小仙炖电子商务有限公司：战略创新 Xiaoxiandun E-Commerce Co., Ltd: Strategic Innovation (Simplified Chinese version)

2020年4月，小仙炖电子商务有限公司（以下简称“小仙炖”）的首席执行官面临艰难抉择。小仙炖于2014年在中国北京成立，致力于燕窝——一种极受欢迎的中国传统滋补产品——并倡导中药的滋补功效。低温技术和及时的配送，让消费者能够按时、按量地滋补燕窝。2017-2019年的“鲜炖燕窝专家”战略，帮助小仙炖超越原来的燕窝龙头，成为2019年天猫双十一销量第一。同年，龙头企业将小仙炖作为主要竞争对手，采用了类似的鲜炖技术。面对这样的挑战，苗树应该如何往前走：是坚持“专家”战略，多元化扩张，还是战略转型成为领跑者？

In April 2020, the chief executive officer of Xiaoxiandun E-Commerce Co. (Xiaoxiandun), faced a tough choice. Founded in 2014 in Beijing, China, Xiaoxiandun focused on birds’ nests—an extremely popular traditional Chinese tonic product—and advocated the benefits of nourishing Chinese medicine. Low-temperature technology and timely delivery helped consumers to nourish the bird's nest on time and in standardized amounts. The "Expert of Fresh Stewed Bird's Nest" strategy during 2017-2019 helped Xiaoxiandun surpass the original leader in the bird's nest industry and became number one in sales on Tmall Double Eleven in 2019. In the same year, the leader regarded Xiaoxiandun as the main competitor, and adopted similar fresh stew technology. Faced with this challenge, how should Miao move forward: adhere to the "expert" strategy, diversify and expand, or make strategic changes to become a leader?