---
title: "Crayfish 'Shuang Dao Jia' Sweeps Focus Media, Xinliangji Ignites C-end Market"
description: "It's that time of year again for crayfish. As early as March, both online and offline, from large restaurant chains to small individual vendors, everyone is gearing up for the crayfish peak season. After May officially enters the peak season, market competition becomes increasingly fierce. Especially due to the recurring pandemic, the demand for crayfish 'delivered to your door' is strong, and around this demand, merchants are making a big deal out of products and brands. Recently, Xinliangji, a quasi-finished food supply chain brand that has made a name for itself in the crayfish market over the past two years, launched on Focus Media's elevator screens, targeting mainstream consumers with the message 'Restaurant taste, half the price', sparking a crayfish 'Shuang Dao Jia' (Satisfaction Delivered Home) craze."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-06-16"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/crayfish-shuang-dao-jia-sweeps-focus-media-xinliangji-ignites-c-end-mark-35302623/"
markdown: "https://xinjignxiao.com/en/articles/crayfish-shuang-dao-jia-sweeps-focus-media-xinliangji-ignites-c-end-mark-35302623.md"
original_source: "https://mp.weixin.qq.com/s/VlpgqGvtGC6IquLpoIHaMw"
translation: "https://xinjignxiao.com/zh/articles/%E5%B0%8F%E9%BE%99%E8%99%BE-%E7%88%BD%E5%88%B0%E5%AE%B6-%E5%88%B7%E5%B1%8F%E5%88%86%E4%BC%97-%E4%BF%A1%E8%89%AF%E8%AE%B0%E5%BC%95%E7%88%86c%E7%AB%AF%E5%B8%82%E5%9C%BA-35302623.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/crayfish-shuang-dao-jia-sweeps-focus-media-xinliangji-ignites-c-end-mark-35302623/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Crayfish 'Shuang Dao Jia' Sweeps Focus Media, Xinliangji Ignites C-end Market

> It's that time of year again for crayfish. As early as March, both online and offline, from large restaurant chains to small individual vendors, everyone is gearing up for the crayfish peak season. After May officially enters the peak season, market competition becomes increasingly fierce. Especially due to the recurring pandemic, the demand for crayfish 'delivered to your door' is strong, and around this demand, merchants are making a big deal out of products and brands. Recently, Xinliangji, a quasi-finished food supply chain brand that has made a name for itself in the crayfish market over the past two years, launched on Focus Media's elevator screens, targeting mainstream consumers with the message 'Restaurant taste, half the price', sparking a crayfish 'Shuang Dao Jia' (Satisfaction Delivered Home) craze.

It's that time of year again for crayfish.
As early as March, both online and offline, from large restaurant chains to small individual vendors, everyone is gearing up for the crayfish peak season. After May officially enters the peak season, market competition becomes increasingly fierce. Especially due to the recurring pandemic, the demand for crayfish 'delivered to your door' is strong, and around this demand, merchants are making a big deal out of products and brands.
Recently, **Xinliangji**, a quasi-finished food supply chain brand that has made a name for itself in the crayfish market over the past two years, launched on Focus Media's elevator screens, targeting mainstream consumers with the message 'Restaurant taste, half the price', sparking a crayfish 'Shuang Dao Jia' (Satisfaction Delivered Home) craze.
**Sweeping Focus Media, Xinliangji Intensifies Brand Building**
In April 2020, Xinliangji crayfish made its debut in Luo Yonghao's livestream, selling over 170,000 units (about 510,000 boxes) in just 5 minutes, ultimately accumulating sales of 20 million yuan. This 'overnight success' officially kicked off Xinliangji's 'internet celebrity' journey.
In 2020, it was named Tmall's Annual Emerging Brand and Tmall Super Newcomer; JD.com's No.1 Crayfish Quality Brand of 2020; Douyin's No.1 in Crayfish Category Annual Sales in 2020; and Douyin's No.1 in Crayfish Category Sales during Double 11 in 2020. The explosive growth of Xinliangji's online crayfish sales has made this supply chain brand, which perhaps only restaurant owners knew before, famous in the C-end consumer market.
Founded in 2016, Xinliangji is a catering supply chain brand incubated by Xinladao Catering Group. The shift from To B to To C was a major change brought about by the pandemic. With dine-in consumption reduced and time at home increased, consumers' enthusiasm for crayfish did not wane, providing a strategic window for the brand to enter the channel.
**Xinliangji seized the opportunity to quickly build sales channels both online and offline, directly facing C-end consumers.** It is understood that offline, Xinliangji entered supermarket channels at 10,000 points within 2-3 months, and online quickly entered platforms such as Tmall, JD.com, and Douyin.
Subsequently, Xinliangji capitalized on the livestreaming dividend, first using a 'sea of people' tactic on Taobao and Douyin, accumulating traffic and buzz through second- and third-tier streamers, then concentrating efforts on collaborating with top celebrity streamers, achieving an explosion in online sales.
