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Company Introduction

RISHIJI is a lifestyle brand with food as its keyword, which insists on conveying the brand feeling of "warm healing" and creating a healing life experience.

In 2013, we launched our first food video under the name "RISHIJI", same as the brand name. A group of people, a cat, using food as the main line of emotional communication, we keep recording ordinary and warm life throughout past 10 years. And our video series have brought warmth and healing feeling to over 71 million people so far.

In 2018, our own e-commerce platform "RISHIJI Lifestyle Store" was launched to provide consumers with more comprehensive and accessible life solutions.

The main OEM product is "One soup for all purposes" soup base series, which help reduce the cumbersome cooking while maintaining the deliciousness of food and the fun of hands-on. Its popular Thai-style Tom Yum Kung soup base sells an average of 15,000 boxes per day.

Product concept, highlights and added value

The traditional Hainan dross vinegar soup is made of vinegar fermented with distiller's grains, supplemented with chili, minced garlic and other seasonings.

While RISHIJI's dross vinegar soup base is paired with white sour soup(fermented rice soup) and Zhenjiang white rice vinegar on the basis of fermented glutinous rice, which makes the soup base balanced in sweetness and sourness. A variety of sourness compounds, including soft sourness and bright sourness, prolongs the sourness to a certain extent, and alleviates the problem that the sourness of dross vinegar is easy to volatilize during the boiling process.

The fermented glutinous rice is made from Heilongjiang glutinous rice, which is fermented at a constant temperature for about 120 hours. White sour soup is made from rice, which is washed, refined, gelatinized, and fermented in an altar for about 20 days. The chili selected is also spicy yet with a touch of sweetness, which makes the taste richer.

All raw materials are pasteurized and sealed in one bag, preserving the taste to the greatest extent, and able to be stored at room temperature.

Product Images

Please briefly describe how your product communicates with consumers

·Consumer Insights:
1) According to the "Tmall 2023 Compound Seasoning White Paper", the public's preference for "regional cuisine" has increased in the past few years. Salty, fresh and spicy are the mainstream flavors, and the demand for spicy flavors has become more diversified. Hainan-style glutinous rice vinegar soup base is a relatively new representative of "Hainan-style Spicy";
2) Since our "One Soup for All Purposes" soup base series launched 3 years ago, RISHIJI's fans have reported most of our products are more happy to eat in autumn and winter, and they want us to develop a soup base suitable to eat in summer. Therefore, we chose Hainan dross vinegar soup as a target product for its sour-sweet-spicy flavor can stimulate the appetite, and its fermented ingredients are good for digestion as well;
2) Through user research conducted in the early stage of product development, the main problems of existing Hainan dross vinegar soup are as follows: too sour or lack of sourness, plain flavor structure, insufficient flavoring, need for refrigerated storage, and relatively expensive unit price;
3) Based on above, RISHIJI wants to develop a Hainan-style dross vinegar soup base with richer flavors, more convenience in ingredient preparation, small portion packaging for one-time use, and low cost per package.

·Packaging and dosage:
Independent single package, 300g per bag, can be diluted into a whole pot of soup base, meeting the needs of ordinary young consumers for 2-4 people.

·Marketing activities:
1) Targeting modern office workers, our main marketing point is "lazy man's kitchen helper". The soup base is concentrated and all ingredients are in one package, helping to reduce the problem of cumbersome ingredient preparation;
2) In addition to hot pot usage, we also provide a variety of recipes (fish fillet/clam and rice noodle/enoki mushroom and beef slices in sour soup) and dipping sauce recipe, providing our users with more cooking options for 1 person/2 people

Product Images

Ingredients List Photograph

Launch Date

2023-3

Target Consumer

1. Young people aged 20-35 who live in first- and second-tier cities and represent new consumption power; 2. Office workers who often simplify the dining process due to busyness; 3. Kitchen novices who want to try cooking but lack cooking experience; 4. Hot pot lovers who at the same time worry about dryness in mouth and body during summer time; 5. People who like to try new flavors and are interested in regional food culture.

Weight/Volume per Pack

300g/盒

Price per Item

29.9元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China Mainland

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Market Performance

In the first two month of launch, its sales through online retail channels exceeded 25,000 bags.