Company Website
无
Company Introduction
Jiangxi Dongfang Weilai Food Technology Co., Ltd., founded in 2017, is headquartered in the Youyou Industrial Park, Shangyou County, Ganzhou, Jiangxi Province, and operates on a site of approximately 90 mu (about 60,000 m²). Guided by the principle of “conscience-first food making,” the company applies modern food technology to upgrade traditional dietary-nourishment practices, focusing on “light nourishment” innovation and developing more convenient, cleaner, science-based products for today’s consumers. It has built a three-brand portfolio: Pao Xiaoyan (food-as-medicine inspired light nourishment), Yanzi Yue (women’s wellness), and Man Tian (natural vegetable-based light foods), with Pao Xiaoyan as the key growth brand.
A flagship innovation is the Salt-Steamed Orange series, made exclusively with Gannan navel oranges from Ganzhou. Through a standardized gentle-processing method, the product recreates the traditional salt-steaming approach in a safer, more hygienic, and portable format. This innovation helps move Gannan oranges beyond fresh-fruit sales into higher-value deep processing, expanding product forms and increasing industry added value.
To drive farmer support and regional industrial development, the company works closely with local governments and producing areas under long-term collaboration mechanisms. By implementing orchard-direct sourcing, pre-arranged order planning, stable purchase pricing, and origin-based collaborative processing, Dongfang Weilai has built a closed-loop model from “cultivation–procurement–processing–sales.” This system helps farmers secure reliable sales channels and price expectations, promotes standardized cultivation and quality improvement, broadens market access for producing regions, and brings Gannan oranges more steadily into younger consumer markets—supporting supply-chain extension and rural revitalization in practice.
Product concept, highlights and added value
I. Concept: Turning a Folk “Salt-Steamed Orange” Remedy into a New-Chinese Light Savory Citrus Drink
Inspired by a century-old dietary tradition from Gannan, re-engineered into a standardized, shelf-stable, ready-to-drink format.
Built around three high-frequency occasions—post-meal de-greasing, hydration after heavy voice use, and daily pick-me-up/snack craving—to establish a new product category in consumers’ minds.
II. Ingredient Innovation: GI-Certified Gannan Navel Oranges + “One Bottle Uses One Orange”
Made with GI-certified Gannan navel oranges grown in Ganzhou’s rare-earth red-soil belt (“mountain rare-earth oranges”), delivering more stable performance in steaming.
A quantified, easy-to-understand proposition: one bottle uses about one orange—whole orange pulp paired with skin-on freshly pressed orange juice to deliver orange aroma and the signature steamed profile.
Visible pulp: large orange pieces strictly selected under the “Four Musts, Five Must-Nots” standard.
III. Flavor Innovation: Refreshing Salty-Sour Profile, More De-Greasing Than Sweet Drinks
Breaks away from conventional sweet juices with a light savory saltiness × citrus acidity × clean, lingering finish, making it brighter, cleaner, and more de-greasing after meals.
Especially suitable after hotpot/barbecue/heavy meals, while also fitting the needs of sugar-conscious, low-sweetness consumers and those who prefer a “lighter” daily beverage as a healthier drink alternative.
IV. Process Innovation: Traditional Craft Recreated, Modernized for Scale
Recreates the traditional salt-steaming method using two-stage temperature control plus sealed steaming + pasteurized spray sterilization, enabling consistent mass production and shelf stability.
Light-salt, lower-sodium and a clean-label approach: no added flavorings, colorants, preservatives, or white sugar (subject to on-pack declaration); ambient storage, enjoyable hot or cold, ready to drink on opening.
V. Marketing Innovation: “Gannan Orange Origin × Football ‘Voice-Use’ Occasion” City Resonance
Title sponsor of the Ganzhou team in the Gan Super League—linking the GI orange origin identity with the “heavy voice use” occasion of football fans, creating a strong, memorable association.
The team’s championship run boosted exposure, elevating brand awareness and reinforcing the perception as a signature local specialty beverage.
