Wei Li is the general operator of the IP "A Bite of China" under China Media Group and the general manager of Beijing Sanchuan Culture Media Co., Ltd. As the authorized cooperation's chief operator, the exclusive general operator for new media, and the exclusive general operator for e - commerce of "A Bite of China", a unified IP of Chinese cuisine under China Media Group, Beijing Sanchuan has created an authorized model integrating "brand building, marketing effectiveness, and sales", thus pioneering a new paradigm for the commercial operation of documentary IPs. Since the project was launched over a year ago, the "A Bite of China" IP has established a communication matrix with tens of millions of views across the entire network. On the Douyin platform alone, it has nearly 7 million followers, and the single - piece content with the highest number of views has exceeded 60 million. Through the authorization model, the "A Bite of China" IP has carried out in - depth cooperation with brands including BMW, Lenovo, PepsiCo, Mihoyo, NetEase, Laoxiangji, and Dong'e E'jiao, providing a new solution for the breakthrough growth of the food industry and food - related IPs.
In 2014, while still a sophomore in college, Zhengxuan Xing began his entrepreneurial journey by tapping into the rising wave of content creation on WeChat. This early move laid the groundwork for a content-first business mindset. By 2019, sensing major shifts in platform dynamics, he quickly pivoted with his team to Douyin (TikTok China), where he dominated the sweet potato vertical, ranking No.1 in sales for two consecutive years (2020–2021).
At the end of 2021, Zhengxuan made a bold leap into the pre-packaged food industry. His brand Yeren Riji rapidly delivered multiple blockbuster products with over ten million units sold—among them, Konjac Oat Chicken Breast Dumplings, Buckwheat Buns, and Low-fat Meat Swallows. By 2024, the brand had surpassed ¥300 million in annual revenue, with its konjac dumplings becoming the best-selling product nationwide. The brand also expanded offline, launching a notable co-branded line with Yuanji Yun Jiao.
From content to commerce, from online traffic to offline expansion, each shift demanded sharp strategic foresight and robust execution from the leaders behind the brand. Zhengxuan Xing will candidly share how he led Yeren Riji through multiple reinventions, how he translated content logic into brand strength, and how these transformations shaped both the business and his personal leadership journey.
Ten years ago, Feng Yiduo left her job as a graphic designer at an ad agency to become a full-time mom. What began as a simple wish to bake a unique birthday cake for her daughter soon blossomed into a journey of artistic exploration—one that fuses food with fine art.
Today, Feng is known for her hyperrealistic cakes that mimic everyday objects like hairy crabs, ribbonfish, and watermelons, as well as delicate potted plants like pine bonsai and lilies of the valley. She even recreated the elaborate "Nine Dragons and Nine Phoenixes" crown of Empress Dowager Xiaoduan—an edible tribute to Chinese history and craftsmanship. Her works are astonishing in their lifelike detail, blurring the boundaries between art and pastry.
How does one blend design thinking into the delicate world of baking? What inner journey did Feng undertake to evolve from a designer to an artist who sculpts wonder out of flour and fondant? This is a story of creativity, transformation, and the power of reimagining tradition.
The growth path of Songxianxian has not been smooth, encountering numerous setbacks and challenges. In 2021, founder Zihan Yi sold her property and raised 20 million yuan to collaborate with several MCN agencies for live-streaming sales. However, due to the agencies' failure to fulfill their obligations, the company was on the brink of collapse. Faced with this adversity, Zihan Yi personally led the team and directly collaborated with influencers to rebuild sales channels. Through relentless efforts, by 2023, Songxianxian ranked first in the seasoning category on Douyin, the chicken essence category on Tmall, and the chicken essence category on JD.com, with annual sales surpassing 800 million yuan.
However, with the increase in similar products in the market and intensifying competition, Songxianxian began facing even more challenges: How to maintain its leading position in the fierce market competition? How to continuously innovate and meet the ever-changing demands of consumers? In this session, Zihan Yi will deeply explore the strategies of "self-rescue" employed by Songxianxian through these setbacks, as well as her thoughts and growth as a business leader when facing challenges.