Regarding the 'internet celebrity' label, Xinliangji founder Li Jian said: 'The internet celebrity label benefits Xinliangji not only in terms of brand awareness or sales growth.' In fact, in the subsequent brand building process, Xinliangji precisely seized the online traffic dividend, using content marketing on social media platforms such as Weibo, Douyin, and Xiaohongshu to increase brand exposure and acquire new customers, while continuously improving the quality of image and video content to build user trust and accumulate brand assets, facilitating rapid brand growth.
Xinliangji also adopts an open attitude towards young consumer groups, engaging in cross-industry co-branded marketing to deepen brand building. For example, it collaborated with trend partner FOURTRY to create a full path of 'planting grass, growing grass, and pulling grass' on Weibo, activating UGC to reach young, fashionable people; Xinliangji also keenly perceived the rise in young people's national pride and cultural confidence, and collaborated with CCTV's cultural exploration program 'National Treasure' to launch 'Treasure Flavor' products, creating a deep collision between cuisine and national trend, harvesting topics across the internet and enhancing brand influence.
As the brand grew, Xinliangji began exploring the path to long-term brand success. With online traffic peaking and customer acquisition costs rising, Xinliangji realized the necessity of intensifying brand building efforts, so it turned its attention to the 'dividend of people's hearts' and began seeking breakthroughs in offline elevator media.
Recently, Xinliangji launched on Focus Media, the No.1 offline consumption scenario, leveraging its high-frequency, high-penetration marketing advantages to maximize brand voice into consumers' hearts, helping the brand further open up the C-end market and become the first choice for more consumers when purchasing crayfish.
In this elevator advertisement, we see that Xinliangji addresses two major pain points in the current crayfish market: 'high price' and 'hygiene issues', offering solutions with two key benefits: 'raised in clear water in rice paddies' and 'restaurant taste, half the price', eliminating consumers' concerns about 'daring to eat' and 'affording to eat'.
Furthermore, Xinliangji chose Focus Media elevator media during the crayfish peak season, also recognizing its 'doorstep' geographic advantage, aligning with the trend of crayfish consumption at home, and sparking a 'Shuang Dao Jia' consumption craze.
It can be said that in the To C aspect, Xinliangji grasps the characteristics of various marketing methods, faces consumers, continuously upgrades marketing methods, communicates with the new generation of consumers, carries out product output and brand building, establishes Xinliangji's brand value in the C-end, helps itself stand out among numerous crayfish brands, and occupies consumer minds.
**Building a Standardized Production Platform**
**Xinliangji Only Makes Hit Products**
Crayfish is undoubtedly the most representative hit product created by Xinliangji. The success of this single product also validates the effectiveness of Xinliangji's standardized production logic for hit products, injecting confidence into the brand's deep cultivation of the hit product field.
Today, Xinliangji has formed a complete hit product logic from R&D and production, to supply chain, sales, and then brand marketing. Based on this logic, Xinliangji has established a standardized production platform for hit products.
In addition to the brand building mentioned earlier, we can understand Xinliangji's standardized production platform for hit products from four aspects: technology R&D, factory production, logistics delivery, and channel construction. These four aspects correspond to the upstream, midstream, and downstream of the catering industry.
In terms of technology R&D, Xinliangji has built an Asian Food Research Center, jointly with nearly a hundred culinary masters, food scientists, and engineers, mainly studying the intersection of Chinese cuisine and food science. Focusing on consumers' concerns about 'taste' and 'ease of processing', it develops standardized products.
In terms of factory production, Xinliangji has built breeding bases upstream and set up two production lines; in terms of logistics delivery, Xinliangji has currently put into operation 20 cloud warehouses, 1 central distribution center, 4 regional distribution centers, 40 city distribution centers, and 947 logistics network trunk lines nationwide. With the hardcore strength of technology R&D and factory production, Xinliangji has achieved standardized management and control of production, transportation, and storage.
As for channels, in addition to the rapid growth of To C business, Xinliangji has not slackened in To B business. According to public data, as of the end of December 2021, Xinliangji has signed more than 1,000 partners, covering 26 provincial-level administrative regions nationwide, covering 240 prefecture-level cities, with a city coverage rate exceeding 88%. Relying on standardized production and logistics, Xinliangji delivers products directly to distributors, creating value for downstream partners. At the same time, with their help, the brand has accelerated its pace of deep cultivation in lower-tier markets.
Of course, in the To B aspect, Xinliangji is also a supplier to major chain restaurants. Li Jian believes that expert-level purchasing in To B is an important support for Xinliangji to polish products and ensure continuity of upstream production, and To B and To C complement each other and bring out the best in each other.
Overall, **the standardized production platform for hit products ensures Xinliangji's control over the upstream, midstream, and downstream, and also provides a continuous driving force for mass production of standardized products.** Today, in addition to crayfish, Xinliangji has successively launched hot-selling products such as sauerkraut fish, snails, and spicy crab, achieving horizontal brand expansion.
For a long time, Xinliangji has adhered to the hit product strategy, and in the process of creating hit products, it has continuously accumulated strength and influence. In the future, we look forward to Xinliangji contributing cases of standardized production of hit products to the catering industry, delivering more delicious and high-quality products to thousands of households' dining tables.
Good article! Must like, share, and forward.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671