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Product concept, highlights and added value

Focusing on the high - frequency and high - quality staple food needs of middle - class families with children, our product is centered around 100% pure Wuchang rice. By strictly controlling the quality and taste of Wuchang rice at the source, we create a distinct taste difference from the fake Wuchang rice in the market. Characterized by a chewy, springy texture and a sweet aftertaste that intensifies with chewing, our rice quickly wins over consumers' taste buds.

Product communication that addresses pain points: Highlighting the five characteristics of freshness, aroma, softness, glutinousness, and sweetness as product selling points, and using "wanting to have one more bowl of rice" as the core benefit point to communicate with families that have a demand for staple carbohydrates.

Breaking away from the traditional rice packaging form, we focus on eye - catching elements and experiential highlights. The "bowl" not only catches the eye but also brings a new and simple way of cooking. You can use the bowl for both eating and cooking. We've marked water - level scales on the bowl, so even consumers who can't cook can easily make rice with an excellent taste. When taking rice from traditional packaging, other containers or tools are needed, which is cumbersome. The air - tight bowl of "Picky Eater" allows you to pour the rice directly. It serves as both a container and a tool. Moreover, one bowl of rice with one bowl of water can perfectly cook three bowls of rice, which is an ideal fit for the staple - food needs of a small family of three.

Single - bowl packaging makes storage easier, and it can even be refrigerated in the fridge. It's also more portable, expanding consumers' consumption scenarios. For example, it can be easily taken out for camping or gatherings.

The bowl can be reused. In fact, Xiaohongshu users have repurposed it into various small containers, adding fun to daily life. Besides being a rice container, it can be used as a disposable edible paper bowl. Made of paper, it is biodegradable and doesn't put pressure on the environment.

We create a new image that breaks away from the traditional rice - category attributes. The traditional rice image is always associated with elements like land, rice paddies, harvest, and farmers. By using the image of an eager - to - eat kid (so focused on eating from the bowl that their face is barely visible) to create a memorable point, we trigger consumers' association that this rice is delicious. This enables us to quickly capture consumers' attention in the traditional rice market.

Product Images

Please briefly describe how your product communicates with consumers

Our team consists of grown - up "naughty kids" who are committed to helping more people choose something delicious to eat. We always emphasize purity, cleanliness, nutrition, health, and 100% quality.

We use the tone of naughty kids to get closer to consumers. At the same time, we highlight the concept that food tasted更香 in our childhood, which is well - understood by those born in the 80s and 90s. We aim to let more grown - ups relive the fragrant memories of childhood and enable more children to experience that same deliciousness.

In terms of experience, we stress simplicity: one bowl of rice with one bowl of water can perfectly cook three bowls of cooked rice. From the perspective of innovation, we focus on a more convenient, simpler, and higher - quality way of storing rice. Regarding the product itself, we emphasize that it is 100% pure Daohuaxiang rice from the core production area of Wuchang. In terms of taste, we aim to upgrade the staple food at home and offer a brand - new rice - eating experience.

We try to wake up consumers' attention to rice from a younger and more interesting perspective, rather than just relying on the hard value of the product itself. For example:
This is the rice that made me gain weight.
Dopamine - inducing rice
The fated rice for foodies
There's no one who can't get fat with this rice.
What you change is not just the rice, but your appetite.

Product Images

Ingredients List Photograph

Launch Date

2024-7

Target Consumer

New middle - class families (families of three with children) pursue efficient refinement, simplicity, convenience, health and cleanliness. These families with children have higher demands for the taste, quality and nutrition of rice.

Weight/Volume per Pack

4kg/箱装（一箱 12 碗分装，单碗 333g）

Price per Item

138/箱

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China (excluding Hong Kong, Macao, Taiwan, Xinjiang and Tibet)

Distribution Channels

电商 E-commerce

Market Performance

Since its official launch and operation from July 2024 to January 2025, as a product in the high - price echelon of the rice category on Xiaohongshu, it has achieved the following results:
- The cumulative sales volume on the Xiaohongshu platform has exceeded 7,000 boxes (including sales by influencers), and the number of users adding it to their shopping carts on Xiaohongshu has reached over 10,000.
- It has cooperated with Xiaohongshu influencers with millions of followers.
- It has topped the popularity list on Xiaohongshu several times, with the best result being the top - ranked position at No.1.