Core Insights - The return of the "wrinkled leaf vegetable" has been marked by significant sales growth, with a reported 80% month-on-month increase since its launch on Hema Fresh, and over 1,000 orders in the last month [1][6] - The introduction of this vegetable follows a trend of high-priced, unique vegetables entering the market, similar to the previously popular "ban lan gen" vegetable [6][24] - Both the wrinkled leaf vegetable and ban lan gen are considered "laboratory vegetables," developed through scientific breeding methods to meet consumer preferences [7][8] Product Development and Market Introduction - The wrinkled leaf vegetable was developed by Wuhan Asia-Africa Seed Industry Co., Ltd., with a focus on creating a variety that retains the nutritional benefits of kale while catering to Chinese culinary preferences [11][12] - The development process took over a decade, with successful cultivation achieved in 2020, leading to its market introduction in late 2022 [11][12] - The vegetable's market presence is still limited, with a current planting area of 5,000 acres, and plans to expand to 10,000 acres [27] Consumer Reception and Sales Performance - The wrinkled leaf vegetable is priced at approximately 10.8 yuan per 100g, making it relatively expensive compared to traditional vegetables [15][26] - Despite its novelty, sales figures indicate that it has not yet reached the popularity of more established vegetables, with only 1,000 monthly orders compared to 10,000 for more common varieties [26][27] - Consumer feedback on the taste has been mixed, with some describing it as needing specific cooking methods to enhance its flavor [28][32] Market Trends and Future Outlook - The trend of introducing unique vegetables is driven by consumer demand for health, taste, and novelty, with platforms like Hema and Dingdong Maicai actively seeking out new varieties [22][24] - The success of these new vegetables will depend on their ability to meet consumer expectations for taste and quality, as well as effective market supply management [33] - The potential for these vegetables to become mainstream depends on their adaptability to different regional tastes and the overall market saturation of unique vegetable varieties [33]

Core Viewpoint - The new tea beverage industry is increasingly focusing on health, with Shuyi Shao Xian Cao differentiating itself by launching a new product featuring curly kale, marking the beginning of a "Curly Kale 2.0" era in tea drinks [1][10]. Group 1: Product Development - Shuyi Shao Xian Cao has introduced a new curly kale beverage, utilizing fresh curly kale and ensuring high-quality logistics and food safety processes to maintain freshness and safety of ingredients [1][9]. - The company is launching four curly kale drinks, including a refreshing "Curly Kale Slimming Cup" and various smoothies, emphasizing the use of high-quality tender leaves for optimal taste [8][10]. - The curly kale is a novel ingredient in the domestic market, primarily cultivated in specific research production bases, and is known for its high nutritional value, including dietary fiber and vitamins [4][8]. Group 2: Market Performance - Despite facing competition, the curly kale drinks achieved impressive sales, with over 200,000 cups sold in the first weekend, consuming 20,000 jin of curly kale, and receiving a 95% customer satisfaction rate [10][11]. - The product's success reflects a growing trend among young consumers who prioritize health and quality in their beverage choices [10][11]. Group 3: Marketing Strategy - Shuyi Shao Xian Cao has appointed Chinese track and field athlete Wu Yanni as a brand ambassador to promote a healthy lifestyle, enhancing the product's appeal to younger consumers [11][12]. - The company is employing innovative marketing strategies, including themed packaging and interactive events, to strengthen health awareness and engage consumers [12][16]. Group 4: Supply Chain and Quality Control - The curly kale is sourced directly from cooperative bases, ensuring daily fresh harvesting and rigorous quality checks, with a focus on food safety through multiple cleaning and preparation processes [9][20]. - The company emphasizes a strong supply chain strategy, leveraging local resources to enhance product quality and maintain competitive advantages in the market [20][24]. Group 5: Long-term Strategy - Shuyi Shao Xian Cao is committed to refining its product offerings through meticulous research and development, focusing on quality and consumer preferences to drive future growth [17][19]. - The company aims to expand its health beverage portfolio while maintaining a stable supply chain and precise operational management to ensure consistent product quality [24].