13 Oct 2025
On 26 September 2025, Xi'an Jiaotong-Liverpool University's International Business School Suzhou (IBSS) and Suzhou Miaorongyan Life Technology Co., Ltd. formally signed a memorandum of co-operation, marking significant progress in their ongoing scientific research collaboration. Over the past year,, the IBSS research team has assisted the enterprise in brand and product incubation, helping it successfully launch its first certified organic health product - organic bird's nest and white fungus soup.
In October 2024, the IBSS research team and Miaorongyan Life Technology Co., Ltd. held their first meeting, engaging in in-depth discussions about the enterprise's early development needs. Led by Dr Jianwen Zheng, Associate Professor of Innovation and Entrepreneurship at IBSS, the team gained a deep understanding of the company’s product concepts, market positioning, and early-stage challenges through several in-person meetings.
To further support the enterprise's growth, Dr Zheng invited the founding team to IBSS and organised three tailored training sessions on start-up development. These workshops focused on core knowledge areas, analysed room for optimisation based on the company’s actual situation, and put provided practical recommendations for growth..
The founding team of Miaorongyan Life Technology Co., Ltd. stated:
"Through Dr Zheng's in-depth analysis and the three special training sessions, we have a clearer grasp of the key points for the enterprise's development and identified many issues that we had not considered before. This has made us determined to carry out in-depth scientific research co-operation with Dr Zheng and IBSS."
Since then, the research team and the enterprise have maintained close collaboration. Throughout the project, the team focused on addressing the core issues of the enterprise's development and provided key support in multiple links such as brand establishment, raw material traceability, market analysis, and production optimisation.
During the raw material traceability phase, the team conducted detailed investigations in Gutian County, Ningde City, Fujian Province and other locations to study the quality of organic raw materials and supply chain management. They also assisted the company to identify ways to highlight its product advantages, including improvements in quality, sustainability, and organic certification.
Based on their findings, the team proposed several recommendations to improve raw material procurement and management process, laying a solid foundation for future production.
Throughout the product development, the team provided continuous support, helping the company refine its product plans, conduct marketing testing, and collect consumer feedback. According to the test results, the research team worked with the enterprise to carry out multiple rounds of product adjustments, ensuring that the final product met market demand while complying with the strict standards of organic certification.
Through this series of comprehensive support, the enterprise successfully launched its first organic bird's nest and white fungus soup. The product not only meets market demand but also reflects the success of the fruitful collaboration between the research team and the enterprise.
Following continuous collaboration, the company completed the registration of its brand company in May 2025 and formally signed a Humanities and Social Sciences Research Agreement with Xi'an Jiaotong-Liverpool University in August 2025. This agreement further clarifies the co-operation direction and research focus for the next phase of co-operation, providing stronger support for the company’s long-term development.
This collaboration is a vivid example of how IBSS empowers enterprise practice through research. From brand incubation to successful product launch, the research team has remained focused on solving real-world challenges, collaborating closely with the enterprise, to steadily advance the project. This case demonstrates the practical value of academic research in promoting innovation and offers a replicable model for other enterprises.
IBSS remains committed to building strong bridges between academia and industry. By integrating cutting-edge research with business practice, it helps companies break through growth bottlenecks and achieve sustainable innovation. IBSS welcomes more enterprises to collaborate in exploring new pathways for joint development across industry, academia, and research.
13 Oct 2025