Country
中国(China)
Official website
http://www.lkkbrand.com/
Images
Brand Name
Xiaoxiandun Fresh Stewed Bird's Nest
Designer Name
Min LI、Yunpeng Sheng、Miaoqi Ren、Yishu Huang
Position of Designer
Product designer、Product designer、Brand designer、Project director
Target Group
A group of 20-35 y.o. young female consumers, with a pursuit of fresh, fashionable things, and a quality healthy lifestyle.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 官网、直播等渠道
Positioning
大货 Mass Production
Design Story
Before the emergence of Xiaoxiandun, there were already other ready-to-eat bird's nest products on the market, which saved users the trouble of picking out feathers from bird's nests. To this point, we conducted surveys and found that the reason why users buy bird's nests for stewing is because of the freshness, while the shelf life of the ready-to-eat bird's nest products on the market is more than one year. So we presented the "fresh stewing” concept and launched this product with a 15-day shelf-life guarantee.
Highlights
Designers conducted a sea of refined data research before delivering packages of different shapes, materials, processes, and purchase scenarios, and finally selected the one we see now. The mouth of the jar is designed with a large diameter that allows users to eat smoothly with a spoon, and the full curve of the jar ensures no jamming inside. In addition, this small jar also needs to comply with the flexible C2M supply chain. The product contains no additives, so the container must match the production to ensure that from production to cold chain logistics and then to the customers the product is always fresh and nutritious. We also did human-machine interaction research on what kind of product can be comfortably held in female’s hands and how to highlight its quality. The diamond cut design is applied to the bottom of the jar for an excellent rose diamond shape to convey a sense of exclusivity, luxuriance and sophistication.
Market Performance
The annual compound growth rate of Xiaoxiandun has exceeded 300%, ranking first in the category of fresh stewed bird's nest sales for three consecutive years, with a three-fold increase. For the Double Eleven sales in 2020, Xiaoxiandun’s online sales exceeded 465 million yuan, an increase of 263% year-on-year. Among them, the repurchase accounted for 54%, and the number of users who bought the annual package increased by 1,674% compared to last year.
Material
其他
Craft
The container uses high-white precision glass for the jars, which not only ensures food safety but also allows users to visualize the quality. The outer box adopts a constant temperature box with ice bags to ensure that users receive products with ultimate freshness. The placement shifts from vertical to flatwise, closely embedding the product in pearl cotton for protection in the transportation process against bumps and collisions with no leakage. The outer box is zipper cartons, where the zipper packaging is single-use and irreversible, enabling the anti-theft feature.
Does the design solve the problems that are common across the product category?
Other edible bird’s nests use small-mouthed packaging. The mouth of the jar is designed with a large diameter that allows users to eat smoothly with a spoon, and the full curve of the jar ensures no jamming inside. In addition, this small jar also complies with the flexible C2M supply chain.
What functional designs of the work have enhanced the user experience?
We did human-machine interaction research on what kind of product can be comfortably held in female’s hands and how to highlight its quality. The diamond cut design is applied to the bottom of the jar for a better sense of experience.
Did the design help increase the sales performance of the product?
The annual compound growth rate of Xiaoxiandun has exceeded 300%, ranking first in the category of fresh stewed bird's nest sales for three consecutive years, with a three-fold increase. For the Double 11 shopping festival in 2020, Xiaoxiandun’s online sales exceeded 465 million yuan, an increase of 263% year-on-year. Among them, the repurchase accounted for 54%, and the number of users who bought the annual package increased by 1,674% compared to last year. 2. During the Double 11 shopping festival in 2021, Xiaoxiandun ranked first in its category across different E-comm platforms, including the Alibaba Tmall medicine and health, JD bird's nests and Tiktok supplement category. Among these sales, 74% of users chose monthly packages and above, also taking the top of the Alibaba Tmall medicine and health list for the second time after the Double 11 in 2020.
Does the work consider sustainability (environmentally or commercially, or both)?
China annually produces about 50 million tons of waste glass, among which the undegradable glass causes environmental pollution in landfills. Xiaoxiandun calls for recycling of the empty jars, and the engagement of our consumers in the campaign helps sustainable development and passes on the wonderful concept. The empty jar recycling campaign is an ongoing effort to help users solve the problem of jar piles. The campaign was immediately well received by many users, and a large number of participating users spontaneously shared the campaign on their social media, creating a topic that led to the emergence of real product consumption experiences and related recommendations
Additional Materials