A “unicorn” emerged from the black soil in Liaoning Province in 2023. Starting out as a premium rice producer, “Shiyue Daotian” Group Co., Ltd. located in Xinmin County-level City, Shenyang, Liaoning, has become the first “unicorn” company in Liaoning.

“Shiyue Daotian” Group is a leading and rapidly growing pantry staple food company in China, dedicated to providing their customers with prepackaged premium rice, whole grains, beans, and dry food products. Derived from a traditional workshop-style rice mill, “Shiyue Daotian” Group has settled in Liaoning and adhered to its quality policy. Now it possesses five production bases, five self-operated regional distribution centers, and 10 local warehouses across the country, with its annual revenue exceeding 4.5 billion yuan.

“Shiyue Daotian” Group became the first and only unicorn company in Liaoning in October this year. It was selected into the Global Unicorn Index 2023 according to a Hurun report and successfully listed on the Hong Kong Stock Exchange with a market value of more than 20 billion yuan.

Reviewing the trajectory of Shiyue Daotian Group, it’s not hard to find branding, digitization, and chainization are the key to its rapid growth and expansion.

The springboard for “Shiyue Daotian” Group to establish its brand and gain a foothold in the market is segmenting new demands and exploring new markets. For example, in response to the competitive rice market, it obtains real feedback from customers through online channels, accurately analyzes trends, and launches tricolor brown rice and other balanced products to satisfy the needs of healthy diets. At the same time, it promotes its brand in various fields and channels, both online and offline, and follows the market, enabling consumers to confidently enjoy nutritious and healthy products.

Digital empowerment provides a solid guarantee for large-scale production and mass supply. In the workshop of “Shiyue Daotian” Group, the fresh rice is sorted, filtered, husked, and polished. These processes are completed in a fully automatic production line. It has also independently developed an efficient ordering system, which realizes the automation and systematization of key processes in all links from demand “generation” to production plan issuance, warehousing, logistics arrangements, and delivery of customer orders. While ensuring efficient delivery of orders, it also significantly enhances customer loyalty.

Chainization is a crucial support for boosting the competitiveness of enterprises and creating a large industrial ecosystem. “Shiyue Daotian” Group connects scientific research institutes with cooperatives and farmers, recommends planting the latest developed high-quality rice seeds, and repurchases them at a price higher than the market price. This model enables enterprises and farmers to form a stable community of interests, directly driving the increase in per capita disposable income of farmers. Meanwhile, led by “Shiyue Daotian” Group, a growing number of upstream and downstream enterprises such as packaging and logistics companies have settled in Xinmin, which not only helps companies reduce costs and improve market competitiveness, but also gradually forms a cluster effect, promoting the development and growth of the industry.