---
title: "From 60 Million to 400 Million in 4 Years: The Viral Success of Xuanma Egg Yolk Pastry, No.1 in Its Category Online"
description: "Xuanma Egg Yolk Pastry sold 175 million yuan during the 2020 Mid-Autumn Festival and 32.55 million yuan on Singles' Day, with total sales of nearly 200 million yuan across both festivals. Sales grew from 60 million yuan in 2016 to over 100 million in 2017, 200 million in 2018, and exceeded 400 million in 2020, making it a phenomenal success in its niche."
author: "吴勇毅"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-03-07"
language: "en"
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# From 60 Million to 400 Million in 4 Years: The Viral Success of Xuanma Egg Yolk Pastry, No.1 in Its Category Online

> Xuanma Egg Yolk Pastry sold 175 million yuan during the 2020 Mid-Autumn Festival and 32.55 million yuan on Singles' Day, with total sales of nearly 200 million yuan across both festivals. Sales grew from 60 million yuan in 2016 to over 100 million in 2017, 200 million in 2018, and exceeded 400 million in 2020, making it a phenomenal success in its niche.

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In 2020, Xuanma Egg Yolk Pastry sold 175 million yuan during the Mid-Autumn Festival and 32.55 million yuan on Singles' Day, with total sales across all channels reaching nearly 200 million yuan during these two festivals.
Sales grew from 60 million yuan in 2016, to over 100 million in 2017, 200 million in 2018, and exceeded 400 million in 2020.
A small egg yolk pastry has achieved exponential growth over several years, becoming a viral snack and the No.1 in its category online—a sales miracle in a niche segment.
This is Xuanma Egg Yolk Pastry.
During the Year of the Ox Spring Festival, Xuanma Egg Yolk Pastry continued to heat up. Wei Fuxian, General Manager of Xuanma Food Co., Ltd., made a "2" gesture, meaning "strive for 200 million."
**From a market perspective, the rise of national trends has driven structural growth in Chinese-style pastries, with consumers' demand for baked goods surging, stimulating a boom in products like egg yolk pastries. From a marketing standpoint, Xuanma seized the opportunity, leveraging the internet and social word-of-mouth to achieve both reputation and sales success.**
It can be said that Xuanma Egg Yolk Pastry's success is a result of its deep immersion in internet genes that can erupt at any time.
**-01-** **Product and IP Image Join Forces: Creating a Hit from "Cute Culture"**
Data shows that China's snack market exceeded 3 trillion yuan in 2020, and consumers in this market are predominantly young people, meaning winning over the younger generation is key to capturing a vast market opportunity.
In fierce market competition, as an internet product, lacking a memorable point makes it hard to strengthen consumer awareness, especially among the younger generation. Creating youthful, romantic, and aesthetically pleasing original images is essential for new brands to win over Generation Z, and this requires innovative marketing techniques.
In the past two years, short videos have exploded, but with thousands of videos on platforms like Douyin and Kuaishou, how can one stand out? Xuanma thought of animation, such as the popular 2D anime IPs of the past two years.
Compared to shooting real-world short videos, producing 2D animation has higher technical barriers and investment, but it is easier to stand out and attract followers, building volume on Douyin and Kuaishou, while also facilitating rapid brand image construction.
In June 2019, Xuanma began creating its 2D IP character, Xiao Susu, and launched the "Go! Egg Yolk Pastry" account on Douyin to produce and distribute original animations. With a golden, round figure, a few iconic black sesame seeds on top, and a playful, mischievous expression, Xiao Susu made a splendid debut, winning immediate favor and creating an unforgettable memory point.
The purpose of the "Go! Egg Yolk Pastry" account is to output culture and happiness, combining the language style of Generation Z. Through a series of short videos recording the subtle changes of this egg yolk pastry, it creates a vivid anthropomorphic character that sparks interest and curiosity among young people.
From production line stories in the egg yolk pastry workshop to daily experiences like cycling, sleeping, ordering takeout, and working, the video themes of "Go! Egg Yolk Pastry" are diverse, vividly portraying Xiao Susu's unique and adorable image from multiple angles.
Besides Douyin, Xiao Susu is also active on social platforms like WeChat and Weibo. On WeChat, Xiao Susu has created three sets of custom emojis themed around daily life, rustic humor, and the New Year; on Weibo, Xiao Susu has become a "fashionista," cleverly blending trending topics with egg yolk pastries.
During last year's Mid-Autumn Festival, Xuanma released a "cute culture" animated video on Douyin titled "The Mission of a 66 Duck." This duck, who ran away from home, embarks on a long journey, encountering adventures along the way, all to reach the highest hall of duck eggs—the "Xuanma Egg Yolk Pastry Factory"—to help its baby "debut as the center."