VI. New-Chinese Packaging Innovation
One of the few “orange juice” products on the market presented in a distinctly New-Chinese aesthetic.
Large-bottle sharing format fits gatherings, offices, and match-watching scenarios, reinforcing the benefit of being easy to serve and share.
Product Images
Please briefly describe how your product communicates with consumers
We communicate with consumers by starting from real-life use occasions and turning feedback into clear, shareable product narratives.
1. Insight sourcing: Through e-commerce reviews, private-domain follow-ups, offline tastings, and social media listening, we identified three high-frequency needs: (a) a refreshing, de-greasing drink after rich or heavy meals; (b) a not-too-sweet option after extensive speaking or late nights; and (c) a “healthier drink alternative” for sugar-conscious consumers.
2. Message framing: Our core claims are easy to understand—“one bottle uses about one GI-certified Gannan navel orange” and “a light savory-sour taste that fits post-meal moments.” We translate the traditional salt-steaming concept and modern processing into simple benefits. On PDPs and short videos, we demonstrate real situations—dining tables, hotpot gatherings, offices, match-watching, and camping—to highlight ready-to-drink convenience, hot-or-cold enjoyment, and shareability.
3. Trust building: With a New-Chinese packaging style, we clearly communicate origin and visible pulp on the front, while the back panel uses a straightforward ingredient list and concise explanations of light-salt/lower-sodium positioning and processing to reduce decision friction. We also provide orchard cooperation information and batch traceability where applicable.
4. Government collaboration & farmer support: Working with local governments and producing areas, we implement orchard-direct sourcing, pre-arranged order planning, stable purchase pricing, and origin-based collaborative processing. In communications, we emphasize how deep processing creates “a second value” for Gannan oranges and forms a closed loop that supports farmers and regional industry upgrading.
5. Touchpoint strategy: Online, we drive adoption through KOL/KOC reviews, live-stream tasting, and UGC challenges that encourage “the first sip after a meal.” Offline, we activate supermarkets, restaurant partners, and convenience stores with chilled displays and sampling.
6. Continuous co-creation: We run a weekly review loop, quickly iterating in small batches around saltiness, acidity, pulp size, and cap-opening feel—then promptly reflecting improvements across PDP content, community communications, and customer service scripts.
Product Images
Ingredients List Photograph
Launch Date
2025-7
Target Consumer
For low-sugar seekers, heat-sensitive and heavy voice users (office workers, teachers, streamers, night owls, families); also for post-rich-meal refreshment (big meals, hotpot).
Weight/Volume per Pack
300g/瓶；1kg/瓶
Price per Item
9.9元/瓶(300克)；59元/6瓶(300克/瓶)；79元/8瓶(300克/瓶)
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
Nationwide in China
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Market Performance
Since launch, Salt-Steamed Orange has achieved steady growth, with monthly sales of around 200,000 bottles. By linking the product’s Gannan navel orange origin with the “voice-use” occasion of football fans during the Gan Super League, we activated consumers across WeChat Official Account/Channels, Douyin, and other platforms through interactive campaigns such as “score prediction” and “cheer messages,” plus an on-pack QR code mechanic connected to a cumulative prize pool. This drove extensive user-generated content and helped crystallize strong associations such as “a match-day staple” and “a voice-friendly drink.”
The campaign generated 200M+ total impressions nationwide. In Jiangxi, branded active search interest for “Pao Xiaoyan Salt-Steamed Orange” reached a peak up 420% versus the prior period, delivering a breakthrough in brand awareness. During the activation period, online sales in Jiangxi increased 280% and key SKUs sold out multiple times. Offline distribution expanded simultaneously, adding 100+ new partner outlets and lifting overall shelf coverage by 50%+. The activation delivered an overall ROI of 1:4.5 and received recognition from the league as “Annual Best Innovative Partnership.” Building on this momentum, the brand is now preparing Jiangxi pop-up and flagship store rollouts, accelerating the transition from a marketing moment to deeper market penetration.