Our reporters Yu Haixia and Sun Jizheng report from Beijing.
In the era of national health, the people's demand for high-quality lifestyle is prominent, and Chinese tonic products represented by bird's nest are also attracting more and more attention from consumers.
On December 21, Xiaoxian Stewed Bird's Nest and academicians and universities held a scientific research achievement conference and a New Year gift box launch conference in Beijing. Wang Dongliang, Chief Scientific Officer of Xiaoxian Stew, systematically introduced the specific connotation of the scientific research strategy, shared various breakthrough scientific research achievements under the guidance of the scientific research strategy, and focused on the important health value of bird's nest in six aspects.
Ma Zengjun, Chairman of the Asia-Pacific Working Group of the World Federation of Wholesale Markets and Chairman of the National Bird's Nest Committee (Bird's Nest Market Professional Committee of the National Federation of Urban Agricultural Trade Centers), believes that Xiaoxian Stew has not only continued to innovate in products and models, but also walked in the forefront of scientific research, connecting bird's nest research with user health.
Multi-party scientific research and exploration
At present, the healthy consumption concept and healthy consumption demand of Chinese residents are accelerating the upgrade, and bird's nest, as an important part of Chinese nourishment, is showing a vigorous development trend and market potential.
In 2019, China's bird's nest industry showed that the overall market size of bird's nest reached about 30 billion yuan, with a compound annual growth rate of more than 30%, showing a rapid growth trend.
The new changes in the bird's nest consumer market have put forward the requirements and challenges for the industry to upgrade its industry. However, at present, the modern scientific and technological research on the Chinese tonic track represented by bird's nest is relatively in its infancy, which restricts the further development of the industry to a certain extent.
Relevant data shows that as of now, there are nearly 600 stores selling bird's nest products on the Tmall platform, and there are as many as 200 bird's nest brands, correspondingly, the concentration of the bird's nest market is low, and the Frost & Sullivan report shows that in 2022, the bird's nest CR5 will be less than 13%.
In this regard, in recent years, Xiaoxian Stew has continued to build scientific research capabilities, and has united many scientific research institutions and universities at home and abroad to carry out scientific research on freshly stewed bird's nest through the integrated platform of "production, education and research". At the same time, it focuses on the research on bird's nest categories, bird's nest functional ingredients, and bird's nest health and nourishing value, and effectively solves the bird's nest nourishment problems that consumers are concerned about.
The reporter of "China Business Daily" noticed that based on the insight into the needs of bird's nest users, Xiaoxian Stew has continuously upgraded its products and services through scientific research investment. At present, through the cooperation with academicians and universities, Xiaoxian Stew has demonstrated the effective value of bird's nest in many aspects through modern scientific research, and a number of achievements have been published in authoritative SCI journals at home and abroad.
In addition, focusing on the upstream and downstream of the whole industrial chain, Xiaoxian Stew continues to promote systematic research from raw materials, production equipment, processing technology, product quality to product nutrition, efficacy and mechanism, so as to promote the further development of the entire industrial chain.
Accelerate the development of the industry
JD Health's consumption data in 2023 shows that with the development of refrigeration technology and the improvement of the quality of bird's nest products, freshly stewed bird's nest has become a popular choice for more users for healthy gifts in recent years.
Yang Ye, head of JD Health's nutrition and health care division, said: "With the continuous improvement of China's residents' consumption capacity and the enhancement of health awareness, bird's nest is appearing more and more on everyone's table. Industry data shows that the scale of China's bird's nest market has continued to grow for 10 years, and the scale of the domestic bird's nest consumption market will reach 43 billion yuan in 2022, and this number will continue to increase this year, and China has become the world's largest consumer of bird's nest. ”
The reporter noticed that in the Boxing market, users are more inclined to products that are nutritious and healthy, have exquisite packaging, have multiple values and can meet multiple gift scenarios.
In this regard, Ge Bin, vice president and chief chain officer of Xiaoxian Stewed Bird's Nest, analyzed: "Xiaoxian Stew has insight that in recent years, consumers are more inclined to choose gifts that are nutritious and healthy, have exquisite packaging, have multiple values and can meet multiple gift scenarios. ”
Based on this, Xiaoxian Stew has joined hands with intangible cultural heritage artists and five Michelin restaurants to launch a limited gift box for the Year of the Dragon.
It can be seen that in terms of focusing on user needs, Xiaoxian Stew further explores the deep health value of bird's nest with scientific research and innovation, and applies the innovative results based on scientific research and exploration to the optimization and iteration of products and services, so that consumers can enjoy services while accelerating the process of promoting industrial development.
According to Frost & Sullivan**, the size of China's pure bird's nest market will increase from 39.9 billion yuan in 2022 to 82.2 billion yuan in 2027, with an annualized growth rate of 165%。
It is worth noting that the fast-growing bird's nest industry is also facing certain challenges. Although consumers' demand for health and wellness is strong, at the same time, market competition is also accelerating, the bird's nest industry has entered a reshuffle period, the head and shoulder enterprises are relatively strong, and many enterprises have entered the game across borders, and the competition has further intensified.
In the face of the current situation of the industry with accelerated involution, Miao Shu, chairman and CEO of Xiaoxian Stewed Bird's Nest, said: "We hope to bring China's bird's nest, freshly stewed bird's nest and the nourishing and healthy lifestyle to modern consumers, so that it can become people's mainstream lifestyle choice, and provide more people with a healthy, fashionable and mainstream lifestyle, bringing health to everyone." ”
Editor: Yu Haixia Proofreader: Yan Jingning).