Celebrity endorsements, hands-on approach earns accolades for Chinese crayfish company

Published on
November 5, 2020

Chinese seafood packing and marketing firm Hong Xiao Chu (it translates as Little Red Kitchen, or Little Red Chef) has signed a strategic cooperation agreement with Hao Sheng, an e-commerce company with an app of the same name that generates coupons for users to shop on major online platforms like JD.com and Tmall.com.

Hong Xiao Chu was launched in 2015 by Beijing-based Jian Xing Nong (translated as Star Farm, it also uses the Roman letters Sinoon Union), which was established in 2010 with a focus on internet sales of its marquee product. The company is known for taking a hands-on approach to the contracted farms that supply its crayfish.

At the 2018 China International Modern Fisheries Science and Technology Conference, Hong Xiao Chu was named a “Modern Fisheries Cutting-Edge Company” for its range of crayfish ready-to-eat meals, and was praised for mastering the tricky packaged crayfish sector, which other fresh-focused firms have found difficult, given the species' short harvest season. At the same event, brand founder and Jian Xing Nong Vice Chairman Zhou Qikun received a Modern Entrepreneurs in Fishing Award.

Its brand, Hong Xiao Chu, has also received accolades – it took the 2020 Ingenuity Quality Award at the China Finance Summit in August for what judges described as the firm’s mastery of commercial trends like internet celebrity commerce and semi-prepared products, which have become increasingly popular in China’s post-pandemic marketplace. As one example of that work, the firm hired celebrity Chen He for a series of e-commerce broadcasts on Chen’s TikTok channel, resulting in it selling a record 46 tons of product in 72 hours.

As an example of the wares being pushed by Hong Xiao Chu, a promotional video on the company’s website lists a 500-gram frozen pack of “spicy crayfish,” being sold on Suning.com, for CNY 79.90 (USD 11.98, EUR 10.38). The video also includes cooking instructions for how the crayfish can be cooked.

Photo courtesy of Hong Xiao Chu

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