Latest news with #FlyByJing
Miami Herald
10-06-2025
- Business
- Miami Herald
Collaboration over competition: Why brands are joining forces to grow their audiences
Collaboration over competition: Why brands are joining forces to grow their audiences In February 2023, Thomas Neuberger, cofounder of P.F. Candle, and Dani Noguera, founder of outdoor apparel brand Grin27, happened to meet on a bike ride, as they were both in the Los Angeles cycling community. Neither was fully aware of what the other did. Mid-conversation, it came out that the former was, in fact, the owner of P.F., while the latter religiously burned P.F. candles before each bike ride. The result? Morning Star wood incense, a collaboration between the two brands inspired by damp, fresh California forest mornings. "We are definitely very true to life with our scents, so people who are outdoorsy and like to hike and camp are attracted to our products," says P.F. Candle cofounder Kristen Pumphrey. To further appeal to Grin27's audience of dedicated cyclists, the two brands described the incense as rejuvenative, ideally used to signal time dedicated to physical therapy, maintenance, and injury prevention. The limited-edition drop of 250 units sold out in just 18 days. "So many of our partnerships happen organically," says Pumphrey, whose other collaborations include Peanuts, skateboard brand Toy Machine, and the upcoming Sempervirens Fund's 125th anniversary. Brand collaborations foster inclusion, innovation, and a response to cultural shifts. They enhance the relevance of all parties involved and connect them to new audiences. More practically, brand collaborations can be far less expensive than acquiring new audiences via paid marketing channels. A successful partnership allows brands to break out of their respective category and tap into new spaces while staying true to their value propositions. Shopify talked with Kristen Pumphrey, Becca Millstein of Fishwife, and Jing Gao of Fly By Jing to break down the anatomy of a brand collab. Identify your goals Knowing what you want to get out of a collaboration lays the foundation for a successful partnership. For many brands, exposure to new markets is key. "The ultimate goal for a partnership is getting your brand in front of a whole audience that most likely hasn't heard of you or at least hasn't tried your products, but is going to now," says Amrit Richmond, founder of the Indie CPG newsletter community and the consultancy Supermercato. This was certainly the case with the Fishwife x Fly By Jing collab. "We are completely focused on tinned fish products, on moving the tinned fish movement forward, on making it a staple in every cupboard, and on educating our customer base about the limitless use cases of tinned fish," says Becca Millstein, CEO and cofounder of Fishwife. "We can use brand collabs, like ours with Fly By Jing, to drive home certain use cases-tinned fish in Chinese cuisine, in rice bowls, and noodles-and recruit new customers from their community." For independent brands in the consumer packaged goods and lifestyle space, in particular, collaborations remain a fertile ground for experimentation without fully committing to entirely new product categories in the original lineup. They also present a cost-effective option for customer acquisition. "Having two brands of somewhat similar size share a collaboration on their Instagram-that maximum exposure is really, really valuable, especially right now, where everyone is trying to cut their expenses," says Richmond. Find opportunities that align with your brand Next is the exploratory phase: identifying potential partners based on your goals and brand mission. "At the end of the prior year, we map out the following year's marketing calendar, including key themes we want to emphasize quarterly and monthly," explains Millstein, who has collaborated with Fly By Jing, Lisa Says Gah, Graza, Bon Iver, and more. "Concurrently, the marketing team makes a huge list of potential collabs that we believe have the potential to reinforce those themes, orders them by preference, and starts reaching out to see what we can turn up. Then we decide who will be taking on what responsibility in the collaboration, what it will look like, and then we get to planning and executing." The Fly By Jing team starts by setting criteria for its collaborators. "We seek out partners that are brand-aligned, have really loyal followings, and a similar dedication to storytelling," says Jing Gao, the company's CEO and founder. "Our