To enhance the video's fun, Xuanma Egg Yolk Pastry incorporated many popular elements, and even used the duck's peers to give "quality endorsement" for "66 Duck," conveying the brand's belief: **"Xuanma has strict quality requirements for egg yolk pastries, selling only high-quality ones"** , and releasing the quality promise of **"Order today, ship today, no overnight storage."**
In the latter half, starting from salted egg yolks, the video demonstrates the production process of egg yolk pastries, with rich colors and high aesthetics effectively stimulating viewers' desire to taste, earning praise from Generation Z.
Subsequently, Xuanma collaborated with "The Founder of Diabolism" to launch egg yolk pastries featuring four characters, creating personalized IP visuals. The visual impact was strong, successfully attracting a large number of fans and making the product go viral. Related topics repeatedly caused word-of-mouth to spread and heat up, continuously boosting its popularity. Today, the "Go! Egg Yolk Pastry" account has over 3.3 million followers and has received over 18 million likes.
It is worth noting that in recent years, more and more well-known food and beverage brands have begun to build their own 2D IP images. From Three Squirrels' iconic Shu Xiaojian, to Ambrosial's Anbiliwobao, Yili Yogurt's Xiao You, and Uni-President's Xiao Ming, to Xuanma's Xiao Susu, **personified cute marketing is becoming a must-have weapon, and "cute culture" centered on IP has become a catalyst for creating hit products.**
**-02-** **Leveraging Top Influencers and Celebrity Live Streams to Expand Channels and Create Viral Products**
Live streaming has definitely been the most powerful marketing method in the past two years, and it has also reached the baking industry. The outbreak of the pandemic last year prompted more baking brands to join the live-streaming sales trend, or they were simply brought to fame by it.
Cai Ji Food's brand "Xiao Bai Xin Li Ruan" targeted the gap in filled pastries with its "Yogurt Small Pocket," launched in June 2018. It focused on being a regular in major live-streaming rooms, emphasizing live-stream sales. Products were often sold out quickly, with sales exceeding 10 million yuan in 2018, over 400 million yuan across all channels in 2019, cumulative sales of 800 million bread units, and an expected 35% growth in 2020.
Xuanma Egg Yolk Pastry also fell in love with live streaming, becoming a viral egg yolk pastry brand in major streamers' rooms. On April 29 last year alone, 160,000 boxes of Xuanma Egg Yolk Pastry were sold in Li Jiaqi's live stream. Therefore, it is necessary to explore live-streaming sales in the food and baking industry.
**In recent years, the rise of new models such as short videos, live streaming, and seeding content has brought new marketing methods for emerging brands to overtake on curves and use small forces to defeat larger ones.**
Based on consumers' different media habits, starting from last year's Mid-Autumn Festival and National Day, Xuanma Egg Yolk Pastry increased its layout on social seeding platforms represented by Xiaohongshu, Weibo, and Bilibili. By cooperating with KOLs and KOCs (Key Opinion Consumers), it carried out product experiences, interpretations, and sales, including unboxing videos and beauty product seeding, and promptly boarded the Douyin and Taobao live-streaming trains, joining forces with KOLs and KOCs like Li Jiaqi for live-stream sales, becoming a national viral pastry.
Data shows that Xuanma Egg Yolk Pastry has a very high frequency of placements in celebrity streamers' live rooms. Besides top streamer Li Jiaqi, celebrity streamers like Wang Han, Li Xiang, Ji Jie, and Hu Ke have also promoted it in their live rooms, and it is also commonly seen in the rooms of influencer streamers like Xue Li and Chen Jie Kiki.
From November 1 to November 11 last year, Xuanma Food's store live stream ran continuously for 140 hours, setting an unprecedented record. It can be said that Xuanma Egg Yolk Pastry attaches great importance to live streaming and spares no expense.
In summary, on one hand, KOLs from different circles guide public opinion through their influencer behavior, continuously generating buzz for Xuanma Egg Yolk Pastry; on the other hand, KOLs bring their own fan circle effects, using "organic" promotion to continuously boost the product's "out-of-circle" reach, touching a wider range of potential target consumers, creating momentum for Xuanma Egg Yolk Pastry's seasonal and holiday products, achieving a dual breakthrough in reputation and sales.
Why does Xuanma Egg Yolk Pastry invest heavily in live streaming? In fact, mobile live-stream sales are not much different from early TV shopping, but they can capture the wallets of contemporary young people. The reasons are as follows:
**1. High interactivity**
Live streaming platforms are highly interactive, and the streamer's image is attractive, bringing buyers and recommenders closer, similar to "introductions from friends."
**2. The role of opinion leaders**
Currently, many celebrities have joined live-stream sales, using their influence to subtly drive sales of the products they promote.
