhere to long-term nourishment, Xiaoxian Stew has launched a cycle nourishing service. After ordering a monthly package or an annual package, users will enjoy weekly delivery, and at the same time, they can modify the delivery time and receive according to their own needs. Shipping address.
“Fresh stewed bird’s nest” is different from traditional ready-to-eat bird’s nest, but in 2017, “95% of people can’t tell the difference between freshly stewed bird’s nest and ready-to-eat bird’s nest”, Xiaoxian stewed one side polished products, upgraded stewing process and The equipment pursues the ultimate in taste and promotes the popularization of the market for fresh stewed bird’s nest.
In June of this year, Xiaoxian Stew and Jingdong held a press conference to create a separate category of fresh stewed bird’s nests. Officially, the freshly stewed bird’s nest was separated from the bird’s nest category and became an independent category for users to inquire and purchase.
Clear and differentiated product positioning is the foundation of Xiaoxian stew’s follow-up communication and marketing actions. The continuous high growth of sales and good user reputation also confirm the judgment of Xiaoxian stew: under the general trend of consumption upgrade, meet Fresh, stewed bird’s nests that are convenient, fresh, nutritious, and ready for the four major needs represent the future consumption direction of bird’s nest products.
“Fortunately, the first time I eat bird’s nest in my life is Xiaoxian stew.” A post-90s user once left such a comment on the Internet. After trying another instant bird’s nest recommended by girlfriends, the user said, “If I didn’t eat Xiaoxian stew for the first time, I would probably miss the bird’s nest.”
From positioning to communication, Xiaoxian Stew has a very mature brand strategy. The ultimate goal is to let more users touch and understand the freshly stewed bird’s nest. In the process, Xiaoxian stew never stops. Product grinding and service optimization.
“For five years, I want to make a bowl of good bird’s nest.” Lin Xiaoxian’s splitting in the live broadcast room has made the fans move, and it is also the practice of Xiaoxian stew.
In five years, Xiaoxian stew has been refined from raw material selection to stewing, equipment, packaging and other aspects. It does not cost money, manpower and material resources to polish details. Its fresh stewed bird’s nest products have twice won the world food. The Quality Appraisal Conference Award was recognized by the authoritative organization and truly achieved the “Fresh Stewed Bird Nest Expert”.
During the Mid-Autumn Festival this year, Xiaoxian stew also catered to the needs of users to launch a fresh stewed bird’s nest gift card. “Without special promotion, it sold nearly 2 million sales.” It is reported that Xiaoxian stewed fresh bird’s nest gift card will be included in the Jingdong platform self-operated commodity system during the year.
There is no way in this world. There is always a first step for the first mover to cut down the thorns and find out the direction.Later, the latecomers slowly took the road. In order to inherit the traditional Chinese nourishing culture, so that contemporary people can easily enjoy the nourishing of bird’s nest, Xiaoxian stew breaks through innovation, and defines the new category of fresh stewed bird’s nest, and through star and KOL word of mouth communication, cross-border marketing A series of effective means of communication, such as live broadcast, bring fresh stewed bird’s nest into the eyes of young consumers. In the past two years, the sales growth of freshly stewed bird’s nest has been much higher than that of dry bird’s nest and traditional ready-to-eat bird’s nest. The market potential is beyond doubt.
On this new track, Xiaoxian stew is the forerunner and even the best. Because of this, Lin Xiaoxian dared to make a vow to “break the billion in the coming year” at the Tmall Double 11 awards conference. This is Lin Xiaoxian’s Philip is also her emboldened.