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E-commerce boosts sales of traditional cake

ezhejiang.gov.cn| Updated: March 8, 2023 L M S


Xi Shi tuan yuan bing, or Xishi Reunion Cake. [Photo/Zhejiang Daily]

The exquisite taste of Xishi Reunion Cake, a traditional snack in Zhuji, has recently become popular on social media, local media reported on March 8.

Produced by Zhou Ken, the fifth-generation inheritor of the recipe, at his workshop in Shidu village, Wuxie town, Zhuji, the snack has gained widespread popularity due to its unique flavor and innovative marketing strategy.

With Zhou's commitment to standardized production and management, the cake has become renowned for its exceptional quality and consistency, leading to the sale of over 5 million cakes through various e-commerce platforms, such as Taobao, Douyin, and Pinduoduo.

The cake is filled with a delightful mix of radish and other ingredients, wrapped in dough, flattened, and cooked over low heat, producing an unparalleled taste. Zhou's use of live streaming and internet celebrities as marketing tools has proven highly effective, bringing the snack to a wider audience.

By collaborating with local internet celebrities and establishing a live streaming base at his workshop, Zhou has been able to grow his audience, achieving over 4 million likes and more than 90 million hits across various media platforms.

The workshop has already sold over 100,000 cakes through live streams in the past three months. This month, the workshop will continue hosting live streaming events, while its newly constructed cold storage facility can now store over 100,000 cakes, which can be transported through a cold chain to different regions across the country.