Company Website

https://www.shiyuedaotian.com/

Company Introduction

Shiyue Daotian Group is a leading and rapidly growing pantry staple food company in China, enjoying a robust multi-channel brand presence. Since our inception, Shiyue Daotian Group has been dedicated to providing our consumers with pre-packaged premium rice, whole grain, bean, and dried food products. By maintaining multi-channel sales coverage and addressing evolving consumer needs, we have established a range of household brands for Chinese families.On October 12, 2023, Shiyue Daotian Group officially listed on the Hong Kong Stock Exchange. Currently, it has served a total of 130 million Chinese family users across all channels and has been the national sales leader in northeastern rice for five consecutive years, and the national sales leader in corn category.

Product concept, highlights and added value

Shiyue Daotian Xinxianmi is grown in the Northeast's cold region black soil, which takes hundreds of years to form just 1 centimeter. The soil is more fertile, and rice is planted only once a year, resulting in a rich and fragrant rice with a soft, sticky, and chewy texture. The raw grain is stored at low temperatures, and the rice is processed to order using fresh rice that is milled immediately. From husking the paddy to milling and vacuum packaging, the process is completed within 24 hours to preserve the freshness of the rice.
Standards: We have established the first fresh rice standard in China, strictly controlling from three dimensions: freshness, freshness retention, and taste value, to ensure better rice texture. In terms of technology, we use imported Buhler equipment and multi-stage light milling to ensure that Shiyue Daotian Xinxianmi has a taste value of ≥90 points and a freshness value of ≥85 within 90 days. The packaging uses high-barrier food-grade vacuum inner bags, which can effectively reduce the oxygen permeation by more than 90%, keeping the natural freshness and aroma of the rice. Compared to regular rice, Shiyue Daotian Xinxianmi has obvious advantages in freshness, taste value, and nutritional value, and is increasingly favored by consumers.

Product Images

Please briefly describe how your product communicates with consumers

The design is minimalist, using '90-day freshness' as a visual hammer to directly convey the fresh product features to consumers. At the same time, the packaging's outer box and inner bag graphics are perfectly connected, capturing the consumer's attention immediately. The overall packaging is dominated by green, leveraging the consumer's perception that green represents freshness and vitality. The product color matches the category, with streamlined selling points, reducing the difficulty of choice for consumers and enhancing the shopping experience.
For a typical family of three, the monthly rice consumption is about 10kg, approximately 2.5kg per week. Considering consumers' demand for fresh ingredients, the traditional 5kg family pack of rice has been upgraded to two 2.5kg vacuum-packed portions, ensuring that it can be consumed within a week after opening. This fundamentally solves the problems of rice losing freshness and taste due to oxidation after opening, enhancing the consumer's product experience.

Product Images

Ingredients List Photograph

Launch Date

2024-1

Target Consumer

Middle-class families in first and second-tier cities, aged 26-45, who pursue a certain quality of life.

Weight/Volume per Pack

5kg（2.5kg*2）

Price per Item

59.9元/袋

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

Distribution Channels

其他销售渠道 山姆会员商店专供