Zihan Yi, founder and CEO of Songxianxian, a national first-class registered nutritionist, has been focusing on the research and development of healthy food for 14 years. In 2020, he established Hangzhou Songxianxian Natural Seasoning Co., Ltd., creating a new track for matsutake seasoning in the seasoning industry.
The growth path of Songxianxian has not been smooth, encountering numerous setbacks and challenges. In 2021, founder Zihan Yi sold her property and raised 20 million yuan to collaborate with several MCN agencies for live-streaming sales. However, due to the agencies' failure to fulfill their obligations, the company was on the brink of collapse. Faced with this adversity, Zihan Yi personally led the team and directly collaborated with influencers to rebuild sales channels. Through relentless efforts, by 2023, Songxianxian ranked first in the seasoning category on Douyin, the chicken essence category on Tmall, and the chicken essence category on JD.com, with annual sales surpassing 800 million yuan.
However, with the increase in similar products in the market and intensifying competition, Songxianxian began facing even more challenges: How to maintain its leading position in the fierce market competition? How to continuously innovate and meet the ever-changing demands of consumers? In this session, Zihan Yi will deeply explore the strategies of "self-rescue" employed by Songxianxian through these setbacks, as well as her thoughts and growth as a business leader when facing challenges.