collabs with Fishwife, Irvins, and Daily Crunch were not just about co-branding, it was about creating custom products that merge our respective culinary expertise in new and unexpected ways." Despite the sheer quantity of product launches, Gao also observes that the CPG world is pretty tight-knit. "Many of Fly By Jing's collaboration partners are my personal friends who also share my love of making great products and challenging what's possible in the CPG space." For P.F. Candle, when collaborations don't happen spontaneously, as they did with Grin27, potential partners often slide in the account's DMs, and so Pumphrey and Neuberger keep a waiting list of brands who want custom scents. "We only have capacity for so much. We really only take on two collaborative projects a year," says Pumphrey. "So we have to be quite strategic and thoughtful about the partners we're choosing. Collaboratively, we try to do one smaller project that's very brand-building and feels like a friend-of-the-brand type of thing, and one bigger one that's really good for reach." Put it in writing "A collaboration is like a mullet," says Pumphrey. "It's business in the front, party in the back." You get the business done first. "You've got to get the contract in, and you've got to work out the terms. Get it in writing," she elaborates. "There is no way around the tedium of going through a contract line by line, and if it's a big contract, you have to send it out to an attorney to make sure everything's good." Contracts should outline both production commitments, i.e., the number of units to be produced; and marketing commitments, i.e., creative assets, social posts, emails, and ad spend. If you're licensing a large brand's intellectual property for a collaboration, make sure you understand the licensing costs upfront. P.F. Candle had a successful collaboration with Peanuts in the summer of 2024. With an initial run of 15,000 pieces, this venture did extend its reach, but it also taught them a lesson. The brand's initial plan for pricing and product quantities was based on historical sales data and didn't account for the full cost of licensing. "From an operational perspective, that was a learning curve because we went into it thinking, 'How many units can we sell?" not thinking, 'How much is that gonna cost us on a licensing deal?' So we got the bill for the licensing. We said, 'Oh my God, that doesn't fit in the budget, that's gonna blow the budget,'" Pumphrey explains on Shopify Masters. The team adapted, and the collaboration was a success-but they've since adjusted their approach, reverse-engineering pricing and supply with the costs of licensing baked in. "You have to account for that added cost-either by increasing the product's price or by pre-budgeting for the licensing fee," says Pumphrey. "A big learning curve from the licensing perspective is getting the contract locked down before moving into prototyping and production. You don't want to finish the contract at the last minute and then discover you need changes once you've already ordered materials. As an independently owned business, that can be a significant loss." To find available intellectual property from big brands, consider attending the Licensing Expo in Vegas. "It's a whole thing," Pumphrey says. "If that's the route you want to go down, the Licensing Expo is a good place, because you can see everybody who's licensing their IP and decide what you would want to do." Launch with a tailored campaign With the business settled, it's time for the party: Creatively, each collaboration should expand the brand's lore and universe. "We like to create a little world around every launch, especially around every tinned fish launch," says Millstein, specifying that key elements of every launch include photo and video, press outreach, social content, and influencer seeding campaign, and packaging and marketing design. "The entire marketing team comes together to build all of these elements to ensure the world feels robust, tangible, easy to understand, and exciting." Specifically, in the case of the partnership between Fly By Jing and Fishwife, their Smoked Salmon with Sweet and Spicy Zhong has a branding that combines the styles of the two brands: the former's color palette and the latter's signature illustrations by Danny "Danbo" Miller. This gives both participants' audiences something familiar and something unexpected to get excited about. This story was produced by Shopify and reviewed and distributed by Stacker. © Stacker Media, LLC.