**3. High cost-performance ratio**
An important reason why online fans follow suit is the high cost-performance ratio.
Products in live streams are usually directly cooperated between the streamer and upstream enterprises, eliminating layers of intermediate agents, thus achieving lower prices and increasing sales. Live streaming is just a tool for shopping platforms, still conforming to the basic tone of shopping platforms—cheap and convenient. It can be seen that Xuanma's egg yolk pastries cost less than 6 yuan each, so even first-time buyers are willing to try, and the baking industry also needs such a high cost-performance hit product to "break the ice" between customers and stores through live-stream sales.
Last year, affected by the COVID-19 pandemic, the food consumer market was hit hard. During this difficult special period, Xuanma Egg Yolk Pastry relied on live streaming, a new business model of "thousands watching the screen, ordering online, and delivering offline," and still maintained good sales momentum during the pandemic.
**Previously, companies said that online live streaming and digital transformation were just future trends, optional, but under the frequent impact of sudden natural disasters like the pandemic, whether to engage in online live streaming and digital transformation has become a life-or-death, urgent issue.**
**-03-** **Multi-Channel Expansion and Investment: Perfecting Omnichannel Marketing**
As an "internet food" company, Xuanma Egg Yolk Pastry conducts refined and efficient operations within its platform while comprehensively laying out omnichannel marketing. On one hand, it strengthens precise investment, management, and optimization of external social seeding media such as Xiaohongshu, Douyin, Weibo, WeChat, and Bilibili; on the other hand, it uses the **"order online, deliver offline; attract online, experience offline"** model to support store operations, solving the last-mile problem for local consumers through 30-minute delivery.
To address the "short shelf life" issue of baked goods, Xuanma independently developed an order management platform and an online distribution platform. With an intelligent database and agile logistics, it achieves a model of "same-day orders, same-day production, no warehousing," ensuring an average delivery time of 36 hours.
Data shows that Xuanma's online channels account for up to 70% of sales. In 2015, when it was founded, Xuanma relied solely on sharing in WeChat Moments to build word-of-mouth, gradually opening the market through the WeChat business model. Later, Xuanma chose to cooperate with traditional media Focus Media for rotating advertisements, enhancing its presence among consumers and strengthening brand sales.
After 2018, it began to increase social media investment. Whether it was regular social media like Xiaohongshu and Weibo, e-commerce platforms like Taobao, JD.com, and Meiriyitao, or fast traffic aggregation methods like live streaming and short-video sales, all brought considerable profits to Xuanma. Additionally, Xuanma Egg Yolk Pastry also used PR video editing software for promotion, playing with new social e-commerce, continuously using social word-of-mouth to open up channel sales and expand sales channels.
From establishing emotional connections to influencing audiences to make purchases, a crucial step in between is brand occupation in social circles. Currently, on Xiaohongshu, Xuanma Egg Yolk Pastry has over 30,000 notes; on Douyin, the "Go! Egg Yolk Pastry" account has over 3 million followers; and the Xuanma Food flagship store on the platform has over 1.3 million followers... The huge IP traffic effectively promotes sales of Xuanma Egg Yolk Pastry.
In addition to online channels, Xuanma cooperates offline with Hema, Sam's Club, Carrefour, Meiyijia, and FamilyMart, leveraging tens of thousands of chain stores nationwide to lay out the offline market, making it a snack available in convenience stores, fresh food stores, and supermarkets.
Furthermore, as a national egg yolk pastry that particularly understands how to use internet thinking for marketing, Xuanma Egg Yolk Pastry breaks traditional concepts by collaborating with brands like Budweiser and Lelecha to launch co-branded gift boxes and tipsy egg yolk pastries, mutually promoting and deriving more energy from the "egg yolk pastry" element.
In summary, Xuanma has achieved omnichannel marketing by laying out new retail channels online and offline, plus word-of-mouth spread on social platforms where young people gather, such as Weibo, Douyin, and Xiaohongshu, with good results.
A small egg yolk pastry can become a brand with both reputation and marketing success; Xuanma Egg Yolk Pastry is the only one, thanks to Xuanma's precise niche segmentation and its deep immersion in internet genes.
Data shows that China's snack market has exceeded 3 trillion yuan. Against this backdrop, Xuanma's future path remains bright.
However, as an "internet food" company, with more competitors entering the track, netizens' aesthetic fatigue, and the gradual emergence of production and sales bottlenecks, whether it can escape the rapid cycle of "rising swiftly and falling swiftly" has become a focus of industry attention recently.
It seems that Xuanma Egg Yolk Pastry still faces many challenges, and greater tests lie ahead. It remains to be seen whether it can continuously correct course and surpass itself in the future. We will continue to monitor and track its progress.


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