Young entrepreneur redefines fishing business with modern approach

Yuan Kexin continues her family's fishing business by creating a high-end seafood brand. [Photo/Nantong Daily]

Born and raised near the Lyusi Fishing Port in Qidong, Yuan Kexin, the eighth-generation successor of her family's fishing business, has blended tradition with innovation to launch the seafood brand Zhixian.

After completing her undergraduate studies, Yuan pursued finance in the United States and worked at home and abroad in the industry. A turning point came when she realized that her financial expertise could be applied to her hometown's traditional fishing industry.

In 2020, Yuan founded Zhixian to enhance seafood processing and embrace modern retail strategies. Recognizing that many young consumers enjoy seafood but find it challenging to prepare, she introduced pre-processed ribbonfish, removing gills, guts, and bones while even pre-seasoning the fish for convenience.

Within a year, Zhixian secured a place in Shanghai's high-end supermarket City'super, becoming the first Chinese seafood brand to hit its premium shelves. Today, the brand dominates e-commerce seafood sales, with products like ribbonfish and swimming crabs consistently topping the charts. Its ready-to-cook offerings, such as fish fillets and butter-fried shrimp, continue to attract consumers, boasting an impressive 80 percent repurchase rate within 12 months.