New York Times
03-06-2025
- Business
- New York Times
The 19 Best Father's Day Deals a Dad Will Actually Love
Other things to know: 5-inch inseam. Use promo code WCFDSHORTS to get the deal price and a free-shipping credit at checkout. Read more: The Best Gifts for Dads Other things to know: Our priciest white sneakers pick (but we think worth it). Requires some upkeep, since leather is prone to creasing; we recommend using a Magic Eraser to gently buff out dirt on the uppers. Can make feet hot and sweaty. Men's style runs a half-size large. Use promo code WIRECUTTER130 to get the deal price on the white, black, light brown or navy classic colors. Read more: The Best White Sneakers Other things to know: Body is coated with waterproofing treatment, and zippers are set in waterproof tape. Made of 90% recycled materials. 17-inch laptop compartment. Can get bulky. Zippered pocket on left strap is uncomfortable for carrying a phone. Enter code WCY25 in the 'gift card or certificate' field at checkout to get the deal price. Read more: The Best Laptop Backpacks Other things to know: Includes Fly By Jing's signature Sichuan Chili Crisp, Xtra Crunchy Chili Crisp, Xtra Spicy Chili Crisp, Sweet + Spicy Sichuan Chili Sauce, super-versatile Chili Crisp Vinaigrette, legume-studded Chengdu Crunch, and Sichuan Gold chili oil. Use code WIRECUTTERDADS to get the deal price and free shipping. Read more: Most Gift Baskets Are Terrible. These Are Great. Other things to know: Not as plush as terry cloth. Extra-long sleeves can be rolled up or hemmed. This updated design has a flat, kimono-style collar instead of the previous shawl collar. Use promo code WCDADS to get the deal. Read more: The Best Robes Other things to know: Also recommended in multiple Wirecutter gift guides. Price varies by bouquet, delivery locale, and delivery date. Example pricing is for the Men Love Flowers bouquet without a vase, and excluding the cost of shipping. Use single-use code WCDADS to get 30% off pre-shipping prices. Read more: The Best Online Flower Delivery Service Other things to know: The sleeves and waist are bound in Lycra to keep things snug. Machine-washable. No side pockets. Use promo code WCFDWINDZIP to get the deal price. Sizing is limited in several colors. Read more: The 46 Best Gifts for Dads Other things to know: Doesn't work in a breeze. The charging base makes recharging as simple as setting it down. Comes with a 36-hour cartridge of repellent liquid, as opposed to the 12-hour cartridge that our old top pick came with. Use code 12THERMACELL to get the deal price. Read more: The Best Mosquito Control Gear for Your Patio or Yard Other things to know: We specifically tested the misting model, a feature that this less expensive version lacks. We like the magnetic remote, but the onboard controls are weirdly counterintuitive. Battery life could be better. Generous two-year warranty. Costco membership required. Read more: The Best Cordless Fans Other things to know: One of the easiest feeders to maintain of the models we tested. Flip-up roof can hold up to 1.5 liters of seed. Use code UNCLESTAN. A few bucks higher than the lowest price we've seen, but still a solid deal. Read more: The Best Smart Bird Feeders Other things to know: The Sonos app can be glitchy, and its own voice-control compatibility is limited. Difficult to add external, non-AirPlay-enabled audio players to the system. Read more: The Best Multi-Room Speaker System Other things to know: Five-year warranty, in contrast to the lifetime warranty of our top rotomolded pick. Comes with an interior rack to keep small items dry. Price reflects in cart. Read more: The Best Coolers Other things to know: Available with or without a pocket, and also in a V-neck. It's a good buy when on sale. Add two shirts to cart to get the deal price. Mix and match allowed. Read more: The Best Men's White T-Shirts Other things to know: It may take time to memorize the series of taps and holds necessary to access the full suite of controls. Lacks the clarity and sense of space of our top pick. May not stay in place if you have very small or deep-set ears. On sale in black. Use code EAIRPRO4. Within $5 of the lowest price we've seen. Read more: The Best Noise-Cancelling Headphones Other things to know: Comes with everything needed to brew and hold coffee, including a kettle, a stainless filter dripper, an insulated tumbler, and a lid. Clip the on-page coupon. Read more: The 36 Best Gifts for Coffee Lovers Other things to know: Hot oil can escape through the vented lid, so it might not be best for kids to use. Use code FRIEND. Ships free with Macy's Star Rewards account (free to join). Deal on red. Read more: The Best Ways to Make (and Flavor) Popcorn Editor's note: The photo at the top of this article may reflect previous deals that are no longer valid and have been removed. Check out our Deals page for more great discounts on Wirecutter's expert-approved picks. This article was edited by Janie Campbell and Nathan Burrow. No matter what your dad is into—books, music, games, the outdoors, or all of the above—we have a gift that is sure to scratch the itch. Here's what the Wirecutter Deals team is looking for when they hunt for the best prices on Wirecutter picks every day of the week. The Wirecutter Deals team breaks down a few simple ways to save money all year long.
