Beijing Feileniao Education Consulting Co., Ltd.

Interviewee: Brand Founder, Xiao Hui

Q1 Briefly introduce the brand? 

Founded in 2010, Feileniao is a Chinese cultural and aesthetic product design brand positioned as "refining Chinese culture, reshaping aesthetic design, and creating high-quality aesthetic national trend products". Having been deeply engaged in the fields of painting education and aesthetics for more than a decade, its business covers three sectors: book publishing, online education, and cultural and creative product development. By 2025, it has launched over 1,000 types of cultural and creative products as well as 5,000 hours of online courses, and published more than 1,000 kinds of books. The brand slogan is "Be the Aesthete of Life".

Q2 What was the opportunity for Feileniao to decide to independently develop customized art material sets? Will self-developed products dilute the original aspiration of education?

During the research and development of books and courses, we found that the quality of art materials directly affects the learning experience. There is a lack of adaptability between art materials on the market and teaching courses, and many beginners give up painting because the tools are not easy to use or the art materials are too expensive. Therefore, based on the user data accumulated through years of painting book publishing, we launched the independent research and development project of art materials in 2018, set up a professional cultural and creative team, and took the lead in launching the "Feileniao Colored Pencil Special Paper" series products. Adhering to the concept of low price and high performance, the products focus on the three core features of "fine texture, multi-layer color layering, and smudge resistance", which solves the core needs of novice users for colored drawing paper.

Self-developed products will not dilute the original aspiration of education. Self-developed products are not a simple commercial expansion, but an extension of education. Self-developed art materials are a key link in the "books - courses - tools" educational closed loop. For example, when we first started publishing painting books, most art materials on the market were imported. Many beginners had no convenient purchase channels or found the prices relatively expensive, resulting in a high threshold for users to learn painting. To enable more people to access painting, when developing tutorials, we preset the art materials required by the tutorial content, and then the cultural and creative department specially developed a set of practical supporting tools such as paintbrushes and line drawings for the tutorial. With affordable prices, professional performance, and meticulous services, we have greatly improved the success rate of students' learning. We have also directly integrated teaching knowledge points into the instruction manuals of art material products, realizing "tools as teaching aids". Meanwhile, more than half of the members in the product R&D team have an art education background, and all products have been tested in actual teaching scenarios. Essentially, we use products to enhance teaching effectiveness.

Q3 CSF is focusing on "cultural export" this year. What attempts has Feileniao made in expanding overseas channels so far? What achievements have been made? What is the most difficult cultural threshold to cross? 

In addition to having more than 300 books translated into multiple languages including English, Japanese, Korean, Thai, Russian, Arabic, and Vietnamese, our cultural and creative products are mainly sold through domestic foreign trade enterprises on overseas platforms such as Amazon and independent websites, featuring "Oriental aesthetics combined with high quality and low price". We actively participate in the CSF Cultural Fair every year, and expand overseas channels through the exhibition platform. The number of overseas consumers has exceeded 10 million.

The most difficult cultural threshold to cross is "the localization adaptation of aesthetic expression". For example, when promoting products with traditional Chinese aesthetic styles to markets such as Europe and the United States, it is necessary to weaken the expression of Chinese artistic conception and strengthen the adaptation to Western aesthetics as well as consumers' aesthetic habits and cultural backgrounds. This requires us to not only retain the essence of beauty, but also act as cross-cultural "interpreters".

Q4 Can you disclose some of the brand's new moves in the future? (Development plans, event previews, new product expansion plans, etc.)? 

In the future, we will still adhere to our original aspiration and create products that are easy to use, affordable, and aesthetically pleasing for users. Our design philosophy will continue to be deeply integrated with traditional culture, and we will fully display the 5,000-year-old Chinese aesthetics through design languages and presentation methods that young people can understand today. Chinese beauty is diverse. In addition to the beauty of painting, there are also the beauty of characters, colors, patterns, costumes, architecture, etc. These are all the expansion directions of our new products. 

Q5 What are your expectations for the 120^th China Stationery Fair (CSF)?

We hope that the 120^th CSF will enable us to jointly build an industry ecosystem, promote resource complementarity and win-win cooperation among raw material suppliers, manufacturers, and brands. We also hope that CSF will continue to strengthen its role as a "cultural export" platform, link up overseas channels, help brands accurately connect with global buyers, and especially expand B-end customers in Southeast Asia, Europe and the United States.

About Beijing Feileniao Education Consulting Co., Ltd.

Based on the development positioning of "refining Chinese culture, reshaping aesthetic design, and creating high-quality aesthetic national trend products", Feileniao is committed to creating a high-quality aesthetic lifestyle for users. Having been deeply engaged in the fields of aesthetic design and painting education for more than ten years, Feileniao has now formed a closed-loop lifestyle aesthetics operation ecosystem integrating art and painting book publishing, online and offline integrated painting education, as well as R&D of supporting art supplies and cultural and creative peripherals.