Zheng Ma Qingyun, founder and CEO of JiǎnFǎ Wheat.
He won first place in the baking category at the provincial competition of the 45th WorldSkills Competition in 2018, ranked in the top ten nationally and was selected for the national team at the 45th WorldSkills Competition in 2018, and was awarded the title of First Technical Expert by the Provincial Department of Human Resources and Social Security in 2018. In 2020, he was awarded the title of Wu Zhan Technical Expert by the Suzhou Government of Jiangsu Province. In 2021, he was announced by the Ministry of Human Resources and Social Security to be directly admitted to the national baking team for the 46th WorldSkills Competition. In 2021, he won the Gold Award (first place overall) in the Floral Inspirations category at the UK International Cake Competition and was recognized as a World Outstanding Young Representative by the British City Association. In 2023, JiǎnFǎ Wheat was awarded the Annual Brand Growth Dark Horse by ByteDance.
4.2H - Hall B2
Market Zero is where new categories can establish themselves and grow. CAT FOUR COFFEE positioned itself as Yunnan local coffee, then become the first brewing coffee brand in the TikTok E-commerce platform. KaiCha, with its experience as a digital products distributor, decided to launch its first unsweetened tea drink fully offline. Now it ranks 8th in the market share of China's unsweetened tea. JiǎnFǎ Wheat selects the alkaline bread category and sold 300 million yuan in 2023, making it a dark horse brand for annual growth marked by Oceanengine
What are the learnings from their alternative approaches? How to find the market zero as efficiently as they did?