Yahoo
19-04-2025
- Business
- Yahoo
Fly By Jing CEO says Trump's China tariffs are 'disruptive' but her chili crisps can't be sourced from anywhere else
Jing Gao is the founder and CEO of Sichuan chili crisp company Fly By Jing. She told BI that the brand is still committed to sourcing ingredients from her hometown in China. The tariffs "rob Americans of an accessible way to connect with and appreciate cultures at a time when we need it most," she said. "An Update from Jing on Tariffs." This was the subject line of an email from the popular chili crisp brand Fly By Jing. I'd previously purchased the brand as a gift, and the message landed in my inbox on April 11, just a few days into an escalating trade war between the US and China. Founded in 2018, the small business is best known for its popular Chinese chili crisp varieties, sold in stores like Target and Whole Foods. The email said that, as of when it was sent on April 11, the brand's products were subject to a 160% tariff rate, compared to 15% before President Donald Trump's sweeping tariffs announcements. "These tariffs have a material impact — not just on our business but countless others, and are disproportionately impacting small, independent brands like ours," the email read. "The integrity of our ingredients, their specific terroir, and the craftsmanship of our products are highly local to Sichuan and will continue to be." I scoped out the brand's Instagram page and saw a video of founder and CEO Jing Gao discussing the tariffs' impact on the business and reached out to hear more. Here is the conversation we had over email, with my questions in bold, and Gao's answers below. How are the tariffs affecting your business? Considering the volatility of the current tariff conversations, it's really important for us as a brand to fully assess the landscape before making major, potentially irreversible decisions. Currently, no orders or shipments are on hold, and our priorities are continuing to source the ingredients for our core sauces from the Sichuan province and keeping our pricing as affordable as possible. The tariff announcements have been on and off, and rates have fluctuated. How did this affect your planning? The current volatility is disruptive and will prove debilitating to many independent businesses. We are fortunate to have built resilience into our organization over the last six years to be able to weather the storm. We have not yet made any major business decisions as we await stabilization, but these fluctuations are impossible to plan for and disproportionately affect small businesses and entrepreneurs. Can you talk about why it's important to you and to the business to source your products from Sichuan? One of our key goals through this all is to maintain the integrity of the ingredients in our core products. Our ingredients come directly from Sichuan — fermented black beans, highly prized Tribute peppers, Erjingtiao chilis, and cold-pressed roasted caiziyou — and simply cannot be grown anywhere else. Last year, you actually dropped prices. Do you see the tariffs impacting product prices going forward, and if so, do you have a timeline on that? Price accessibility for our products is a core tenet of our brand at Fly By Jing. Our mission is to expand palates and introduce new flavors nationwide, so we need our products to be affordable. In service of this, we implemented a significant price decrease last year — even amid rising inflation — and are reaching more homes than ever. Due to the current volatility, it's important for us as a brand to fully assess the landscape before making decisions that will have long-term implications. Right now, our priority is to keep prices as affordable as possible while maintaining the integrity of our ingredients. What has your average day looked like in recent weeks? Are you working longer hours as you navigate the situation? We're at a pivotal moment as a brand and are very focused on expanding to reach new audiences. This news cycle, and its implications, is clearly very consuming as it requires constant attention at an already very busy time — but we are privileged as a brand to have built resilience into our business, which is allowing us to take a step back and assess the situation before reacting. I am speaking often to peers, fellow business owners, and, of course, my team, to gather insights, strategize, and determine the route forward that will allow us to maintain our core brand values. Is there anything you're not seeing discussed around tariffs and their impact on small businesses that you think is important for people to know? Sharing authentic ingredients and flavors is one of the most powerful ways to explore the nuances of other cultures — it sparks curiosity, builds connection, and inspires empathy. These tariffs, which as of today are at least 160%, not only threaten our brand's prosperity, but rob Americans of an accessible way to connect with and appreciate cultures at a time when we need it most. Our success as a brand has proven that bold and diverse international flavors at affordable prices are what Americans want and that they are here to stay. Read the original article on Business Insider
