Pinzhen Technology

Pinzhen Technology, legally registered as Guangdong Pinzhen Fresh Technology Co., Ltd., operates as a new consumer brand company with a sharp focus on the pre-prepared meals market. The company was established in 2018 by founder and CEO, Ms. Chen Cuiying. In a strategic move to capture the youth demographic, the company launched its flagship brand, "Yuxianfeng" (御鲜锋), in 2020. This brand aims to replicate restaurant-quality meals, providing consumers with a convenient do-it-yourself culinary experience.

The firm's business model is centered on a direct-to-consumer (D2C) approach, targeting young individuals, urban professionals with fast-paced lifestyles, and small families through two main product lines: "homestyle dishes" and "restaurant dishes". Revenue is generated through a multi-channel sales strategy. Online, Pinzhen Technology leverages major e-commerce platforms like Tmall and JD.com, in addition to social commerce through video platforms such as Douyin and Kuaishou. Offline, the company has established a presence in over 400 stores, including new retail formats and KA chain supermarkets. This omnichannel distribution is supported by a robust logistics network, featuring 12 warehousing points across China—anchored by a central warehouse in Foshan and cloud warehouses in 11 other cities—which enables rapid market response and cost-effective delivery through partnerships with large logistics firms.

Under the Yuxianfeng brand, the company offers a variety of popular pre-prepared dishes, including crayfish, pickled fish, pepper pork stomach with chicken, and Poon Choi (a traditional Cantonese festival dish). The product selection process is data-driven, utilizing market sales data, restaurant industry reviews, and user profiling to identify trending and popular dishes. The company has achieved notable sales milestones, with its crayfish tail product reaching 16 million RMB in sales during a single Tmall promotion, and its sea bass product ranking as a top seller on JD.com. To ensure quality and a competitive edge, Pinzhen Technology has invested heavily in its supply chain, controlling product sourcing from the origin. The company's parent, Pinzhen Holdings, supports this with a vertically integrated structure that includes food processing centers and global supply chain capabilities, even extending to an aquaculture base in Brunei. In September 2022, the company successfully raised tens of millions of RMB in a Pre-A funding round to fuel product development, brand enhancement, and marketing efforts.

Keywords: pre-prepared meals, ready-to-cook, direct-to-consumer, Chinese cuisine, e-commerce food, Yuxianfeng, consumer food brand, meal kits, food technology, convenience meals, online food retail, frozen foods, Asian cuisine, prepared foods, food supply chain, omnichannel retail, Chen Cuiying, restaurant-quality meals, crayfish, pickled fish