Xinjiang Cuisine

Hua Xiaoxiao, a Xinjiang stir-fried rice noodle brand, is rapidly expanding across China, projected to reach over 3,000 locations by 2025. Founder Zhao Gang, leveraging his marketing background, strategically utilized e-commerce to overcome challenges faced by traditional restaurants. By focusing on a standardized, replicable menu item and building a strong online presence, Hua Xiaoxiao achieved scalable growth and improved product development through immediate customer feedback. E-commerce accounts for a significant portion of revenue, enabling community stores and promoting Xinjiang culture. The brand aims for global expansion, using a multi-platform approach to maximize reach.