NBC News
14-04-2025
- Business
- NBC News
Talking Shop with Fly By Jing founder Jing Gao
Talking Shop is our series where we talk to interesting people about their most interesting buys. When Jing Gao founded Fly By Jing in 2018, she had one goal: help people bring their favorite Asian flavors home. Prior to starting her company, she ran an underground supper club with a similar intention, and after developing a handful of sauce bases for recipes, she started bottling them to sell. One of those sauces might be in your refrigerator or pantry right now — I practically add Fly By Jing's Sichuan Chili Crisp to anything savory I eat, and use its Sichuan Gold chili oil when I really want to amp up a dish. Of course, Fly By Jing's products are staples in her kitchen, but Gao relies on many others when hosting or cooking dinner for her family. I talked to her about the kitchen essentials she can't live without, plus the food item she used to stuff her suitcase with before flying home from Singapore. 'Zojirushi is the Rolls Royce of rice cookers,' says Gao. 'I use it pretty much every day in my kitchen, and I have a small one because it's just me, my partner and my baby. You just press a button and it makes perfect rice every single time.' Beyond using it for rice, Gao also cooks congee in it. When she's using a wok to boil, steam, stir fry or braise ingredients, Gao's utensil of choice is long wood or bamboo cooking chopsticks. 'They give you more precision when you want to pick things up, and they're really good for separate noodles,' she says. 'Since they're so long, it prevents you from getting your hand all up in the steam and oil that might be splattering.' 'I have a lot of hot pot at home, and whenever I host, I love making it because it's the most simple yet impressive food that just looks beautiful,' says Gao. 'It's such a communal, wonderful experience where you're cooking and eating with friends, and it goes on for hours. It's a huge spread, but all you really did was wash some vegetables, chop some tofu and lay out pre-sliced meats from H-Mart or 99 Ranch.' 'With hot pot, you basically need some kind of a stove on your table,' says Gao. 'I love the Iwatani because you don't need to mess with cords since it runs off gas. You can put it in the middle of your table with your hot pot over it, and it's great for camping, too.' Diaspora Co. Aranya Black Pepper 'I swear by and only use Dispora's black pepper,' says Gao. 'It's the best black pepper and it will make you feel like every black pepper you've had in the past is awful. It's that good.' She also uses the brand's other single-origin, ethically-sourced spices, all of which are 'beautifully packaged' so Gao recommends gifting them to the home cook in your life. Toiro Donabe Steamer Mushi Nabe 'You can make hot pot in any type of pot, but I prefer a donabe, which is a Japanese clay vessel,' she says. 'They've been using it for thousands of years in China and Japan, and there's something about the clay that really holds the heat when you're cooking and amplifies the flavor.' Gao's favorite donabe is from Toiro, a Los Angeles-based brand. 'Toiro's artisan-crafted clay pots are just incredible and their donabe is such a versatile vessel. I cook hot pot in it, but I also use it to cook rice, steam vegetables and make Japanese curries.' Gao has this large donabe from Toiro that comes with a steamer attachment. She often makes soup or rice on the bottom, and salmon and vegetables on top in the steamer. 'It's all about convenience,' says Gao. 'I love making fresh rice, but sometimes, I just do not have the time,' says Gao. 'Having ready-to-eat rice in a bag that you just microwave for a minute is so easy.' She often uses Lundberg's 90-second rice to make fried rice, and adds vegetables and eggs to it. Irvins Salted Egg Salmon Skin Chip Crisps 'The most popular snack brand from Asia is Irvins, which is based in Singapore. I would literally go to Singapore and stop at the airport just to grab these chips,' says Gao. 'They're most famous for their salmon skin chips. Somehow, the way they fry it makes it super crispy and delicious, and they coat it in all kinds of flavors, like salted duck egg.' Why trust NBC Select? I'm a reporter at NBC Select who covers topics like health, fitness, home and kitchen. I interviewed Jing Gao, founder of Fly By Jing and cookbook author, about her favorite products to cook with at home.
