As a leader in the braised food industry, Ziyan Baiwei Chicken is steadily advancing its overseas expansion strategy while deepening its domestic market, and building a more three-dimensional overseas development matrix. At present, it has not only successfully entered the Australian and North American markets, but also launched the construction of Nepal production bases, providing support and guarantee for brands to go overseas through global supply chain construction.
Last year, Ziyan Baiwei Chicken took the first step in international development, opening multiple stores in Australia, attracting the attention of overseas Chinese and local residents. This year, Ziyan Baiwei Chicken focuses on the North American market and adopts a combination strategy of penetration of Chinese supermarkets + direct-operated stores. In March, packaging products were launched on the Dahua supermarket chain in the United States. Relying on its network of 64 stores in 11 states across the United States, it quickly reached the millions of Chinese consumer groups. After receiving a warm response, Ziyan Baiwei Chicken's first store in North America opened in New York in April, marking a new stage in overseas strategy.
In the process of overseas operations, localization is a question that Ziyan Baiwei Chicken has to think about. It must not only retain the unique flavor of Chinese braised food, but also meet the expectations of local consumers in terms of quality standards and taste. To solve this problem, Ziyan Baiwei Chicken adopts the strategy of "standardized production + localized operation" and adopts a small pot braised production model to ensure that the products are fresh and meet food safety standards; at the same time, it fully investigates the market situation in decoration, menus, product selection, etc., and adapts to local consumption habits.
On this basis, Ziyan Baiwei Chicken realized that raw materials and cost issues are one of the constraints of global development, and it is necessary to establish its own overseas supply chain. In April this year, Ziyan Baiwei Chicken announced its investment in the construction of a production and processing base in Nepal. On the one hand, the local high-quality cattle source resources will directly empower production. On the other hand, in the long run, it can effectively avoid the risks of overseas trade barriers and become a model of Sino-Nepal economic and trade cooperation under the "Belt and Road" initiative.
As a business card for Chinese braised food, Ziyan Baiwei Chicken's going overseas is not only a brand that is seen, but also a widespread dissemination of Chinese food culture. When Ziyan Baiwei Chicken appeared at the Australian New Year's Festival as the only Chinese representative, more overseas friends began to be curious about Chinese food; when Ziyan tiger skin chicken feet won the "Delicious Award" of Belgium International Flavor Evaluation Institute, it means that Chinese-style braised dishes have been recognized by more people. In the future, as the pace of Ziyan Baiwei Chicken moves towards more countries and regions, I believe that more people will taste Chinese braised food and fall in love with Chinese flavor!
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